CM.com is global leader in cloud software for conversational commerce

AI & Chatbots + Omnichannel platform for customer service in messengers

Leading omnichannel communication provider

End-to-end integrated software, internet, mobile and hardware solutions

Communicate with your clients via Viber Business Messages, SMS, E-mail, Chatbot and other channels.

Customized bot development and analytics tools

Optimizing communication channels, from businesses to customers

IMEDIA is operating in the field of providing value-added services on telecommunications platforms.

Omnichannel Messaging Platform for effective marketing communication

Connecting businesses with their customers on Viber, powering secure, private interactions 

Communications APIs, unified communications and contact centers

Providers of Cloud Communication Platforms (CPaaS) for Enterprises, OTT players & Telecom operators

Strengthen your position with Viber messaging for better business with your customers

CPaaS empowering businesses to communicate with customers using messaging, video and voice solutions

Making communications and communities for brands: B2C & D2C messaging, chatbots, campaigns

Creating chatbots that people actually love!

Software development company from UI/UX & Design to product development and IT consulting

Software development company specialising in web, mobile, chatbot and tech consulting

Designing and executing integrated digital, analytic and marketing solutions

Communication platform to keep in touch with your frontline employees

User-friendly chatbot builder for popular messengers, without programming knowledge

Custom chatbot developer with a focus on informative, communicative, awareness and E-commerce

Infobip is a global leader in omnichannel communication

Integrated solutions provider from advertising sales, marketing, branding to production

360 agency building Viber chatbot solutions

International messaging service provider for mobile operators and enterprises worldwide

Hybrid Chat, Conversational Marketing and Customer Automation

Grow your audience, engage your customers, automate your messages - across multiple channels

Platform to automate marketing, ecommerce, service operations and support in messengers

#1 Ukrainian Telecom Operator with over 25 million subscribers

Viber's #1 Business Messaging partner in the Philippines

Omnichannel solution provider in the Cloud Communications industry

Viber and SMS messaging service provider with web interface and via API

SMS Centre provides a professional omni-platform for business tasks

Omnichannel communication platform for modern businesses to delight customers

Οmni Channel Business Messaging Specialists of real-time, one-to-one & two-way communication

Providing mobile services to banks and financial institutions in Nepal

Optimised two-way communication between management and employees

Enterprise chatbot provider with high-end AI and cross-industry communication know-how

One of the biggest companies on the business communication market in Russia and CIS

We offer digital tools: SMS, OTT, Virtual PBX, CRM, AI BOT, Contact Center

A global cloud communications platform for all your mobile marketing needs

Next-gen CPaaS with Web & Cloud API services for marketing automation

Enterprise solutions platform for communications, payments, CRM and marketing

Leading Conversational AI and CX Automation Platform

Digital transformation and engagement services, AI chatbots, smart cities and fintech applications

Expert customer engagement and A2P mobile messaging solutions with over 20 years of experience

SparrowSMS: Leading Bulk SMS provider in Nepal and Global Enterprise Messaging

Multichannel messaging platform for successful business communication

Omnichannel platform for customer support teams

Removing communication complexities, so you can succeed.

Founded in 2006, Logate in Podgorica delivers IT solutions for telecoms and banks

Global communications platform for messaging, verification, and fraud prevention

We offer digital transformation services and global vendor software solutions

URBO is B2B SaaS company for the creative and recreational industries

Messente: Messaging partner for companies who want to send business-critical messages at scale

Omnichannel messaging provider for business communication

First in AI and c-commerce, we provide innovative messaging solutions

A holistic messaging and digital agency for messaging solutions

Largest A2P multi-channel messaging platform in the Philippines

SMSBAT is a group of companies that develops and implements modern digital marketing solutions

Communication platform helping brands build connected customer experiences.

Automate sales, marketing, and support with Terra's smart AI technology

A Leading telecom company, GSMA certified Voice carrier and SMS hub, MEF & ITU member

Omnichannel business messaging platform for marketing, sales & support

Multichannel messaging platform for business communication

Digital Solution Provider, Chatbot development and Customer support

Omnichannel platform with built-in phone, webchat, email, tickets, etc.

Creating OS and application software for business digitalization

Corporation in technology and international business, telecommunication and information solutions.

Different Solutions for different ways of communication

A leading service provider in Myanmar's TMT (Telecom, Media, and Technology) industry since 2003

Digital enabler, specialized in Chatbots, Messaging and Engagement

Omnichannel communication platform for business messaging globally

Operating globally through telecom partnerships, providing tailored messaging solutions and support

Expert in reaching, engaging, and retaining the right audience

Swift Technology specializes in Fintech, Vas SMS & custom software dev

Ommichannel platform to communicate worldwide

Seamlessly integrate GenAI agents and live support for superior CX

WayMore Marketing Intelligence Suite helps marketers achieve their goals.

Develop omni-channel messaging campaign through Viber, RCS, What's Up

The Globally Connected Customer Engagement Platform

We provide SMS A2P to Apac pacific region and fintech solution

Top 3 Mobile Marketing agency in Vietnam, offering fast, diverse solutions

Enable novel customer experiences with Generative AI chatbots

Build the future communication for global mobile operators and enterprises

Custom software solutions, staff augmentation, R&D and MVP development

klink.cloud is a leading omnichannel customer engagement platform provider

Smicos: AI-powered chatbot to boost sales, streamline management, and more.

Positive specializes in IT solutions, complex AI assistants, and chatbots

Nikita Mobile LLC is a leading mobile marketing and e-commerce company

In global retail, the path from seeing a product to owning it has never been shorter. We have moved beyond the era of omnichannel into something much faster and more personal: Conversational Commerce.According to <a target="_blank" rel="noopener noreferrer" href="https://b2b.viber.com/simplifying-messaging-for-smarter-customer-growth">our latest research</a> with Omdia, messaging has evolved from a simple notification tool into a storefront. But there’s a catch. Despite the hype, 70% of retail businesses are struggling to see measurable revenue or engagement from their messaging spend.The "chat window" is the new digital storefront, but most retailers are leaving the lights off. Read on and <a target="_blank" rel="noopener noreferrer" href="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/Rakuten_Viber_Retail_Messaging_Trends_One_pager_31274ae2fe.pdf">download the one-pager</a> to learn how to bridge the performance gap and turn conversations into growth.<h2>1. The performance gap: Why "blasting" no longer works</h2>The 70% failure rate isn't a tech problem; it’s a strategy problem. Most retailers are stuck in a "broadcast" mindset, leading to three main friction points:<ul><li>Inconsistent experiences: One-third of retailers report that customer service varies by platform. For instance, a helpful live chat is often followed by a robotic, unhelpful SMS.</li><li>Campaign fatigue: Low open rates suggest retailers are still "blasting" generic messages instead of building genuine engagement.</li><li>The conversion hurdle: Even when customers click, the path to purchase is often too clunky, causing them to abandon their carts before finishing the purchase.</li></ul><h2>2. The maturity shift: Moving toward predictive engagement</h2>To fix the gap, retailers are pivoting. While Email (85%) remains the standard for receipts, "active" engagement has moved to platforms that support the entire shopping journey.<ul><li>Social commerce: 62% of retailers are prioritizing platforms like Facebook, Instagram, and TikTok, which is well above the average in other industries. This shift highlights how visual and social modern shopping has become.</li><li>The "Superapp" model: Retailers are moving toward platforms like WhatsApp and Rakuten Viber. These apps act as a single hub where a customer’s identity, loyalty points, and purchase history are all stored in one secure chat thread.</li><li>The RCS frontier: There is a surge in interest for RCS (Rich Communication Services). Retailers want to use its "app-like" features, such as high-res image carousels and clickable buttons, to provide a premium shopping experience directly in the phone’s native messaging app.</li></ul><h2>3. The AI solution: Personalization at scale</h2>To bridge this performance gap, retailers are turning to Artificial Intelligence as the only way to deliver true personalization at scale.70% of retailers now state that their primary goal for AI is to improve targeting.Instead of generic weekly blasts, they are shifting toward "Predictive Engagement”, using AI to analyze browsing and buying habits so they can send the right message at the perfect time.For example, an AI assistant does more than just answer a sizing question; it recognizes a past purchase, like a red dress, and suggests matching shoes through a rich-media message with a one-tap payment option.<h2>4. The mandate: Simplify to grow</h2>The biggest takeaway for global retail leaders is that messaging cannot be treated as a collection of disconnected tools; success depends on managing it as a single, unified platform through two key strategies:<ul><li>System integration: Messaging only becomes "smart" when it’s connected to your CRM and payment systems. When tools share data, the interface knows exactly who the customer is and what they need.</li><li>Platform consolidation: 48% of retailers are consolidating their tools into a single, primary platform. This reduces "technical bloat," cuts costs, and ensures a consistent brand voice globally.</li></ul><h2>The new rule of retail</h2>The next era of retail growth won’t be defined by how many channels a brand uses, but by the quality of the conversations within them. Success now depends on creating a shopping experience that feels both intuitive and secure.The most effective strategy is to simplify to grow.&nbsp;By moving away from fragmented tools and toward integrated, AI-driven personalization, retailers can transform messaging from a simple notification center into a powerful, proactive assistant. The brands that thrive will be those that stop shouting at their customers and start listening to them.Ready to simplify your messaging and grow revenue? <a target="_blank" rel="noopener noreferrer" href="https://stage.forbusiness.viber.com/en/blog/post/retail-messaging-trends/#form_f2068195-d9a1-43a2-bd10-e4a6372fbec7">Talk to us!</a><a target="_blank" rel="noopener noreferrer" href="https://b2b.viber.com/simplifying-messaging-for-smarter-customer-growth"><img src="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/1200_627_1_fa1e3ace5a.png" alt="Download the full ebook to learn more" srcset="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/thumbnail_1200_627_1_fa1e3ace5a.png 245w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/small_1200_627_1_fa1e3ace5a.png 500w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/medium_1200_627_1_fa1e3ace5a.png 750w,https://env-stage-hosting.s3.eu-central-1.amazonaws.com/large_1200_627_1_fa1e3ace5a.png 1000w," sizes="100vw" width="1200" height="627"></a> &nbsp;

Learn how to turn conversational commerce into a revenue engine, based on research from Omdia.

Why messaging is failing 70% of retailers (and how to fix it)

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