How Helpful Is Live Chat?

Some e-commerce websites aiming to assist confused or curious shoppers have started offering live chat features. This allows customers to communicate with customer service representatives in real-time, ask questions, and get immediate help.

The developer of one such live chat tool for e-commerce conducted a survey among US online shoppers to assess the impact of this feature on shopping behavior.

The results revealed that shoppers who used live chat were more likely to make online purchases at least once a week (40%) compared to those who hadn’t used the feature (22%). In contrast, those who didn’t use live chat were more likely to be occasional shoppers, with 36% making a purchase less than once per month, compared to only 18% of those who engaged with live chat.

Chatty online shoppers also made a larger share of their purchases online during the holiday season. Nearly 20% of live chat users completed over 75% of their holiday shopping online, compared to just 14% of non-chat users. Additionally, 25% of chat users made 51% to 75% of their holiday purchases on the internet, while only 10% of those who didn’t use the chat feature did the same.

Most shoppers who used live chat were satisfied enough to return to the same e-commerce site, which is particularly important during tough economic times when keeping customers is key. According to the survey, 63% of respondents who used live chat said they were more likely to return to the site, and 62% were more likely to make another purchase from the site. Additionally, 38% of respondents reported that the chat session itself influenced their decision to buy. These positive attitudes were even more common among shoppers who make purchases online at least once a week.

Live chat isn't the solution for every e-commerce issue, though. According to another survey, US online shoppers tend to prefer live phone support through click-to-call when handling sensitive or complex issues, such as technical problems or large transactions.

For simpler inquiries, like questions about order status, promotions, shipping options, or lower-cost services, live chat is the preferred customer support method. In a competitive market where encouraging purchases and fostering repeat business is crucial, live chat proves to be a valuable tool.