On this page

Customer Service/ Customer Experience

Ecommerce Customer Service Guide: Definition, Importance, Best Practices of Customer Support for Ecommerce [2024]

Published by
Sushree Sangeeta Behera
February 2, 2024

Picture this: a customer ordered a product which was supposed to reach them within 3 days. However, the shipment got delayed, and the customer wants an update on when his/her order is going to arrive. Whom will the customer reach out to? 

Undoubtedly, customer service. A majority of business owners and managers, nearly around 64%, agree on the direct positive impact of customer service on the overall success of a business. Proactive, efficient, and quick customer service leaves a long-lasting positive impression and experience in the minds of the customers. On the contrary, slightly poor customer service can lead to their frustration.

But how is customer service important in Ecommerce? What are the types of customer service channels in Ecommerce? This detailed guide on Ecommerce customer service will explore all these topics along with some related best practices. Let's explore!

E-commerce Customer Service: What Is It? 

Ecommerce customer service is an umbrella term which involves how an Ecommerce business supports and assists its customers in their overall shopping journey on the Ecommerce platform. This ranges from answering common queries to providing post-purchase details. Furthermore, it also involves other activities, such as providing personalized recommendations and feedback collection, which improve the customers' overall shopping experience. 

In E-commerce, where face-to-face interactions are hardly possible, addressing customers' queries becomes challenging. However, this is crucial as it is vital for customer retention and satisfaction. 

Thus, the main goal of having an efficient Ecommerce customer service is to simplify the journey of customers on the platform. It does so by providing assistance to customers at every step they need and creating a seamless buying experience for them.

Ecommerce Customer Service-app0
AI Shopping Concierge for Every Customer

Enable your customers to complete purchases, reorder, get recommendations for new products, manage orders or ask any product questions with an AI agent using text messaging.

Explore App0

Types of Ecommerce Customer Service Channels

Ecommerce Customer Service-Ecommerce Customer Service channels

How can Ecommerce brands provide customer service? Below listed are the top Ecommerce customer service channels that businesses use to connect with their customer base. 

1. Phone Support 

This traditional Ecommerce customer service channel is the most popular and preferred one. It offers quick, direct, two-way communication between the customer and the human customer support executive. This channel is useful for complex and urgent queries that customers find difficult to convey via chat or email. 

Furthermore, the genuine and personal communication formed during the interaction also proves pivotal in building rapport with the customers. Despite the quick and efficient support it provides to the customers, it's time-consuming and demands much human labour, making it costly for the business.

2. Email  

Email is another popular and versatile Ecommerce customer service channel which involves the customer mentioning their query in the mail along with the related details and attachments. The customer support then reaches out to the customer with the solution to the matter. This channel proves useful for addressing non-urgent queries, thus providing time for the custom support to get back to the customer with the best possible solution. 

Being a written mode of communication, it helps businesses and customers maintain a record of their queries. However, despite its flexibility, it is not very efficient at providing real-time support like phone service. Ecommerce businesses can overcome this limitation by having a well-developed team and the best technological support. 

3. Helpdesk 

Helpdesk is a crucial customer service that involves a ticketing system where customers can submit their queries, and support agents can efficiently track, prioritize, and respond to these tickets. It provides a centralized platform for support agents to manage and handle customer interactions timely thus streamlining communication. 

This organized approach aids in managing high volumes of customer queries, enhancing overall efficiency. It often integrates eCommerce automation to categorize and route tickets based on their nature, directing them to the appropriate support team or individual. 

Moreover, helpdesk systems often include features such as knowledge bases, FAQs, and self-help resources. Customers can use these resources to solve common problems on their own, saving them from having to contact support staff directly. This facilitates quick and easy access to information, which speeds up issue resolution and increases customer satisfaction.

4. Social Media Platforms 

Social media platforms offer real-time interaction for addressing inquiries, concerns, and feedback. Customers often turn to social media to voice their opinions or seek assistance.

Social media's interactive features make it easier to communicate directly with customers and give encounters a more individualised feel. Through comments, direct messages, or public posts, customers can express their experiences, giving businesses an opportunity to showcase responsiveness and transparency. Additionally, social media platforms enable Ecommerce brands to showcase products, promotions, and updates, fostering a sense of community and loyalty.

5. Autoresponders 

Autoresponders in ecommerce customer service refer to automated email responses triggered by specific actions or inquiries. These pre-programmed messages streamline communication, ensuring customers receive immediate acknowledgment even outside regular business hours. 

They are particularly useful for confirming order placements, updating order statuses, or addressing frequently asked questions. By automating routine interactions, businesses can enhance efficiency and maintain consistent communication, ultimately improving the overall customer experience.

6. Chatbots and Live Chat   

Chatbots and live chat are essential components of modern ecommerce customer service. Chatbots are automated systems that engage with customers in real-time, providing instant responses to queries and assistance with common issues. They utilize predefined algorithms and natural language processing to understand and respond to customer inquiries. 

Live chat, on the other hand, involves real human agents interacting with customers in real-time through a chat interface. The combination ensures 24/7 availability, improves response times, and contributes to a positive customer experience. Additionally, it allows businesses to gather valuable insights into customer needs and concerns, facilitating continuous improvement in service delivery.

ai shopping concierge_app0 CTA

7. Self Service  

Self-service in ecommerce customer service refers to empowering customers to find solutions independently. This channel includes FAQs, knowledge bases, and online resources that allow users to troubleshoot common issues without direct assistance.

Through self-service portals, customers can access information at their convenience, making it a cost-effective and efficient option for both businesses and consumers. 

Why Is Customer Support for Ecommerce Important? 

Ecommerce Customer Service-importance

Improvement in customer support for Ecommerce can skyrocket revenue by 4%-8%. Customers have a plethora of Ecommerce businesses to explore before settling with one. To stand out in the crowd, businesses must focus on improving their customer support. Below listed are some key reasons stating why customer support for Ecommerce is important. 

1. Enhances Customer Experiences  

First and foremost, exceptional customer support enhances the overall shopping experience. A dedicated support team ensures swift issue resolution, leaving customers with a positive impression. This, in turn, translates to heightened customer loyalty and improved retention.  

Studies show an impressive 89% of customers are more likely to make a repeat purchase after a successful customer service experience.

2. Boosts Customer Loyalty 

A staggering 83% of consumers express heightened loyalty towards companies adept at addressing and resolving concerns. When customers feel heard and valued, their allegiance strengthens. Responsive and empathetic customer support doesn't just resolve issues; it builds lasting connections.

By investing in a seamless support system, e-commerce ventures create an environment where shoppers trust the brand. This trust, in turn, translates into repeat business and positive word-of-mouth marketing. 

3. Increases Conversion Rates

Customer Support for Ecommerce plays a pivotal role in boosting conversion rates. When potential buyers encounter seamless assistance, they are more likely to convert from browsers to customers and increase repeat purchases

Timely and efficient support during the purchase process helps in overcoming any hesitations or uncertainties, ensuring a smooth transaction. This positive experience encourages the current purchase and establishes trust for future transactions.

7 Best Practices for Ecommerce Customer Service in 2024 

Ecommerce Customer Service-best practices

Salesforce conducted a survey involving more than 6,000 consumers, revealing that 66% of respondents expect companies to understand their requirements and expectations. Fulfilling the requirements and expectations of customers demands commitment and adherence to optimal customer service practices. Below are 7 recommended practices that every ecommerce business should adhere to for effective customer service.

1. Provide Multi Channel Communication

Accept different forms of communication, including phone assistance, email, social media, and live chat. Ensure seamless integration across platforms to offer customers flexibility in reaching out according to their preferences. Moreover, 90% of customers prefer consistent interactions across various channels, and 72% of adults opt for communication through digital channels.

2. Respond to Queries Faster

Response rate is crucial for customer service. Even a customer at a restaurant does not want to wait. The response rate should be faster in customer interaction and queries. Almost 73% of customers express valuing their time is the best thing companies can do, emphasizing the importance of prompt response. 

Introducing automated chatbots can be the best option for initial interaction. Along with this, quick assistance and human intervention are required for intricate issues. 

3. Be Available 24/7 to Assist Customers

With the global nature of eCommerce, customers may be shopping at any time. Offering round-the-clock support, even if it's through automated responses during non-business hours, enhances customer satisfaction and loyalty. Over 60% of consumers anticipate round-the-clock availability, with younger generations placing an even greater emphasis on this aspect.

4. Smooth Checkout and Payment Process

Streamline the checkout process to minimize friction. Optimize for mobile users, offer multiple payment options, and implement secure payment gateways. A hassle-free transaction experience contributes significantly to customer satisfaction. Transparency is also a factor the ecommerce industry should focus on. 

In many ecommerce sites, the checkout process is complicated and shows unclear total pricing. In order to showcase effective customer service, keep all the pricing checkpoints clean and free from hidden charges. 

5. Train Representatives 

Equip the customer service team with comprehensive training. Ensure they have in-depth product knowledge, understand common issues, and possess effective problem-solving skills. Ongoing training keeps them updated on new products and policies. The company ought to offer comprehensive training for its customer support agents, incorporating methods such as peer reviews, role-playing, and crisis management exercises.

6. Collect Feedback from Customers

Regularly gather feedback to understand customer experiences and identify areas for improvement. Utilize surveys, reviews, and social media comments to gauge satisfaction levels. Act upon constructive feedback to enhance your services.

7. Personalize Customer Experiences

Leverage customer data to provide personalized experiences. Tailor recommendations, offers, and communication-based on the customer's preferences and purchase history. Customisation encourages loyalty and a sense of connection. As per the findings from Twilio's State of Customer Engagement Report, 66% of consumers indicated that they would discontinue their association with a brand if their interaction lacks personalization.


Ecommerce customer service focuses on making the buying journey easier and more interactive for the users. It's crucial for enhancing customer experience and fostering brand loyalty. Businesses today are using multiple channels simultaneously to provide customer support, thus fostering omnichannel communication. 

If you're looking forward to improving your Ecommerce customer service using conversational AI, we suggest you check out App0. App0 is here to help you out. It is a next-gen communication platform powered by machine learning (ML) & large language models (LLM) that allows you to embed communication features directly into your product with simple no-code integrations that don’t require additional developer bandwidth.

Here's why leading E-commerce giants trust App0, when it comes to improving their Ecommerce customer service. With the Text-to-Shop feature, reordering has never been easier for your customers. Your customers can initiate conversations, discover new products, reorder their favorites, and make payments – all through the convenience of text messaging. By learning each customer's purchase behavior and preferences, App0 can provide personalized recommendations to your customers. 

Moreover, it also has a chat-driven Seamless Checkout feature, which facilitates checkout for customers without having them exit the conversation thread. Getting started is a breeze; connect your data for tailored AI training. Let App0 transform your business by boosting retention and reducing churn rate—request a demo now and witness the impact firsthand!

Boost Customer Service in E-commerce With Conversational AI

App0 offers a flexible no-code/low-code platform to enable Ecommerce owners to launch AI agents faster & at scale. Customer experience for retail & eCommerce powered by AI messaging. Schedule a demo to learn how AI can revolutionise customer engagement & loyalty.

See a demo

Ecommerce Customer Service: FAQs 

Launch conversational AI-agents faster and at scale to put all your customer interactions on autopilot.

Download Ebook