Ecommerce Tech Stack

A User-Friendly Guide to Ecommerce Tech Stacks

Ryan Baum
Oct 4, 2023

Table of contents

Ecommerce Tech Stack

A User-Friendly Guide to Ecommerce Tech Stacks

Ryan Baum
Oct 4, 2023

Today, a wide range of software solutions exist to help ecommerce business owners better manage every aspect of their online store. However, creating the ideal technology stack for an ecommerce store is often easier said than done. To help you put together a tech stack that’s best suited for your unique business needs, we’ll review some of the top ecommerce tools on the market today, grouped by category. 

First, we’ll walk through what you need to know about building a powerful, easy to use ecommerce tech stack — without breaking the bank. 

What is an ecommerce tech stack? 

An ecommerce tech stack is the collection of digital tools, software applications, and platforms that an online store owner uses to run their business. These tools work together to optimize day-to-day tasks — across sales, marketing, customer service, order fulfillment and returns, payment processing, and other key areas — and reveal customer insights that can fuel growth.

If you’re curious about an ecommerce brands’ tech stack, try searching on, which scans the back-end of any website to see what technology it uses.


Factors to consider as you build your ecommerce technology stack 

Today, ecommerce store owners have a broad range of solutions to choose from when it comes time to build their ecommerce tech stack. However, an abundance of options can also make selecting the best solutions a challenge. Here are the most important factors to consider: 

How to build an ecommerce tech stack: Look at cost, compatibility, ease of use, and customer support.


An ecommerce tech stack can consist of anywhere from 3-5 core tools to more than 20, depending on the size of your operations and how you approach the process. It’s vital to set a budget and keep it in mind as you weigh different solutions and plan tiers. If possible, balance it against the return on investment (ROI) for the particular tool or feature set (more on that later). 


Ideally, you’ll create a digital ecosystem of tools that integrate seamlessly and transfer data quickly and reliably. The ecommerce tools you consider should allow you to combine the features of multiple solutions, either through direct integrations or third-party integration tools. 

Ease of use

While all ecommerce solutions come with some degree of a learning curve, it's a good idea to prioritize user-friendly tools that are easy to install, set up, and use. Look for a knowledge base with tutorials and FAQs; expert-led training options can also help.

Customer support

Make sure the support solution aligns with your business hours and the channels you prefer, like email, phone, or live chat. Choosing a solution that’s backed by excellent customer support means you’ll have a reliable source of assistance if or when issues arise. 

Determining the order of tool additions 

Building the right tech stack, complete with all the tools and features your store could possibly need, doesn’t happen overnight. It’s best to focus on testing and approving the tools you truly need for your day-to-day operations. That way, you know that any other software or hardware you’re considering should integrate nicely with your must-have tools. 

For starters, an online store hosting platform will be the cornerstone of your ecommerce tech stack. From there, it’s up to you to decide which tools you add next. 

We’ve seen that many ecommerce store owners choose to prioritize their sales and marketing tools — after all, many of the other solutions on our list won't offer much value if your online storefront isn't attracting customers or ready to manage payments. Big picture solutions or add-ons, like the top tier of a user analytics tool or premium page themes, can come later on. 

Ensuring compatibility between tools 

When it comes to building the best possible ecommerce tech stack, integrations are key. Choosing apps that sync with one another allows information to flow seamlessly between them, cutting down on manual labor and user error and letting you get the most out of your stack. 

Most software platforms have an integrations or apps page where they list their official integrations. For instance, the Gorgias Apps page has a categorized, searchable database of the 80+ apps that integrate with its platform. For apps that don’t directly integrate, a tool like Zapier lets you easily set up workflows between them and doesn’t require much tech expertise to use. 

Look for integrations when choosing your ecommerce tools.

An email marketing platform that connects with your order fulfillment platform, for example, can enable you to send automated order tracking updates to your customers personalized with their name. A customer service solution that integrates with your social media marketing solution, meanwhile, can allow you to turn your social media channels into customer service channels.

A connected ecosystem provides far more value and functionality in the long run. By looking for compatibility between tools ahead of time, you can build an ecommerce tech stack that’s much more than the sum of its parts. 

Balancing your tech stack budget against potential ROI

Fortunately, the money you invest into building tech stack doesn’t disappear into thin air — it will offer real value and unlock revenue opportunities. As you consider the cost of different tools, it’s a good idea to weigh it against the potential ROI of each tool. 

At a high level, you can determine the potential ROI of each tool by weighing the expenses for a given time period — such as monthly subscription costs, licensing fees, additional users, and training or setup fees — against the potential gains. It can be tough to put the positive value of using a new tool into figures, however, consider gains like increased sales or reduced labor costs to start. 

We recommend creating an optimistic estimate (lowest cost and highest return) and pessimistic estimate (highest cost and lowest return) to get closer to an accurate number. For example, if your optimistic estimate suggests that an email marketing tool will increase your store's cash flow by 10%, then you could factor this estimated ROI into how much of your budget is allotted for this tool.

Ecommerce store hosting platforms

The first solution that you will need to choose before you can get your ecommerce store up and running is a hosting platform. Hosting platforms allow you to build a custom ecommerce website — regardless of your coding experience — using simple drag-and-drop commands. 

Plug-n-play hosting platforms also offer services such as website hosting, website security, and payment processing on your behalf. If you would like to get started building your own ecommerce store using an ecommerce store hosting platform, here are the top platforms to consider:


Arguably the most recognizable ecommerce store hosting platform, Shopify has certainly earned its reputation as a go-to choice for e-commerce sites. With Shopify, business owners are able to create attractive online stores in a matter of minutes by choosing from a broad variety of starting templates, then adding additional design elements and features from Shopify's ever-expanding library. 

Business owners can also integrate thousands of additional features into their online store by making use of the Shopify App Store — a store that sells thousands of third-party apps designed to integrate with Shopify websites.


  • Mobile-ready
  • Choose from thousands of third-party app integrations on the Shopify App Store

Unique features

  • Integrated payment processing
  • 24/7 live customer support

Check out Shopify’s integration with Gorgias.


Like Shopify, BigCommerce is a web development solution that allows ecommerce business owners to create their own online stores within a no-code environment before offering a full suite of web hosting services that includes site security and payment processing. 

With that said, there are a few features that set BigCommerce and Shopify apart. For one, BigCommerce offers a long list of built-in sales features that don't require any additional installation, ensuring that you are ready to start moving products the moment your store goes live. Another nice feature of BigCommerce is that BigCommerce does not charge any transaction fees regardless of the plan that you choose.


  • The ability to add an unlimited number of product variants
  • Designed for scalability

Unique features

  • Wide range of built-in sales features
  • No transaction fees on any plan

Check out BigCommerce’s integration with Gorgias.


Magento differs from Shopify and BigCommerce in the fact that it is an open-source platform that is free to download and use. In order to build a website using Magento, though, you are going to need a certain degree of coding experience. The tradeoff for this steeper learning curve is that Magento allows you to build sites that are much more customized than what you could build using Shopify or BigCommerce. Magento also offers hosting services and a broad range of third-party integrations that can be purchased as add-ons.


  • Unlimited customization options providing you know how to code
  • Comprehensive answers to just about any question can be found on the Magento Forum

Unique features

  • Detailed analytics and reporting
  • Enhanced product browsing (i.e. the ability for customers to zoom in on product images, the ability to display stock availability, and the ability to display multiple pricing tiers)

Check out Magento’s integration with Gorgias.

Ecommerce marketing tools

According to data from The Drum, the total amount of money spent on digital ads increased 41% in the first half of 2021. If you want to keep up with econnerce industry competition that is increasingly spending more on advertising, it is essential to develop the right marketing strategy for your online store — and a big part of creating an effective marketing strategy is choosing the right ecommerce marketing tools. 

From providing insights about your visitors, to helping you conduct keyword research, to helping you manage your email and PPC campaigns, there are a lot of capabilities that come with developing the right ecommerce marketing tool tech stack.


Klaviyo is a SaaS solution that automates the process of creating and managing email and SMS campaigns. With Klaviyo, you start out with pre-built campaign workflows that you can customize into your own email or SMS campaigns. From there, Klaviyo allows you to create automated triggers and segmented lists for your campaigns that will completely automate the process of sending the right messages to the right customers at the right times.


  • An incredibly wide range of pre-built email workflows to choose from
  • A convenient analytics dashboard that displays key campaign data

Unique features

  • Multiple automation triggers such as cart abandonment, price drop, back-in-stock, and more
  • A large library of integrations to pull data from other ecommerce tools and platforms into Klaviyo

Check out Klaviyo’s integrations here. 


Postscript is a tool that integrates with Shopify stores in order to provide store owners with the ability to create and manage SMS marketing campaigns from one centralized dashboard. 

Given that SMS messages have a 98% open rate according to data from TechJury, SMS can be a powerful medium to manage, and Postscript provides all of the tools you need to develop and oversee effective SMS marketing campaigns: detailed reporting, tools for growing and managing your SMS subscriber list, and beyond.


  • Create up to 65 different automation triggers
  • Segment your subscribers using 40 segmentation filters, including historical Shopify data, SMS activity, data from app integrations, area codes, and more

Unique features

  • Create multiple "text-to-join" keywords
  • Create QR codes that can be used to opt-in to your subscriber list

Check out Postscript’s integrations here. 

Google Analytics

Google Analytics is a free analytics service offered by Google that is designed to provide real-time insights regarding how users find and use your website. With Google Analytics, you can see where your traffic is coming from, the pages that they visit, how much time they spend on each page, detailed demographics of your website visitors, and beyond. This detailed customer data helps you optimize your online store and marketing campaigns alike. 

Google Analytics can also connect with any ecommerce platform and offers an incredibly wide range of other integrations as well.


  • Excellent data visualization features
  • Create custom data reports

Unique features

  • Perform keyword research using Google Analytics's Search Console
  • Segment your website visitors and leads for more personalized and targeted campaigns

Learn how to set up and integrate with Google Analytics here. 


Canve is a simple, powerful design platform where anyone can design marketing assets for their website, social media, and more. While most designers prefer more powerful design tools, Canva’s extensive template library and simple drag-and-drop editing features make it the perfect choice for small business owners and single-person marketing teams. 


  • Easy to use, regardless of technical or design skills
  • Great free model

Unique features

  • A large template library with pre-sized images for Instagram stories, Facebook banners, and so much more
  • Great collaboration features to help facilitate brainstorming and feedback 

Ecommerce social media management

With billions of engaged users all over the globe, social media platforms such as Facebook, Instagram, and Twitter are ripe with marketing opportunities. In addition to solutions for marketing to your social media audience, ecommerce social media management tools can also provide benefits such as automating the process of managing your social profiles and enabling you to turn your social media profiles into customer service channels. 

Sprout Social 

Sprout Social is an all-in-one social media management tool that offers features like social listening tools for gleaning key insights from your social media audiences, automation tools for automatically scheduling and publishing posts, a centralized inbox for responding to comments and direct messages across multiple platforms, and rich analytics for gauging the results of your social media efforts. If you're looking for a single solution to empower your store's social media strategy, Sprout Social is a wonderful option to consider.  


  • Offers a variety of powerful tools and features in a single solution 
  • Intuitive and easy to use 

Unique features 

  • Social listening tools automatically track and extract key insights from social conversations about your brand 
  • Publishing and scheduling tools enable you to schedule posts for automatic publishing across all major social media platforms 

Check out Sprout Social’s integrations here. 


Gorgias's comprehensive customer service platform offers powerful social media management features such as the ability to respond to direct messages, comments, and mentions across platforms from a single dashboard, track sales generated by individual support agents via social media app, and create macros that streamline your day-to-day social media interactions. 


  • Powerful, user-friendly social media features and integrations built specifically for online stores
  • Offers a broad range of customer support tools to make Instagram, Facebook, and more part of a stellar customer experience

Unique features 

  • A centralized, user-friendly dashboard for managing social interactions across platforms 
  • Customizable rules and macros powered by customer sentiment detection

Check out all of Gorgias’s integrations here. 


With over 146 million active users in the United States alone, Facebook Messenger is one of the most popular messaging platforms in existence. With Recart, ecommerce store owners are able to take advantage of this app's popularity by creating automated Facebook Messenger marketing campaigns. Recart also offers tools for helping you grow your Facebook Messenger subscriber list, as well as SMS marketing and list-building features.  

Recart offers great marketing and cart abandonment features.
Source: Recart


  • Makes it incredibly easy to build opt-in popups and automated marketing flows 
  • Offers a range of useful Facebook Messenger marketing campaign templates 

Unique features 

  • Enables you to create cart abandonment reminders, welcome series, sales promotions, and a range of other automated Facebook Messenger campaigns 
  • Provides customizable, fast-loading opt-in popups for growing your subscriber lists 

Check out Recart's integrations here.

Ecommerce customer relationship management (CRM) tools

Creating an optimized customer experience is a vital goal for all types of retailers, and ecommerce stores are certainly no exception. With ecommerce CRM tools, you can ensure that you are managing your all-important customer relationships in a way that is well-organized and largely automated, freeing you up to focus on other important tasks.


Attentive is an SMS and email marketing solution designed to help store owners scale their subscriber lists and engage with those lists in a more personalized manner via enhanced segmentation and targeting. If you would like an all-in-one solution to SMS and email marketing, Attentive can offer everything you need to start building your subscriber lists and generating impactful campaigns.


  • Makes it easy to ensure compliance with SMS and email marketing regulations
  • Strategic guidance and resources designed to help store owners optimize their SMS and email campaigns

Unique features

  • A design editor that allows you to easily create various sign-up units for your website, social media platforms, emails, and product packaging/in-person marketing initiatives
  • Build custom integrations using Attentive's Public APIs and developer resources

Check out Attentive’s integrations here. 

Ecommerce sales tools

Ecommerce technologies designed to help you optimize your store's conversion rate and grow its sales can be highly beneficial. Ecommerce sales tools are able to provide a number of capabilities, such as helping you create the ideal sales funnel for your site, helping your sales staff perform customer outreach, and providing you with a wealth of customer data that you can leverage to boost your website's sales.


With Certainly, ecommerce store owners can create AI assistants that will guide their site's visitors to recommended products, walk customers through the checkout process, present customers with upsell opportunities, assist with returns, and more. These AI assistants also gather loads of valuable data during their conversations with customers that you can use to optimize the customer experience on your site.


  • Create AI-assistant-guided sales funnels for your site
  • Access much more detailed customer data that is acquired via customer conversations with your AI assistants

Unique features

  • Certainly Webhook Builder allows you to completely customize your AI assistants
  • A wide range of pre-made templates to speed up your time to market

Check out Certainly’s integrations here. 


Even in today's digital age, contacting customers by phone remains a lucrative sales strategy. With EasyCall, sales teams are able to manage every aspect of phone-based customer outreach from a single centralized dashboard. EasyCall also makes it easy for customers to get in touch with you by making it simple for you to create a business phone number and web-based call center.


  • EasyCall can easily integrate with almost any CRM tool
  • An intuitive call center tool allows for effortless collaboration between your sales and customer support teams

Unique features

  • Create a web-based call center without the need to purchase any hardware
  • Make international calls without paying international calling fees

Check out EasyCall’s integrations here. 

Ecommerce automation tools

Automating time-consuming tasks such as managing email marketing campaigns or building new features into your website can free you and your team up to focus on other responsibilities. If you would like to leverage the power of automation on your website, here are two great automation e-commerce solutions to consider.


Alloy is a no-code automation solution for ecommerce stores that allows you to create triggers and automated flows with ease. Alloy is designed to integrate with a wide range of ecommerce tools and platforms so your system is ready to go when a specific event occurs within your store or one of the apps that you rely on, like a sale, customer message, page view, and more.


  • Plenty of customizable triggers, conditions, and executable actions to select from 
  • Capable of integrating with over 100 different ecommerce tools and platforms 

Unique features 

  • Offers a variety of pre-built workflows in addition to the ability to create your own, customized workflows 
  • Centralizes data from multiple applications and customer touchpoints 

Check out Alloy's integration with Gorgias


Omnisend is a tool that allows ecommerce store owners to create automated SMS and email marketing campaigns. In addition to templates to help get you started, Omnisdend also offers precision targeting and list segmentation tools, customizable triggers for launching automated campaigns, and in-depth reporting on the results that your SMS and email campaigns generate.


  • Easy to set up and use 
  • Affordable pricing plans with a completely free plan that offers up to 500 emails per month 

Unique features 

  • A broad range of customizable email and SMS templates to choose from 
  • Automated list segmenting automatically divides your subscriber lists into targeted list segments 

Check out Omnisend's integration with Gorgias. 


Mesa offers a wide range of automation solutions, including automating customer returns, order tracking, creating customer support tickets, and beyond. With Mesa's large library of pre-built automation workflows and its no-code workflow editor, you can build and customize just about any automation you can imagine — regardless of your coding experience.


  • Makes it easy to build customized automations using only drag-and-drop commands
  • A well-regarded support team for helping you make the most of Mesa's many features

Unique features

  • A no-code workflow editor that allows you to customize Mesa's pre-built automations or create your own automation from scratch
  • A vast selection of pre-built automation workflows

Check out Mesa’s integration page here. 

Ecommerce shopping cart tools

Once you successfully direct a customer to the checkout page of your online shop, the battle is still far from over. In fact, the average cart abandonment rate across all industries is right at 70% according to data from Baymard Institute. Thankfully, utilizing the right ecommerce shopping cart tools can help you optimize your customers' checkout experience and keep your cart abandonment rate as low as possible.


One-part shopping cart tool, one-part plug-n-play ecommerce platform, Shopaccino allows you to turn any website into an ecommerce store by providing features such as payment processing, campaign tracking, inventory management, and more. If you are looking for an all-in-one solution for creating and managing your online shop but would rather use your existing website, then Shopaccino is a great option to consider.


  • Provides the ability to turn any existing website into a fully functional ecommerce store
  • Provides APIs for connecting any ERP, accounting system, or other software solution

Unique features

  • A large selection of free responsive themes to help you get started building your online store
  • Automatically or manually generate coupon discount codes

Check out Shopaccino’s integrations here. 


Ecwid is a tool that makes it easy to add products and a checkout page to any website or social media profile. Like Shopaccino, Ecwid can be used to turn your existing website into a fully operational online store. Ecwid also makes it easy to sell across multiple sales channels and platforms, including in-person, on your website, or on your social media profiles.


  • Easily add products and a checkout page to any existing website or social media profile
  • Completely free to use

Unique features

  • In addition to turning any website or social media profile into a point-of-sale, Ecwid also allows you to easily process and manage in-person sales and accept credit/debit card payments on the go or at your brick-and-mortar location
  • Provides automated marketing features such as automated abandoned cart emails and automated PPC advertising

Check out Ecwid’s integrations here. 

Ecommerce web development tools

For brand-new stores, most of the tools listed in other sections will be enough to . However, as you grow, you may need additional web development frameworks to help you customize your store, improve efficiencies, and offer the customer experience your shoppers deserve.

Front-end web development

Front-end web development programming languages help you develop, design, and deploy your ecommerce website. They help make your website more interactive, eye-catching, and user-friendly. The main front-end programming languages are:

Back-end web development

If front-end web development is the aesthetics of the house, back-end web development is the plumbing, electricity, and everything else that operates behind the scenes to power the house’s — or your website’s — functionality. 

Back-end development is usually custom-built, and requires a few elements:

  • Operating system: Windows, Linux, or macOS
  • Web server: Apache, Nginx, Microsoft-IIS
  • Databases: MySQL, MongoDB, DynamoDB by Amazon, Firebase database by Google, PostgreSQL
  • Storage: Amazon Web Services (AQS) S3, Firebase Storage by Google
  • Scripting language: Ruby on Rails, Java, Python, Scala, PHP, Spring, Groovy on Grails

If you’re interested in learning more about technical stacks for ecommerce, consider reading more about some of the most popular:

And if this section on web development went over your head, don’t be alarmed. Most stores get away with simple no-code tools until they mature enough to hire outsourced or in-house developers to support. 

Ecommerce payment processing software

The ability to securely and conveniently accept payments from customers is a vital capability for any online store. Thankfully, these payment processing solutions make it easy for you to provide your customers with multiple payment processing options: Think of them like payment gateways that connect your store to flows of funds.

Shopify POS 

Shopify POS is a point-of-sale solution designed specifically for Shopify stores. It boasts a variety of advantages for Shopify users, including the ability to sync inventory, payments, and orders across multiple Shopify stores, create discounts and loyalty programs, and offer customers flexible shopping options like local pickup, local delivery, and ship-to-customer. 


  • Easy and powerful integration with the Shopify platform 
  • Provides useful inventory management tools in addition to payment processing 

Unique features 

  • Allows you to process payments online, in store, or on your social media channels 
  • Lets you create detailed customer profiles for use in loyalty and rewards programs 

Check out Shopify POS's integrations here.


Once integrated into your online store, PayPal allows you to accept both credit/debit card payments as well as payments that are made using the customer's own PayPal account. PayPal also offers convenient point-of-sale devices that enable you to accept credit, debit, and PayPal payments at your brick-and-mortar location.


  • Robust security ensures that your customers' sensitive financial data doesn't fall into the wrong hands
  • PayPal speeds up the checkout process for customers with an existing PayPal account, making it much easier for your customers to complete their purchase and thus reducing your cart abandonment rate

Unique features

  • PayPal Checkout allows customers to complete their checkout without having to fill in information such as credit card numbers and shipping addresses
  • PayPal Marketing Solutions provides insights into how your customers are shopping

Learn how to integrate with PayPal here. 


Like PayPal, Square offers both ecommerce and in-person payment processing solutions. While Square is best known for its point-of-sale devices that make in-person payment processing secure and convenient, Square can also be integrated with your online store to allow you to easily accept credit/debit card payments.


  • Slightly lower fees than PayPal and other payment processing solutions
  • Exceptional point-of-sale devices for in-person sales, including a free card reader

Unique features

  • 24/7 live chat support
  • Square offers a feature that allows customers to book appointments with your company through its website

Check out Square’s integrations here. 


Recharge is a subscription billing platform for Shopify stores that allows store owners to sell subscription-based products and services. If you are selling subscription-based goods such as replenishable goods or subscription boxes, Recharge can help you manage the complex billing in a way that is easy and largely automated.


  • Detailed analytics and reporting
  • ReCharge is the only Shopify Plus partner designed specifically for subscriptions

Unique features

  • A gifting function that allows customers to gift a subscription to another person
  • Upsell workflows to help increase your average order value

Check out Recharge’s Tech Partners list of best-in-class integrations here. Or, see the full integrations directory

Ecommerce customer service software

Excellent customer service is a key pillar of ecommerce success. With these ecommerce customer service software solutions, you can integrate live chat customer support into your website, create automated chatbots for handling common questions and customer support issues, and automate other time-consuming elements of customer support.


Gorgias is an all-in-one customer service solution built specifically for merchants in the ecommerce industry. 

The tool provides live chat customer support capabilities and self-service options such as a dedicated help center and knowledge base. This platform also offers a wide range of automations and macros for automating much of your customer service responsibilities. If you are looking for a comprehensive solution to ecommerce customer service that will save your customer support team time and resources and give your customers the help they need, Gorgias is an excellent solution.


  • Gorgias centralizes all of your multichannel support tickets in one place, allowing your customer support team to edit orders, modify subscriptions, and refund payments without leaving the helpdesk
  • Can connect with Shopify, BigCommerce, and Magento stores to bring your products and shopper history right into the helpdesk

Unique features

  • Live chat customer support with the ability to automatically message customers first during key events
  • Macros and rules that allow you to automate customer service tasks such as providing shipment updates or creating customer support tickets

Check out all Gorgias integrations here. 

Stella Connect

Stella Connect is a tool designed to help business owners manage remote customer support teams. With Stella Connect, you can manage your entire customer support team from one centralized dashboard, or integrate with Gorgias for an even more robust solution for remote teams. You can also schedule one-on-one meetings with customer support agents, provide agents with real-time customer feedback and more, making Stella Connect an excellent choice for business owners who rely on remote workers as their customer support staff.


  • Centralizes and streamlines all aspects of remote customer support team management
  • Provides detailed customer data that you can use to improve your customer support performance

Unique features

  • Create and implement automated customer support workflows
  • Create rewards and incentive programs for customer support agents

Check out Stella Connect’s integrations here. 

Still not satisfied? Check out our list of the best:

Ecommerce chat tools 

Installing chat tools on your website is one of the best ways to boost order value while making customer support more convenient for your customers. In fact, nearly 80% of businesses say offering live chat features has positively impacted sales, revenue, and customer loyalty.

Chat solutions for ecommerce stores can come in two different forms: live chat and automated chatbots. Implementing a live chat solution lets customers connect with a live support agent via a chat widget on your website. Chatbots, meanwhile, are AI-powered chat tools that auto-reply to common customer questions and issues according to rules you create and macros and resources you build ahead of time. 

In both cases, ecommerce chat tools can be a powerful way to make your support channels more accessible to customers while reducing the workload of your support team. Here are the tools that can help you do it.


Gorgias offers a fast-loading and easy-to-install live chat widget that lets customers easily connect with a support agent any time they visit your website. In addition to live chat widgets built into your ecommerce store, Gorgias also gives you the power of live chat support via Facebook Messenger and SMS. For common questions and issues, Gorgias offers rules and macros that can be used to create automated responses, allowing you to quickly address the questions your brand receives most and turn them into sales opportunities.


  • Gorgias's fast-loading live chat widget won't slow down your website 
  • Your live chat support agents can manage conversations across multiple platforms from a single dashboard  

Unique features 

  • Provides support agents easy access to key details, like shopper history and inventory levels, during any live chat conversation 
  • Allows you to automatically trigger live chat campaigns based on a variety of events and customer actions 
  • Includes customer sentiment tools to automatically sort chat-based requests by priority and keep tickets organized 

Learn more about the Gorgias live chat tool here. 


Ada is a solution that provides AI-powered chatbots for customer experience, sales, and support purposes. In addition to automated customer support chatbots that are able to address common questions and issues, Ada offers chatbots that will proactively engage customers when they visit your store. These proactive outbound messaging chatbots can be used to automatically deliver timely content to customers that is personalized based on their actions and interests.  


  • No-code automation and one-click integrations make Ada easy to set up and use
  • Chatbots deliver personalized responses based on customer data that feel like an interaction with an actual human agent 

Unique features 

  • Intent and sentiment detections for delivering relevant, personalized responses 
  • Capable of automatically routing customer inquiries to your sales or customer support team 

Check out Ada's integration with Gorgias. 

Still not satisfied? Check out our lists of the best:

Ecommerce returns and shipping tools

Managing returns and shipping is a hassle that most online store owners would rather do without. Fortunately, there are high-quality tools available that allow you to automate many of the responsibilities associated with handling shipping and returns. By providing customers with self-service return options, automatically sending out shipping updates, and more, the following two tools can go a long way toward streamlining the logistics side of your business.


ReturnLogic is designed to automate the entire returns process by enabling you to create automated return workflows, automatically updating your inventory, and making it easy for you and your customers alike to track the status of returns. ReturnLogic also provides complete visibility to your customer support team, making it easy for them to access a customer's purchase history and issue refunds and returns.


  • Creates a completely transparent returns process that is easier for both your customers and support agents to navigate
  • Provides analytics on your returns that you can use to lower your return rate

Unique features

  • Barcode scanner functionality that allows you to update the status of a returned item with a simple scan
  • 3PL and ERP integrations that allow you to seamlessly connect ReturnLogic with your existing inventory management systems or logistics provider

Check out ReturnLogic’s integrations here. 


Wonderment is an order-tracking platform that seeks to reduce customer support tickets regarding order status by providing customers with automated shipping updates. With Wonderment, you can automate shipping notifications via email or SMS, send internal notifications regarding delayed or lost orders, and create custom, fully-branded shipping alerts.


  • Seamless and customizable shipping update automation options
  • Helps stores be more proactive about resolving issues that could otherwise lead to customer support tickets

Unique features

  • View the status of all of your shipments from one dashboard
  • Integrates with Klaviyo, making it easy to send customized and automated shipping update emails

Check out Wonderment’s integrations here. 

Loop Returns 

Encouraging exchanges for returned products rather than refunds is a great way to reduce the often substantial impact that product returns have on a store's bottom line. With Loop Returns, online store owners can create a customized product return portal where customers can return their purchases and manage exchanges without needing to contact the support team, among other helpful features. 

Loop Returns offers great return and exchange management features.
Source: Loop


  • Customizable product return portals allow customers to manage returns themselves and reduce your support team's workload 
  • Meaningful metrics provide insight into your returns and refunds and identify supply chain, positioning, and other issues 

Unique features 

  • Enables customers to automatically apply the value of their return to any order using the "Shop Now" feature
  • Allows you to apply variable bonus credits to customers who choose to exchange their returned product

Check out the Loop Returns integration with Gorgias.


More of a logistics service provider than an application, ShipBob is a service that allows ecommerce store owners to ship their products in bulk to ShipBob warehouses across the country. Once you've delivered your products, ShipBob then takes over all inventory management and order fulfillment responsibilities on behalf of your online store — picking, packing, and shipping products to customers as they're ordered. 


  • ShipBob completely eliminates the burden of order fulfillment, including managing product returns 
  • Strategically located warehouses allow you to offer faster shipping to locations across the country 

Unique features 

  • Includes built-in reports and analytics that provide a window into product performance 
  • Offers a comprehensive help center that will help you master the platform and resolve any issues that you might experience 

Check out ShipBob's integration with Gorgias. 


Providing customers with the ability to easily track their shipments is one of the most important parts of creating an optimized post-purchase experience. With AfterShip, you can create customized order tracking pages that allow customers to follow the location and status of their orders on your website. AfterShip's user-facing dashboard also enables you and your staff to easily monitor purchases and returns. 


  • Simplifies the tracking of purchases and returns for both your staff and your customers 
  • Plenty of customization options make it easy to create tracking pages that are on-brand and optimized for your store theme

Unique features 

  • Provides a range of automated post-purchase workflow templates, such as shipping notifications 
  • Provides detailed analytics around your shipping performance and post-purchase experience 

Check out AfterShip's integration with Gorgias.

Add Gorgias to your ecommerce tech stack to give your customers the top-notch service that keeps them coming back

From boosting your sales to streamlining the customer support process, creating a tech stack for your ecommerce store that is complete with the best ecommerce solutions can offer a wide range of advantages. At Gorgias, we are committed to helping our clients improve the quality of their customer support while at the same time making their entire customer support process more efficient with our industry-leading ecommerce customer support solutions. 

See for yourself how Gorgias can help you provide your customers with the service they deserve — try out Gorgias today!



Ryan Baum
Content Marketer
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Ryan Baum
Content Marketer
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7 Ways to Improve Your Customer Service Response Times

0 min read . By Astaeka Pramuditya
By Astaeka Pramuditya

Modern customers have high expectations when it comes to customer service. One survey showed that nearly half of customers expected an email response from businesses in less than four hours. If your average response time is much higher than this, you could be losing out on a lot of business. 

Of course, meeting customer expectations regarding response time is often easier said than done. If your customer support team is struggling to keep up, the good news is that there are some effective ways to shorten your response times without having to hire a team of new employees.

In this blog, we'll discuss why a fast response time is such a vital component of great customer service and go over seven proven methods you can use to achieve a faster response to customer service emails and messages. 

What is a good customer service response time?

When a customer reaches out to you, you should aim for a first response time of one hour for emails, 15 minutes for social media messages, 40 seconds for SMS messages, and even less than that for live chat messages.

Why response times are important for customer service teams 

No matter what product or service you happen to be selling, creating a positive customer experience is an essential ingredient in the recipe for long-term success. While there is a lot that goes into creating a great experience for your customers, prompt customer service goes a long way. 

Here are a few of the reasons why achieving fast response times is such an important goal for your customer service department: 

1) Customers continue to demand faster responses 

More and more customers have come to expect near real-time access to companies across multiple channels. One Hubspot survey showed that 90% of customers rate an “immediate” response as important or very important when they have a customer service question. 

Furthermore, 60% of people who needed support defined "immediate" as 10 minutes or less. If your company isn’t responding to customer queries at least this fast, you risk falling short of expectations your competitors may be meeting. 

2) Poor response times reflect negatively on your company 

Fair or not, poor response times can hurt your brand image. Encouraging brand loyalty and return customers is a vital goal for any business, and poor response times can make this goal all the more difficult to reach. 

Keep in mind that customers expect fast response times since so many companies today can meet those expectations. If your company isn't keeping up with the customer service offered by the competition, it could damage your brand reputation among existing customers. 

3) Faster responses that lead to quicker resolutions can increase revenue

There are plenty of scenarios where responding to a customer query within a short time frame can lead to your business making more money. If a customer has a question about your product, for example, responding quickly before they move on to another product could lead to a sale you might not otherwise make. 

If a customer needs to return a product, prompt customer service could encourage them to exchange the product for another product or store credit rather than becoming frustrated and demanding a cash return. In instances such as these, fast response times that lead to quick resolutions can directly translate to more or retained revenue. 

4) Quick responses can boost customer satisfaction

Good customer service doesn't mean that you always have to solve a customer's issue on the first response. In many cases, simply acknowledging their email and letting them know that you’re working on a solution is enough to keep customers temporarily satisfied and buy your customer service team some time. 

Unless the issue is immediately resolvable, your goal in an initial response should be to acknowledge the customer's problem, let them know that you’ve assigned their ticket to a representative, and provide them with a time frame for when they can expect a resolution. 

Sending out an initial response that covers these bases can keep customers satisfied and patient while your team members work on their follow-up. 

Related: How To Measure Net Promoter Score (NPS)

5) Slow response times might increase your workload

Achieving fast response times may seem like a lot of work. Many times, though, slow responses can end up increasing the workload of your customer support team. If you don't respond quickly enough to a customer that needs assistance, they may end up contacting your company multiple times through multiple channels. 

This can lead to numerous support tickets being created for a single issue, bogging down your team and creating unnecessary confusion that could have otherwise been avoided if you had responded to the customer's initial query promptly. This is another reason it’s helpful to keep your average first response time as low as possible. 

How to reduce customer service response times

For all of the reasons listed above, responding to customer service emails in the shortest amount of time possible is ideal. Thankfully, there are many different methods you can use to speed up your response times across all your support channels that don't require huge investments or shifts.

1) Make sure you're measuring first response times 

Before you can test out solutions, determine what your average response time currently is (if you don’t already know). First response time is a crucial customer service metric to evaluate your team's impact because it affects revenue-related metrics like churn and retention rates.

To calculate the average first response time, all you have to do is add up all of your first response times for a given period then divide that number by the number of resolved tickets during that time.

Once you've determined what your average first response time is, you can then set goals for improvement and continue to measure your progress. Gorgias provides you with many analytic tools that allow you to track key customer service metrics, including average response time. By leveraging tools such as these, you can easily analyze your customer support team's efforts and set achievable benchmarks for more improvement.

Related: Customer Service ROI: How to Measure and Improve

2) Take advantage of customer service software

Responding to every customer email manually is a monumental task. If you’re still solely relying on traditional methods of responding to customer queries, achieving fast response times is going to be nearly impossible. Fortunately, there’s a wide variety of customer service software on the market today that can take a lot of the heavy lifting out of your workflows.

For example, help desk software allows your team members to see and reply to customer queries from any channel — like social media, ecommerce stores, WhatsApp, and SMS — from a single centralized dashboard. You can organize them based on factors such as the date and time received, priority, subject matter, and some other categories.

Customer service software also automates time-consuming tasks, like sending initial responses to customer emails. This is just a snapshot of the ways these platforms can help your team reduce your response times. We highly recommend leveraging software to optimize your customer support process. 

Related: Learn how Gorgias' support performance and live agent performance dashboards can help you measure


3) Utilize customer service automation for 24/7 service 

We touched on it briefly, but customer service automation can free up your customer support team significantly during business hours. It provides customers with immediate, automated responses that you can personalize to make sound as friendly as a manual response. These small measures free up your team to focus on more complicated and pressing tasks.

That’s not all. Setting up an auto-responder allows you to send customers an all-important first response any time you like. There’s no need for a live representative, and a quick response could prevent another ticket or message from piling up to deal with in the morning. Most software lets you automate responses and send them via email, chatbot, app notification, text and more. 

Recommended reading: Ecommerce Customer Support Best Practices

4) Use scripts and email templates 

Having your customer service team type out a custom response to every new email they receive from a customer is inefficient. In addition to using an auto-responder to send out an automated first response, one simple way to speed up your reply time is to make use of scripts and email templates

To build your scripts, start by identifying common questions and issues that your support team encounters most frequently. You can then create helpful boilerplate answers with blank spots to plug in customer details using your software or other tools. 

One pro tip is to look back at positive customer feedback or five-star interactions to get ideas. See which answers made customers feel heard and satisfied while also solving their issues quickly. For live customer support channels such as phone calls or live chat, you can create scripts for each FAQ that representatives can follow. 

Leveraging scripts and email templates ensures that your team members aren't having to type out the same response over and over again to commonly asked questions, enabling them to provide service in a more efficient and timely manner. 

5) Create a system to categorize and segment priority tickets 

Some customer support tickets should take higher priority than others. A customer that’s reporting a fraudulent purchase with their debit card needs a quicker response than someone who’s asking if there are any discounts they can use.

  • Start by prioritizing tickets that have been open the longest. These are the customers who may be growing impatient, or even angry enough not to shop or work with your business again.
  • From there, you’ll want to prioritize the most complicated or resource-intensive tickets. This helps your team get a head start on the tickets that could end up taking a lot of time to resolve. 

Beyond prioritizing tickets, it’s also helpful to categorize them if they share similarities. Grouping similar tickets together boost efficiency. For example, your team can come up with one main solution (create a new discount code because the previous one is buggy) and easily resolve the entire group of tickets in a single pass. 

If you’re making use of email templates, a single rep may be able to clear an entire batch of tickets in seconds or minutes.  

6) Offer multichannel customer support options 

Every channel where you communicate with customers — from your main phone line and website to messaging platforms like social media and live chat support — should include customer support options. Having multichannel customer support options offers a couple of advantages.  

For one, it makes it easy for customers to reach out and engage with your company wherever they are. You may be serving customers across demographics, from Generation Z to baby boomers, all of whom have different communication preferences. The customer’s initial outreach is their first interaction with your customer service experience, and it’s great to start on a note of convenience and ease no matter who the customer is. 

Setting up multichannel customer support options can also give your response teams quicker access to the requests that they receive, allowing them to organize by priority no matter where the request originates.

Recommended reading: Customer Support Metrics

7) Leverage self-service to reduce tickets 

Any time a customer can resolve their issue on their own is a success for your business. Customer self-service support keeps your team’s hands-free and prevents one more support ticket from entering the queue. Here are some useful resources you can provide customers: 

  • Company blog
  • Product instructions, how-tos, and video tutorials
  • FAQ page
  • Community forum 
  • Dictionaries or glossaries 
  • Case studies 
  • Knowledge base or help center

Equipped with this information, many customers will be able to answer their questions — and perhaps discover or try something new with your product. As you’re putting these resources together, think about how tech-savvy your audience is and how long they want to spend reading about their issue. 

With Gorgias Automate, you can improve your live chat widget with a self-service flows that let your customers track and manage their orders without any agent interaction. You can also enable a chatbot. Customers can type in their question or comments and the chatbot will pull up your content that matches those keywords. 

All of these tools combine to reduce the number of tickets your support team receives in the first place, which can ultimately result in faster response times for the tickets that do appear. 

Recommended reading on live chat:


Gorgias helps support teams reduce response times

We’ve covered a variety of ways to roll back your response times, but that’s not all these best practices accomplish. They also optimize your customer service workflow overall, ensuring your customer service interactions are positive and helpful and your team isn’t overloaded or losing time to repetitive, manual tasks. 

At Gorgias, we’re proud to offer a number of different customer service software solutions, from live-chat solutions to chatbot solutions, to email auto-responders. To learn more about how Gorgias can help you speed up your response times in a way that is affordable and hassle-free, book a demo today.

Chatbot vs. Live Chat Software: What's the Right Solution?

0 min read . By Lauren Strapagiel
By Lauren Strapagiel

Imagine leaving your angriest customers to spar with an automated script in your website’s chat window. Now picture your support team reading “Where is my order?” for the hundredth time and glancing at the clock, only to find six hours left in the workday. 

Who do you think is more frustrated?

Luckily, you won’t have to answer that, because these are completely avoidable problems. Once you learn the important distinctions between chatbot software and live chat software, you’ll understand how to use them both more effectively and lower blood pressures across the board.

Chatbots rely completely on automation and artificial intelligence (AI) while live chat software connects customers with human agents via a real-time chatbox. A third option, self-service chat, is an appealing alternative.

To determine which solution(s) is best for your business, let’s compare chatbots and live chat software and go through the top use cases for each.

What is live chat software?

Live chat support connects customers with human support agents who can answer their questions and assist them with any issues. When a customer opens the chat box on a live chat support solution, they are connected with a real person from the company's customer support department. 

Support agents then use live chat messaging to address customer inquiries and walk customers through the solution to their problem. 

Interested in getting live chat software? Check out one of these lists for tailored recommendations:

Pros and cons of live chat


  • Live agents have the knowledge base to answer complex queries and customer issues 
  • 73% of customers state that live chat is the most satisfactory form of customer communication with a company
  • Enables multitasking for support agents so they can assist multiple customers at the same time
  • The personalized touch of a real human can go a long way toward improving your customer satisfaction
  • Support agents can find opportunities to convert visitors or turn support interactions into additional sales 


  • Not available after-hours when your customer team is off the clock
  • More expensive to employ agents to respond to chats
  • Responses will be slowed down by high volume which impacts resolution times
  • Much of your agents’ time will be spent answering the same simple questions over and over


What is the difference between chatbots vs. live chat?

Unlike live chat software, chatbot software doesn’t connect customers with human agents. Instead, chatbot software connects customers with a chatbot that utilizes AI and machine learning to provide natural language answers to common questions. 

Automation assists customers with less complex issues and provides quick answers. Chatbot technology enables companies to reduce their average response time, and frees up support agents to focus on more complex queries.  

Pros and cons of chat bots


  • The ability to answer questions 24/7 without paying for agents to work around the clock. According to a survey by Drift, 64% of customers say that 24/7 service is the best feature of chatbots. 
  • Chatbots offer instant responses to common questions like pricing inquiries, improving customer experience with quick resolutions to common issues
  • Chatbot solutions are a highly cost-effective option, as they allow companies to resolve more customer issues without having to hire new customer support reps
  • By answering commonly asked questions and resolving simple issues, chatbot solutions can free up support agents to focus on more complex questions


  • Chatbots can’t handle complex inquiries requiring human intervention
  • Automated responses are a colder, less human form of communication, which can impact customer satisfaction
  • No opportunity for agents to elevate an inquiry into an exemplary customer experience, such as offering personalized live chat offers
  • Customers will become frustrated if the chatbot can’t properly answer their questions or solve an issue


Live chat vs. chatbots: Evaluating their strengths to help you choose the right one (or both)

When comparing chatbots with live chat solutions, it's important to recognize that each category offers its own unique advantages. Many companies choose to employ both live chat and chatbot apps on their ecommerce websites. 

With that in mind, let's explore the strengths of each solution.

Response times and customer expectations 

One of the biggest advantages of chatbot solutions is the fact that they allow for immediate responses to customer inquiries. Live chat solutions can also help companies reduce their wait times, though not to the same degree. 

Chatbot advantage: Answers are immediate

According to data from HubSpot, 90% of customers rate an "immediate" response as important or very important when contacting customer service, with 60% of customers defining "immediate" as 10 minutes or less. 

With a chatbot app, offering immediate response times to customer queries is a much more attainable goal. Best of all, these immediate response times are a 24/7 offering for customers, whereas live chat agents may not always be on the clock. 

Live chat advantage: Solve complex issues

The problem with relying solely on chatbots to reduce customer wait times is the fact that even the best and most intelligent chatbots are often unable to resolve complex issues. Chatbots are excellent at pulling information from internal databases to answer common questions, such as providing the status of a customer's order or editing it.

But for uncommon questions or complex issues, a chatbot alone may not be sufficient. Because they can only handle one thing at a time, it can take forever before you get all of your questions resolved.

Solution: Use both chatbots and live chat

Many companies use chatbots alongside live chat support. This allows businesses to offer both immediate responses, as well as more in-depth support for complex issues. 

For example, a customer may first be connected with a chatbot that provides instant responses to their query and assists with gathering initial information. If the chatbot determines the customer's question or issue is too complex to resolve, the customer is then connected to a support agent via live chat. 

This combination is an ideal solution for many companies, allowing them to quickly resolve common issues without the need for a live chat agent. At the same time, customers have the option to speak with a real person in cases where assistance from a chatbot alone isn’t sufficient. 

Human touch and personalization needs 

While chatbot apps can help reduce customer service wait times and the number of customer service reps needed, many customers prefer speaking with a person. 

Live chat advantage: The human touch

A CGS study found that 86% of customers would rather interact with a human agent than a chatbot. Further, 71% of customers say that they would be less likely to purchase from a brand that did not have real customer service representatives available. 

Chatbot advantage: AI learning

Chatbots have come a long way toward replicating natural language and determining customer intent for better customer engagement. Today, the best chatbot applications can come quite close to sounding like actual human beings. 

Chatbots leverage AI and machine learning to deliver personalized responses, as opposed to only “canned” responses, and can better serve your customers. 

Solution: Use both chatbots and live chat

Even the most advanced chatbots still fall short of a live representative when it comes to delivering a personalized, human touch. They’re also lacking when it comes to handling more complex questions or customer issues. 

Once again, a combination of automation and live chat support is typically the best approach. 

Live chat conversion and sales.


Consistency and accuracy

Chatbots and live chat applications have unique advantages when it comes to delivering consistent and accurate responses to customer queries. 

Chatbot advantage: Consistency

Chatbots are excellent at delivering consistent, on-brand messaging. They can be programmed to systematically follow templates or scripts to provide a consistent customer service experience. 

When working with human customer support agents, this high degree of consistency can be a little more difficult to achieve. 

Live chat advantage: Accuracy

While live chat support may not offer the same consistency as chatbots, human support agents do tend to be more accurate when determining the intent of the customer they are assisting. 

For example, a simple spelling error can sometimes confuse chatbots, whereas a human customer support agent would be much more likely to look past the error and correctly figure out what the customer needs. 

A human agent is also much more likely than a chatbot to accurately interpret questions that are worded strangely. 

Solution: Use both chatbots and live chat

For companies that are choosing between chatbots and live chat support, it’s a question of whether they’d like to prioritize consistency or accuracy. This is yet another reason why a combination of chatbots and live chat support is often the best solution.

More chat features to provide self-service support without the bots

Many of the issues your website visitors have with bad chatbots involve their mimicry of support from real people. It’s easy to tell when you’re chatting with a robot, but it’s not always made clear to you by the chat widget.

But there’s a third chat option that you should consider in addition to live chat and chatbot software.

Self-service chat options make it clear to your customers that they are receiving automated help. By presenting menus instead of imitating a human conversation, self-service customer support empowers customers to find the answers they need on their own.

It’s a win-win, because the customers get the answers they need in real time, at any hour. And your team can focus on support tickets that are more important to the business.

Here are a few ways self-service chat options can work.

Self-service order management

Up to 30% of incoming customer service tickets are shipping status requests. With self-service order management in the chat widget, customers are empowered to make these queries on their own — providing fast answers and reducing your support tickets.

These automated options are easy to add with Gorgias. This self-service adds buttons to the chat widget to automatically:

  • Track an order
  • Return an order
  • Cancel an order

Quick service with chat automation provides quick, responsive customer service, which means better customer experience and a positive impact on revenue.

Barcelona-based shoe brand ALOHAS added self-service order management flows with Gorgias after experiencing a high chat volume. This allowed customers to find information on their own without a human needing to respond.

Here’s how a “track order” request looks in action:

Order management in live chat.

Quick answer flows

When using a chat widget, you’ll notice the same questions come up again and again. You can satisfy those FAQs by adding quick answer flows into the chat widget.

These automations can be set up in the widget for questions like:

  • What is your shipping policy?
  • Are there any discounts available?
  • Do you have any new products?
  • What materials do you use?

These automations can be customized for whatever FAQs are most relevant to your ecommerce store.

Here’s how it looks, for example, when an ALOHAS customer wants to find out more about the brand’s shipping policy.

Quick Response Flows in chat widget.


Luxury jewelry brand Jaxxon has used these self-service quick responses with great success. The customer service team found themselves overwhelmed with customer questions and unable to respond as quickly as desired.

Jaxxon upgraded their live chat widget with Gorgias Automate with Quick Responses for customers. The result, combined with using Gorgias’ helpdesk, reduced live chat volume by 17% and lifted the on-site conversion rate by 6%.

Self-service in chat.


Even when a customer chooses to type out a question, automation can be used to provide quick, customized service through the chat widget.

Gorgias can detect questions that come in through chat and provide automatic answers using Rules and Macros.

Here’s how the flow works:

  1. Intact detection scans the incoming message.
  2. Rules is triggered when a relevant message is found (such as some asking about where their order us) is responds to the customer.
  3. Macros is where you create the templated response sent to the customer. The Macro can be set up to pull in a customer’s unique information like order number, their name, and their tracking code.

The best part is this can not only be used for chat, but for responses to tickets coming in through other communication channels like email, social media, and SMS.

Keep customer service running 24/7

With Gorgias, you can make sure your chat widget isn’t missing a single ticket, even if your customer support team is offline.

First, you can set up your business hours to correspond with when you have live chat available. This will show up on your site’s chat widget by either showing the current status as online or offline.

From there, you can create automated responses for whether you’re offline or online. During business hours, this message can tell customers you’ve received their request and give a time by which they can expect a response.

After business hours, the responder can tell customers that although you’re offline, they can expect a response during the next day’s business hours via email.

Offline mode in live chat for follow-ups.
Absolute Collagen

You can also use a contact form which turns a chat into an emailed ticket. This is great to use after-hours and to make sure chat requests don’t get lost overnight. 

Combine automation and human interaction for the strongest customer experience

The use of automation within customer service is multifaceted. As we discussed earlier, a human touch is critical for many customers, and speaking with an automated chatbot can be a turn-off. However, automation certainly has its place in the customer service process.

On the customer’s side, starting with self-service chat helps them receive quicker customer support at scale — a more satisfying experience. On your team’s side, automation allows for sorting, segmenting, and prioritizing tickets.

When self-service chat can’t solve an issue, someone from your support team can easily step into the conversation. You can use Macros — scripts that automatically bring in the customer’s information — to scale the human touch on your support team.

So in reality, it’s not automation vs human support. These are two complementary tools that work better together. And the result is a stronger and faster customer experience for your website visitors, which can increase your conversion rate by as much as 12%.

Still not convinced? In 2021, brands using the Gorgias chat widget generated an average of $38,702 from conversations involving chat. We have a whole post on live chat statistics that can help illustrate the impact our chat widget can have on your business.

Gorgias brings intuitive live chat to your ecommerce business, alongside your other channels

If you’re an ecommerce business looking for an all-in-one customer support solution that includes live chat support and AI-powered chatbots, Gorgias is your one-stop shop. 

Our algorithms are trained on hundreds of millions of ecommerce tickets, so you can be sure your customers are getting the right responses every time. 

Plus, you can manage both live chat and chatbot conversations in the same dashboard that you use for all your other channels, including phone, email and major social media platforms. Bring in chat from other channels, including Facebook Messenger. We’ll even be supporting Whatsapp in early 2023.

Our customer support platform is available for Magento, Shopify, and BigCommerce users.

Read more about our chat offerings by clicking here.

Customer Service Messaging: Tips and Templates for SMS + Conversational Channels

0 min read . By Ryan Baum
By Ryan Baum

Customer service messaging (also known as conversational customer service) is a powerful way to elevate the customer experience and delight customers beyond their expectations. For customers, texting with a support agent feels much more convenient and casual than slower channels like email. And, SMS is a much better channel for “on-the-go” communication, since most people always have their mobile phones and can usually reply to text messages quickly.

That’s why customer service messaging is one of many recent customer service trends shaking up how ecommerce and D2C businesses offer support.

In this guide, we’ll discuss how your business can implement or improve this type of customer support and other conversational channels in your customer service strategy. 

Let’s get started with why it’s important for businesses to offer SMS customer service.

What is SMS customer service?

SMS customer service is when support teams resolve customer questions and issues via text message.

Why SMS text messaging improves the customer service experience

Customers love these one-to-one messaging channels for customer service because they’re so quick and convenient. When implemented well, conversational messaging allows customers to reach your CS team and get answers quickly — within 42 seconds, most of the time. Especially considering that 42% of customers prefer communicating with customer service on messaging apps over any other channel, introducing a conversational channel may do wonders for your brand’s customer satisfaction.

Your customer support team can also use these channels to proactively reach out to customers with important updates and timely discounts.

SMS customer service is especially attractive to your customers because they don’t have to stay glued to your website or check a social media app for new DMs. They can get answers to their questions on a device they already check 96 times per day. Let’s take a closer look at SMS, a channel that’s quickly gaining ground as a standard support option. 

Example of SMS in Gorgias helpdesk

10 tips to successfully incorporate messaging into your customer service strategy

Adding each messaging channel at one time might overwhelm your customer support team. Likewise, a new channel may have low adoption if you don’t announce it to your customers. As you begin offering messaging experiences as a part of your customer care portfolio, use our top 10 techniques to maximize the effectiveness of your workflows on those channels.

1) Funnel all interactions to SMS or messaging channels and then move to email or phone if needed

For issues with easy solutions, there’s no reason for customers to engage with email or phone. Emails are slow and clunky and phone calls can lead to customer frustrations, especially if your wait times are excessive. Texts are far faster than either option and can provide simple, accurate information that leads to speedier solutions — and happier customers.

For that reason, we recommend setting up your contact page and information so that text and other live channels are your first line of communication — well, after self-service support. You can always move to email or phone if the customer requests it or if the problem you’re trying to solve is better suited to one of those channels.

Tip: Speed is an important factor in all customer service interactions, but it’s critical when sending any sort of instant message. First response time (FRT) is a key customer service metric you can measure with Gorgias through the analytics dashboard. Make sure to track the speed of your responses when you start your support messaging program.

Fast reply to an SMS conversation

2) Consistently let your customers know that you’re available on quick messaging channels

To inform your customers they can now text your brand, we recommend adding “Text us,” plus your phone number, in some or all of these places: 

  • The footer of your website
  • The “Contact Us” page of your website
  • Your Gorgias Help Center
  • Transactional emails (order confirmation, return initiated, etc.)
  • The signature of your support agents

You can put your messaging app information in the same spots, and make sure to say you accept support requests via DM in your social media bios so customers know they can shoot you a message.

Tip: Because conversational customer service usually takes place on a user’s phone, you need to keep responses short and friendly. The long, detailed macros and templates you might use for emails won’t work when communicating through short messages — depending on your platform and your customer’s phone, long messages might not send or might get broken into multiple text messages. Plus, depending on your brand’s tone of voice, conversational channels are a great place to use emojis, images, and GIFs to make the conversation even more friendly and casual. 

Berkey Filters chat prompting people to use the messaging chanel
Source: Berkey Filters

3) Use autoresponders for a lightning-fast first response

Start every messaging interaction with an autoresponder. This tactic lets your customer know that you received their request, and it gives your human agents a small buffer of time to finish up their current encounter before starting the new one. You can also include a link to your help center in case they want to look for their answer on their own.

You can use this tactic whether you’re incorporating chatbots for basic query automation, or using your customer service agents for all customer interactions.

See page XX for an example of an autoresponder Rule for messaging.

4) Create a system to categorize and segment priority tickets 

Some customer support tickets should take higher priority than others. A customer that’s reporting a fraudulent purchase with their debit card needs a quicker response than someone who’s asking if there are any discounts they can use. 

You can start by prioritizing:

  • Tickets that have been open the longest. These are the customers who may be growing impatient, or even angry enough not to shop or work with your business again. This can be set up with a View of tickets that have been open for more than X minutes, where X is an amount of time corresponding to your service-level agreement (SLA).
  • Tickets from VIPs and loyal customers. You can tag these customers and make a View based on that tag to surface their questions and concerns.
  • Tickets that fall into certain intents, like “order/damaged,” which Gorgias auto-assigns through our proprietary algorithms. You can auto-assign these tickets with a “priority” tag using a simple automation Rule and set up a View that has all open priority tickets.
Gorgias' Intent detection can be auto-tagged for prioritization and organization
Source: Gorgias

You can even set up dual priority queues for all priority-tagged tickets: One for priority tickets that are about to go past the first response time in your SLA and another for all other priority tickets. Then prioritize the former, followed by the latter, followed by other tickets, to keep your first response time and resolution time down while giving attention to important tickets.

Beyond prioritizing tickets, it’s also helpful to categorize them if they share similarities. Grouping similar tickets together boosts efficiency. For example, your team can come up with one main solution (create a new discount code because the previous one is buggy) and easily resolve the entire group of tickets in a single pass.

5) Use Macro templates to respond faster to repetitive requests…

If you are responding to customer service messages on a platform like Gorgias that supports Macro templates, you need to take advantage of this time-saving feature. But you can’t just take your existing email templates and drop them into these conversations.

You need to create a specific set of Macros for messaging purposes, using the principles we mentioned earlier: short, friendly, personalized, etc. That means you need to use variables like [Customer first name] or [Last order number] to personalize messages. If you set up your Macros strategically for DM and SMS messaging, many can be reused for live chat, as well.

To prioritize building Macros that will have the highest impact, create Macro templates to respond to the most common questions that have come through your helpdesk. You can also ask your team which responses they end up writing out the most and add those templates too. 

Once you create and launch these Macros, you can automatically add Tags to Macros for reporting to see which Macros are being used the most. This will help you understand where you have gaps (or unhelpful Macros) and can make tweaks to improve your agent workflow and customer experience.

6) …Or deflect those repetitive requests altogether with automation Rules

If your customer service platform supports automation, as Gorgias does through our Automation Add-on, you can deflect up to a third of repetitive, tedious tickets instantly, with no human interaction. Much of this automation can be applied to customer service messaging, as well.

When we mention automated answers, some support professionals say something like, “We don’t want to send low-quality automated responses to our customers.” We completely agree: For many tickets, automation doesn’t provide the best customer experience. 

However, as you know, most tickets your support team receives are repetitive and low-impact, like questions about order status (WISMO) or your refund policy. We recommend setting up automatic responses for these tickets, so customers get instant answers and agents have more time to respond to tickets that actually need a human touch.

Look through your reporting dashboards to see the tickets that are taking up the most time on your support team, and prioritize those requests for automation with Rules, where appropriate.

Gorgias automates answers to repetitive questions (like WISMO)

7) Go beyond text-only interactions with multimedia messaging

WhatsApp Business, Facebook Messenger, and SMS support images, and luckily so does Gorgias. This is a more engaging way to interact with customers, and it also allows you to exchange relevant images like broken parts, malfunctioning equipment, and screenshots for more helpful instructions.

If you want to go this route, maintain a catalog of fun, topical images that your support team can use in their customer conversations, and give them the freedom to collect their own images to insert. It’s a great way to make your support feel more personal and human, but use common sense: Frustrated customers don’t want to receive a picture or meme, they want their problem solved as quickly as possible.

Gorgias lets you send multimedia text messages

8) Provide proactive support at scale on platforms that allow it

SMS and other personalized one-to-one support channels can get a little complicated because not everyone wants to interact on the same messaging application. True SMS support goes out over cellular networks and lands in users’ actual text messages, the same way messages from their friends and family do.

But you may need to be ready to handle other support channels that use similar short, text-based communication. These include Facebook Messenger, WhatsApp, and your website’s web chat. Certain channels may be a better fit for your unique customer base — for example, Instagram attracts a younger audience than Facebook Messenger, and WhatsApp is more common outside the US. Likewise, you may have other specialized messaging channels or messaging platforms that you need to support.

Gorgias has SMS, Messenger, and live chat functionality

As a rule of thumb, you need to be where most of your customers are, which varies across businesses and industries. But to reach the desired level of customer engagement, most businesses need to be reachable via most, if not all, the major applications and support channels. 

That’s where a unified customer service platform can be really useful. By keeping all of your customer conversations in one feed, you can handle more channels more strategically, through triage and routing to dedicated agents for specific tasks. For example, you could have one agent who just handles messaging and route all messages to that person for a quicker response.

On platforms like WhatsApp Business, you don’t have to wait around to hear from customers. This allows for a wide range of strategic and proactive support interactions. 

For example, you can send out text blasts:

  • When you have an issue affecting all customers (i.e. website downtime) to let them know what’s going on (and avoid getting excessive tickets about the issue)
  • When you have new product launches or add-ons, driving revenue and customer education
  • When you have relevant announcements for customers: limit these to news that actually affects customers (i.e. shutting down your community or a time-sensitive sale), not company news (i.e. your latest fundraising) 

A proactive approach builds trust with your audience — they will see you going above and beyond with these efforts, and know that you’ll be upfront with potential issues.

9) Integrate your SMS support with your marketing efforts

SMS marketing is a useful tool for your ecommerce store, but it becomes even more powerful when you integrate your SMS marketing tool into Gorgias. Send out SMS blasts and have support agents on hand to handle any questions you get in response, to help nudge those customers closer to a sale.

Gorgias and Klaviyo integration
Source: Gorgias

With certain integrations — Klaviyo, for example — you can even use Gorgias attributes to segment and build campaigns. Use this function for win-back campaigns, or to send a special offer to customers who posted low CSAT scores.

10) Conduct surveys using text messages to collect feedback from customers

Text messages are an effective method for collecting feedback from existing customers, too. Once customers opt in to SMS communication, you can use this point of contact to launch quick surveys that provide valuable feedback.

Response rate is always an issue with email surveys, and other channels see higher response rates. Using a multichannel approach will supply you with more responses and help you make more data-driven decisions with the results.

Note: In a customer service tool like Gorgias, you would use one of our integrations with Klaviyo or Attentive to send the survey to entire segmented lists of customers or prospects, all at once.

SMS customer service templates for common response types

Ready to start implementing an SMS customer service strategy but not sure what to say? We get it: Staying concise yet friendly is tough, and so is conveying all the needed information in such a short space.

We’ve put together a collection of proven templates you can start using today. Adapt as many of these as you need to fit the contours of your business, and bring them into your customer service platform of choice. In Gorgias, you could auto-populate these responses through our Macros.

Note: We’re sharing these templates as text messages, but they can easily be adapted to other conversational channels like social media DMs and live chat. 

Ticket received template

As we mentioned earlier, it’s a good idea to set up an autoresponder. This tactic can buy your team time to finish up a previous interaction or send an email, yet it shows you’re on top of the interaction and will be back soon.

Here’s our template for a ticket received autoresponder:

Thanks for texting {Brand Name}. An agent is reviewing your question now. We’ll get back to you shortly :)

Introduction message template

The introduction message is the point where your autoresponder or chatbot passes off the reins to a human agent. It’s the first point of personalization, and you want to make a solid impression. Still, your agents don’t need to be typing these out every single time. Use a template like this one to break the ice (just with a little less repetitive stress injury):

Hello, {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. Thanks for messaging us. What can I help you with today?

Agent introduction template for SMS

Hours of operation template

There are two frequent scenarios where an hours-of-operations text makes sense. One is as an answer for when customers message you on social media or elsewhere just to ask when you’re open. In those cases, use this template:

Hello, {Customer First Name}! I’m {Your Name} from {Brand Name}. Our hours of operation are Monday through Friday, 9 a.m. to 8 p.m. Best, {Your Name}

The other scenario is when a customer reaches out via a messaging channel and there’s no one on the other end. If your helpdesk isn’t open 24 hours a day, use a template like this when the team isn’t live:

Hello, {Customer First Name}! Our live chat helpdesk is open {list hours}. You’ve reached us outside those hours. Leave a short message here and we’ll get back to you tomorrow.

By the way, if around-the-clock coverage is a goal of yours, you might be interested in introducing contact forms into your live chat widget. These forms let you keep your live chat on 24/7 and, when nobody’s available to answer, they ask customers for contact information so you can be sure to follow up. Learn more about Gorgias’ automation add-on and contact forms.

Order status template 

This one’s pretty obvious: You want to let the customer know the status of an order, and there’s no reason to manually type a whole message to do it.

Use this template when a customer asks for their order status. You can create variations of this one for delays or other order status updates, and even customize it further to include tracking information.

Hey {Customer First Name}, great news: Your order has shipped! It will arrive on {delivery date}. Let me know if I can help you with anything else!

SMS template for order status requests

Payment reminder template

Customers with recurring subscriptions sometimes forget the frequency they sign up for or when their next payment will be. Use this template if customers frequently ask your brand when their next payment is:

Hello, {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. Your next payment of {amount} is coming up. Your card on file will be charged {due date}. Questions? Reply here or call {phone number}.

Pro tip: While there’s nothing inherently wrong with soliciting payment via SMS, many consumers will view this with suspicion. Text channels may not be the best avenue for inviting bill payments or collecting credit card information. It could also lead to more cancellations, which makes it a balancing act, though customer clarity is important to have. Always track the impact of changes to your process and be mindful of how new touchpoints could affect it.

Deals or rewards template

If you’re trying to build brand loyalty or win back an upset customer, sometimes a simple discount code can go a long way. At the end of an SMS conversation, there may be times when you can surprise and delight customers by sending over an exclusive deal. Here’s a template (though you’ll certainly need to customize this one further to fit the details of your offer):

{Customer First Name}, thanks for being such a loyal customer. We’d like to give you {details of the offer}! Click to redeem: {short URL}

Refund issued template

Refunds happen, and they don’t always require a massively complicated interaction with your contact center. If you’re able to resolve a ticket and issue a refund with a simpler interaction, this template can finish the one-to-one portion of the encounter. 

Notice the template specifies that the interaction will finish up asynchronously (via email). It’s a great way to tie off the synchronous, real-time interaction and lead the customer right to the next step (check your email.) 

Here’s the template:

Hey {Customer First Name}! We’ve issued a refund for your last order. We’ll send all the details to your email, but feel free to let me know here if you need anything else.

SMS template for refund issued

Pro tip: You can tie discounts and future order credits into this template, but make sure your entire team is aligned on your official policy as you update the Macros to match it. You may also want to have different tiers of intervention (and offerings) depending on the severity of the issue.

Customer check-in template

The customer check-in is another asynchronous message that occurs outside of an active conversation. Perhaps the customer walked away from a previous encounter or seems to be stuck on the customer journey based on other CRM data.

Whatever the reason, a gentle, well-timed message can sometimes get the customer back on track.

Here’s a model:

Hello, {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. Just checking in to make sure everything is working well for you. If you have any issues with our {products/service} or need anything else, let me know!

Templates for SMS marketing and relevant integrations 

Though a customer service platform can handle the above templates, you’ll likely want to expand even further through additional integrations with the platform. If you take that approach, here are some opportunities that open up:

Discount template

If you’re running a sale or trying to drive traffic to your site, a great way to do so is by texting a discount code to customers on your SMS list. Because their phone is probably close by, it’s great way to promote your sale and make sure it gets noticed. Here’s a template you can use (but remember to update with your own promotion!): 

Flash sale, this weekend only! Up to 40% off, including our latest collection. Shop now: {insert URL} 

Discount template for SMS

Appointment reminder template

Medical offices and other organizations that schedule appointments or meetings can bolster attendance and reduce no-shows by providing yet another reminder — one that reaches patients and customers directly via phone.

If your SMS system supports it, you can invite an auto-reply to confirm or cancel an appointment, too. Use this template:

Hello, {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. Your appointment is scheduled for tomorrow at {appointment time}. See you then! Reply Y to confirm, N to cancel.

Order confirmation template

Order confirmation messages simply confirm that your business has received and is processing a customer order. These don’t typically take place during an active one-to-one customer service interaction. Instead, they’re sent automatically and asynchronously, whenever the order confirms.

Still, you can set them up as personalized messages and enable replying so that, if something happens to be wrong, the customer knows how to reach out.

Hello, {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. Your order #{order number} has been received, and we’re working on it now! We’ll message you again when it ships. Questions? Reply here.

Order confirmation template for SMS

Pickup notification template

If you’re in an industry that offers pickup services (whether curbside pickup, custom goods like eyeglasses, or anything else), a text message is a great way to let someone know their order is ready for pickup. SMS reaches customers when they’re on the go in a way that email frequently doesn’t.

Here’s an example:

Hello, {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. Your recent order #{order number} is now available for pickup at {location}. Stop by to grab it anytime today before {closing time}!

Survey or poll template

This message asks your customers to respond to a survey or poll. It’s a data-gathering tool that can pull in responses from people who ignore your emails or the messages at the bottom of store receipts. Try a script like this:

Hello, {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. We value your opinion as a customer and we’d love specific feedback on {topic}. Here’s a 5-minute survey: {short URL}

Membership renewals template

Membership renewals, like payments, ought to be set up as automatic occurrences. Still, it’s helpful to remind a customer that a charge will hit their bank account soon — you don’t want to track down non-payments, and you don’t want angry customers who weren’t prepared for a bill.

Here’s an example:

Hi, {Customer First Name} {Customer Last Name}! I’m {Your Name} from {Brand Name}. Your annual membership renewal is coming up on {date}. Your card on file will be charged on that day.


Is conversational and SMS customer service right for your business?

At Gorgias, we believe any industry can find value in conversational support, though some industries and brands will get more bang for their buck with these channels. 

For ecommerce brands that deliver physical products, conversational support is a no-brainer. Imagine your customers get shipping updates via SMS and can just respond to the message if the package isn’t delivered correctly to get immediate help. No need to open up a laptop and log into a support portal or compose an email.

If you’re on the fence about offering conversational customer support, consider whether any of these points are relevant for your business:

First, consider your primary audience. If you sell to millennials and Gen Z, conversational customer service deserves serious consideration. These groups value speed and convenience more than anything: Millennials prefer live chat over every other channel, and 71% of people between 16 and 24 agree that faster customer service would drastically improve the shopping experience.

These two generations grew up texting. It’s a very natural communication style for them, so they’ll feel right at home texting and DMing your brand. They’re also absolutely massive groups — combined, they make up a staggering 42.3% of the U.S. population.

If you’re targeting an older generation, texting may not feel as natural. They have a higher tendency to prefer email or phone, although that’s changing by the day.

Is your marketing team already sending SMS campaigns?

One of the biggest hurdles to implementing conversational support is getting the systems, hardware, and staff in place to respond to SMS texts and messaging app requests at scale. If you’re already sending SMS marketing campaigns, then you already have some of that infrastructure in place.

So, if you’ve already made the investment in SMS for marketing purposes, then integrating messaging with your customer service platform and team requires minimal additional investment.

Fortunately, your helpdesk and SMS marketing software may integrate to give you a centralized way to spark conversations if customers reach out via text or respond to SMS campaigns. With Gorgias and Klaviyo, for example, customer responses to SMS marketing campaigns get assigned directly to an agent for fast response times.

Klaviyo Gorgias integration example

Are customers abandoning conversations on other channels? 

One of the benefits of messaging is that customers don’t have to stay on the phone or by their computer — they can easily continue talking even if they have to take the dog out, go to work, or even fall asleep and respond in the morning. Plus, while email conversations often span multiple days which is frustrating for customers with simple requests, requests on messaging channels usually get resolved before customers lose interest or patience. 

If you notice that your brand currently sees lots of unresolved email threads or phone calls, you might need to offer customers a more convenient and flexible channel to talk to your team. This is a perfect use case for SMS and other messaging channels.

Are you already active on related channels?

It’s important to show up where your customers are. That’s why most brands post and engage with customers on social media pages. But if you’re posting on social media and not providing support to customers who reach out via DM, you’re missing a big opportunity. 

By adding conversational support via Facebook Messenger and Instagram and Twitter DMs, you can maximize your presence on those platforms and provide an omnichannel customer experience for both existing and prospective customers.

Are you struggling to gather customer feedback?

We often discuss the importance of customer feedback to monitor brand perception and constantly improve the product and customer experience. But as most brands know, getting feedback via email can be a challenge because of low survey open rates and lack of follow-up from customers. 

Business texting lets you ask your customer base for feedback on a channel they are less likely to ignore. Text messages have a whopping 98% open rate. Consider sending CSAT, NPS surveys, and other requests for customer feedback on this channel to raise your response rate for more accurate customer support metrics. Of course, with great power comes great responsibility: Spamming customers will quickly damage customer relationships, so don’t send too many messages to their personal devices.

What to look for in text messaging tools

SMS customer service is an avenue that customers are growing to expect. But managing yet another communication channel — much less one that demands real-time responses — takes careful planning.

Implementing a messaging strategy requires using tools built for that purpose. Some customer service messaging platforms offer SMS support natively, while others integrate a third-party SMS integration tool to add this functionality. 

As you consider the available options, make sure the one you choose offers the features you need. Some tools are full-fledged SMS marketing solutions. Others focus specifically on SMS as a support channel.

It’s easier for most businesses to use an all-in-one customer service platform like Gorgias to support an omnichannel approach. With this kind of helpdesk platform, SMS tickets can be handled in the same feed as your other tickets and benefit from the same workflows and automation.

Customer service helpdesk with SMS

Here are some other features your customer service tool needs to have to handle SMS ticket effectively:

  • Conversation history (for SMS and other text-based channels like Facebook Messenger or webchat) so your agents know what this client has asked about or needed support for in the past
  • Ability to create and customize macros as replies to SMS questions
  • Ability to send and receive images or videos (this is great if your support teams need to see the damaged item to issue a refund, for example)
  • Routing or triaging capabilities to make sure SMS conversations don’t get lost in a queue of tickets
  • Integration with other ecommerce tools so your agents have all the context they need to reply in a single space (e.g., surfacing Shopify customer data or CRM data during a support interaction)
Logos of Shopify, Recharge, ShipBob, and others to power up your messaging and customer service

Ecommerce SMS marketing tools to complement your customer experience

As we mentioned earlier, SMS marketing lets brands connect with consumers in a personalized and measurable way, just like with customer service. According to Attentive, average read rates of 97% within 15 minutes make SMS a prime channel for connecting with prospects and customers.

If you’re looking for the right SMS marketing tool to work in tandem with your new SMS customer service channel, consider these four leading tools. Each one integrates with Gorgias, along with most of the rest of your tech stack.

Gorgias, Klaviyo, Attentive, Postscript, and Yotpo SMSBump

Each tool offers a slightly different feature set. Revisit the list of features we compiled earlier in this article to help determine which are the most important to you, then vet these four tools against your customized list.

  • Klaviyo, a Gorgias preferred partner, is a leading customer data and marketing automation platform that leans heavily on SMS communications. Automatically create tickets in Gorgias if customers reply to Klaviyo SMS messages, and send Gorgias events into Klaviyo to create targeted audience lists based on support experiences. 
  • Attentive, also a Gorgias preferred partner, sends automatic text messages to your subscribers at each step of the customer lifecycle. It collects real-time behavioral data on customers as well, and the Gorgias integration allows you to see that customer data within the Gorgias sidebar. If a customer replies to an Attentive SMS, it’ll automatically create a ticket in Gorgias for agents to reply to. 
  • Postscript is an SMS messaging tool that drives revenue growth and improves the customer experience over SMS. If a customer replies to a Postscript SMS, it’ll automatically create a ticket in Gorgias for agents to reply to.
  • SMSBump is a D2C focused SMS customer journey automation tool by Yotpo that boasts powerful results: 45% conversion rate and 25x ROI for D2C brands. By connecting SMSBump with Gorgias, tickets will automatically be created if customers reply to SMSBump campaigns. 

Integrate your SMS tool with your helpdesk for a seamless customer experience

Integrating any of these SMS marketing tools with Gorgias is a great way to unify your marketing and support efforts to improve the overall customer experience.

For example, if customers respond to an SMS marketing blast from a tool integrated with Gorgias, the response gets brought into the helpdesk. The agent can see the initial marketing message and the customers response, so they can answer any follow-up questions. It's like an alley-oop from your marketing to your support team.

Also, these integrations help your marketing team be more aware of active support conversations to avoid tone deaf marketing. For example, by integrating Gorgias and your SMS marketing tool, you can pause marketing campaigns on customers awaiting a response from support. (Nobody wants to get marketing messages if they're waiting on a delayed order, or troubleshooting their last purchase).

Message your customers in real time with Gorgias

Customer service messaging across a wide range of message-based platforms can be a powerful addition to your customer service channels. Of these, the SMS channel is one of the most powerful options for businesses that want to reach customers directly where they are.

The scripts and tools provided in this guide should put you well on your way toward a successful SMS support rollout. But make sure that at the core of your customer service operation, you have a platform robust enough to handle everything you need to do — and whatever functionality you might add in the future. For more examples and tactics to launch a successful rollout of SMS support, check out our playbook of Berkey Filters, an online store that released SMS support to great adoption.


Gorgias is the customer support and helpdesk platform built for ecommerce businesses like yours. Our live chat tools and 150+ integrations equip you to reach your customers — whenever and however you choose.

See how Gorgias supercharges customer support and helpdesk via SMS. Alternatively, check out more information about our integrations with:

How To Provide Order Tracking for Your Ecommerce Customers

0 min read . By Ryan Baum
By Ryan Baum

The competition to provide customer satisfaction in ecommerce today is fierce. Now, shoppers demand free shipping on every order and expect lightning-fast order processing and fulfillment. What once were “nice to have” differentiators for small businesses have become necessary for growth and success. 

Similar to getting orders quickly and with no shipping fees, customers expect a tracking number to see an order’s status and its location at any given time. Even better are real-time alerts and SMS or email notifications at each point in an order’s journey from purchase to doorstep. 


Below, explore the benefits of tracking customer orders and why you should consider implementing an order tracking tool for your business. 

Why your online store should track customer order status

Customers have been trained by huge ecommerce vendors like Amazon and tracking to track their online orders from the order processing stage to the moment a delivery person from FedEx, UPS, or USPS drops it at their doorstep — with photo evidence. This has set high expectations. 

Offering real-time tracking data for purchases benefits both your customer and your business in four distinct ways.

The benefits of providing order tracking for customers: provide a sense of security, allow customers to plan, build customer loyalty, and free up your customer support from repetitive WISMO questions.

Gives shoppers and business owners a sense of security

Once customers place an online order, waiting for it to arrive can be both exciting and stressful. Questions like, “Will it get here on time?” or “Is it ever coming?” are heightened if customers can’t check the delivery status in real time themselves. Plus, as a business, you can follow along to ensure that orders are getting where they need to go. 

A 2021 survey by OptimoRoute found that 24.6% of online shoppers said they were extremely likely to return for additional shopping if a brand provides real-time order tracking.

Allows customers to plan ahead

There are reasons beyond “I'm just curious” that consumers need to know an order is on its way and when it will arrive. For example, if a product is expensive, customers won’t want it to sit on their front porch all day. If a signature is required, they might have to work from home to accept the package. In these instances, status updates are crucial.

According to ProShip, "80% of customers want to track their order status not only online, but also on their mobile devices. And of that 80%, 76% of them want SMS communication throughout the entire shipping process." 

Keeping in constant contact with their order at home and on the go via a mobile device gives customers the transparency they need to plan ahead for a fun unboxing or essential item they can’t live without. 

Builds customer loyalty 

The customer experience you provide on your ecommerce platform is essential to business growth. Providing shoppers with tracking information, email notifications, and delivery dates can create a positive association with your brand, build a better customer experience, and drive loyalty and retention.

The Effortless Experience found that 96% of customers who have high-effort experiences feel disloyal to those companies afterward. And forcing customers to dig or compose an email just to know the status of their order is a high-effort experience.

96% of companies who have high-effort experiences feel disloyal to a brand.
Source: The Effortless Experience

New customers appreciate seamless experiences and are more likely to make repeat purchases from businesses that offer them. Creating a cycle of repeat business will help your business grow, so encouraging loyalty through an easy-to-use order tracking tool is a big advantage.

📚Recommended reading: Our guide to offering free shipping and boosting customer loyalty at an affordable price.

Frees up your customer service team (by deflecting WISMO tickets with automation)

Many ecommerce companies are looking for ways to alleviate customer service workloads and reduce time spent handling simple requests. Providing real-time order tracking is one of those ways since customers no longer need to ask, “Where is my order (WISMO)?” 

Instead of calling and emailing to check their order status — one of the most common questions customers ask any ecommerce business — tracking systems proactively send email notifications or provide access to a portal where customers can take a look at progress in real-time. This solution streamlines the process and cuts down on call volumes. This increases productivity for you or your customer service team because they’ll be freed up to address more complex issues.

Typically, you can automate customer order tracking notifications via SMS, app notifications, or email — we’ll cover this in more detail below. Or, create a self-service portal where customers can use their purchase order number to access order status — we’ll cover this more in a later section.

📚Recommended reading: Our guide to customer service automation for faster, friendlier service.

Lowers the number of returns you can expect 

People often return items because they arrive late and the customer no longer wants or needs them. With detailed and up-to-date order tracking (as well as a clear returns policy), customers can better anticipate the arrival date of the product, making it less likely they’ll just ship the package back to you when it finally arrives. And, as you might expect, reducing returns has a great positive impact on your business’s revenue.

📚Recommended reading: Our list of best practices for reducing returns in ecommerce and our list of the best returns management software.

Why ecommerce businesses should think twice before building a custom order tracking system 

There are numerous advantages to using a customer order tracking system. We recommend using a pre-built solution — and put our recommendations below — because maintaining a manual tracking system is time-consuming. 

A custom-built tracking page may require more data entry than necessary with other solutions. Not only do manual processes open your system up to human error, but they also eat up productivity.

Manual systems require extensive set-up

If you try to provide order tracking yourself, you’ll save in the short term but end up spending plenty of time building and maintaining a system to send tracking information. 

For example, once you sync your tracking components up successfully, you'll need to create different templates that collect or communicate information to your customers. For example, you might build an order form that collects order information like a customer’s name, address, phone number, and credit card information. Or, write a pre-written email that you can use to send out shipment notifications for each step of the order process. 

You might also create templated responses that answer common questions like, “Where is my order?” or that provide tracking information or shipment and delivery updates. 

You need seamless integrations to avoid tab-shuffling

For an order tracking system to work properly, your manufacturers, website, helpdesk, social media commerce, SMS, inventory management software, and shipping carriers’ information must all "talk to" each other. If they don't, information gets bottlenecked or not communicated at all. The result is that your customer isn't able to access their order status, which causes frustration and has them calling your customer support team.

How to set up order tracking: Let customers see the status of shipments in real time

If you’re manually recording and sending out order tracking information in an excel document, you’re likely feeling very frustrated right now. 

One of the most common incoming questions teams get is Where is my order? (WISMO). And the best way to mitigate those messages is to implement an order tracking system that allows for self-service order tracking and automates shipping tracking notifications. Here's how to do it:

  1. Decide on an order tracking tool
  2. Integrate your order tracking tool with your ecommerce platform
  3. Configure your tracking app’s settings
  4. Let automation do its thing
  5. Integrate your order tracking software with your helpdesk
Tracking customer orders with automation decreases the number of "where is my order?" (WISMO) tickets your team gets.

This creates an overall better customer experience by providing transparency and reducing stress or frustration — customers see exactly where their orders are at any point in time. You’ll also be available for customers when they’re most engaged. 

Here’s how to implement one. 

Decide on an order tracking tool 

First, you’ll choose an order tracking tool like ShipBob, ShipStation, or AfterShip — we discuss each in more detail below. These tools take order information like tracking numbers and shipment status and automate their delivery to a customer. Many order tracking apps integrate with different ecommerce systems like Shopify, BigCommerce, Magento, 3DCart, or WooCommerce. So, you’ll need to make sure that the tool you choose integrates well with the ecommerce system you use. 

As an example, we’ll walk through setting up order tracking with AfterShip on a Shopify store. 

Integrate your order tracking tool with your ecommerce platform 

This is usually quick and easy, depending on the tool. You can add AfterShip from your Shopify store by visiting the Shopify App store from the apps section on the sidebar of your store’s dashboard. Then, click “Customize your store” and search for the AfterShip app. 

Set up order tracking with Shopify.
Source: AfterShip 

Or, you can sign up for an AfterShip account, visit the apps section, search for Shopify, and add it that way. Either way, visit the integrated app section on your Shopify/AfterShip account to make sure that the installation succeeded. 

Configure your tracking app’s settings

Now, you’ll want to make sure your courier mapping, import settings, and tracking page settings are good to go. You can access these from your AfterShip account’s app page — here’s AfterShip’s help doc on to assist with setup

  • Courier mapping: Add all of the shipping couriers you use so that AfterShip’s automation can pick them up. 
  • Import settings: Choose your order fulfillment timeframe and select the timeframe you’d like AfterShip to pull orders from. 
  • Tracking page settings: Choose the tracking page you’d like to use (in the case you had created multiple in AfterShip). 

Let automation do its thing 

Now that you have AfterShip set up, it will sync every three hours and pull shipping information from any new orders via a shopping cart, CSV file, or marketplace. You can also opt for AfterShip to send out automatic notifications via email or SMS at each milestone in the shipping process. 

Integrate your order tracking software with your helpdesk

Create a seamless experience for your customers and support team by integrating your order tracking tool with your helpdesk. By linking all shipping data and tracking information, you can get resolutions to customers faster and access all necessary information in one place. 

Why is this helpful? Well, in case customers end up bypassing your self-service order tracking information and ask your support team about the status of their order. Without the integration, you’ll have to switch tabs and copy/paste order information like tracking number, shipping address, and estimated delivery date. 

With an integration set up, that information automatically populates. Take a look at the image below. On the left is a Macro (or template) sent by a customer service agent, which contains variables that auomtatically pull tracking information from the integration. On the right is the personalized message the shopper receives.   

Use Gorgias to provide personalized order tracking to customers without any copy/pasting.

Set up is as simple as creating a connection between the two platforms so that they can talk to each other. To get an idea of what this looks like, take a look at the step-by-step installation guide to setting up the integration between AfterShip and Gorgias.

Save time, provide order transparency, and create better customer experiences by linking Gorgias and AfterShip  

“With all the Gorgias integrations, my team doesn't need to jump between tools. This has helped us dramatically improve customer satisfaction.”
— Amanda, Director of Operations at Darn Good Yarn

Make tracking information easily accessible

Once you have your automated order tracking system set up, you’re not quite off the hook yet. While many customers will opt in for email and SMS notifications, some may ignore those notifications, lose the tracking link, and still come to your website (or support inbox) looking for the status of their order.

That’s why we recommend putting an order tracking portal in (at least) the following three places:

Order confirmation emails

Whenever a customer places an order, they should get an order confirmation that includes a receipt and any additional information they could need between that moment and the arrival of their new item. This includes a prominent tracking number, and a link to the order tracking portal, whether that’s with a service like AfterShip or directly on your carrier’s website. 

If your fulfillment process doesn’t let you send this information right away, consider adding an additional shipping confirmation email to your post-purchase experience flow.

If you don’t currently send order (or shipping) confirmation emails, take a look at this guide (for Shopify users) on setting one up.

Embedded in the chat widget

While the primary function of the chat widget is to connect with customer support agents in a conversational way, some live chat apps like Gorgias allow you to embed buttons shoppers can click to track their order. In Gorgias, this is called a self-service order management flow.

Self-service order tracking in chat is possible natively in Gorgias, no integration required.

Here’s how the flow works for customers:

Self-service order tracking in chat, with Gorgias

Self-service order management is convenient for customers, and it also serves as a last layer of protection for your customer support inbox. Right when a customer opens the chat widget to send a question, they get the opportunity to see the status of their order, much faster than an agent could tell them.

Embedded in your knowledge base (or FAQ)

If you have an FAQ page or a larger knowledge base (which we call a Help Center), you can also embed order tracking here for customer accessibility.

Standalone self-service order tracking in the Help Center is possible natively in Gorgias, no integration required.

Much like order tracking built into the chat widget, this feature lets customers track their order with just a few clicks, right where they’d find other help content:

Self-service order tracking with Gorgias Help Center.
Source: ALOHAS

To direct customers here, you can include a link to your Help Center at the bottom of all your customer support and automated emails, in an email signature, for easy clicking.  

The best customer order tracking app options for ecommerce stores

There are several great choices on the market for customer order tracking systems that are both scalable and flexible depending on your needs and the ecommerce platform that you use. 

Start with customer support software that acts as your central hub

A powerful customer service team is the building block of a successful order management system. Helpdesks like Gorgias help centralize the communication of tracking requests via apps into one place. From there, customer service teams can respond/automate responses related to tracking and order statuses. These tools optimize the response time and increase the instances of a positive customer experience.

Gorgias integrates with a ton of popular ecommerce tools, making it a great single-view hub. A few of the most popular integrations are NetSuite, Reveal, Tolstoy, Magento, ChannelReply, and Shopify.

Apps that help automate customer order tracking for Shopify and BigCommerce

Choosing the best tools to automate your customer order tracking can be overwhelming. The good thing about having so many options is that you’ll end up with an order tracking system that works exactly the way you need it to. Here are some of the best order tracking providers that you can use to create a successful project management pipeline when it comes to tracking customer purchases.


ShipBob is a global logistics platform that provides online companies best-in-class order fulfillment, so customers receive fast and affordable shipping. With reliable fulfillment services and connected technology that powers their fulfillment network, they help improve transit times, shipping costs, and the delivery experience for your customers.

Check out this app in the Shopify App Store or the BigCommerce App Store. And if you use Gorgias, check out our integration with ShipBob.


With its seven notification triggers, easy-to-use email editor, and filter tracking tools, AfterShip helps your online business provide transparent communication to your customers. It also helps you keep an eye on delivery issues, so you can address them before they become problems that could end up damaging your customer experience.

Check out this app in the Shopify App Store and the BigCommerce App Store. And if you use Gorgias, check out our integration with AfterShip.


ShipStation helps you save time, money, and sell more. You can compare rates and delivery times for all your carriers in one place to get the fastest, most cost-effective shipping for your customers. The app automates almost every facet of your shipping process, and offers intuitive dashboards and seamless interfaces for an optimal workflow.

Review this app's full offerings in the Shopify App Store and the BigCommerce App Store

Extensions that help automate customer order tracking info for Magento 2

Below, take a look at three recommended order tracking extensions that integrate with Magento 2. 


ShipStation is highly scalable and provides everything you need for order management in one location. It integrates with Magento 2, as well as Shopify and BigCommerce. 

See if ShipStation is right for your ecommerce business in the Magento Marketplace.


Whether you're shipping 50 or 50,000 orders a month, Easyship can help you lower shipping costs and increase conversion rates. Use this extension to manage your post-purchase process the way it makes the most sense for your business.

Read more about Easyship in the Magento Marketplace.

📚 Recommended reading: Our list of best practices for ecommerce shipping and our list of the best shipping software for ecommerce.


The Mageworx Order Editor extension lets you edit errors customers have made with their street number, phone number, name, and other shipping and billing details that they accidentally get wrong during checkout. You can also add or remove products, change pricing, and add coupons after an order has been placed. This saves your customer support team from having to cancel the order and start it again from the beginning.

Learn more about Mageworx in the Magento Marketplace.

Centralize your order status tracking and customer support management with Gorgias

Employing automation to facilitate easy order tracking, status updates, and real-time delivery information for your customers is a smart move for your online business. By committing to an end-to-end order tracking system, you make it possible for your company to cut costs, increase productivity, and encourage customer retention.

Gorgias is a powerful and comprehensive ecommerce help desk solution that can help you deflect repetitive tickets so your team can spend more time on higher-value conversations. 

Reach out today to learn how we integrate with your order status tracking system.


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