Why Customer Support is Crucial for E-commerce Brands in 2025

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The e-commerce industry has experienced explosive growth in recent years. In fact, data shows that e-commerce is currently a $6.3 trillion industry, expected to reach $8 trillion by 2027.¹ 

This rapid growth of e-commerce has brought an influx of new e-commerce brands, all vying for customer’s attention. As the industry gets bigger and competitive, the expectations of consumers are changing. 

With almost endless choices at their fingertips, consumers now expect, and in fact demand, more than just quality products. They also want brands to provide timely, empathetic and reliable support throughout their shopping journey.

This guide breaks down why reliable, high quality customer support will be a key success factor for commerce brands in 2025 and beyond. 

The Evolving Expectations of E-commerce Customers in 2025

The massive growth of the e-commerce industry has been accompanied by a big shift in customer expectations, particularly when it comes to support. Here are some of the things that modern customers demand from e-commerce brands today when it comes to customer service. 

Omnichannel Accessibility

Omnichannel customer support refers to the integration of multiple-support channels into one system. Today’s customers don’t just want to offer multiple channels of support — like phone, live, chat, or email. They also want these channels integrated so they can enjoy continuity of service. 

For instance, customers want the freedom to start a conversation on live chat or email and then perhaps continue it via phone, and not have to repeat their issue. Omnichannel support ensures customers can switch between platforms without losing context, making for a more efficient and satisfying experience.

Fast Response and Resolution Times

Customers want quick access to support agents as well as quick resolution of their issues.  They don’t want to be put on hold for hours or bounced from one agent to another, explaining their issue repeatedly without a resolution in sight.

Research shows that 90% of customers rate an immediate response as critical when they reach out for support, which is why brands must pay attention to this element.²

Personalisation

Modern e-commerce customers expect personalised interactions with the brands they engage with.  They want brands to recognise them—not as anonymous transactions, but as unique individuals. This means things like addressing by name, remembering their preferences, and providing tailored assistance based on their purchase history and past interactions. 

Transparency and Honesty

Transparency and honesty is another vital element that modern e-commerce customers crave from brands.  They don’t want vague responses or fake promises. 

When things go wrong, such as a delay in shipping or a defect with a product or service, customers expect clear and honest communication from brands. They want to know exactly what is happening, why it’s happening, and how the issue will be resolved. And when mistakes occur, customers expect brands to take ownership, apologise, and offer concrete solutions rather than deflecting blame or offering excuses.

Self-service Options

Some customers might not want to communicate directly with support agents for one reason or another. In such cases, they expect an e-commerce brand to provide sufficient self-service options, such as knowledge bases, FAQs, and how-to guides, that empower them to find solutions on their own. These resources need to be easily accessible, well-organised, and comprehensive to provide real value. 

Proactive Assistance

Modern customers appreciate it when e-commerce brands anticipate their needs and offer proactive assistance. This could mean alerting them about potential shipping delays, providing updates on order statuses, or even reaching out with assistance before issues arise. Proactive outreach can make customers feel cared for and valued, and prevent potential problems from escalating into complaints. 

The Role of Customer Support in Building Customer Loyalty 

One of the biggest benefits of providing exceptional customer support is that it fosters customer loyalty. 

When a brand’s support team goes above and beyond to solve problems quickly, empathetically, and efficiently, it helps build trust and confidence in the brand. Trust is a key ingredient in loyalty — when customers can trust your brand to always meet their needs and handle any issues, they’re more likely to stick with it for the long term. 

Moreover, when customer support is consistent and reliable across multiple channels, customers know they can always count on the brand, no matter how they reach out. This again creates trust and loyalty. 

Meanwhile, personalised and empathetic customer support — where customer preferences and past interactions are remembered, and where their feelings are acknowledged by the brand's support team — makes them feel seen and valued. It shows customers that the brand cares about their experience and not just the sale. This can strengthen their commitment and loyalty to the brand. 

Impact of Exceptional Customer Support on Conversion and Customer Revenue

Exceptional support can also positively impact conversion and overall business revenue in the following ways:

Reduced Friction and Cart Abandonment

Customer support impacts can reduce friction in the purchase process. For example, cart abandonment remains a significant issue for many e-commerce brands, with research showing that up to 70% of online shoppers abandon their carts before completing a purchase.³

A major reason for this is a lack of immediate assistance when issues arise, or when customers have questions. It could be confusion about a product, difficulty navigating the checkout process, or questions about shipping or returns. If they can’t easily find the information they need or if their inquiries go unanswered, they may abandon their cart and go look elsewhere.

But suppose you had a dedicated customer support team available to step in at these critical moments — whether through phone, live chat, or even automated chatbots.  You can address any concerns or questions from customers in real time and guide them toward completing their purchases.

Increased Confidence

When customers are confident in the brand they’re buying from, they’re more likely to convert. High-quality customer support instills trust by reassuring customers that their concerns will be addressed promptly and effectively. The knowledge that helps is just a call or click away can provide the nudge a hesitant shopper needs to complete a purchase.

Personalised customer support further enhances this trust; when customers receive assistance tailored to their needs or past interactions, they’re more likely to feel confident in the brand and go through with their purchase.

Repeat Purchase and Long-term Loyalty

Exceptional customer support doesn’t just drive one-time conversions — it encourages repeat business and customer retention. Customers who have positive experiences with a brand’s support team are more likely to return for future purchases. That means more customer lifetime value. 

Positive Word of Mouth

Customers who receive exceptional support from a brand are likely to share the positive experiences with friends, family, or online communities.  

People trust peer recommendations more than any form of advertising, so building a reputation for excellent customer support can be a great way to attract new organic customers. 

Encouraging Upselling and Cross-Selling

Customer support interactions often provide valuable opportunities for upselling and cross-selling. For example, during a customer inquiry, support agents can suggest complementary products based on the customer’s needs or preferences. 

They can also inform customers about relevant promotions, discounts, or upgrades that align with their current purchase. This can increase the average order value and drive additional revenue for the business.

Leveraging AI and Automation in E-commerce Customer Support

As e-commerce brands strive to meet the growing demands of modern customers, AI and automation have emerged as powerful tools to help brands better meet these demands. Here's how AI and automation are reshaping e-commerce call centres and support lines in 2025.

• Chatbots and virtual assistants: AI-powered chatbots are now a staple in customer support, managing routine inquiries and providing instant answers to common questions. This frees up human agents to focus on more complex issues.

• Sentiment analysis: AI-driven sentiment analysis allows brands to analyse customer feedback and identify emotional cues to gauge customer satisfaction. Managers can use this data to identify areas for improvement and adapt their strategies to enhance future interactions.

• Automated routing: AI-driven call routing systems can direct customer inquiries to the most appropriate agents, based on elements like skills, availability or issue priority. This intelligent routing not only reduces wait times for customers but also improves the quality of support by ensuring that each inquiry is handled by the agent best equipped to address it. 

Data-Driven Customer Support: Using Insights to Improve Service

Data and analytics at the heart of delivering effective, high-quality customer support. Here’s how they are helping e-commerce brands deliver better customer support. 

Identification of Trends and Recurring Issues

Analysing customer interactions can help brands detect recurring themes and trends in customer concerns. If data reveals that multiple customers are experiencing problems with a particular product feature, the brands can take proactive steps to address the root cause. This can reduce the volume of incoming inquiries or complaints and enhance customer satisfaction.

Delivering Personalised Support Experiences

Customer data — such as past purchases, previous support interactions, and browsing history — allows support teams to provide highly personalised assistance. Aircall’s inbound call centre solutions, for example, easily integrate with a wide range customer relationship management (CRM) systems. This allows agents to quickly access important customer information during interactions, which then helps them offer more personalised support.  

Measuring Performance to Drive Improvement

Key performance indicators (KPIs) like response times, resolution rates, and customer satisfaction scores are essential for assessing support team effectiveness. Regularly tracking these metrics enables brands to pinpoint areas for improvement, set performance benchmarks, and celebrate progress. This data-driven approach ensures continuous enhancement of the support experience.

Predictive Analytics

Predictive analytics uses historical data to forecast future customer needs. This enables brands to offer preemptive support. For example, if patterns show that customers often reach out about product functionality shortly after a purchase, brands can send automated tips or FAQs or even directly call them to guide customers before issues arise.

How Aircall Empowers E-commerce Brands with Next-Gen Customer Support

In 2025 and beyond, the e-commerce brands that will thrive are those that offer not just high-quality products or services but also a seamless, responsive, and personalised support experience.

Aircall offers a comprehensive, next-gen call centre software designed to optimise customer support operations, improve efficiency, and enhance the overall support experience of your customers. With features like intelligent call routing, omnichannel integration, and real-time data and analytics, Aircall empowers your e-commerce brand to deliver faster, more effective, and personalised support.

Book a free demo today to see how Aircall can help you take the quality of your customer support to the next level.

Sources

eMarketer. Worldwide Retail Ecommerce Forecast 2024. https://www.emarketer.com/content/worldwide-retail-ecommerce-forecast-2024

Help Scout. 107 Customer Service Statistics and Facts You Shouldn't Ignore. https://www.helpscout.com/75-customer-service-facts-quotes-statistics/

Baymard Institute. 49 Cart Abandonment Rate Statistics 2024. https://baymard.com/lists/cart-abandonment-rate

Published on December 3, 2024.