The Sound of Sales: How Voice Commerce Is Shaping E-Commerce in 2025
In eCommerce innovation, voice commerce has quietly transformed from an experimental channel into a performance driver. What was once a futuristic “nice to have” is now emerging as a core lever in the omnichannel mix. The brands winning in 2025? They’re not just voice-search friendly—they’re voice-strategy ready.
This shift isn’t about novelty. It’s about meeting your customer in the moment—hands-free, screen-free, but still purchase-ready.
Why Voice Commerce Has Hit Its Stride
Global usage of voice assistants is booming, with over 8.4 billion devices in use worldwide by the end of 2024 (Statista). Yet the real change is qualitative: NLP (natural language processing) models have reached a level of sophistication where voice isn’t just understood—it’s contextualized.
What used to be “Alexa, reorder detergent” has evolved into:
- “What’s the best plant-based protein powder for post-workout recovery?”
- “Find a skincare brand that doesn’t use artificial fragrance.”
- “Is there a better price on this?”
These queries aren’t just commands—they’re conversations. And smart brands are optimizing for them.
Case Study: Iroha Nature – Simplifying Search and Reorders
Iroha Nature approached Hawke Media to expand U.S. market share for their skincare products, focusing on DTC performance and Amazon. Hawke helped them improve conversion through a combination of search-optimized product listings and Amazon-specific keyword targeting. While voice commerce wasn’t the core brief, the outcome reveals an adjacent opportunity: over 50% of smart speaker users now regularly use voice for product research and price comparisons (NPR/Edison, 2024).
Because Iroha’s listings are optimized for natural language and benefits-forward language (“hydrating sheet mask for tired skin”), they’re inherently more compatible with voice search intent—a foundation that primes them for long-term adoption as voice-based shopping gains traction.
Key Takeaway: DTC brands already optimizing for conversational SEO are closer to voice-readiness than they think. With structured product copy and benefit-driven phrasing, Iroha Nature became discoverable by both eyes and ears.
Where Voice Commerce Makes Sense in 2025
1. Routine & Reorder Purchases
Voice shines in categories with high repeat behavior—think supplements, personal care, snacks, pet products. Brands with strong customer retention strategies can layer voice into reorder flows.
Strategy: Integrate Amazon Alexa Shopping Actions and Google Assistant’s Buy with Google to streamline recurring purchases. Build voice-enabled reminders or shortcuts for subscription-based items.
2. Discovery Moments
Search behavior is shifting. “Best,” “how,” “where to buy,” and “near me” queries now dominate voice searches. This change has implications for DTC and marketplace strategies alike.
Strategy: Use long-tail keywords in product copy, Q&A sections, and on-site search. Structure your metadata and schema markup to align with spoken intent.
3. Customer Service via Voice
As brands scale, voice-based service—via IVR, chat-to-voice bots, or voice-enabled order tracking—reduces friction while preserving intimacy. It’s not just cost-efficient; it’s customer-centric.
Bonus: Post-purchase upsells can also be offered through voice. “Want to add exfoliating gloves to your next mask order?” is frictionless when done right.
Case Study: Jordans Skinny Mixes – From Discovery to Habit
Jordan’s Skinny Mixes partnered with Hawke to grow their Shopify DTC business, focusing on owned channel conversions and brand search intent. With millions of customers and a highly repeatable purchase cycle (coffee syrups, mixers, etc.), the brand was a prime candidate for voice-based engagement.
Although not yet voice-integrated, their SEO and paid media efforts laid the groundwork. Consumers searching “best sugar-free caramel syrup” or “zero-calorie pumpkin spice” could easily translate these queries to a smart speaker environment. Hawke’s work on product positioning and CRO directly contributed to over 20% lift in returning customer conversion rates, a clear indicator that integrating voice reorders could be a next-step efficiency.
Voice Commerce Potential: For brands with consumable products and loyalists, building Alexa or Google Assistant voice prompts for reorders can reinforce habit and retention.
How to Prepare Your Brand for Voice Commerce
You don’t need to launch a proprietary voice assistant to participate. Here’s what brands can do today to prepare for tomorrow’s voice-first buyers:
1. Optimize for Conversational Search
Use natural phrasing in product titles, bullet points, and FAQs. Mirror how people speak, not how they type.
2. Claim Listings on Voice-Activated Platforms
Ensure your products are listed and enriched on Amazon, Google Shopping, and Walmart. These are the channels that feed voice results.
3. Implement Structured Data Markup
Schema markup helps voice assistants understand your content. Prioritize Product, FAQ, and How-To.
4. Use First-Party Data to Trigger Voice Journeys
With tools like Klaviyo, create automated flows that invite users to “set up voice reorder reminders” or link to their smart speaker shopping lists.
5. Test Voice-Friendly UX with CRO Experts
Hawke Media’s Conversion Rate Optimization team can evaluate how your copy, structure, and navigation support voice-readiness. From landing page language to checkout flow, every touchpoint counts.
Final Thoughts: Voice Isn’t the Future—It’s a Filter
Voice commerce isn’t about changing your entire playbook. It’s about creating pathways for customers who prefer to speak, not scroll. The brands prepared for voice are those who’ve already prioritized clear, benefit-forward messaging, structured data, and repeat-friendly experiences—like Iroha Nature and Jordan’s Skinny Mixes.
As we continue into 2025, smart brands won’t just ask: “Is voice commerce worth it?”
They’ll ask: “How soon can we integrate it?”