Article

Bringing the power of Conversational AI to B2C and B2B marketplaces

Brian Abrams headshot

Brian Abrams

September 15, 2021

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3 minutes

Man texting with small business

Here’s the good news: Consumers love browsing through marketplaces. They’re convenient, easy to use, and offer incredible shopping options from sellers ranging all the way from the biggest brands in the world to your neighbor down the street. In fact, revenue from the top 100 online marketplaces hit a staggering $2.67 trillion in 2020.

Unfortunately, even the most interesting and diverse marketplaces can end up frustrating shoppers. Finding the perfect furniture, hair stylist, or restaurant doesn’t mean much when you can’t make contact. All too often, customer journeys beginning on marketplaces lead to waiting on hold for someone who never answers the phone, or clicking through to another website to hunt down an email address. These poor experiences terminate in dead ends. 

Consumers want better ways to connect with marketplace merchants. They also want those connections to take place on their own time, be personalized to their needs, and show respect for their privacy.

This is where Conversational AI makes all the difference.

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How Conversational Marketplaces can help

Conversational AI powers messaging with consumers at scale on websites, apps, and popular channels like WhatsApp, Apple Business Chat, and Google’s Business Messages. Now, we’re introducing Conversational Marketplaces, a seamless way for B2C and B2B marketplace operators to fully integrate AI-powered messaging into their marketplaces.


By going conversational, B2C and B2B marketplaces eliminate dead ends and bring their websites up to date with direct connections at every stage of the consumer journey, from discovery to sales to service to re-engagement.

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A win-win-win scenario for shoppers, merchants, and marketplaces

Let’s look at an example from the customer’s point of view. Imagine you’re looking for a used car now that your child is working at their first high school job. Through a marketplace, you find a local dealership with a promising option, but you have to figure out when you can go check it out between your work and your child’s school schedules. Rather than leave a message on the dealership’s answering machine or going to their website to fill out a bunch of forms, you can simply message with a virtual assistant to seamlessly share your details and confirm an appointment. 

Whether you’re a product and services listing marketplace, a brand hub connecting shoppers to your franchise network, or a business directory, you’ll see a win-win-win scenario by making your marketplace conversational. Even smaller businesses can take advantage of Conversational AI this way, adding more value to their relationship with your platform.

Platform delivers better results, merchants unlock revenue, shoppers have better experience


We’ve already seen this work for over 50,000 businesses on a couple of stellar automotive and business listings marketplaces.

The results speak for themselves: A leading US-based marketplace for car buyers and sellers has seen 35% of AI-powered conversations convert to leads.

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How to get started

There’s no wrong way to start taking advantage of the power of Conversational AI for your own B2C or B2B marketplace. LivePerson offers solutions at all levels of engagement that can be customized to your specific needs. Some marketplaces might be best served with out-of-the-box automations for lead generation, appointment scheduling, and transactions. Others may want to deploy fully branded virtual assistants that guide consumers with warmth, empathy, or even humor. And some marketplaces may want to leverage our fully managed Contact Center as a Service (CCaaS) solution to build and manage this solution, answer inquiries, book appointments, and generate leads on behalf of their merchants. 

Take a deeper look at LivePerson's Conversational Marketplaces solution, and request a consultation for one-on-one help!