Customer inquiries are one of the biggest drains of time and resources for online retailers. Every question “Where is my order?” or “Can I change my address?” folds up.
The most successful e-commerce brands have realized that the fastest way to reduce customer service calls is not to hire more agents, but to automate communications before customers even ask.
The specific answer is that automation tools, especially those integrated directly with store platforms, reduce the number of repetitive queries by providing customers with real-time self-service updates at every stage of their purchase.
Why are e-commerce customer inquiries skyrocketing?
Most customer messages come from a place of uncertainty. After making a purchase, customers want to know that their order was received, shipped and delivered on time. When this information is delayed or hidden in inboxes, support tickets skyrocket. Research from Zendesk and Shopify shows that approximately 50 to 70 percent of support requests are related to status: order confirmation, shipment trackingreturn or delivery problems. These are predictable and easily automated touchpoints.
Another reason for the increase in inquiries is inconsistent post-purchase communication. Many small stores send one order confirmation email and leave it at that, leaving customers in the dark for days. The result is anxiety that leads directly to support calls.
Automation upends this dynamic. Instead of waiting for questions, the system sends proactive updates and reminders via email, SMS or even WhatsApp, eliminating the need for manual intervention.
Basic automation that reduces support burden
Modern e-commerce automation covers the entire customer journey. The following areas show where automation has the greatest impact:
1. Updates about order and delivery
Automatic order confirmation and shipment tracking are the most effective tools for reducing request volume. Once a purchase is made, the system sends order details, expected delivery date, and a real-time tracking link. When a package passes through the carrier's checkpoints, notifications are automatically sent to the customer without the support team having to lift a finger.
2. Returns and exchanges
Returns are another important source of inquiries. Instead of asking customers to email instructions, stores now offer automated returns portals where customers can select items, choose a reason, print labels and receive status updates. Once this system is connected to order management platformthe entire process takes place without the participation of personnel.
3. Inventory and product availability alerts
When an item is out of stock, customers often write to find out when it will be back. Automation can collect email addresses or phone numbers and send restock alerts, eliminating the repetitive questions of “is this back yet?” messages.
4. Personalized FAQs and chatbots
Chatbots driven by artificial intelligence now handle up to 70 percent of common questions. Integrated with inventory, logistics and ordering systems, they can provide real answers rather than generic answers. Combined with a manual handoff system, the customer receives a quick response while the support team focuses on complex cases.
The middle point is automating communication using real-time tools.
The middle level between store systems and customers is the level at which automation provides the most significant reduction in requests. Instead of relying solely on email, stores are using multi-channel communication platforms that send contextual updates, email for confirmations, SMS for delivery updates, and chat widgets for quick responses.
A key example is the use BigCommerce Shipping Notifications to automate communication after purchase. This integration receives real-time data from carriers, automatically updates order status, and sends proactive messages to customers when freight moves. By keeping shoppers informed throughout the order fulfillment process, it prevents one of the biggest categories of queries: “Has my package shipped yet?” Retailers using such systems report up to a 40 percent reduction in customer service calls related to order tracking during the first quarter of implementation.
These tools also help set realistic expectations. If a delay occurs, an automated message can explain the reason and a new delivery window before the customer even notices. This kind of transparency builds trust and reduces frustration requests.
Automation of returns and refunds management
Another area where automation saves hours per week is in reverse logistics. Returns and refunds raise many questions, especially regarding timing and eligibility. Modern systems now automate every step:
- The customer initiates the return through the online portal.
- The system instantly verifies the order number and product compliance.
- The prepaid label is created without manual support.
- After scanning the returned item, the system issues a return notification.
This sequence of actions occurs with minimal human intervention. Retailers who automate returns typically see a 25 to 35 percent reduction in related inquiries. Technology ensures consistent communication, fast processing and fewer misunderstandings.
Integration of automation without loss of human participation
While automation greatly reduces the number of repetitive questions, it should not eliminate in-person support. The best stores create a hybrid model: automation handles all predictable communication while humans focus on complex or emotional issues.
Intelligent routing systems help balance this mix. For example, chatbots can detect keywords that cause frustration (“angry,” “canceled,” “not received”) and automatically escalate those instances to live agents. This approach ensures that customers never feel abandoned by automation, even if the system takes on most of the volume.
Common pitfalls and how to avoid them
- Excessive automation
Some stores automate too much and forget about personalization. Balance is important: automated messages should sound natural, not robotic. - Disabled systems
Automation only works when your e-commerce, inventory, and logistics data is in sync. If one platform fails to update, automated messages send incorrect information. - Lack of testing
Failure to check message times and patterns can lead to communication overload, which will irritate customers instead of helping them. - Ignoring data
Post-automation analytics show what else customers are asking about. Ignoring this data means missing out on further optimization opportunities.
Quantifying the impact of automation
Stores that strategically implement automation report significant results. Based on aggregated data from multiple SaaS providers:
|
Metrics |
Before automation |
After automation |
Change |
| Order status inquiries | 60% of the total number of tickets | 25% of the total number of tickets | -35% |
| Return Questions | 15% | 8% | -7% |
| Average response time | 10 o'clock | 1.5 hours | -85% |
| Customer Satisfaction (CSAT) | 76% | 91% | +15% |
These numbers confirm that proactive communication directly reduces contact and improves customer experience.
Final Conclusion
The easiest way for online retailers to reduce customer demand is to eliminate the reason customers come to them in the first place. Automation, especially in the areas of order tracking, shipping and returns, handles repetitive communications faster and more accurately than any manual team. The result is fewer tickets, happier customers, and more time for employees to focus on growth rather than routine responses.
Automation not only saves labor costs. This builds trust. When shoppers receive timely updates and transparent information, they feel secure about their purchases and are much less likely to ask how things are going.
