Voice assistants are becoming increasingly popular, enabling consumers to interact with digital devices using voice commands. This is expanding the capabilities of voice search beyond simple tasks, such as checking the weather or playing music, to include more complex interactions like conversational commerce. Retailers and brands are starting to use voice search in their brick-and-mortar stores, allowing customers to quickly learn about product details and location by speaking into an app. As online users become more comfortable with voice assistants and voice search, shopping and other forms of commerce will shift towards where the consumers are, with voice commerce becoming a normal part of everyday life. Digital voice assistants are expected to rise to 8 billion active units by 2023, and the voice commerce market is projected to top $80 billion per year, presenting both opportunities and challenges for e-commerce businesses. To succeed, brands will need to differentiate their brand image, provide a great experience to customers, and navigate the complexities of voice search technology and regulation.