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This is what shoppers expect from e-commerce customer service - do you meet these requirements? 

In 2026, e-commerce customers are more informed than ever. It's not enough to have an attractive product and a competitive price - today the choice of shop is determined by purchasing experience. These are what build loyalty, positive feedback and long-term brand relationships. 

As the report shows Gemius E-commerce in Poland 2024, previous positive experiences are the most important factor besides money in choosing an online shop.
The question is: does your e-commerce meet these expectations? 

 

  1. Customers expect a positive experience

The shopping experience is much more than the shopping cart and payment itself. It encompasses every contact a customer has with a brand - from website design to post-sale communication. 

Therefore: 

  • bet on intuitive UX and transparent purchasing process,
  • provide easy to contact - preferably via online chat,
  • take care of after-sales service (shipping information, post-purchase support, proactive satisfaction questions).

It is in these moments that trust and loyalty are built. Every good experience pays off with a return customer in the future. 

 

  1. Customers expect effective problem solving

According to the report Marketplace Shopping Behavior Report 2025, until 50% buyers identifies efficient problem solving as the most important element of customer service. 

It's not just about responding to a complaint - it's about pace, empathy and style Communications.
A customer who feels listened to and taken seriously is more likely to return and leave positive feedback. 

What is worth implementing: 

  • clear division of responsibilities within the service team,
  • quick access to information in a single system,
  • clear procedures for escalating problems between departments.

This ensures that the whole process of resolving requests runs smoothly and that the customer feels they are in good hands. 

 

  1. Customers expect fast and timely responses

Time is the currency of e-commerce today. According to the same report 49% customers expects an immediate response to an enquiry. Waiting too long often means... losing the sale. 

In the case of platforms (e.g. Allegro, Amazon), the response time also affects the seller's ranking. 

How to improve response times? 

  • Enter autoresponders and automatic reply rules.
  • Tailor messages to the context - different content works for a delivery enquiry, different for a complaint

 

  1. Customers expect modern technology - especially AI

According to the data Capgemini, until 70% consumers expects artificial intelligence to improve their shopping experience. What's more, 58% admitted that they already use AI solutions (such as ChatGPT) when searching for products. 

This is a signal: customers are not afraid of new technologies - on the contrary, they expect them.
AI in customer service can answer simple questions, help with product selection or carry on a conversation out of hours. 

 

  1. Customers expect personalisation

Research McKinsey leave no doubt: 

  • 71% customers expect personalised interactions,
  • 76% feels frustrated when the brand does not provide this.

Buyers want to feel understood and not anonymous.

Personalisation is not just a name in a message - it is consistent communication based on knowledge of the customer's purchase history, previous conversations and preferences. 

What you can do: 

  • provide your team with access to order and message history in a single panel,
  • segment customers by purchasing behaviour,
  • tailor messages to the stage of the purchase path.

The result? More loyal customers and fewer abandoned baskets. 

 

 

Author of the blog: Karolina Kieremkampt
Date of publication: 30.01.2026r.

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