Top 10 eCommerce Customer Service Best Practices & Tips

eCommerce Customer Service Guide (with Best Practices + Tips)

eCommerce Customer Service Guide blog image

eCommerce customer service is the support and assistance provided to customers who buy in online stores, including activities and channels to guarantee a positive customer experience throughout the entire purchasing journey.

In this guide, you will understand the types of channels, eCommerce customer service best practices, and how to overcome challenges to improve your customer service.

  • Trust, problem-solving, and enjoyable shopping are the core goals of eCommerce customer service
  • Live chat makes real-time interactions with customers easier
  • Self-help resources like FAQs and guides help customers resolve issues independently
  • Offering 24/7 support guarantees assistance for customers across different time zones
  • KPIs like Customer Satisfaction (CSAT), Net Promoter Score (NPS), Revenue Growth, and Employee Productivity measure customer service success

What Is eCommerce Customer Service?

eCommerce customer service is the group of strategies and tools used to help customers have a good time shopping online.

It’s about gaining trust, solving problems, and making customers happy, which keeps them coming back and recommending your store.

First, it’s about trust. Just like you trust a friend, eCommerce companies want customers to trust them. This trust is built when the company shows they care about customers’ needs and worries.

Second, it’s about solving problems. When things go wrong, like late delivery, good customer service steps in to fix it fast.

Lastly, it’s about making shopping exciting. If customers enjoy shopping, they come back for more and even bring friends to buy with them.

This helps eCommerce companies to grow and perform well financially.

Types of eCommerce Customer Service Channels

  • Live Chat: Live chat is a real-time messaging that allows customers to talk to a live customer service agent while they shop. This channel is valued for its convenience and speed, building a deeper relationship with the shopper.
  • Email Support: When it comes to email support, customers send the store an email with their questions or issues, and they send you an email back with solutions. This is the way they go for more complex problems, and it keeps a written record of your conversation.
  • Phone Support: Some online stores offer a phone support service where you can call them directly. A real person on the other end helps customers with any questions or concerns you might have.
  • Social Media: Stores use platforms like Facebook and Twitter for customer support. The customer can send them messages about their problems. Just remember that their questions can be seen by others, as it’s a public platform.
  • Self-Help Resources: Online stores have sections with answers to common questions (FAQs), helpful guides, and tutorials. These resources make it easier for customers to resolve simple issues on their own, reducing the need for direct customer support.
  • Chatbots: Chatbots are digital helpers. They can answer basic questions and provide information 24/7, so customers can get help at any time, especially for common issues.
  • Community Forums: Some online stores host community forums where customers can chat with each other, share their experiences, and offer advice. It’s like a virtual community of shoppers helping one another, lightening the load on the support team.
  • Text Messages: Stores can send text messages with updates about orders and special promotions. It’s a convenient way to keep customers in the loop and engaged with what’s going on.
  • Video Support: Occasionally, stores create videos to visually show how to do things or fix problems. This type of assistance is more detailed and personal, making it easier to understand.
  • Return and Refund Centers: If a customer needs to return a purchase or get their money back, there’s a specific place for this, making it easier to build trust during these challenging processes for the brands.

How to Set Up Your eCommerce Customer Service

Here is a step-by-step guide on how to set up your eCommerce customer service strategy:

  1. Create Contact Channels: Set up ways for customers to contact you, like an email address, phone number, or live chat.
  2. Quick Responses: Anticipate customer questions to help with issues quickly. Have a plan for how fast you’ll respond.
  3. Live Chat Tool: If possible, install a live chat tool on your website to offer immediate eCommerce assistance to visitors.
  4. FAQ Page: Make a page on your website with frequently asked questions and answers to help customers find information on their own.
  5. Clear Policies: Write clear and easy-to-understand return, refund, and customer service policies.
  6. Politeness and Empathy: Train your customer service team to be polite and empathetic towards customers, even when dealing with complaints.
  7. Feedback Collection: Set up a way to collect and review customer feedback to understand how to improve your service.
  8. Team Training: Train your customer service team, so they know how to handle different situations effectively.

10 eCommerce Customer Service Best Practices

Customer service is what keeps customers coming back for more and telling their friends about your online store.

To help you master this customer service game, here are ten simple but powerful strategies:

  1. Quick Responses

When a customer asks a question or has a problem, don’t make them wait.

Try to get back to them within a few hours, not days.

Quick answers show that you respect their time and value their concerns.

  1. 24/7 Support

People shop online from all over the world, and they do it at all hours.

To be there when they need help, consider offering support around the clock, or at least let them know when you’re open for business.

  1. Multiple Ways to Connect

Everyone is different, and some people like to talk while others prefer to type.

So, offer different ways to get – with you, like live chat, email, phone, social media, or even chatbots.

That way, they can pick what works best for them.

  1. Easy Returns and Refunds

Sometimes, shoppers change their minds or have issues with what they’ve bought.

Make it simple for them to return items or get refunds.

But also, set up rules to prevent people from abusing this system.

  1. Keep Customers Informed

If something goes wrong, like a delay in shipping, let your customers know.

Being honest and upfront shows that you’re reliable and that you care about their experience.

  1. Check Your Work

Mistakes happen to the best of us, but you want to keep them to a minimum.

Create ways to double-check orders and make sure they’re accurate.

Fewer errors mean fewer customer complaints.

  1. Ask for Feedback

Your customers can tell you a lot about what’s working and what isn’t.

So, regularly ask them for feedback.

You can use surveys, reviews, or comments on your site.

Their insights are like gold dust to help you make things better.

  1. Train Your Team

Your customer service team is like the front line in a battle – they need to be well-prepared.

Invest in their training and development so they know the best ways to help customers and stay up to date with the latest tricks of the trade.

  1. Keep Data Safe

Customer data is private stuff, and they want to know you’re keeping it safe

So, make sure you have strong security in place, and tell your customers about it.

It builds trust, which is super important.

  1. Measure and Improve

Use KPIs (Key Performance Indicators) to help you understand how satisfied customers are, how likely they are to recommend you to others, and how quickly you answer their questions.

Some of the most popular KPIs are:

  • Customer Satisfaction (CSAT): CSAT measures how happy customers are with your products or services. They usually rate their satisfaction on a scale. A higher CSAT score means more satisfied customers.
  • Net Promoter Score (NPS): NPS shows customer loyalty and their likelihood to recommend your business to others. Respondents fall into three categories: Promoters, Passives, or Detractors, based on their scores. A high NPS indicates strong customer loyalty and a high potential for organic growth through word-of-mouth recommendations.
  • Revenue Growth: This KPI tracks the increase in your business’s income over time. It shows how effective your sales and marketing efforts are. Positive revenue growth signals that the money you are investing in customer service is returning sustainable profits.
  • Employee Productivity: Employee productivity KPIs show how effectively workers or teams complete tasks. It helps in understanding workloads, time management, and task completion. A higher employee productivity score indicates a more efficient workforce and the potential to serve your customers better.

Customer Service Challenges in eCommerce

eCommerce is great, it also brings some tough problems for customer service. Here are some of the big challenges and how your company can solve them:

Customer Service Challenges in eCommerceSolution
Building Trust and RelationshipsBe open and honest about your business. Send personalized emails and follow up with customers.
Worries About Data SafetyUse strong security measures like SSL certificates and secure payment methods. Explain to customers how you keep their data safe.
Questions About ProductsOffer live chat and quick helpline support. Ensure customer service reps have good product knowledge.
Lots of Customer QuestionsUse chatbots and automated systems to answer common questions, leaving human reps to deal with tougher issues.
Need for 24/7 HelpProvide 24/7 support through chat, email, or phone. Consider outsourcing for different time zones.
Use Chatbots and Automated SystemsImplement advanced chatbots and automated systems to efficiently handle customer inquiries. Keep them up-to-date for improved performance.

9 Tips to Improve eCommerce Customer Satisfaction

Satisfying your online customers is vital for the success of your eCommerce business.

The happier they are, the more likely they are to keep coming back and recommend your brand to others.

Let’s explore 9 effective ways to make sure that your online shoppers are content:

  1. Personalize the Shopping Experience

Making your customers feel special boosts their satisfaction.

Use customer data to personalize their experience.

Address customers by their names, and suggest products based on their previous purchases and browsing history.

When customers feel that you understand their preferences, they are more likely to engage with your brand and make repeat purchases.

  1. Ensure In-Depth Product Knowledge

Customer service representatives who understand your products inside out are a must in eCommerce.

Make sure your support team has all the knowledge about your products and services.

When customers have specific questions or need guidance, well-informed agents can provide easy assistance, leading to a better shopping experience.

  1. Empower Customer Service Agents

Empower your customer service agents to make decisions that benefit customers.

For example, they can offer discounts or expedited shipping to resolve issues with confidence.

This ability to resolve problems quickly can turn a potentially negative experience into a positive one, leaving customers feeling valued and satisfied.

  1. Maintain Transparency

Transparency is essential to build trust with online shoppers.

Clearly communicate product availability, pricing, shipping costs, and return policies.

Honesty in all your interactions fosters credibility, which, in turn, leads to higher levels of satisfaction.

When customers know what to expect, they are less likely to be disappointed.

  1. Implement Automation

Automation can greatly increase your customer satisfaction.

Use automation tools and chatbots to manage routine customer questions.

This allows your human support team to focus on more complex issues and ensures that customers receive quick responses to frequently asked questions.

  1. Offer Visual Product Guides

Visual support can significantly improve your solving rates.

Incorporate visual guides, images, and videos that illustrate how to use, assemble, or style products.

These resources reduce the need for customer inquiries and help customers get the most out of their purchases, resulting in a more positive shopping experience.

  1. Provide Self-Service Resources

Customers appreciate being able to find answers on their own.

Develop a complete FAQ section and knowledge base on your website to address common customer questions and concerns.

When customers can resolve their demands independently, it leads to greater convenience.

  1. Maintain a Consistent Brand Voice

A consistent brand voice across all customer interactions is essential.

It reinforces your brand identity and guarantees that customers recognize and trust your business.

A consistent tone and style in all communications help create a memorable customer experience.

  1. Reward Loyal Customers

Recognizing and rewarding loyal customers is a powerful way to foster long-term relationships and encourage brand advocacy.

Create a loyalty program that offers rewards, discounts, or exclusive access to your most dedicated customers.

Acknowledging their loyalty shows appreciation and keeps them engaged with your brand, resulting in greater customer satisfaction.

Best Software & Tools for Online Retail Customer Support

Online retailers need effective tools to provide customer support. Here are some popular software and tools for online retail customer service:

  • Helpdesk Software (Zendesk, Freshdesk, etc): These tools help organize customer demands, making it easier to manage and respond to messages. They include features like ticket systems and automation.
  • Live Chat (Intercom, LiveChat, etc): Real-time chat solutions allow retailers to talk to customers instantly, answer questions, and provide help in real time.
  • CRM Software (Salesforce, HubSpot, etc): CRM (Customer Relationship Management) tools manage customer interactions and information. This data helps personalize support and marketing.
  • eCommerce Platforms with Built-in Customer Support (Shopify, Woocommerce, etc): Many e-commerce platforms have built-in customer support features like order management and customer databases.
  • Email Management Software (Help Scout, Front, etc): These tools organize customer emails, offering features like saved responses and shared inboxes.
  • Social Media Management Tools (Hootsuite, Sprout Social, etc): These tools help manage social media demands.
  • Chatbots and AI-driven Support (Drift, Gorgias, etc): Automation through chatbots and AI can provide quick answers to common customer questions.
  • Knowledge Base Software (Helpjuice, Zendesk Guide, etc): Creating a knowledge base lets customers find answers themselves, reducing the need for direct support.
  • Call Center Software (RingCentral, Aircall, etc): For phone support, call center software manages and monitors calls.
  • Feedback and Survey Tools (SurveyMonkey, Typeform, etc): These tools collect feedback and insights into customer satisfaction.
  • Collaboration and Project Management Tools (Slack, Trello, etc): Internally, these tools help the support team communicate and collaborate effectively.

How Is eCommerce Customer Service Different from Traditional Retail?

eCommerce customer service is different from traditional retail because you cannot talk face-to-face with customers. It only uses emails, chats, messages, and other digital technologies. In regular stores, you meet customers in person.

eCommerce needs special online tools for talking with customers, being quick, and making people trust your store. In stores, it’s about helping customers face-to-face.

How Do You Choose the Right Online Customer Service Channels?

Choosing the right online customer service channels depends on your customer’s preferences and your business needs.

Consider popular options like email, chat, and social media, and analyze where your audience is most active and which channels align with your resources to provide excellent customer service.

What Are Common Roles on a Digital Customer Care Team?

Some of the most common roles on a digital customer care team are:

  • Customer Support Representatives: They interact directly with customers, answering questions and resolving issues via chat, email, or phone.
  • Technical Support Specialists: Focused on resolving technical issues related to products or services.
  • Social Media Managers: Engage with customers on social platforms, addressing inquiries and concerns.
  • Chat Support Agents: Provide real-time assistance via chat or instant messaging.
  • Email Support Agents: Handle customer questions and issues through email.
  • Team Leaders or Supervisors: Oversee the team’s operations, ensuring quality service.
  • Knowledge Base Managers: Create and update self-help resources, such as FAQs.
  • Quality Assurance Analysts: Monitor and assess the quality of customer interactions for improvement.
  • Data Analysts: Analyze customer data to identify trends and improve service.

Where Can You Hire Online Retail Customer Support Agents?

You can find online retail customer support agents on websites like Upwork, Freelancer, or Fiverr.
Some companies also hire through job sites like Indeed or LinkedIn.
These platforms help connect businesses with people looking for customer support jobs.

How Do You Train eCommerce Customer Service Agents?

To train eCommerce customer service agents, use online courses, videos, or guides.
Big companies might have their own training programs.
Training teaches agents how to answer questions, solve problems, and be polite.
It helps them understand the company’s products and policies so they can help customers well.

How Do You Measure Customer Service Success in eCommerce?

To know if your eCommerce customer service is doing well, analyze your KPIs and check customer feedback.
Use surveys and reviews to see what customers say.
For example, look at response times, like how quickly you reply to messages, and confirm if customers come back and shop more – that shows they’re happy.

How Can I Handle eCommerce Customer Complaints Effectively?

To deal with eCommerce customer complaints, follow these steps.

  • First, listen carefully to the problem
  • Second, be polite and apologize if needed
  • Third, solve the problem quickly and follow up to make sure the customer is happy
  • Finally, learn from the complaint to prevent similar issues in the future


Offering the best customer service is not an easy thing.
You need to create procedures and train your team to support your customer
A good way of guaranteeing that these efforts won’t be ruined by a poor website experience is choosing one of the hosting services we included on our list of the Best eCommerce Hosts.
This way, once your customers are convinced by your emails, your website will perform well too.

Next Steps: What Now?

  • Optimize Your eCommerce Website: Ensure your eCommerce website is well-optimized for SEO to increase visibility and drive more profitable traffic.
  • Secure Your eCommerce Domain: Secure a domain name that reflects your eCommerce niche, an important step for building a strong and profitable online presence.
  • Affiliate Marketing for eCommerce: Explore affiliate marketing to expand your reach and increase sales through profitable partnerships for your eCommerce business.

Learn More About eCommerce

Frequently Asked Questions

How is customer service provided in eCommerce?

In eCommerce, customer service happens online. You can ask questions through email, chat, or social media. Some companies also let you talk on the phone. There are self-help options too, like FAQs, to find answers on your own. All these ways help customers get the help they need.

What is multi-channel eCommerce customer support?

Multi-channel eCommerce customer support means helping customers on different online platforms. This includes email, chat, social media, and more. It makes it easy for customers to get help using their favorite communication methods.

What tools are required for eCommerce customer service?

To provide good customer service in online stores, you need tools like email and chat to talk to customers. Use software to manage customer info and social media. Chatbots, for example, help answer questions quickly and you can make guides so customers find answers themselves.

How can I create effective eCommerce customer service policies?

To make good customer service rules for online stores, first, be clear and honest with customers. Tell them how you handle orders, returns, and refunds. Be polite and quick when answering questions, and don’t forget to respect privacy and security rules. Also, make sure your team knows these rules and follows them.

What is the future of eCommerce customer service?

The future of eCommerce customer service will see increased automation with AI-driven chatbots and personalized interactions using data analytics. Social commerce will expand, and customers will expect faster responses. Companies will focus on building multi-channel support to meet evolving customer needs.

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