Voice shopping and its cousin voice commerce have been elevated in some quarters to near mystical status ever since Alexa arrived and the voice platform wars heated up. Transaction volume was predicted to become so large that the revenue generation potential would dwarf any other monetization method. That has not come to pass yet. However, voice shopping has expanded rapidly since 2018, more than doubling to around 45 million U.S. adults. 

This report offers a real-time snapshot of consumer voice shopping behaviors, compares attitudes today to 2018, and provides practical insights into how the market is evolving. There are many positive signs for this market but also a couple of data points that suggest there is substantial friction in consumer adoption.