---

name: "ecom-conversational" description: "Design conversational commerce experiences across messaging platforms including chatbot flows, product cards, and conversion strategies. Use this skill when the user needs to sell through LINE, WhatsApp, Instagram DM, or other messaging channels, design chatbot purchasing flows, or integrate messaging into their sales funnel — even if they say 'sell through LINE', 'build a shopping chatbot', 'customers ask to buy in our DMs', or 'conversational sales strategy'." metadata: category: "WP-01 電商" tags: ["e-commerce", "conversational-commerce", "chatbot", "messaging"]

Conversational Commerce

Framework

IRON LAW: Conversation First, Commerce Second

Conversational commerce works because it meets customers WHERE THEY
ALREADY ARE (messaging apps). Forcing a sales pitch into a chat channel
kills trust. The conversation must provide genuine value (answering questions,
solving problems) BEFORE introducing products or purchases.

The sequence: Help → Trust → Recommend → Convert

Platform Comparison (Asia-Pacific Focus)

Platform	Users (Taiwan)	Commerce Features	Best For
LINE	21M+ (95% penetration)	LINE Shopping, Rich Menu, LIFF, payment	Taiwan, Japan, Thailand primary channel
Instagram DM	~10M	Shop tags, quick replies, product stickers	Visual products, younger demographic
Facebook Messenger	~18M	Shops integration, automated responses	Broad reach, older demographic
WhatsApp	Limited in Taiwan	Catalog, cart, payment (select markets)	SEA, India, Brazil
WeChat	~1M (Taiwan)	Mini Programs, WeChat Pay	China-connected businesses

Conversation Flow Design

1. Entry Points — How customers start the conversation

• QR code in store, ad click-to-message, website chat widget, social media link

2. Welcome Flow — First 3 messages

• Greet warmly, set expectations, offer navigation options
• Rich menu (LINE) or quick reply buttons — don't ask open-ended questions early

3. Product Discovery — Help them find what they need

• Guided questions: "What are you looking for?" → category → product
• Product cards with image, price, and "Buy" button
• AI-powered recommendations based on conversation context

4. Purchase Flow — Minimize friction

• In-chat checkout where possible (LINE Pay, in-app payment)
• If redirecting to website, deep-link to the specific product (not homepage)
• Order confirmation message with tracking

5. Post-Purchase — Retain and upsell

• Shipping updates via message
• Follow-up: "How's the product?" (7 days after delivery)
• Personalized recommendations based on purchase history

Chatbot vs Human Handoff

Scenario	Handle with Bot	Hand off to Human
FAQ (hours, shipping, returns)	✓	—
Product recommendations (simple)	✓	—
Complex product questions	—	✓
Complaints / issues	—	✓ (immediately)
High-value purchases	Bot assists → human closes	✓

Key metric: Bot containment rate (% resolved without human) — target 60-70% for mature bots.

Output Format

# Conversational Commerce Plan: {Business}

## Channel Selection
- Primary: {platform} — rationale: {why}
- Entry points: {QR / ad / social / website}

## Conversation Flow
1. Welcome: {message template}
2. Discovery: {question flow}
3. Product Card: {template}
4. Checkout: {in-chat / redirect}
5. Post-purchase: {follow-up sequence}

## Bot vs Human Split
| Scenario | Handler | SLA |
|----------|---------|-----|
| {scenario} | Bot/Human | {response time} |

## KPIs
| Metric | Target |
|--------|--------|
| Response time | < {X} seconds (bot) / < {X} minutes (human) |
| Containment rate | > 60% |
| Conversation-to-purchase rate | > {X%} |
| Customer satisfaction (CSAT) | > 4.0/5 |

Gotchas

• LINE Official Account tiers matter: Free tier limits monthly messages. If you exceed, messages are throttled. Budget for premium tier if customer base > 500.
• Don't over-automate: A bot that can't understand the question and loops "I didn't understand, please choose from the menu" destroys trust faster than no bot at all. Always offer a human escalation path.
• Messaging is asynchronous: Unlike phone calls, customers expect to message and come back later. Design flows that work with interruptions — save cart state, remember context.
• Privacy in messaging: Chat history is personal. Don't share conversations internally without consent, and be transparent about data usage.
• Social commerce is exploding in SEA/Taiwan: LINE Shopping, Instagram Shopping, TikTok Shop — these blur the line between social and commerce. Treat them as primary channels, not add-ons.

References

• For LINE Official Account setup, see references/line-oa-setup.md
• For chatbot NLU design patterns, see references/chatbot-design.md