It found that 35% of those surveyed used voice to check prices, 30% use it to add items to their shopping list and 18% use it to add items to a cart/basket. Fifteen percent have used it to make a purchase. The study highlights the impact voice assistants have on the wider purchase journey with 81% of those who had added an item to the cart ending up buying it later. The impact is even more dramatic among those who have an Alexa with a screen.

Sixty-seven percent plan to use voice commerce at some point for adding items to cart and 60% are willing to use it to purchase directly. More than two thirds (68%, rising to 81% among 16-34s) are willing to let Alexa recommend brands and 77% are happy for Alexa to recommend an appropriate Amazon brand.

The categories most affected by voice are electronics/technology (40%), food and groceries (47%) and petfood/petcare (31%).The study also highlighted that many have yet to use their Alexa for voice commerce with 36% saying they haven’t had a need to do so yet and 32% saying they just haven’t got round to it.