Understanding Consumer Expectations in E-Commerce Customer Support

By Akshata Singh

In e-commerce, customer support is a vital part of delivering a seamless shopping experience. As online shopping grows, businesses must focus on not only offering great products but also providing excellent customer service that keeps customers coming back. Today’s consumers expect more than just a smooth transaction—they want quick, personalised, and proactive support throughout their shopping journey. Modern customers demand fast responses. According to HubSpot, 90% of consumers say they expect an “immediate” response when they have a customer service question, with 60% defining “immediate” as under 10 minutes. This need for speed underscores the importance of proactive customer support. Poor service can lead to significant revenue loss— 58% of customers say they’ll switch companies after a bad service experience, according to research from Microsoft.