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The number of Internet users who shop online has increased significantly, by 62.12 percent between 2014 and 2021 worldwide, such that online shopping currently represents the preferred purchase channel for more than half of all shoppers (Statista, 2021b). While online shopping is not a new phenomenon, advances in artificial intelligence (AI) are changing the way consumers shop online (Whang & Im, 2021). In this context, voice control is the next evolution in human-machine interaction, enabling voice-controlled shopping with the help of voice assistants (VAs), such as Apple’s Siri, Google Assistant, and Amazon’s Alexa (Guzman & Lewis, 2020).