8 eCommerce Strategies for Improving Customer Service & Retention
Explore the top strategies to improve customer service that drive retention in eCommerce. Learn how brands can create better support experiences and boost loyalty
Published April 21, 2025.
Today’s eCommerce brands are expected to deliver fast, friendly, and consistent support across every touchpoint. Exploring new ways to improve customer service can help you stand out and keep customers coming back. Even small shifts—from proactive policies to better site navigation—can make a noticeable difference.
The most effective strategies to improve customer service are those that feel personal, timely, and effortless—strong service builds confidence and encourages repeat purchases. In this blog, we explore how you can create a more responsive and customer-focused experience across your store.
» Looking to elevate your customer service? Schedule a demo and explore our eCommerce tools
Meet the Expert
Jameela Ghann is an e-commerce and marketing expert with more than 10 years of experience. Apart from running her own successful online store, Alora Boutique, she's the marketing manager of Fera.ai.
Customer Service Basics You Shouldn’t Overlook
- Speedy & responsive support: Quick response times build trust and reduce friction. Customers who receive fast support are more likely to stay loyal to a brand, and increasing customer retention by just 5% can boost profits by 25% to 95%.
- Personalized communication: Tailoring responses or offers to a customer's name, order history, and preferences shows that you’re paying attention.
- Proactive communication: Keep customers informed about shipping delays, restocks, or order confirmations. In one campaign, proactively emailing customers about a 2-day delay resulted in fewer angry emails and stronger brand trust. According to Salesforce, 73% of customers expect companies to understand their needs and offer solutions proactively.
- Consistency across channels: Customers get confused when your policies or tone differ between your website, Instagram DMs, and support inbox. Keep messaging unified by building a knowledge base and having consistent macros, ensuring repeat customers get the same quality service every time.
- Clear policies & transparent processes: Returns, shipping, and refunds should be easy to find and understand.
» Understand how to ensure ideal communication around supply chain issues
Fast Simon Technologies
Improve customer service and communication with AI-powered tools that make it easier for shoppers to discover and find exactly what they need.
8 eCommerce Strategies to Improve Customer Service and Retention
1. AI-Powered Onsite Search & Merchandising
AI-powered onsite search & merchandising refers to using artificial intelligence to deliver smarter search results and product displays based on user behavior, preferences, and real-time data.
This tactic is ideal for fashion, electronics, and large catalog retailers aiming to enhance product discovery and streamline the shopping experience.
Implementation Steps
Integrate AI-driven search tools like Fast Simon to enable real-time, personalized search results
Utilize dynamic filters and smart merchandising to highlight relevant products based on user behavior
Regularly analyze search data to refine algorithms and improve accuracy
» Want to grow your eCommerce business? See these 6 searchandising strategies.
Additional Factors to Consider
Expected outcome
- You can expect increased conversion rates within 30–60 days as customers find more relevant search results.
- You’ll likely see higher average order values (AOV) through more effective product recommendations driven by AI.
Most common challenge & the solution
- Challenge: Implementing AI tools requires initial investment and staff training.
- Solution: Overcome this by starting with a pilot program and providing comprehensive training sessions.
Example: Ally Fashion
Ally Fashion, a leading Australian fast-fashion brand, transformed its eCommerce experience with Fast Simon. By leveraging AI-powered search, smart merchandising, and personalized recommendations, Ally Fashion boosted conversions, enhanced customer engagement, and delivered improved customer service across its digital storefront.
» Do you have a fashion store? Check out these top tips for successful fashion eCommerce
2. Omnichannel Customer Support
Omnichannel customer support refers to providing a seamless and integrated customer service experience across multiple communication channels, such as email, chat, social media, and phone.
This tactic is ideal for retail, fashion, beauty, and hospitality—or anywhere your customers reach out across multiple channels.
Implementation Steps
Use a centralized helpdesk like Gorgias or FluentSupport to unify communication across channels
Train your team to maintain a consistent tone, access shared customer history, and escalate efficiently
Use canned responses for FAQs, but always personalize greetings or closings
» Read more: Why use an omnichannel strategy in eCommerce?
Additional Factors to Consider
Expected outcome
- You can expect an increase in support speed within 30–90 days, leading to quicker resolutions for customers.
- There will likely be an increase in repeat purchases and fewer abandoned conversations as customer satisfaction improves.
Most common challenge & the solution
- Challenge: Tool overload or platform silos can create inefficiencies and confusion across support teams.
- Solution: Consolidate platforms and standardize ticket tagging to streamline workflows and improve team collaboration.
Example: Glossier
Glossier built its brand on seamless omnichannel support to improve customer service. By responding to customer DMs, emails, and website queries in a consistent tone, they grew into a $1.8 billion brand. Their website mirrors their social media with a minimalist design, maintaining a cohesive and strong brand identity.
» Learn how to create an omnichannel strategy for your business
3. Self-Service Knowledge Base
A self-service knowledge base is a customer support tool that allows users to quickly find answers to their questions using an intelligent search function that surfaces the most relevant articles, FAQs, and guides based on keywords and behavior.
This tactic is perfect for fast-scaling Shopify stores and SaaS businesses with limited support staff or complex product offerings.
Implementation Steps
Use apps like HelpDocs or Zendesk to build searchable, organized FAQ pages
Include how-to guides, returns processes, and account management tips
Embed it in your navigations and product pages and monitor search queries to improve content
Additional Factors to Consider
Expected outcome
- You can expect a reduction in repetitive tickets and faster resolution times within 30–60 days as customers find answers on their own.
- Customer satisfaction score (CSAT) is likely to increase thanks to quicker support and a more accessible self-service experience.
Most common challenge & the solution
- Challenge: Content becomes outdated, leading to confusion and inaccurate self-service support.
- Solution: Assign ownership of the knowledge base and schedule quarterly reviews to keep content accurate and relevant.
Example: Notion
Notion’s help center is a gold standard that eCommerce brands can learn from. It's easy to navigate, well-tagged, and regularly updated—helping them scale support efficiently and improve customer service while maintaining a consistent brand voice.
» Here's everything you need to know about site search
4. Mobile-First Experience Via App Integration
A mobile-first experience means designing your store with mobile users in mind by using apps that optimize navigation, speed, and functionality on smartphones and tablets.
It's best for brands targeting mobile-savvy consumers, particularly in fashion and lifestyle sectors.
Implementation Steps
Develop a mobile app using platforms like Tapcart integrated with Fast Simon for seamless AI search and merchandising
Ensure the app offers intuitive navigation, personalized recommendations, and fast load times
Promote the app through marketing campaigns to encourage downloads and engagement
» Discover how to add search to your mobile app
Additional Factors to Consider
Expected outcome
- Improved customer engagement and retention within 60–120 days through a dedicated mobile platform.
- Increased sales from mobile users thanks to an enhanced and seamless shopping experience.
Most common challenge & the solution
- Challenge: Developing and maintaining a mobile app can be resource-intensive and costly.
- Solution: Mitigate this by leveraging app builder platforms that offer easy integration with existing systems, reducing development time and resources.
Example: Princess Polly
Princess Polly implemented the Fast Simon and Tapcart integration to enhance their mobile app's search functionality, resulting in a high-quality, fast-functioning mobile shopping experience.
» Want to go mobile? Here's how to make your eCommerce store mobile-friendly.
5. Customer-Centric Return & Exchange Programs
Customer-centric return & exchange programs focus on making the return and exchange process seamless, flexible, and hassle-free, ultimately aiming to improve customer service by prioritizing the customer's convenience and satisfaction.
It’s best for brands in the fashion, accessories, tech, and home goods verticals where high return rates are common.
Implementation Steps
Simplify returns with branded return portals
Offer store credit bonuses for exchanges (e.g., “Get $5 extra for choosing a store credit”)
Train staff to process returns promptly and follow up with satisfaction surveys
Additional Factors to Consider
Expected outcome
- Expect an improvement in repurchase rates within 5–90 days as customers experience a hassle-free return and exchange process.
- Customers who exchange rather than return are likely to show greater brand loyalty and repeat purchases.
Most common challenge & the solution
- Challenge: High refund costs can impact profitability.
- Solution: Offset this by promoting exchanges and restocking returned items quickly, supported by clear condition policies.
Example: Allbirds
Allbirds offers a no-questions-asked 30-day return, even on worn items. This has contributed to their famously low churn and high net promoter score (NPS).
6. Advanced Filtering and Navigation
Advanced, optimized filtering and navigation allow customers to refine search results and browse products based on specific criteria for a faster, more efficient shopping experience.
It is best for retailers with extensive product catalogs, such as home goods or electronics stores.
Implementation steps
Implement advanced filtering options (e.g., by size, color, brand) to help customers narrow down choices
Use AI to dynamically adjust filters based on inventory and customer preferences
Ensure the filtering system is intuitive and responsive across devices
Additional Factors to Consider
Expected outcome
- Reduced bounce rates within 10–60 days as customers find desired products more efficiently.
- Increased conversion rates due to simplified navigation and enhanced user experience, leading to higher customer satisfaction.
Most common challenge & the solution
- Challenge: Complex filtering systems can overwhelm users and lead to frustration.
- Solution: Simplify by prioritizing the most commonly used filters and providing clear instructions for better navigation.
» Make process easy: Here's the simplest way to add product filters to Shopify
Example: 401 Games
401 Games utilized Fast Simon's advanced filtering capabilities to enhance their site's navigation, helping to improve the customer service experience.
Smart Collections: Boost Product Discovery
Dynamically shows relevant products, categories, and filters.
Helps shoppers find the most relevant products with ease.
Continuously improved product ranking based on user behavior.
7. Personalized Surprise & Delight
Personalized surprise & delight involves offering unexpected, tailored experiences or rewards to customers, creating moments of joy that strengthen their connection with a brand.
This strategy is best for direct-to-consumer (DTC) brands, especially in the pet, beauty, or lifestyle verticals where emotion and connection matter.
Implementation Steps
Go beyond surveys and track customer milestones (e.g., pet’s birthday) through account info or order history
Use that data to trigger personalized gestures like handwritten notes, small gifts, or shout-outs
Tools like Shopify Flow or customer retention CRMs can automate the workflow, while your support team personalizes the experience
Additional Factors to Consider
Expected outcome
- Increased emotional loyalty and repeat purchases within 45–90 days.
- Uplift in customer satisfaction and online reviews due to personalized experiences.
Most common challenge & the solution
- Challenge: Scaling this can be tricky, especially as the customer base grows.
- Solution: Focus on high-value customers or subscribers first. Use templates and a fulfillment script to streamline the process while maintaining a personal, heartfelt touch.
Example: Chewy
Chewy is legendary for using customer feedback and information to follow up with handwritten notes and surprise gifts that help turn buyers into loyalists.
» Need more tips? Here are some of the best places where you can use personalization on your eCommerce store
8. Community-Driven Customer Support
Community-driven customer support involves leveraging a brand's customer base to provide support, where customers help each other by sharing solutions, advice, and feedback, often in forums or social media groups.
This strategy is ideal for niche brands, lifestyle-focused companies, or tech products with passionate user bases.
Implementation Steps
Create a Facebook group, Circle community, or branded Discord for users
Appoint moderators and “super fans” to help answer questions
Host Q&A sessions, product sneak peeks, or rewards for engagement
Additional Factors to Consider
Expected outcome
- Increase in brand engagement within 90–120 days.
- More user-generated content and lower inbound support tickets as a result of community-driven support.
Most common challenge & the solution
- Challenge: Inactive groups can hinder community-driven support.
- Solution: Solve this by seeding questions (like Quora did in the early days), running contests, and spotlighting active members to encourage participation.
» Here's how to create a successful UGC strategy
Example: Peloton
Peloton’s community support groups are often more helpful than their official support, and they credit their community as a major retention driver, which helps to improve customer service.
» Understand how AI chatbots boost eCommerce support
Challenges That Impact Efforts to Improve Customer Service
- Scaling support with limited resources: As a business expands, the need for customer support naturally grows—but the size of the support staff doesn’t always grow at the same pace. That’s where AI-powered eCommerce automation helps. In one client case, integrating Shopify Flow and quick replies saved over 15 hours/week in customer service time—an efficient way to improve customer service without needing more hands.
- Lack of centralized customer data: Without a CRM or unified dashboard, customer data lives in silos. This leads to repeated questions and inconsistent experiences, making it harder to improve customer service across channels and deliver a personal touch.
- Slow response times: Nothing kills loyalty faster than waiting days for a reply. Whether via email, chat, or social media, delayed responses can frustrate even loyal customers. Aim to reply to 90% of tickets within 12 hours and 100% within 24.
- Undertrained or overwhelmed support teams: When reps are unclear on policies or don’t know how to de-escalate, issues worsen. This causes a ripple effect like negative reviews, poor retention, and higher refund rates.
» Read more: Overcoming eCommerce challenges for fashion brands
Best Practices for Rebuilding Trust After a Customer Service Failure
- Personalized apology: A templated “sorry” isn’t enough. Use the customer’s name, acknowledge the issue, and share the actions being taken. This helps improve customer service by addressing issues quickly and personally.
- Offer a gesture of goodwill: If the situation caused real inconvenience, send a small gift or discount code. Even a handwritten note can turn frustration into brand loyalty.
- Follow up later: Surprise follow-ups show you care beyond just “fixing” the moment. One week after resolving a ticket, send a check-in email like: “Hi Alex, just wanted to make sure everything’s been going smoothly since our last chat.” This unexpected follow-up builds emotional loyalty,
» Understand why customers are leaving your eCommerce store and how to make them stay
Improve Your Customer Service and Drive Long-Term Growth
Investing in the right strategies to improve customer service isn’t just about solving problems—it’s about creating a brand experience that keeps people coming back. When customers feel heard, understood, and valued, they’re far more likely to stick around. Whether it’s simplifying returns, personalizing product recommendations, or offering consistent support across channels, these small efforts can lead to stronger relationships and increased lifetime value.
By continually exploring ways to improve customer service, you position your business to grow through loyalty, not just acquisition. Keep listening, keep refining, and keep putting your customers first.
» Ready to improve your customer service? Book a demo with us and learn about our eCommerce solutions
