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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.

Retail Messaging Trends to Watch in 2026

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

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

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