Voice based follow ups enter the conversion workflow as Convertway by Unicommerce expands its platform

Unicommerce chief Kapil Makhija discusses how Catalyst is designed to reduce checkout abandonment

Voice based customer engagement is beginning to play a more direct role in e-commerce conversion workflows as brands look for ways to address checkout abandonment in real time. Against this backdrop, Convertway by Unicommerce has introduced Catalyst, a bilingual AI voice agent designed to engage customers at moments of hesitation and guide them back toward completing their purchases.
Abandoned checkouts remain a persistent challenge for e-commerce and D2C brands. Industry data shows that global cart abandonment rates have risen steadily over the years, crossing 70 percent in 2025. In many cases, customers drop off despite having clear purchase intent, often due to unanswered questions around delivery timelines, pricing, payment options, or product details. Traditional follow-ups through SMS or WhatsApp typically function as one way communication and are unable to resolve such concerns instantly.

Catalyst has been developed to address this gap by initiating automated outbound calls the moment a checkout is abandoned. The voice agent identifies the reason for hesitation, responds to customer queries, handles objections, and nudges users back to the purchase journey without requiring manual intervention from sales or support teams. The conversations are designed to feel natural and contextual, allowing customers to receive clarity at the point of decision.
The solution also seeks to address structural challenges specific to the Indian e-commerce market, particularly the high dependence on cash on delivery. COD orders are often associated with higher return to origin rates, delayed cash cycles, and added logistics costs. By engaging customers immediately after order placement, the voice agent aims to resolve trust and payment related concerns early and improve fulfilment efficiency.

Key capabilities of Catalyst include instant call triggers based on user actions, real time responses, contextual awareness of products and offers, built in objection handling, and bilingual support in Hindi and English with automatic language switching. The system is also positioned as a complement to marketing broadcast campaigns, enabling two way interaction where messaging channels typically fall short.
Commenting on the launch, Kapil Makhija, Managing Director and Chief Executive Officer of Unicommerce, said that as India’s digital commerce ecosystem matures, real time conversations are becoming central to improving conversions. He noted that AI driven voice interactions allow brands to engage customers at moments of intent and uncertainty, helping reduce revenue leakage while also improving the overall customer experience.

With Catalyst, Convertway aims to support e-commerce and D2C brands in strengthening conversion efficiency and building customer trust through timely, automated voice engagement that fits directly into existing marketing and commerce workflows.

At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.