June 1, 2022
15 Tips for Improving Customer Service in Ecommerce.

Discover how templates, variables, and self-service tools can help you to speed up customer service. Customer service is the difference between success and failure in ecommerce customer support . Product development, marketing, and customer loyalty receive much attention, and for a good reason. Customers, however, are also important. 

To manage customer support tickets and coordinate collaboration among support reps, many ecommerce customer support companies use helpdesk platforms. In ecommerce companies, customer service management software is widely adopted due to the technical nature of the companies. So, that’s a good development. However, it adds more to the story. The lack of templates and automation wastes time and money of ecommerce companies. Therefore, this guide provides advanced tips for ecommerce entrepreneurs and managers looking to take their business to the next level. 

How To Provide Excellent Customer Service In Ecommerce?

Customer satisfaction is determined by these factors, according to PWC research.

  • Speed
  • Convenience
  • Helpfulness
  • Friendliness

These are all important elements. They expect to receive effective help quickly and easily and have a pleasant shopping experience on Amazon. 

Long lines at stores can ruin in-person customer service. (US retailers lost $100 billion during the pandemic because of long lines.) 

You have a distinct advantage over traditional retailers as an ecommerce customer support company. Automating customer service responses and even closing tickets can be done with technology- there is no need to wait. 

How Ecommerce Companies Can Excel At All Four Of These Critical Elements?

  • Automated responses – Speed
  • Quick access to live support through live chat
  • Accurate responses by integrating customer and order data
  • Friendly – templated, on-brand responses

The ecommerce customer service best practices below touch on each of these in more detail.

How Awesome Customer Service Affects Your Ecommerce Business?

Customer service plays a crucial role in the success of an ecommerce customer support business. According to 95% of consumers, customer service is critical in retaining brand loyalty.

A single bad experience is enough to cause 32% of consumers to leave a brand they love (and not just any brand). After a bad interaction or disappointment, 32% of consumers will never purchase your products again. 

A better customer experience will result in 86% of consumers paying more. The result can be more full-price sales and higher cart values since consumers prefer to buy from you over another retailer. 

Customer service impacts sales immediately. Ticket purchases before they happen are known as pre-sales. Thus, product availability, sizing, style, shipping, etc., can be discussed. 

How Do Ecommerce Companies Provide Customer Service?

Different industries have different standards. ecommerce customer support is king on the ecommerce scene, and live chat reigns supreme. Email, phone, and social media may come second if you target a younger audience. Support via phone is expected by older consumers, whereas younger consumers expect social media support. Meeting customers where they are is the main rule of support.

Chat live

Approximately 75% of consumers prefer live chat support to phone support, which continues to rise as Gen Z becomes more and more influential. When consumers initiate chats with chatbots, only 40% expect their issue to be resolved within a reasonable amount of time. Taking advantage of this opportunity is a great way to delight your customers. 


Email gets more preference over live chat for managing ecommerce customer support at many large and successful ecommerce companies. The reason is that email does not promise instant responses. 

The use of email doesn’t mean you don’t need advanced technology for your customer service team. Therefore, you can speed up email response times through integrations, automations, and templates. 

Social Media

Social media has become one of the top customer service channels for online shoppers (especially Millennials and Gen Z). The downside of implementing social platforms into your ecommerce customer support service strategy is that it is difficult to track and difficult to respond to sensitive data. It’s a great chance to showcase your great customer service to followers and potential customers when your team handles social media support well. 

By addressing this issue (a peel-away lip stain mask), Wonderskin (a product that addresses a customer issue) will be able to reach a large audience.

Phone calls

For the convenience of their customers, larger ecommerce customer support websites often offer phone support. Additionally, resolving issues over the phone is often a quick and easy process. A 34% faster average resolution time is achieved by ecommerce companies using phone support. 

Phone support does not require a call centre! Gorgias gives you a unified view of your customers so that you can route their calls to the appropriate support person. In addition, the representative will be able to see all order details when interacting with a new customer or a follow-up.

15 Customer Service Best Practices For Online Retailers

The customer service needs to be exceptional. 

It’s important to streamline your responses, provide real-time support wherever possible, and stand out at all costs. Below are some tips. 

Implement Multichannel Customer Support.

An effective helpdesk should combine email and live chat into one platform and phone and social media. The omnichannel platform will automatically pull tickets from various sources, such as a shared inbox. You’re already set up to manage and analyze customer support in one place as your company grows. 

Develop Response Templates.

Consistent customer service is essential. One way to accomplish this is by using templates. Most online customers are pretty tech-savvy now. When you reply using a crappy template, they’ll notice.

Because of this, you may need to create dozens of different templates for various types of responses. Customer service agents must have ability to write them then and there. 

Examples of customer service scripts include:

  • Late shipment
  • Initiate return
  • Gift card balance
  • Damaged products

Representatives can send templates as-is or edit them to fit the ticket better. 

Have Self-Service Options Accessible Via Live Chat.

Live chat aims to fix issues quickly. Provide self-service options as well. A live chat from Birddogs uses Gorgias to speed up customer service with self-service options and templates that consider customer data.

The ecommerce customer support can track their order, return it, or cancel it without interacting with a representative. Gorgias’ customer service software provides live chat and helps desk features that integrate with other popular apps tracking orders and managing returns. 

Include More Common Questions In Your FAQ.

Every online business should have a killer FAQ (knowledge base). FAQs can reduce the volume of tickets in online chat and other communication channels. Check your customer support tickets every 6 months for trends. Please add shipping questions, sizing, and returns to your FAQ. 

Convert More Online Shoppers By Integrating Inventory Data Into Helpdesk Responses

A comprehensive approach to shopping cart abandonment is needed, not just exit intent pop-ups and display advertising. ecommerce customer support is also vital during the shopping journey. When customers cannot find help fast, they bounce. You can help support reps load accurate responses by integrating inventory information into your helpdesk.

Helpdesk Responses Can Include Order And Shipment Data For Faster Resolution Times.

The biggest challenge with helpdesk software is that old platforms don’t integrate with other tools. Because of this, your customer service representatives have to dig through other systems to find answers. Thus, you may need to examine your email marketing system, inventory and order system, and shipping software to respond. 

“Gorgias allows us to make smart decisions for us and automatically respond to our customers, which allows Death Wish Coffee to run their ecommerce customer support much more efficiently,” says Caiden Tuller, Customer Relations Manager at Death Wish Coffee. Using macro variables, Georgias pulls data from your integrated sources, such as Shopify, into your responses. 

Customize Responses Based On Accurate Customer Information.

The ability to integrate with your inventory management, order management, ecommerce platform, and shipping software will allow you to write accurate responses more quickly. 

You can still use that data to craft personalized responses, even if you do not incorporate it into your written response, such as the refund example above.

Suppose a representative were to ask a ecommerce customer support which part of the order they would like to cancel, and the customer replied, “the dress or the shoes.” Customers appreciate such attention to detail. 

Respond To Comments On Your Social Media Posts And Ads As Soon As Possible.

“Listening to your customers requires a lot of courage, and understanding their needs has strengthened Sade Baron as a company,” says Rachel Lambo. Social media can be a great source of customer feedback for your online store. So, take advantage of omnichannel help desk software that collects, handles, and tracks social media comments. Your product innovation team should also address the feedback. 

Automatically Respond To Tickets Whenever Possible.

As Jeff Bezos (CEO of Amazon) says, “Ecommerce customer support is best if the customer does not have to call. It just happens.”

You might not be able to trigger some of your templates and variables to be automatically sent because they will be so accurate. Thus, if your order is not late, questions about delivery or your return policy may be automatically answered.

Reps Will Have A Unified View Of Each Customer.

Any e-commerce store needs a good omnichannel support desk. It can provide an overview of each customer. Customer service representatives should see outstanding orders, all orders, and the contents of open tickets, such as what other representatives and the customer have said. 

Monitor Customer Service Metrics To Track Trends And Benchmarks.

To determine the success of your ecommerce customer support, you can track so many customer service metrics. Metrics to consider include:

  • Typical response time.
  • Resolve time on average.
  • Quality of customer service.
  • The number of customers converted.
  • Created tickets by channel (described below).

Also, you can track any dips or peaks in these metrics by setting regular benchmarks. 

Provide Shipment Tracking And Notifications.

Shipment notifications are an essential component of regular ecommerce customer support communication about their orders, which is expected by 83% of customers. Customers should receive notifications whenever an order is shipped, when it is out for delivery, and when it has been successfully delivered. Therefore, customers can then ensure that they receive their order. 

It’s also good to create a branded tracking page, redirecting your customers to a branded landing page when they click on one of your email calls to action. You could include a coupon or a list of popular products on this page. Lastly, for notifications and tracking pages, you can use apps like ShippyPro or AfterShip. 

Improve Your Checkout Experience And Get Accurate Shipping Costs With These Apps.

The checkout process primarily determines customer experiences. In case of an influx of customers complaining about checkout errors, your reps should alert your UX team. 

Also, you should factor in shipping costs during the checkout. Thus, utilizing shipping software, such as ShippyPro or AfterShip, can reduce customer frustration and confusion during checkout. 

Print Return Labels For Customers Through A Customer Returns Portal.

Return labels are expected to be mailed with online purchases, or they can be printed online easily. To avoid adding return labels to every package, you need to provide a portal where ecommerce customer support can print the labels. Moreover, support will not have to be contacted for help with initiating a return. So, just follow the ecommerce return guidelines.

Get Email Addresses If You Don’t Have 24/7 Service

Small teams can’t run live chats 24/7. In addition, templated, automated responses cannot answer all questions. 

Leave your live chat open without responding during your off hours to avoid giving the wrong impression. So be sure to include an email address collection in your automated response. Hence, if your customer support team is working the next day, you can respond via email. 

Building A Solid Foundation Is The Key Takeaway.

It would help if you had the right foundation to provide amazing ecommerce customer support. Moreover, we can’t afford to use clunky, old-school support software. 

It is important to have a system that.

  • Compatibility with other e-commerce tools 
  • Provides templates and variables for faster responses
  • Ability to use multiple channels to manage tickets

Your customer satisfaction will increase if you respond faster and more accurately. To help customers finalize orders, your company needs to provide support. Hence, taking care of your customers increases their likelihood of ordering again. 



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