Today, I want to talk about a technology that is set to become a standard in e-commerce: text-to-speech (TTS). Although it has been around for decades, it’s only with the rise of cloud computing and AI that it has become accessible to everyone.
Considering how quickly AI is evolving, I wouldn’t be surprised if TTS becomes ingrained in nearly every e-commerce service within the next few years.
But why is this relevant to you as an online seller?
Well, about 30% of people learn best through hearing, and around 14% depend primarily on listening due to visual impairments. Together, that's nearly half of your potential customers who would benefit from audio-based experiences.
Big brands like Sensory Fitness, KFC, and Sephora recognize this need, which is why they were quick to adopt TTS technology to engage every type of learner.
Sensory Fitness, for example, developed a voice-powered AI assistant named Sasha, using TTS to handle customer service calls and improve the experience for every caller.
KFC took it a step further, bringing Colonel Sanders’ digital voice to drive-thrus. With TTS and voice recognition, they’ve transformed ordering from simply reading a menu into a personalized, guided experience.
Sephora, too, uses conversational AI with TTS to help online shoppers, creating an experience that feels just as personal as an in-store consultation, offering recommendations and virtual try-ons.
These brands know that TTS isn’t just an add-on; it’s a way to connect naturally and personally with customers.
But these are big names. How about small businesses? Can they afford it? Is it worth the investment?
The answer is yes. Thanks to cloud-based services with scalable pricing, TTS technology is affordable and flexible for small businesses.
Amazon Polly charges $4 per million characters for standard voices and $16 for neural voices, offering a generous free tier of 5 million characters per month for standard voices and 1 million for neural voices in the first year.
This option works well for those with Amazon stores or e-commerce platforms compatible with Amazon services.
Google Cloud Text-to-Speech has a similar model, with standard voices at $4 per million characters and WaveNet voices at $16 per million, including a free tier of 1 million characters per month for the first year.
IBM Watson’s TTS service starts at $0.02 per thousand characters, with 10,000 characters free each month, while Microsoft Azure Cognitive Services offers a similar rate structure and 5 million characters free for the first 12 months.
These services come with APIs that allow easy integration into websites and applications, and they offer customization options for a unique brand voice, although customization may add to the cost.
Monitoring character usage helps keep expenses manageable, particularly when taking advantage of free tiers, making TTS a cost-effective solution that grows with your business.
By enhancing customer accessibility and engagement, TTS technology offers a practical investment that can significantly improve the user experience for your online store.
Beyond the growing trend and opportunities TTS offers, this technology provides many applications you've likely needed but couldn’t access until now.
Besides catering to those with visual impairments, TTS can also be useful to busy shoppers who prefer hands-free browsing. Imagine your customer hearing product highlights while driving, gardening, or making dinner. It keeps them engaged without needing their full attention.
TTS also brings in the feel of a real store experience online. With TTS-enabled virtual assistants, your site could offer spoken guidance through product recommendations, checkout, or even personalized messages, making online shopping feel as engaging as in-store browsing.
It’s a big plus for customers who appreciate that personal touch, and it helps reduce cart abandonment by guiding them through each step of the purchase process.
If you cater to an international market or plan to expand globally, TTS offers an edge with multilingual support. Imagine welcoming international customers in their own language—it’s a simple but powerful way to build trust and comfort.
Similarly, TTS lets you run flash sale announcements, marketing snippets, or special offers in audio form, grabbing attention in ways that text can’t.
On social media, TTS lets you create shareable audio content. Just picture a post with a voice introducing a product or highlighting a flash sale—it gives your brand a unique personality that stands out.
Even customer reviews can come to life with TTS, letting customers listen to feedback with all the excitement or satisfaction in the reviewer’s voice.
TTS is practical, too. You can guide customers with spoken product demos, setup instructions, and care guides, perfect for complex items.
This makes setup easy, and if your products need specific care, a quick voice guide helps customers feel informed without digging through instructions.
TTS is like having a helpful voice for your brand, always ready to make the shopping experience smoother, more engaging, and accessible for all. It’s a straightforward investment that lets customers connect with your products on a whole new level.
On to the million-dollar question—how do you integrate TTS into your online store?
The process is simple. First, choose a TTS provider that fits your needs and budget. The examples I gave earlier—Amazon Polly, Google Cloud Text-to-Speech, and IBM Watson—are your best options.
These services offer easy integration options and have free tiers to start with, so you can test it without major expenses. Think of it as picking the right tool that will eventually "speak" for your store.
Once you've chosen a provider, sign up for an account on their platform, and look for the Application Programming Interface (API) section. An API is simply a bridge that allows your website to "talk" to the TTS service, requesting voice output whenever a customer interacts with certain parts of your site.
You’ll find clear instructions on each provider's website, along with an API key—basically, a unique code that gives your website permission to access the TTS service.
Next, decide where you want TTS to appear on your site. Maybe you want it on product descriptions, where customers can click to hear the details rather than reading, or on instructional guides, so they can listen while following along.
Just like a “play” button you see on music apps, your TTS button will offer an audio experience for key sections of your site.
Now, it’s time to integrate the API. This might sound complex, but many TTS providers offer code snippets that you can easily embed into your website. If you’re using an e-commerce platform like Shopify, WooCommerce, or Magento, you may find plugins that make this process even easier.
These plugins handle the API connection for you, so you don’t need any coding knowledge. You’re essentially just plugging the TTS service into your store, like adding a new feature with a few clicks.
Once the API is connected, test it to ensure everything sounds smooth. Check that the TTS voice reads text naturally and that it’s easy for customers to start and stop. Try it out yourself; think of it like a trial run, making sure the voice feels right for your brand.
Finally, consider customizing your TTS settings. Most TTS services let you adjust voice speed, tone, and sometimes even select different voices to better match your brand’s vibe.
Maybe a warm, friendly voice fits your store, or perhaps a more professional tone aligns with your products. Customizing these settings will make the audio feel personal and consistent with your brand.
Once it’s set up, TTS is ready to enhance your customers’ experience, making your store accessible, engaging, and memorable. It’s a simple addition that makes a big impact, allowing you to speak directly to customers and make shopping easier for everyone.
Text-to-Speech technology is more than a convenience—it's a way to connect with customers in a personal, accessible way. With TTS, your store becomes more than just a place to buy; it becomes a place where customers feel guided and engaged.
You don’t need a large budget to implement this; affordable options like Amazon Polly and Google Cloud TTS make it simple to set up. Adding TTS is like giving your brand a voice that speaks directly to customers, making their experience with your store feel unique and genuinely welcoming.