The top conversational commerce tools—and how leading brands are using them

Key takeaways from this article

• Learn what conversational commerce is and why it is becoming critical for modern ecommerce experiences.
• Discover the key features to look for in conversational commerce tools, including natural language understanding and contextual awareness.
• Understand how leading brands use conversational tools to simplify product discovery and boost conversions.
• Explore the benefits of conversational commerce over traditional keyword search and static forms.
• Get actionable tips on how to evaluate the right platform for your business needs.

Conversational commerce isn’t a trend—it’s a transformation.

Modern online shoppers expect answers in real time, not just search results. Whether browsing from a desktop, chatting in a messaging app, or scrolling through social media platforms, customers want to be guided—not left to filter and fend for themselves.

To meet this expectation, leading ecommerce businesses are turning to a new generation of conversational commerce tools: AI-powered, omnichannel, and built to deliver personalized assistance across the entire customer journey.

In this guide, we break down the core types of conversational commerce tools—search, guided selling, configuration, and more—using real-world examples from Zoovu’s enterprise clients like Microsoft, Canon, eBay, GE HealthCare, and Trek.

What are conversational commerce tools?

Conversational commerce tools are AI-driven technologies that simulate natural, human-like interactions to support shoppers throughout the buying journey. These tools—ranging from conversational search to AI-powered chatbots and visual product configurators—replace the need for multiple fragmented apps by offering a unified, intelligent experience.

When implemented well, they:

• Interpret customer intents using natural language processing
• Offer personalized product recommendations
• Provide real-time assistance across chat, web, voice, and app messaging
• Replace generic filtering with interactive conversations
• Reduce drop-off and cart abandonment with personalized experiences

Let’s break down the essential categories of tools and explore how Zoovu powers them across some of the world’s most complex ecommerce operations.

1. Conversational search engines

Tool type: Intent-aware product discovery

Use case: Simplify search for large or complex product catalogs

A conversational search engine uses AI, semantic understanding, and language models to turn vague or open-ended search terms into meaningful results. These tools understand casual language, support real-time conversations, and personalize discovery across the entire customer journey.

Zoovu in action:

• Noble Knight Games replaced traditional keyword search with Zoovu’s conversational search. When customers search “5-player strategy games,” the assistant interprets the request, understands game mechanics, and recommends matching products based on player count, complexity, and genre.
• eBay Germany leverages Zoovu to power product discovery for electronics, allowing online shoppers to find the right device based on lifestyle needs (e.g., “smartphone for photography,” “TV for gaming”).

Why it matters: This tool turns the search bar into a virtual assistant that engages in natural conversations, reduces bounce, and improves product relevance.

2. Guided selling assistants

Tool type: Needs-based product advisors

Use case: Support decision-making in high-consideration categories

Guided selling tools ask customers a series of contextual questions, helping them narrow down from a wide range of options. They personalize recommendations based on individual preferences, then explain the reasoning—building confidence in the purchase journey.

Zoovu in action:

• Microsoft’s Surface Advisor walks users through a guided buying experience by asking how they’ll use the device (e.g., travel, school, gaming). It delivers a short list of recommended devices and custom descriptions—syndicated across 100+ global retailers.
• MAPAL uses Zoovu to guide industrial buyers through complex tool configurations by gathering specifications like material type and machining needs.

Why it matters: Guided selling tools bring a human touch to online shopping—especially in industries where technical complexity can overwhelm customers.

3. Visual product configurators

Tool type: Real-time customization interface

Use case: Personalize products with variable features, specs, or add-ons

Visual configurators give shoppers the ability to build products to their exact specifications while seeing the changes live. When paired with conversational AI, these tools explain options, validate compatibility, and keep the experience guided—not overwhelming.

Zoovu in action:

• KitchenAid uses Zoovu to let customers configure stand mixers by selecting color, bowl type, and accessories, all with real-time pricing updates and visuals.
• Dräger enables safety officers to configure firefighter helmets that comply with local regulations and job requirements. The Zoovu-powered tool automatically checks compatibility and pushes the configuration directly to SAP for fulfillment.

Why it matters: This type of tool transforms traditional configuration from a manual, error-prone process into an intuitive, scalable solution—even for B2B buyers.

4. Conversational commerce bots (AI-powered chatbots)

Tool type: Conversational AI interface

Use case: Automate responses to customer questions, improve engagement, and scale service

Unlike scripted bots, AI-powered conversational commerce bots use NLP and dynamic product data to respond to complex queries—guiding users with relevant responses and surfacing recommendations without human intervention.

Zoovu in action:

• Bosch launched an Accessory Advisor that behaves like a digital sales rep. It asks users which tools they own, then recommends compatible accessories—ensuring product fit and reducing post-purchase support.
• Trek Bikes uses Zoovu’s Saddle Finder to match cyclists with the perfect saddle based on posture, riding style, and terrain—delivered through a friendly, conversational UI.

Why it matters: These bots bring instant responses, personalized assistance, and scale to interactions that once required a human service rep.

5. Product finders for discovery at scale

Tool type: Lightweight guided flows for rapid personalization

Use case: Drive product discovery on category pages or landing experiences

Product finders are purpose-built to quickly collect preferences and map them to best-fit options. They’re particularly useful for social commerce, landing pages, and messaging platforms, where attention spans are shorter and users expect a personalized experience immediately.

Zoovu in action:

• Canon’s Lens Finder guides users based on their camera body, photography goals (e.g., sports, portraits, landscapes), and skill level. It then recommends the best lenses, simplifying a notoriously confusing purchase decision.
• GE HealthCare uses Zoovu to help hospitals configure ultrasound systems. The product finder automatically creates a BOM (Bill of Materials) and offers real-time pricing—cutting evaluation time by 80%.

Why it matters: Finders are low-friction tools that deliver personalized product discovery without overwhelming the user—ideal for high-conversion use cases.

Why Zoovu combines all these tools into one conversational commerce platform

Most ecommerce brands cobble together chat apps, search add-ons, and third-party configurators—resulting in siloed data and fragmented experiences.

Zoovu’s conversational commerce platform replaces that complexity. It delivers all of these tools—search, selling, configuration, chat, and product discovery—through a unified, AI-powered solution that integrates directly into your ecommerce platform, CMS, CRM, and PIM.

Benefits:

• No-code control over conversational flows and assistant logic
• Faster response times and consistent customer experience
• Seamless deployment across product detail pages, landing pages, and external retailers
• Built-in data enrichment for product content, customer feedback, and behavior insights

Final take: What makes a great conversational commerce experience?

A successful conversational commerce experience doesn’t just answer questions—it builds customer relationships, aligns with customer expectations, and guides every conversation with customers toward a confident purchase.

Whether you’re offering guided buying flows for new laptops or configuration tools for complex B2B products, your conversational tools should reflect your brand, simplify complex decisions, and work across channels—from web to messaging to voice.

Ready to power your own conversational commerce strategy?

Zoovu helps ecommerce businesses deliver guided, intelligent experiences that improve customer satisfaction, increase loyalty, and scale globally.

Explore what Zoovu can do for your site—from conversational search to product configuration to full digital assistant deployment.

Book a Demo to see how the platform works across your entire customer journey.