Global Spending on e-commerce via Multimedia Messaging Channels to reach $19 billion in 2027

Leading experts in the telecommunications market predict that global spending on e-commerce via multimedia messaging channels will grow from $14 billion in 2025 to nearly $19 billion in 2027, according to the latest study by Juniper Research on the Global Conversational AI Market 2025-2029.

This substantial growth will be driven by the increasing integration of conversational AI solutions into multimedia channels, such as enterprise messaging services (RCS) and OTT messaging apps, for enriched communications. These integrations are creating new sales opportunities for e-commerce businesses, enabling messaging providers to generate new revenue streams.

Mobile messaging providers must prioritize payment partnerships

Juniper Research identified the complex regulatory landscape surrounding mobile payments as the biggest challenge for mobile messaging providers entering the e-commerce sector. As enriched multimedia channels expand, mobile messaging providers must partner with established payment service providers to integrate payment capabilities into their channels.

The global transactional value of all e-commerce payments is forecast to reach $8.4 trillion by 2026. While multimedia channels account for less than 1% of this spend, mobile messaging providers must establish themselves in e-commerce markets and generate new revenue streams. Juniper Research believes that conversational AI capabilities in multimedia channels offer the ideal platform for messaging providers to increase their share of e-commerce spend.

The author of the study, Molly Gatford, senior research analyst, commented: “By partnering with payment service providers, messaging providers should consider including revenue-sharing agreements. Multimedia channels offer much more engaging user experiences, which increases the value of conversational channels in the e-commerce ecosystem and enables merchants to reach new users.”