TL;DR:

• Start with your CX team—they know what customers are asking. Their insights reveal what’s confusing, what’s converting, and what’s causing returns before marketing ever gets involved.
• Turn pre-sale questions into better messaging. Use common support queries to improve landing pages, product descriptions, and emails so customers feel confident enough to convert.
• Your best-performing products aren’t always the most hyped. Let real customer comments guide your messaging by identifying what people rave about in chats and reviews.
• Customer confusion and returns usually stem from messaging gaps. Fix product pages, policies, and descriptions to better reflect what people need to know upfront.

Your CX team talks to customers every day. They know what’s confusing, driving purchases, and causing returns, because they hear it firsthand.

But all too often, those insights stay siloed in support tickets and live chat transcripts instead of informing the campaigns that shape the customer journey.

This post is here to change that. We’re breaking down the most valuable questions marketing teams should be asking their CX counterparts. When marketing and CX work together, you get more relevant messaging, smarter product positioning, and campaigns that convert.

Whether you’re planning a big seasonal push or just want to improve product education, this is where to start.

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1. What do customers ask about before buying?

Your CX team knows what makes shoppers hesitate. They’re the ones fielding questions like: Does this come in a larger size? Is it final sale? Will it arrive in time?

Beyond being pre-sale inquiries, they’re signals. They reveal what your customers care about most, and where your messaging may be falling short. When marketing teams tune into this, they can proactively address objections in landing pages, product detail pages (PDPs), emails, and top-of-funnel content.

At luxury jewelry store Jaxxon, Director of Customer Experience Caela Castillo saw firsthand how important it is to address these questions early. 

“Chat used to be a support tool for repetitive questions and problem-solving, but now AI Agent takes care of that for us,” she said. Once those friction points were handled upfront, the CX team could focus on more meaningful conversations, and conversions improved.

And when AI recommended the wrong products? Conversions dropped. It was a clear signal that relevance matters, especially before the sale.

Ask your CX team:

“What do customers most often need to know before they buy, and how can we answer that earlier in the journey?”

2. What product do customers rave about—and why?

Your best-selling product isn’t always your hero product. Sometimes, it’s that under-the-radar item that customers can’t stop talking about. The one that shows up again and again in reviews, chats, and post-purchase surveys.

The insight is gold for marketers. The key is to find out why people love it. Is it the fit? The feel? The results?

At online fashion brand, Princess Polly, Alexandria shared that her team expected Gen Z shoppers to lean on AI for recs, but what really influenced them was customer feedback. Reviews, not bots, built trust. That’s why campaigns built around real customer language and experiences often outperform the most polished product copy.

Shopping Assistant can turn those rave reviews into real-time action. It highlights top products using your Shopify product catalog to make personalized recommendations, proactively assists shoppers by using behavior signals, and even offers tailored discounts when they’re ready to convert. That means less guesswork, greater relevance, and an easier path to purchase.

Ask your CX team:

“Which product do customers rave about most, and what exactly are they saying?”

3. What product causes the most complaints?

When customers are frustrated, it’s easy to blame the product. But in many cases, the issue isn’t quality, it’s communication.

At Shinesty, a men’s underwear brand, Molly Kerrigan, Senior Director of Retention, observed that high return rates often stemmed from unmet customer expectations. 

She noted the importance of maintaining clear and consistent communication as the company grows, “We get a lot of praise from our customers, and they talk highly of our CX team after 1:1 interactions. We can’t lose that as we scale.” 

Molly notes that using Gorgias AI Agent enables Shinesty’s customers to receive quick answers, freeing her team's time for more complex or sensitive issues.  

Similarly, Princess Polly saw that delivering a standout customer experience meant being fast, consistent, and helpful at every stage. After switching to Gorgias, their support performance improved dramatically:

• 80% decrease in resolution time
• 95% decrease in first response time
• 40% increase in efficiency

Before changing the product, try updating the messaging. Use insights from CX to rewrite descriptions, add size guides, include user-generated content, or even build a quick-fit quiz. Small tweaks help set clearer expectations and reduce unnecessary returns.

Ask your CX team:

“Which products are driving the most complaints, and what do customers wish they knew before buying?”

4. What confuses customers the most?

Confusion is a conversion killer. If a customer isn’t sure about how something works, what’s included, or whether it’s right for them, they’re more likely to bounce.

That’s why it pays to ask your CX team where customers get stuck. Is it a product feature that needs more context? A vague store policy? A missing detail on a bundle?

The good news is that most confusion is fixable. Start with the following steps: 

• Simplify your product pages
• Add quick-hit FAQs to your emails
• Use plain language and real examples

If you’re using Shopping Assistant, you can go even further. It can detect when shoppers are hesitant and provides real-time nudges. Like an assistant who knows all your needs, Shopping Assistant automatically surfaces the questions customers are likely to ask when evaluating a product, so they’re equipped with the clarity they need to proceed to checkout.

TUSHY, a modern bidet brand, faced similar challenges. As bidets aren't mainstream in North America, shoppers often had concerns about product compatibility and installation. They’d ask questions like:

• Will a bidet fit my toilet?
• Is installation complicated?
• Which bidet is right for me?

Without immediate answers, many potential buyers would abandon their purchase. To address this, TUSHY implemented Shopping Assistant, providing instant support. Taking this approach resulted in an 81% higher chat conversion rate compared to human agents and a 13x return on investment.

“The Shopping Assistant has been a game-changer for our team, especially with the launch of our latest bidet models. Expanding our product catalog has given customers more choices than ever, which can overwhelm first-time buyers. Now, they’re increasingly looking to us for guidance on finding the right fit for their home and personal hygiene needs,” said Ren Fuller-Wasserman, Sr. Director of Customer Experience at TUSHY.  

Ask your CX team:

“Where do customers get confused most often—and how can we clear that up sooner?”

5. Which products are frequently bought together?

Your CX team picks up on patterns that analytics sometimes miss. They hear which items customers ask about in the same chat, which products get added to carts together, and which pairings people reorder time and time again.

That intel is a goldmine for bundling and upselling. It helps you build smarter campaigns that feel relevant and drive real value.

Zoe Kahn, owner of Inevitable Agency and former VP of Retention and CX at Audien Hearing, emphasizes the importance of using AI to enhance customer interactions.

“A lot of that revenue was potentially missed revenue because these were customers sitting on the site, asking questions about the products, and wanting an answer now so they could purchase…Now, AI can answer those questions immediately and convert those customers.”

With Shopping Assistant, you can act on these insights in real time. It will surface personalized product pairings, bundle suggestions, or accessories based on customer behavior. All before they hit the checkout page.

6. Which products lead to the most returns, and why?

Returns cut into your margins and chip away at trust. Most of the time, they’re not caused by poor-quality products. They happen because expectations weren’t met.

Your CX team already knows which items come back the most and why. Maybe the color doesn’t match the photos. Perhaps the fit runs small, or the product description left out a crucial detail. 

Instead of pushing the product harder, reframe how you present it. Add real customer photos. Include fit notes or a sizing chart. Call out anything that might surprise the customer post-purchase. A little clarity upfront goes a long way in reducing returns and boosting retention.

At Pepper, an intimates brand specializing in bras for small-chested bodies, they recognized the importance of pre-sale education. When customers have sizing questions, their AI Agent, Penelope, can provide immediate assistance.

“Penelope takes the information we give her and responds better than a Macro. She tailors it so that it sounds like a natural conversation between two people,” said Gabrielle McWhirter, CX Operations Lead at Pepper.

By proactively providing instant support, Pepper improved customer satisfaction and saw an 18% uplift in average order value.

Ask your CX team:

“Which products get returned the most—and what could we do upfront to change that?”

CX + marketing = smarter campaigns, better results

Before you launch your next campaign, start with a quick sync with your CX lead. They already know what your customers need to hear. You just have to ask.

From fixing messaging gaps to surfacing the right products at the right time, these insights help you connect with customers in personal, timely, and relevant ways.

Tools like Shopping Assistant make it easier than ever to act on this data in real time. You can turn CX knowledge into dynamic recommendations, personalized nudges, and smarter discounts.

Ready to see how you can improve your online shopping experience? Book a demo to see how Gorgias Shopping Assistant engages customers in real-time.

TL;DR:

• Your support inbox is full of marketing gold. CX insights can sharpen messaging and inspire high-impact campaigns.
• Ticket data unlocks smarter segmentation. Use support interactions to build more relevant, behavior-based audiences.
• Chat campaigns work better with CX insights. Tackle objections in real time and lift conversions with proactive messages.
• Use objection data to reduce drop-offs. Identify common blockers and address them in product pages, ads, and chat prompts.
• Help Center stats guide better content. Turn top-searched questions into FAQs, landing pages, and ad copy.

Today’s best marketing starts with your customers.

According to Forrester’s 2024 research, “Customer-obsessed organizations reported 41% faster revenue growth, 49% faster profit growth, and 51% better customer retention than those at non-customer-obsessed organizations.”

Support teams interact with hundreds or thousands of customers every week, collecting valuable insights in the process. This voice of the customer (VOC) data is a goldmine for marketers, but it too often stays siloed among CX teams.

Ahead, we’ll break down how ecommerce brands can tap into CX insights to drive better marketing.

5 ways to use CX data to improve marketing

CX can play a crucial role in driving growth, but many brands aren’t leveraging it for marketing insights yet.

When connected to marketing, CX becomes a proactive engine that fuels better segmentation, sharper messaging, smarter campaigns, and more personalized content. 

Support functions collect objections, complaints, compliments, and pre-purchase questions. When you capture and apply those insights, your marketing can target the precise roadblocks—and key sales differentiators—customers care about.

Here’s how to turn CX insights into a high-impact marketing strategy, with real examples from brands using Gorgias.

1. Leverage ticket insights to improve messaging
2. Segment customers based on support interactions
3. Launch more targeted chat campaigns
4. Reduce drop-offs and abandoned carts
5. Monitor Help Center and Dashboard stats to craft smarter content

1) Leverage ticket insights to improve messaging 

When you want to sharpen your brand messaging, there’s no better place to look than your support inbox. Your support inbox is a rich resource full of information specific to your brand and your customers. 

Tools like Gorgias Ticket Insights help surface recurring themes, top questions, and friction points across all conversations. By analyzing these patterns, marketers can identify the exact words customers use to describe problems, questions, or product feedback and then reflect that language across ads, landing pages, and emails.

How to implement 

Spikes in tickets around specific topics (sizing, shipping timelines, and materials, for example) are insights marketers can use to update and improve corresponding content. 

This can increase confidence and conversion on key pages. 

By incorporating the same terminology and phrasing customers use in support conversations, brands can also increase resonance across ads, emails, and social media. Messaging that mirrors the customer’s language builds trust and helps audiences feel understood. 

Ask your CX team 💬 What product issues or themes have emerged this quarter?

For example, cordless heating cushion brand Stoov® used Ticket Fields in Gorgias to understand and resolve a ticket spike. By figuring out that some customers were dissatisfied with the battery life of its core product offering, the team was able to add an optional upsell. For €20, shoppers now have the option to purchase a larger battery. 

The results were meaningful: the brand saw 50% of customers opt for this battery, resulting in a 10% increase in average order value (AOV). And while the team saw a significant increase in revenue, they saw no increase in support ticket volume. 

2) Segment customers based on support interactions

Most marketers rely on transactional data—like past purchases or time since last order—to build audience segments. But support data reveals a whole new layer of context: behavior, concerns, sentiment, and urgency.

Tools like Gorgias’s Ticket Insights and Ticket Fields allow CX teams to customize different properties attached to tickets. Agents can fill these out to capture data more accurately. 

Here’s how these types of tools work: tickets come with a mandatory field for return reasons, product feedback, contact reason, etc. Before the agent closes the ticket, they use a dropdown menu to fill out the ticket field. 

How to implement 

Studying support interactions helps answer key questions around why customers are getting in touch. This data can provide marketing teams with a way to build smarter segments for campaigns or personalized journeys.

For example, if one product is getting a large amount of inquiries, marketing teams could segment customers interested in those products and launch pre-sales education campaigns.

Fashion brand Psycho Bunny switched from Zendesk to Gorgias to improve access to reporting tools that surfaced customer patterns and support trends. 

“By cross-referencing our Gorgias data with insights around basket size, product performance, and store performance, we can inform broader business decisions. For example, we can see if a certain store location generated more tickets or how many incoming queries are about a certain product,” says Jean-Aymeri de Magistris, VP IT, Data & Analytics, and PMO at Psycho Bunny.

By integrating insights like these with marketing workflows, teams can build more relevant segments that improve retention and engagement.

Ask your CX team 💬 Which customer segments are most likely to churn or repurchase?

3) Launch more targeted chat campaigns

Chat campaigns are proactive messages that trigger based on real-time behavior and context. You can use CX trends to design campaigns that directly address common objections, answer FAQs, or deliver tailored offers.

How to implement 

Start by reviewing your most common pre-purchase questions with your CX team. Then, create chat prompts that address those concerns exactly where they arise. For example, a sizing guide prompt on product pages or a shipping FAQ in the cart. 

Make sure your message feels helpful and not overly salesy. Conversational AI assistants like AI Agent can also tailor responses in real-time, helping customers get what they need without leaving the page.

Pepper, a size-inclusive bra brand, put this into practice by combining their AI Agent (named Penelope) with targeted chat campaigns to guide shoppers through one of their most common friction points: sizing. Thanks to insights from their support team, Pepper created messaging that helped customers find the right fit instantly. The result was an 18% uplift in average order value. 

“With AI Agent, we’re not just putting information in our customers’ hands; we’re putting bras in their hands. With Penelope on board, we’re turning customer support from a cost center to a revenue generator,” says Gabrielle McWhirter, CX Operations Lead at Pepper. 

Ask your CX team 💬 How are customers reacting to recent promotions or launches?

4) Reduce drop-offs and abandoned carts

When shoppers hesitate at checkout, it’s often because they don’t have the information they need.

Tapping into support conversations allows CX teams to identify common objections. They can then share those insights with marketing to refine product messaging, improve product pages, ads, and marketing campaigns.

How to implement 

Use customer service data to identify the top three objections customers have before converting. These might be concerns about sizing, compatibility, delivery time, or product setup. Then, pair that knowledge with a proactive AI sales tool like Shopping Assistant to offer timely answers that move shoppers closer to purchase.

For example, TUSHY, a modern bidet company, found that many prospective customers were hesitant because they weren’t sure how difficult the installation would be. By using a real-time shopping assistant to address these concerns directly on-site, TUSHY was able to guide shoppers past uncertainty.

Ask your CX team 💬 What are the top three reasons customers contact us before they buy?

5) Monitor Help Center and Dashboard stats to craft smarter content

If you want to know what content your customers actually need, your Help Center holds the answers. Real customer questions are found right in Help Center search queries and article analytics.

By tracking which articles are most viewed, most searched, and most frequently updated, marketers can spot common knowledge gaps and fill them with high-value content.

How to implement 

Start by reviewing your Help Center Statistics to see which articles are performing well, which ones are underutilized, and what terms customers are searching for. 

If an article about “returns policy” is getting a spike in views, that’s your cue to simplify the policy or preempt questions with a dedicated email campaign. Marketing teams could also use this insight to build FAQ-rich landing pages, preempt questions in email flows, or even turn top-performing help content into organic blog posts or performance ad copy.

You can also use Gorgias's Dashboard to spot emerging trends across all your channels. This custom reporting feature lets you choose from various charts that reveal high-level patterns—like the most common contact reasons or sudden spikes in ticket volume—giving marketers early insight into shifting customer sentiment and trending topics across social platforms.

Ask your CX team 💬 Which articles in our Help Center are most searched right now?

Find alignment between CX and marketing teams

When support and marketing teams collaborate, you unlock a cycle of continuous improvement. CX teams surface the insights, marketing turns them into strategy, and both sides drive measurable results.

Here’s how to make it work:

• Set up recurring syncs between CX and marketing teams to review insights from customer service reports.
• Involve support in campaign planning to consider what customer objections might come up. 
• Encourage CX to tag tickets based on themes or behavior that marketing can act on.

Unlock revenue by listening to your customers

We need to reframe CX as a proactive function that drives revenue.

Support teams already have the answers marketers are searching for. You just need the tools to tap into them. Gorgias makes that easy, with flexible reporting features, powerful AI, automated tagging, and integrations that bridge the gap between CX and marketing.

Want to connect your support data to better marketing?

Explore Gorgias’s analytics tools or book a demo to speak to a product expert about how to integrate your support strategy with marketing.

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TL;DR:

• Actions are tasks automatically performed by AI Agent for customers. From address changes and subscription pauses to order cancellations, Actions can fulfill requests for your customers, even when your human agents are offline.
• Actions connect directly to your ecommerce apps. Currently, Actions have native integrations with Shopify, ShipMonk, ShipHero, ShipStation, Stay AI, Recharge, Loop, Subscriptions by Loop, Skio, Seal Subscriptions, and Wonderment.
• Use pre-built Actions or build your own. There are 12 Action templates available, or you can build Actions using custom HTTP requests.
• Watch out for setup snags. Conflicting Guidance, multiple matching Actions, older orders, or broken logic can block an Action from executing.

Automated responses don’t actually resolve anything. In reality, they increase customer wait time.

What a customer really wants is immediate resolution, whether they’re looking to cancel an order, change a shipping address, or pause a subscription.

So, how do you go beyond automated text responses? AI Agent Actions. 

Below, we’ll go over the 7 most common customer service requests you can resolve with AI Agent Actions, so your team gets time back to strengthen customer relationships, increase revenue, and improve your CX strategy. 

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What are AI Agent Actions?

AI Agent Actions are tasks AI Agent can complete for your customers, such as canceling an order or updating a shipping address. 

Instead of handing it off to a human agent, AI Agent resolves the ticket by connecting to your ecommerce apps and performing the action on its own.

You get maximum control over when and how Actions are executed. Before performing the Action, AI Agent asks customers for confirmation, respecting your processes and maintaining a high level of customer service. Once an Action has been taken, you can even share feedback with your AI Agent to reinforce its behavior or finetune it further.

Pro Tip: Unlike Guidance, which tells AI Agent how to respond in a conversation, Actions determine what happens. It’s the difference between saying “I’ll refund your order” and doing it.

Related: How AI Agent works & gathers data

Top 7 customer requests you should be automating with AI Agent Actions

Ready to resolve requests in seconds? Activate these pre-built Actions in Gorgias to keep your team efficient and your customers happy. 

1. Customer wants to update their shipping address

Action to use: Update shipping address

Supported apps: Shopify, ShipMonk, ShipHero, ShipStation

Incorrect shipping addresses lead to costly re-shipments, delays, and even refunds. Catch errors early to keep customers satisfied and excited about their order.

Why do you need this Action? 

The reality is your agents aren’t available 24/7. Unless you hire a team to cover night and weekend shifts (which is unlikely), requests will be missed. AI Agent fills in that gap, handling time-sensitive issues when your team is off the clock. Missing them isn’t just about poor customer experience—it can also lead to extra costs, like reshipping orders.

2. Customer wants to cancel an order

Action to use: Cancel order 

Supported apps: Shopify, ShipMonk, ShipHero, ShipStation

Perhaps a customer ordered the wrong item, chose the wrong size, used the wrong card, or simply changed their mind. Allow them to quickly cancel their order and receive a refund in one go.

“Actions responds to tickets within about 30 seconds and is available 24/7. Regardless of when a customer places their order, the likelihood of quickly catching and canceling the order has increased by 70% since we started using Actions. It’s an exceptional result."

—Jon Clare, VP of Customer Service at Trove Brands

3. Customer wants to replace/remove an item in their order

Actions to use: 

• Replace item, or 
• Remove item

Supported app: Shopify

It happens—shoppers order the wrong size or color and want to change their order immediately. Regardless of the reason, make their new decision easy to implement. Quick, accessible order updates prevent returns, lost revenue, and, most importantly, customer disappointment.

Here’s what the replace order item setup looks like in Gorgias:

Pro Tip: If you have unique workflows, you can create advanced, multi-step Actions and connect to your tools beyond our default integrations. This option requires some tech know-how (like custom HTTP requests), so feel free to bring in your developers for assistance.

4. Customer wants to skip or pause a shipment

Actions to use:

• Skip next subscription shipment, or
• Pause subscription

Supported apps: Stay AI, Recharge, Subscriptions by Loop, Skio, Seal Subscriptions

Subscriptions shouldn’t be all or nothing. Let customers skip a shipment or pause their subscription, so they can come back when they’re ready. Giving them full control lets them manage their subscription on their own terms, reducing churn rate in the process.

Here’s how AI Agent handles a skip shipment request: 

5. Customer lost or damaged their order in transit

Action to use: Reship order for free

Supported apps: Shopify, ShipMonk

No customer expects a lost or damaged order. Let customers know that you have their backs by reshipping a new order free of charge. Fast resolutions during unexpected events demonstrate your commitment to customer satisfaction.

“An instant response builds confidence. We live in a world with short attention spans, so customers appreciate how quickly we can respond to their inquiries. Customers aren’t worrying unnecessarily for longer than they have to for an address change or order cancellation.”

—Mia Chapa, Sr. Director of Customer Experience at Glamnetic

6. Customer wants to know their return shipping status

Action to use: Send return shipping status 

Supported app: Loop

Customers want to know that their return package is on its way to you, so they can redeem their refund. Easily send them a shipment tracking link to give them that peace of mind.

7. Customer wants to know about order status

Action to use: Get order info 

Supported apps: Shopify, ShipHero, ShipMonk, ShipStation, ShipBob, Wonderment

Based on Gorgias data, order status ranks among customers' top 10 questions for support teams. Reassure your customers with quick updates on their orders, including product details, shipping progress, expected delivery date, and other helpful information.

What to know before turning on Actions

Here are a few helpful setup tips to make sure Actions run without a hitch:

• Guidance can override Actions. If conflicting Guidance exists, it may prevent an Action from triggering, even when all conditions are met. Review your Guidance to avoid overlaps, or write your logic into the Action description instead.
• Any Action that changes data requires shopper confirmation. Actions like canceling orders, updating addresses, or canceling subscriptions mean AI Agent will always ask the shopper to confirm before making a change.
• Currently, only one Action can run per ticket. If multiple Actions qualify, none will run, and the ticket will be handed off. Use conditions carefully to ensure only one Action matches per use case.
• AI Agent can only access the shopper’s last 10 orders. If the customer references an older order, the Action won’t trigger and the ticket will be handed over for manual handling.

AI Agent Actions speak louder than words

If you want…

• Fewer repetitive tickets
• Faster customer support
• Happier customers who get what they need instantly
• More time for your team to strategize
• Lower costs and higher efficiency

AI Agent Actions can get you there.

You’ve now seen how Actions can resolve tickets in a snap—no unnecessary handoffs, canned responses, or long response times.

Book a demo to see AI Agent Actions work in real time and start automating what you shouldn’t be doing manually anymore.

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TL;DR:

• AI Agent is only as good as the instructions you give it. Clear Guidance enables it to perform like your best support teammate.
• The “When, If, Then” framework makes writing Guidance easy and repeatable. Start with the scenario (when), define the conditions (if), and list specific actions (then) to create structured Guidance.
• Use Guidance to handle frequently asked questions, like returns, cancellations, or discount code inquiries, so your team can focus on more complex issues.
• If your Guidance isn’t working, formatting or logic gaps might be to blame. Check for missing conditions, unsupported tasks, or confusing formatting.

AI Agent is built to deliver fast, accurate support at scale, but like any teammate, it performs best when given clear and specific instructions. 

That’s where Guidance comes in. Writing structured prompts that tell your AI Agent exactly what to do in a given scenario helps reduce escalations, speed up resolutions, and create a more consistent customer experience. 

One simple, repeatable way to do that is with the “When, If, Then” framework. 

In this post, we’ll show you how it works, using examples from our Gorgias Academy course, Improve AI Agent with Better Guidance. 

You’ll learn how to write Guidance that results in:

• Fewer escalations
• Faster resolutions
• Smarter, more consistent AI behavior

Let’s break it down.

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What is Guidance?

Guidance is how you tell your AI Agent what to do. It’s a set of instructions that outlines how your AI Agent should respond in specific situations. 

When Guidance is available, your AI Agent follows it first, even before checking your Help Center or website content.

That means if your Guidance is missing, unclear, or incomplete, your AI Agent might escalate the ticket, or worse, give a confusing or unhelpful response. Here’s an example:

Let’s say a customer wants to return an item. A human agent would send them a link to the return portal and explain the steps. But without that instruction in Guidance, your AI Agent might skip straight to escalation, turning a simple request into unnecessary work for your team.

That’s why clear, step-by-step Guidance is key to help your AI Agent respond the way your best support agent would.

Learn more: Create Guidance to give AI Agent custom instructions 

Introducing the “When, If, Then” framework

Sometimes it’s hard to know where to start when writing Guidance. The “When, If, Then” framework gives you a simple, repeatable structure to follow, so there’s no need to guess. 

Taking this approach mirrors how AI Agent processes information behind the scenes. When you write clear Guidance, your AI Agent can follow it step by step, just like a support teammate would.

Let’s walk through the three parts of the framework.

WHEN: Set the scenario

Start by identifying the situation your Guidance applies to. This is the trigger or scenario. Use it as the title of your Guidance so it’s easy to find later.

Example:

• WHEN a shopper asks to return an order
• WHEN a customer wants to cancel their subscription

Keep it simple and action-oriented. You’re setting the stage for what comes next.

IF: Add conditions

Once you’ve defined the scenario, add any conditions that determine what should happen. “If” statements help your AI Agent understand what to do based on specific details, like timing, order history, or customer tags.

Example:

• IF the order was placed less than or equal to 15 days ago
• IF the customer has a VIP tag in Shopify

Use as many “if” conditions as needed to guide different outcomes. Just make sure you cover all the possibilities so your AI Agent doesn’t get stuck.

THEN: Define the actions

This is where you tell your AI Agent exactly what to do. Be specific and use bullet points or numbered steps to keep things clear.

Example:

• Tell the shopper they’re eligible for a return
• Send them a link to the return portal
• Let them know they’ll receive a prepaid label once the form is submitted

The more clearly you outline the steps, the more consistently your AI Agent will perform.

The framework keeps your Guidance simple, structured, and easy to understand—for both your team and your AI Agent. When your AI Agent knows exactly what to do, it can deliver fast, accurate, and helpful responses that keep customers happy.

Put it all together

Say a shopper messages your store asking to return an item and you want AI Agent to send them to your return portal.

Here’s how this looks in a complete piece of Guidance:

WHEN a shopper asks to return an order:

IF the order was placed less than or equal to 15 days ago,   

THEN

• Tell the shopper they’re eligible for a return
• Send them a link to the return portal
• Let them know they’ll receive a prepaid label via email once they submit the form

9 support scenarios made better with Guidance

These nine scenarios come up constantly in ecommerce support, and they’re perfect candidates for automation. They follow predictable patterns and are quick to resolve when your AI Agent knows what to do.

Use the examples below to jumpstart your setup. Each one is written using the When, If, Then framework and can be copied directly into Gorgias.

1. Where’s my order? (WISMO)

WHEN a customer asks about their order status:

IF tracking information is available,

THEN

• Provide the tracking number and link to the carrier's tracking page.
• Inform the customer of the expected delivery date.

IF tracking information is unavailable,

THEN

• Inform the customer that the order is being prepared for shipment.
• Provide an estimated shipping date.

2. What size should I order?

WHEN a customer inquires about product sizing for [item name]:

IF the customer asks what size to get, or mentions they’re unsure about sizing,

THEN

• Share the sizing chart or guide.
• Offer recommendations based on common fit feedback.

3. Can I change my shipping address?

WHEN a customer requests to change their shipping address:

IF the order has not been fulfilled,

THEN

• Confirm the new address with the customer.
• Update the shipping address in Shopify (or your chosen platform).

IF the order has already been fulfilled,

THEN

• Inform the customer that the address cannot be changed.
• Provide options for order interception or return.

4. Can I cancel my order?

WHEN a customer asks to cancel their order:

IF the order has not been fulfilled,

THEN

• Confirm that we can cancel their order.
• Tell them they’ll receive their refund in 5-10 business days.

IF the order has already been fulfilled,

THEN

• Inform the customer that the order cannot be cancelled.
• Help to initiate a return once the item is delivered.

5. How do I return an item?

WHEN a customer asks about returning an item:

IF the return is within the allowed return window of [x] days after the order was received,

THEN

• Provide the return instructions and link to the return portal.
• Inform the customer about the refund process.

IF the return window has expired,

THEN

• Inform the customer that the return period has ended.
• Offer alternative solutions if available.

6. Do you have any discount codes?

WHEN a customer inquires about discounts or promo codes:

IF there is an active promotion for [item name],

THEN

• Share the current discount code and its terms.

IF there are no active promotions for [item name],

THEN

• Inform the customer that there are no current promotions.
• Suggest subscribing to the newsletter or following social media for future promos.

7. I want to pause my subscription.

WHEN a customer requests to pause their subscription:

IF the customer has an active subscription,

THEN

• Provide instructions on how to pause the subscription through their account.
• Confirm the pause and inform them of the next billing date.

8. When will this item be back in stock?

WHEN a customer asks about product restocking:

IF a restock date is available,

THEN

• Inform the customer of the expected restock date.

IF the restock date is unknown,

THEN

• Offer to notify the customer when the product is back in stock.
• Suggest similar products.

9. Do you ship internationally?

WHEN a customer inquires about international shipping:

IF international shipping is available,

THEN

• Confirm that international shipping is offered.
• Provide estimated delivery times and any additional fees.

IF international shipping is not available,

THEN

• Inform the customer that shipping is limited to specific regions.

Pro Tip: Test out your Guidance by going to AI Agent > Test, and iterate as you go.

Troubleshooting: Why Guidance might not trigger

If your AI Agent isn’t following your Guidance, or it’s escalating tickets you thought it could handle, run through this quick checklist to spot the issue:

• Has a descriptive, easy-to-understand name: Name your Guidance based on the scenario (e.g. When a shopper asks about returns).
• Clear IF and THEN conditions: Make sure your Guidance spells out what to do when a condition is met.
• Covers all variations (no gaps in logic): Don’t leave your AI Agent hanging. Include fallback instructions for all scenarios.
• No wall-of-text formatting: Break things up with line breaks, headers, and spacing to help AI Agent scan quickly.
• Clearly written steps with bullets or numbers: Use lists to make actions easy to follow, like you would for a teammate.
• Doesn’t include unsupported tasks: Avoid unsupported instructions like “send macro,” “assign to agent,” or “delay the response.”

Bonus: Let AI do the heavy lifting

Don’t have time to write Guidance from scratch? The good news is AI can help with that, too.

AI-generated Guidance is available for all AI Agent subscribers. This feature analyzes your historical ticket data and uses it to generate ready-to-use, customizable prompts for your AI Agent.

Here’s what it does:

• Analyzes past tickets to identify common support scenarios
• Generates step-by-step Guidance based on what’s worked before

Ready to level up your Guidance?

Clear, structured Guidance is the key to unlocking better performance from your AI Agent. With just one well-written “When, If, Then” prompt, you can reduce escalations, speed up resolutions, and give your shoppers a smoother experience.

Not sure where to start? Try writing Guidance for one common question today—like returns, order status, or promo codes. Or, if you want to go deeper, check out our free Gorgias Academy course. 

TL;DR:

• Your helpdesk shouldn't hold you back. If your team is buried in tickets or bouncing between tools, your platform might be the problem—not your process.
• Rising ticket volumes, slower response times, and clunky integrations are signs you’ve outgrown your platform. Don’t wait for these issues to impact revenue or retention.
• You’re not alone—fast-growing brands hit these roadblocks too. Dr. Bronner’s, Psycho Bunny, and Audien Hearing all switched platforms to support bigger growth with less friction.
• Helpdesk migration doesn’t have to be scary. With the right migration support, you can move quickly, avoid downtime, and give your team a tool they actually want to use.

As ticket volume grows, even the best CX teams start running into roadblocks: limited integrations, repetitive manual work, clunky interfaces, and slower response times. You patch things together. You make it work... until you can’t.

Many growing ecommerce brands find themselves trapped in a system that demands constant workarounds just to function.

If your current customer service platform feels more like a burden than a backbone, you’re not alone—and you’re not stuck.

In this post, we’ll walk through:

• The key signs it’s time to switch platforms
• What to prioritize when choosing your next one
• How brands like Pepper made a smooth move to Gorgias

The 5 warning signs you’ve outgrown your helpdesk

There’s a tipping point most brands hit as they scale. The signs are subtle at first—maybe your agents are taking longer to respond, or the volume of customer support tickets quietly outpaces your team. Then it starts affecting revenue, customer satisfaction, and retention. Big yikes.

Left unchecked, small inefficiencies can snowball into bigger operational challenges.

Catch these warning signs before they start costing you growth:

1. Rising ticket volume and slower resolution times

Support teams that are always playing catch-up rarely have time to focus on higher-value work. If your inbox is constantly overflowing or first response times are creeping up, it’s likely a sign your tools aren’t scaling with your business.

That’s exactly what happened with apparel brand Psycho Bunny.

“As we grew and expanded, we needed a tool that was better suited for Shopify, easier to manage, and offered better support to help us get the most out of the tool,” said Jean-Aymeri de Magistris, VP IT, Data & Analytics, and PMO at Psycho Bunny.

2. Agents constantly toggling between tabs and tools

If your agents are spending more time gathering context than solving problems, you’re losing time (and likely, patience) on both sides of the conversation. Fragmented tools can seriously undercut productivity.

Dr. Bronner’s experienced this firsthand, juggling Salesforce, spreadsheets, and disconnected systems.

“When I joined, we were logging calls and emails in Excel. It wasn’t scalable,” recalled Emily McEnany, Senior CX Manager at Dr. Bronner’s.

3. Clunky or missing integrations with your ecommerce stack

Some platforms require technical support even for small changes, such as custom workflows, new automations, or basic integrations. That may work at the start, but it becomes a bottleneck as your brand grows.

Disconnected systems strip away context, increasing the risk of mistakes. Whether it’s pulling up an order status or managing a return, agents need tools that work together, not against each other.

4. You’re stuck answering the same questions over and over

Every support team deals with repetitive inquiries. But without automation or self-service options, those tickets eat into your team’s time and keep you from focusing on higher-impact conversations.

Nude Project struggled to keep up with their ticket volume due to Zendesk’s lack of intuitive automation features. During Black Friday, the team received a record-high number of tickets—more than double their average volume.

“Connecting with customers through a screen is not always easy. With the high volume of messages, we need a tool that simplifies operational tasks while enabling effective communication and organization,” said Raquel J. Méndez, CX Manager at Nude Project.

5. Onboarding takes too long

Your platform should be easy for new hires to learn and for your team to evolve with. If ramping up agents takes weeks (or months), the platform might be getting in the way more than it’s helping.

Arcade Belts went through this process, trying one system, then switching back to one that better matched their needs.

“It just took a demo or two to realize what was actually going to support our team the way we needed,” their Ecommerce Coordinator, Grant, shared.

If any of these challenges sound familiar, you’re not alone. 

The important part is recognizing when you’ve outgrown your current setup—and knowing that there are options out there to help you move faster.

What to look for when switching CX platforms

Switching platforms isn’t just about solving today’s problems. It’s about creating space for your team to be efficient, serve customers better, and turn support from a cost center into a real growth engine.

Need to migrate to a new platform? Look for the following:

1. A system that keeps up with rising ticket volumes

As your brand grows, support volume naturally increases. 

Find a stable infrastructure that can handle that growth, has zero platform lag, and a robust engineering team that continuously makes the tool better for your needs.

To Psycho Bunny, Zendesk was a “legacy tool”—so they switched to Gorgias.

In just a few weeks, they migrated all historical conversations, tags, and Macros to Gorgias. Jean-Aymeri, their VP IT, credits Gorgias’s helpful onboarding specialists for making it effortless to integrate their apps and onboard their team onto a brand new tool.

Related: The engineering work that keeps Gorgias running smoothly

2. Automation for repetitive tasks (that maintains the human touch)

From “where’s my order” questions to return policies, prioritize AI tools that can automate repetitive inquiries.

Dr. Bronner’s implemented AI Agent to handle rising volumes of FAQs, allowing their team to focus on complex requests that require a human touch.

In just two months, they saw:

• 45% of all customer service tickets automated
• $100,000 saved per year by switching from Salesforce to Gorgias
• 4 days per month in team time savings
• 11% higher customer satisfaction score 

By systematizing the simple stuff, they freed up bandwidth to focus on what matters most—building relationships and solving more nuanced problems.

3. Built-in features that turn support into sales

More brands are rethinking how support contributes to revenue. Look for a tool that combines support and sales. The most effective ones use AI to initiate upselling conversations, so your team can generate new revenue without needing to scale headcount at the same rate.

For jewelry brand Caitlyn Minimalist, which normally saw 30,000 tickets per month, AI Agent was the perfect fit. On top of answering FAQs, AI Agent also helped recommend products based on customer needs.

These conversations often begin as simple inquiries (“What should I get for my friend’s birthday?” or “What product suits me?”) and end in a purchase—handled entirely by AI. In fact, AI Agent’s conversion rates were 150% higher than the team average, proving that automation can support and sell.

4. A more efficient workflow—without relying on developers

The last thing scaling brands should have to worry about is relying on developers for basic changes. That includes being able to create macros and automations in-house and access key customer data without toggling across tools. 

The platform should fit into your existing ecommerce stack—not fight against it.

That’s where Audien Hearing found themselves before switching to Gorgias.

“I’ve seen companies lose a lot of money because it’s not efficient,” said Zoe Kahn, former VP of CX. “You try to save money early on, but then you look at your helpdesk a year later and think, ‘Oh no, what’s happening?’”

Since switching from Richpanel, Audien Hearing’s CX team has been able to run CX on their own terms—without the bottlenecks.

They now resolve 9,000 tickets per month through self-service alone (including a customer knowledge base), cut first response times by 88%, and reduced return rates by 5%. With more time for one-on-one conversations, CSAT jumped from 80 to 86.

What migration actually looks like

“But migration sounds hard.”

We get it. Moving your entire CX operation can feel intimidating. But with the right partner (and the right platform), it doesn’t have to be.

Here’s how Gorgias makes switching smooth and stress-free:

• A dedicated onboarding team: Our team is with you every step of the way—from initial setup to post-launch optimization.
• A platform built for ecommerce workflows: Gorgias is designed to work the way ecommerce brands do, not the other way around.
• Fast setup and agent training: Most brands are up and running in days, not weeks. And because the interface is intuitive, teams can get comfortable quickly without heavy, time-consuming training.
• Full data migration support: Whether you’re moving from Gladly, Zendesk, or another platform, we’ll help you bring your history, macros, and workflows over smoothly.

Most Gorgias customers are fully live within just a few days—ready to serve customers faster, smarter, and with less manual lift.

How Pepper made a smooth switch to Gorgias

When fast-growing intimates brand Pepper outgrew their old CX platform, they knew they needed a system that could scale with them—without sacrificing speed or quality.

“Gladly didn’t offer any automation or inbox organization features. Our queue got really messy. We got 400 tickets a day during Black Friday, and we didn’t clear that backlog until the following Spring. We knew we couldn’t do that again,” explained Gabrielle McWhirter, CX Operations Lead at Pepper.

With Gorgias, Pepper was able to:

• Fully migrate their workflows and history
• Train their team quickly on the new platform
• Launch their AI Agent ("Penelope") to automate more than 50% of support tickets

And the results spoke for themselves:

• 16.5x ROI on AI-driven sales interactions
• 90%+ decrease in first response and resolution times
• 18% uplift in average order value

See how Pepper made the switch happen (and why they’re never looking back):

Is it time to make the switch?

If you’re seeing the warning signs, here’s a quick gut check:

• You’re drowning in tickets and toggling between tabs
• You can’t track or tie support to revenue
• You need better integration with your tech stack
• You’re not using automation, or it’s not actually saving time
• Your team dreads logging into your current tool

The right platform won’t just help your team work better. It’ll help you drive more revenue, boost customer retention, and actually make customers want to talk to you.

See what switching to Gorgias could do for your brand. Book a demo today.

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TL;DR:

• Your CX team drives revenue: Build trust, remove friction, and influence buying decisions across the customer journey
• Optimize existing processes: Automate tasks, address concerns proactively, and create efficient handoffs
• Spot risk early: Use tagging and sentiment detection to re-engage customers before they churn
• Protect VIPs: Prioritize loyal customers, create moments of delight, turn supporters into advocates

Rising tariffs. Shipping delays. Unpredictable price hikes. For ecommerce, it's an understatement to say the pressure is rising. If you're on the CX team, you're already facing the fire head-on — all the customer frustration, confusion, and hesitation.

CX teams are on the frontlines of support and sales. You're shaping customer trust, buying decisions, and brand loyalty. 

From pre-sales conversations to loyalty programs, it’s time to rethink the customer journey, so you can turn every interaction into an opportunity to grow your revenue.

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Reframe CX’s role across the customer journey

Customer service isn’t just about reacting to problems. It can be a proactive and strategic function that helps you stabilize and even grow your revenue.

Think about it this way: you have the power to turn everyday customer moments into wins.

At every stage of the customer journey, you can turn:

1. Purchase hesitation -> confidence to buy (pre-sales)
2. Concern → relief (post-purchase)
3. Disinterest -> re-engagement (loyalty)
4. Returning customers → brand advocates (advocacy)

This isn’t about being pushy for sales. It's about anticipating needs and putting systems in place that protect customer relationships and revenue.

As you update your CX workflow, keep these two questions in mind:

1. How can I positively influence revenue?
2. How can I reduce the risk of losing it?

1. Resolve pre-sales hesitation with education

Most pre-sales hesitation is rooted in uncertainty: What’s the return policy? How much is shipping? Will this fit? Will it arrive in time? 

Reduce customer effort and build confidence with automation as your CX team’s first line of defense. Anything else more complicated, your agents can take care of.

Automate repetitive questions

Start by setting up automated answers for the questions your team responds to every day, especially the ones that delay conversions:

• Where is my order?
• Do you ship internationally?
• How much is shipping?
• Do you accept returns?
• Are your prices affected by tariffs?

There are a few ways to automate these questions in Gorgias: 

• Flows: Automated conversations designed to resolve common inquiries without agent intervention
• AI Agent: Conversational AI that answers customer questions in chat and email, trained on your internal documents and brand voice
• Help Center: A self-serve, customer-facing knowledge base of help articles, FAQs, guides, and product resources

Read more: How to optimize your help center for AI Agent

Proactively guide shoppers

Be the compass for the wandering window shoppers and browsers. They might not know exactly what to get, but with the right nudge, you can guide them toward the right product and a fuller cart.

Try these chat prompts:

• Don’t know what size to get? Check out our sizing guide to get your perfect fit!
• Need help choosing the right carry-on? Here’s a quick comparison of our top sellers.
• We offer free shipping for orders over $60! 
• What’s your skin type — dry, oily, or combination?

Offer discounts based on shopper intent

Sometimes, a discount is all a customer needs to take their order to checkout. Instead of storewide promo codes, use AI to offer tailored discounts to shoppers who show strong intent to buy. This can help reduce abandoned carts and leave customers with a great impression of your brand.

Here are some of the best times to offer a discount:

• A first-time shopper is hesitant because of the price
• A shopper adds an item to their cart, then asks about shipping or return policies
• A shopper asks if they should wait for a sale

Recommend products in real time

If shoppers can’t quickly find what they’re looking for, they’ll leave. Real-time product recommendations help resolve indecision and increase average order value.

Examples of when real-time suggestions drive conversions:

• A shopper asks for jeans in medium — AI suggests bestsellers in their size
• A returning customer mentions loving a nude-colored top — AI recommends similar or matching items
• A product is out of stock — AI suggests alternatives based on color or style

Hand off high-intent shoppers to live agents

High-intent questions are usually specific and goal-oriented — things like:

• What size should I get?
• How soon can this ship?
• Is this item still in stock?

When customers ask questions that directly impact their ability to purchase, it’s a strong buying signal. If they don’t get a fast response, they’ll probably abandon their cart.

So, how do you encourage shoppers to keep shopping?

Activate chat on your website and equip it with automated features, such as Flows, and/or conversational AI, like AI Agent. 

No matter what setup you choose, always have a protocol ready to hand off to a human agent when needed.

In Gorgias, you can set up Rules or use AI Agent handover rules to automatically route conversations based on specific keywords, topics, or customer behavior.

2. Alleviate post-purchase concerns

After buying, customers may want to change their order or just need reassurance that everything is on its way. 

If customers feel ignored during this critical window, you risk losing their business.

The easy fix? Eliminate friction, reassure customers, and make it easy for them to stay excited about their purchase.

Automate order status updates

Customers expect full visibility into their orders. Give them full access to this information, and you'll receive fewer WISMO requests.

Integrate your helpdesk with your 3PL or shipping provider to automatically send real-time updates on order status. If customers have an account portal, give them a tracking link.

Pro Tip: If delays are expected, automate messages to let customers know ahead of time. Being proactive keeps customers informed and reduces the need for reactive support.

Turn negative experiences into retention moments

When something goes wrong, like a delay, a lost package, or unexpected fees, it's how you respond that matters most.

Empower your CX team to act quickly. For example:

• Offer store credit, loyalty points, or free shipping perks to impacted customers
• Prioritize VIP or first-time buyers for fast-tracked resolutions
• Escalate critical post-purchase issues to senior agents

You can also use sentiment detection to flag frustrated customers early. Gorgias has built-in customer sentiment detection that automatically identifies tones like urgent, negative, positive, or even threatening language. You can create Rules that tag these conversations and route them to the right agent for faster handling.

Read more: Customer sentiments

3. Re-engage at-risk customers and reduce churn

Just because a customer is at risk doesn’t mean you’ve lost them. Identifying and re-engaging at-risk customers is one of the highest-impact things you can do to protect revenue. 

Spot risk early

Pay attention to repeat patterns that signal dissatisfaction. Common early indicators include:

• Multiple shipping complaints
• Frequent refund or return requests
• Negative or urgent sentiment in support tickets
• Long periods of customer inactivity after purchase

Use sentiment detection and Ticket Fields (ticket properties) to tag these signals automatically. With this data identified, you’ll start to spot patterns that can help you address issues, giving customers a reason to stay. 

Build recovery flows

Once you’ve identified your at-risk customers, use win-back strategies, like:

• Offering discount codes, loyalty perks, or free returns
• Sending personalized emails or messages acknowledging the issue and offering solutions
• Prioritizing conversations for your most experienced agents or account managers

When handled thoughtfully, a churn-risk customer can become one of your strongest advocates because you showed up when it mattered most.

4. Build loyalty by surprising your best customers

Don’t forget, there are already customers who love you! These loyal customers don’t just come back to buy again — they bring friends, amplify your brand, and give your business stability when you need it most.

Identify and prioritize VIPs

Use customer data to identify customers who purchase frequently, spend more, or have referred others. Tag them as VIPs in your helpdesk so that their requests are prioritized.

For example, in Gorgias, you can use Customer Fields (customer labels and properties) to group your customers under:

• VIP
• Repeat purchaser
• High lifetime value
• Promoter

When you know who your top customers are, you can offer more personalized service and make sure every interaction strengthens their connection to your brand.

Create brand advocates through small gestures

You don’t need to offer huge discounts to let customers know you appreciate them. Small, thoughtful gestures often make the biggest impact:

• Send handwritten thank-you notes with their orders
• Offer a free gift, upgrade, or loyalty perk after a milestone purchase
• Include a referral code they can share with friends
• Feature loyal customers on your social media channels (with their permission)

If you’re using macros and automations, you can even trigger some of these surprise-and-delight actions automatically, making it easier to scale while keeping the personal touch.

Make revenue your outcome at any time

We know how overwhelming uncertain times can be. It’s easy to think you need to reinvent your entire strategy just to keep up. 

But the truth is, you already have what you need. You have a team that knows your customers. You have conversations happening every day that can protect, nurture, and even grow your business.

By grounding yourself in what’s already working and creating proactive systems, you can turn uncertainty into strong and steady growth.

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TL;DR:

• Clear policies reduce tickets. When customers can’t find return windows or shipping timelines, they turn to your support team — often unnecessarily.
• Each vertical has different CX needs. A fashion shopper wants fit info. An electronics buyer needs setup help. Tailor your policies to match.
• Proactive placement matters. Don’t bury policies in the footer — surface them in product pages, chat, emails, and account portals where customers actually look.
• Policy + AI = self-service support. Gorgias’s AI Agent can guide shoppers to answers instantly, reducing WISMO and freeing up your team for high-value work.

For many ecommerce teams, store policies are an afterthought, tucked away in the footer or buried deep in the FAQ. But they shouldn’t be.

Great customer experience (CX) starts before a customer reaches out. And with 55% of shoppers preferring self-service support, your store policies are often their first stop for answers.

In this guide, we break down the must-have policies for five key ecommerce verticals, based on real Gorgias ticket data. From shipping delays to subscription changes, you’ll learn how to prevent tickets before they happen.

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Why store policies are a CX power move

If you’re constantly fielding questions about returns, shipping times, or order changes, it’s a policy opportunity.

Well-crafted store policies are one of your CX team's most effective tools for setting expectations, building trust, and preventing support issues before they happen. When done right, they turn common friction points into effortless experiences.

Common blind spots that lead to tickets

When policies are vague or hard to find, customers turn to your inbox, driving up ticket volume and slowing down your support team.

Here are the most common blind spots we see:

• Unclear or missing return windows lead to questions like, “Can I still return this?”
• No defined process for exchanges or edits confuses customers who need to fix an order.
• Subscription rules hidden in fine print frustrate loyal customers trying to pause, skip, or cancel.
• Shipping timelines that shift without explanation cause “Where’s my order?” messages that could’ve been avoided.

When policies aren’t clear or easy to find, customers turn to your inbox. And that means more tickets, wait times, and pressure on your team.

Proactive policies = fewer tickets, happier customers

Based on real data from Gorgias, these are the top 10 tickets customers send across channels like chat, contact forms, and email:

1. Order damaged
2. No reply tickets
3. Shipping policy
4. Shipping change
5. Order change
6. Product question
7. Return status
8. Thank you tickets
9. Discount request
10. Shipping status

What do most of these have in common? You can address them with clear, accessible policies. 

15 store policies you need, organized by industry

Customer expectations aren’t one-size-fits-all, and your store policies shouldn’t be either.

What shoppers expect from a fashion brand is very different from what they need from a wellness company or electronics provider. 

We’ve broken down the top policy must-haves by vertical, using real-world examples from Gorgias customers and ticket data.

Use these examples as your plug-and-play guide to write better policies, reduce ticket volume, and create smoother support experiences — no matter what you sell.

Apparel and fashion

When it comes to fashion, uncertainty drives tickets. “Will this fit?” “Can I return it?” “Where’s my order?” The most successful fashion brands like Princess Polly cut down on support volume by making these answers easy to find before customers ever reach out.

Key policies to prioritize

• Returns and exchanges: Be clear on timeframes, conditions, and the process. Bonus points for adding visuals or quick links to return portals.
• Size guide and fit: To minimize confusion, include details on model sizing, garment measurements, and fit notes.
• Order changes: Let customers know how to update their order before it ships.
• Shipping timelines: Set expectations around processing and delivery windows (especially during peak seasons).

Where to share store policies

• Link return and shipping policies on product detail pages (PDPs).
• Trigger chat campaigns with the sizing guide when shoppers linger on product pages.
• Add return instructions in post-purchase emails to cut “How do I return this?” tickets.

Consumer goods

Consumer goods customers often want to know two things right away: “What’s it made of?” and “When will it get here?” These questions can quickly pile up in your inbox if your policies aren’t front and center.

Trove Brands, home to household favorites like BlenderBottle and Owala, solves this by proactively answering product and shipping questions across their site and emails.

Key policies to prioritize

• Shipping: Share estimated delivery times, carrier information, and instructions on how customers can track their orders.
• Product specs and materials: List dimensions, materials, care instructions, and safety notes to avoid product-related confusion.
• Damage/defect resolution: Set clear expectations around what qualifies as a defect and how customers can report it.
• Warranty or guarantee: Outline what’s covered, for how long, and how to claim it, especially important for durable goods.

At the end of each product page, BlenderBottle shares a support menu where shoppers can find information on order status and replacement parts. 

Where to share store policies

• Embed product-related FAQs directly on PDPs to answer questions where they arise.
• Use conversational AI assistants like AI Agent to automatically resolve tickets related to product questions and damaged orders.
• Add warranty and damage policy links in order confirmation and shipping emails to keep customers informed.

Read more: What's the secret to reducing WISMO requests?

Consumer electronics

In electronics, clarity is everything. Customers want to know how to use the product, what to do if it doesn’t work, and how to get a replacement — without jumping through hoops.

Over-the-counter hearing aid company Audien Hearing nails this by creating crystal-clear support content around setup, shipping, and returns, so customers can troubleshoot confidently and independently.

Key policies to prioritize

• Warranty/repairs: Explain what’s covered, how to file a claim, and turnaround times for repairs or replacements.
• Returns and exchanges: Clearly state the return window, list of eligible items, processing time, and whether you accept refunds, in-store credit, or exchanges.
• Shipping and delivery expectations: Share average delivery timelines and what to expect once a product ships.
• Troubleshooting steps: Provide self-service guides for common issues like connectivity, battery life, or setup confusion.

Audien Hearing has clear visual policies that make it simple for shoppers to find the info they need quickly. 

Where to share store policies

• In chat, set up an automated flow that answers questions like “How do I set this up?” or “Can I return this?”
• Let customers track their return or exchange process, especially when high-value items are involved.
• Create step-by-step guides, accompanied by video or images, in your Help Center for setup and basic troubleshooting.
• Include warranty and return information in the product packaging, so customers have it readily available in case something goes wrong.

Health and wellness

In the health and wellness space, trust and transparency are everything. Customers want to feel confident that the products they’re using are safe and that the support will be just as thoughtful as the product itself.

Brands like period underwear brand Saalt do this exceptionally well, pairing clear product education with empathetic policies that guide customers through everything from first use to subscription changes.

Key policies to prioritize

• Product safety and use: Provide detailed instructions, safety disclaimers, and FAQs for first-time users, especially for intimate or ingestible products.
• Returns (especially for hygiene items): Be upfront about what can and can’t be returned, and include compassionate language to build trust.
• Order change or cancellation: Make it easy to update or cancel orders, especially for items that ship quickly or automatically.
• Subscription FAQs: Clearly explain how to skip, pause, or cancel a subscription, and what benefits subscribers get.

Saalt lets customers phrase questions themselves or choose from a dropdown menu.

Where to share store policies

• Prioritize clarity on your contact form by using dropdowns or checkboxes to organize customer inquiries by topic.
• Let AI Agent handle recurring product questions like “How do I use this?” or “Is this safe?” to free up your team.
• Include shipping and return info in SMS flows so customers can get answers on-the-go, without needing to email.

Food and beverage

Food and beverage customers tend to be both curious and cautious. They want to know what they’re putting in their bodies — and what to do if something goes wrong with the order. 

Brands like Everyday Dose get ahead of these concerns by making their policies clear, accessible, and customer-first.

Key policies to prioritize

• Ingredient and allergen disclaimers: Transparency is everything. List ingredients, possible allergens, and sourcing details to build trust.
• Subscription changes: Give customers full control to pause, skip, or cancel deliveries with minimal friction.
• Damaged orders: Outline what customers should do if a product arrives broken or spoiled, and how fast they can expect a replacement.
• Shipping and delivery FAQs: Cover delivery timeframes, how orders are packed, and what to do if a shipment is delayed.

Everyday Dose lists frequently asked questions and makes it simple for customers to find important allergen and ingredient information. 

Given that Everyday Dose is a mushroom supplement brand, many shoppers will likely have questions around allergens and exact ingredients. On each of their product pages, there is a clear “Read the Label” button. 

Everyday Dose also has a chat which encourages customers to click through to the correct support link or to track their order. 

Where to share store policies

• Enable self-service order management on chat to give customers real-time updates on shipping status and subscription changes.
• Feature policy links prominently in your customer account portal — especially for managing subscriptions.
• Include your damage/return policy in post-purchase and thank-you emails, so customers know exactly what to do if something’s wrong.

Pro Tip: Use a conversational AI platform to handle common questions at scale. For example, Gorgias’s AI Agent can instantly respond to FAQs like “How much is shipping?” or “When will my order arrive?” — all in your brand’s voice. And when a request needs a human touch, it routes the ticket to the right agent automatically.

Best practices for writing and distributing store policies

Even the most well-written policy won’t reduce tickets if it’s buried three clicks deep in your footer. To truly support your customers (and lighten your team’s workload), your policies need to show up in the right places, at the right moments.

Here’s how to get them in front of customers when they need them most:

Surface policies across key customer touchpoints

• Product detail pages: Link to size guides, shipping timelines, or ingredient lists directly on PDPs.
• Chat: Use a combination of automated flows and conversational AI to proactively suggest relevant policies based on the customer’s question or page.
• Help center: Turn your most common ticket topics into easy-to-scan articles with clear titles and headers.
• Email flows: Include return and warranty info in post-purchase emails, shipping updates, and thank-you messages.
• Account portals: Make it easy for customers to manage subscriptions, view order policies, and find FAQs in their account dashboard.
• SMS or mobile support: Include quick policy reminders in transactional texts, like shipping delays or renewal reminders.

3 core elements of a strong store policy

1. Clear: Use plain language, short sentences, and bullet points. Avoid legal jargon.
2. Accessible: Link them prominently in your footer, header, Help Center homepage, chat, and product pages.
3. Actionable: Tell customers exactly what to do — where to click, who to contact, and what to expect.

Well-placed policies turn support into a self-service experience. They empower your customers to get what they need without ever opening a ticket — and that’s a win for everyone.

Turn store policies into your first line of support 

Clear, proactive policies do more than answer questions. They prevent tickets, build trust, and make your support team’s job easier. By tailoring your policies to your industry and placing them where customers actually need them, you turn potential friction points into smooth experiences.

Want to take it a step further? Book a demo to see Gorgias’s AI Agent handle common inquiries like shipping, returns, and product questions, across chat, email, and contact forms.

{{lead-magnet-2}}

If you're an ecommerce leader right now, you’re likely facing a new wave of uncertainty. Rising tariffs, disrupted imports, and sudden cost increases are putting pressure on your margins, and your customer relationships.

At Gorgias, we are working with thousands of brands that are grappling with tough calls: adjust prices, shift sourcing, or absorb costs to protect loyalty. And while the supply chain is where these issues start, the customer experience is where they play out.

Whether you’re a growing DTC or an enterprise brand, your customers deserve transparency. We know the pressure you're under, and we're here to help you navigate it. To help you not only manage the conversation, but lead it with clarity, empathy, and speed. 

Ecommerce brands are in an impossible position right now, following the 24 hours news cycle, and waiting to see how tariffs will cut into profits and impact their business. 

For customers? It can create confusion, frustration, and a flurry of angry tickets if brands aren’t proactive and transparent. But here's the truth: how your team talks about tariffs is just as important as what they say.

These moments of friction, and how you communicate these changes to your customers can be opportunities to build trust, reduce churn, and even demonstrate the real revenue power of your team. In a moment when clarity and trust are everything, the role of CX leaders is more important than ever. 

When tariffs hit, CX takes the call

Tariffs may seem like a back-end issue, but in reality, they shape front-end experiences—from product pricing and availability to fulfillment speed and satisfaction.

For ecommerce brands, especially those sourcing from China or shipping globally, these trade shifts hit close to home. Products get more expensive, shipping slows down, and some SKUs disappear altogether.

And CX teams are often the first to hear about it. The question isn’t if you should communicate tariff implications, but how.

What customers actually want to know 

Here’s the good news: customers don’t expect you to control global trade policy. But they do expect honesty.

What matters most right now is:

• Transparency: Be clear about what’s changing and why.
• Timing: Tell them before they find out at checkout.
• Empathy: Acknowledge that increased prices or delays are frustrating and explain what you're doing to help.

And even more specifically, your customers are likely looking for answers to three simple questions: 

1. Did the price increase? Why? 
2. Why can’t I find this product anymore? 
3. Is my order going to be delayed? 

In times of change, trust becomes foundational. If you're not upfront about what’s happening and how it affects them, customers will fill in the blank, or worse, turn to competitors. 

How to talk tariffs without losing trust 

Be clear, not complicated

Tariffs are complex, but your messaging shouldn’t be. Strip out the policy jargon and explain the changes in human terms. Let customers know what’s changing, why it’s happening, and what steps you’re taking to protect their experience.

Instead of: “Due to regulatory changes impacting import duties…”

Say: “Because of new tariffs, some of our prices have gone up. Here’s why, and what we’re doing to keep costs down.”

Say the same thing everywhere 

From your Help Center to your agents to your email updates, your message should be consistent. Mismatched explanations create confusion and erode trust. Align your team on the key talking points and update scripts and automations across all customer touchpoints.

Speaking of your Help Center, now might be a great time to create an article specifically about tariffs and how you’re approaching them. The article can serve as a source of truth for your customers and your AI agents on the front lines answering questions.

Lead with empathy

Customers don’t just want the facts, they want to know you care. Acknowledge the frustration, and offer reassurance. Small gestures like a personalized note or a shipping perk can show you’re on their side.

Be specific and honest 

Generic messages fall flat. Give customers details that they can rely on: Are the changes permanent? Are you absorbing part of the cost? Is a specific product impacted? When you’re upfront about the situation, and how you’re responding to it, you build credibility.

Decide how AI Agents should help

Times of uncertainty are times to cut costs, but it may also mean increased ticket volume. AI agents can help on the frontlines. But be sure to build your handovers to escalate to your team in the right moments to build trust.

Start with transparency: Beis sets the bar

Luggage brand, Beis, recently sent an email to customers that is a great example in customer-first communication. Rather than quietly raising prices or burying fees in checkout, they called it what it was: tariffs.

They explained the change clearly, why it was happening, and what customers could expect. And most importantly, they acknowledged the frustration. No spin, or vague language, just a clear message from a brand that respects its customers enough to be honest with them.

This kind of proactive messaging does more than prevent a flood of support tickets. It creates alignment between the brand and the customer. Beis didn’t make the rules but they’re navigating them with their customers, not in spite of them.

Make it a CX conversation, not just a policy page 

Too often, tariff policies get relegated to the FAQ page or terms and conditions. Customers typically only land there after they’re already confused or upset.

Instead, CX should treat tariffs as a key part of the customer journey and be equipped to speak about them empathetically and clearly. 

1. Proactive chat leads to fewer surprises

Add a proactive message to your chat widget that addresses tariff-related questions before they even come up. A short note like, “You may notice some pricing changes – here’s why,” with a link to your FAQ or a specific article, helps to deflect confusion and prevents cart abandonment. 

2. Update your FAQ with key information 

Surface timely information right where customers are most likely to look. Use your chat or search function to include a clear callout. 

“Looking for information on recent pricing or shipping updates? Here’s what changed.” 

This type of visibility empowers self-service, and reduces ticket volume. 

3. Equip your agents with scripts that are genuine 

Don’t leave your support team guessing. Create internal scripts with clear language on what to say (and what to avoid) when talking tariffs. Script empathy, not just compliance: Empower agents with language that acknowledges the inconvenience while reinforcing the brand's values.

Say: 

• We’ve made some pricing updates due to new tariffs, and we’re doing everything we can to minimize the impact. 
• We know this change may be frustrating. Here’s how we’re helping our customers through it. 

Avoid: 

• Overly technical or vague terms like “regulatory adjustments” or “economic climate shifts.” 
• Any messaging that deflects responsibility or blames external factors without explanation. 

4. Build smart macros for Tariff FAQs

If you’re using automation, make sure your AI Agent and autoresponders can explain tariff policies accurately and compassionately. Use macros to ensure fast, consistent replies, without sacrificing tone. Some key macro themes to create: 

• Why did prices increase? 
• Are tariffs permanent? 
• Is my order delayed because of tariffs? 
• Why is this product no longer available? 

Each macro should strike a balance of clarity, empathy, and brand voice, offering both the what and the why. 

You can’t control tariffs. But you can control trust. 

Tariffs might be out of your control. But how you talk about them? That’s entirely in your hands.

This is your moment as a CX leader, not just to react but to lead. To turn friction into transparency, tension into trust, and confusion into connection. Because when policies change overnight and customer confidence is on the line, the brands that communicate with honesty, consistency, and care don’t just survive. They strengthen loyalty.

Your customers don’t expect perfection. They expect clarity. They expect empathy. And they expect you to show up.

At Gorgias, we’re here to make sure you can. With tools to automate answers, personalize conversations, and empower your team to deliver the kind of CX that builds long-term brand equity, even when times get tough.