100 Customer Support Questions Every Ecommerce Store Gets

Why this exists

Almost every ecommerce store gets the same support questions over and over.

These 100 questions cover:

~95% of support volume = questions #1–20

And the remaining ~5% long tail = questions #21–100

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You can use this as:

1. A checklist of what knowledge/actions to wire into Seth AI support.
2. A call script to stress-test Seth AI support after you connect your Shopify store.

How to read the labels

Each question is tagged with one of three labels:

Knowledge = Seth just needs FAQ/policy/product info.

Action = Seth should do something via Shopify/apps (read or write), but it’s not directly changing money or account security.

Permissions = Seth touches money, security, or sensitive account data. You’ll want tighter guardrails, explicit permissions, and maybe human approval.

If you don’t want Seth performing actions yet, you can still use these as knowledge-only questions and just have him explain the process.

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The most asked 95%: Top 20 ecommerce support questions

These are the ones that actually move the needle. Together they’re ~95% of total ticket volume.

1. [Action]
   “Where is my order? Can you give me the latest tracking status?”
   Frequency: ~30% of tickets.
2. [Permissions]
   “How do I start a return, exchange, or refund for my order?”
   Frequency: ~12%.
3. [Knowledge]
   “I have a product question (fit, specs, how to use it) — can you help?”
   Frequency: ~10%.
4. [Permissions]
   “Can I change or cancel an order I already placed?”
   Frequency: ~6%.
5. [Permissions]
   “Can you apply this promo/coupon or give me a price adjustment?”
   Frequency: ~6%.
6. [Permissions]
   “I’m having a payment or checkout problem (card declined / alt pay) — what do I do?”
   Frequency: ~5%.
7. [Knowledge]
   “What’s your shipping policy, including costs and where you ship?”
   Frequency: ~4%.
8. [Permissions]
   “My item arrived damaged, wrong, or with missing parts — what now?”
   Frequency: ~3%.
9. [Permissions]
   “Can you change the shipping address on my order?”
   Frequency: ~3%.
10. [Permissions]
    “What’s the status of my refund or return that’s in progress?”
    Frequency: ~2%.
11. [Action]
    “How do I submit a warranty or defect claim for a product?”
    Frequency: ~2%.
12. [Action]
    “Is this item coming back in stock? What’s the restock ETA?”
    Frequency: ~2%.
13. [Permissions]
    “How do I manage or cancel my product subscription?”
    Frequency: ~2%.
14. [Permissions]
    “I need help logging in or resetting my account password — what do I do?”
    Frequency: ~2%.
15. [Permissions]
    “How do I buy, redeem, or check the balance on a gift card or store credit?”
    Frequency: ~1%.
16. [Knowledge]
    “What are your store or support hours, and how can I reach a live person?”
    Frequency: ~1%.
17. [Knowledge]
    “Do you offer loyalty points, rewards, or student/military/veteran discounts?”
    Frequency: ~1%.
18. [Knowledge]
    “Do you offer wholesale, bulk order pricing, or tax-exempt purchasing?”
    Frequency: ~1%.
19. [Action]
    “Can you send me a copy of my invoice or receipt for this order?”
    Frequency: ~1%.
20. [Action]
    “Can you add gift wrapping or special instructions to my order?”
    Frequency: ~1%.

The long tail: Questions 21–100

These together are ~5% of tickets. Individually they’re tiny (~0.05–0.1% each), but they’re great for hardening Seth.

Order emails, edits & shipping changes

21. [Action] – “Can you resend my order confirmation email?”
22. [Action] – “Can you resend my shipping confirmation or tracking email?”
23. [Permissions] – “Can you change the items or quantities in my existing order (without canceling everything)?”
24. [Permissions] – “Can you upgrade the shipping speed on my order now that it’s placed?”
25. [Action] – “My tracking says ‘delivered’ but I never received the package — what should I do?”
26. [Action] – “My tracking hasn’t updated for a few days — can you check what’s going on?”
27. [Knowledge] – “Can I schedule delivery for a specific date or time?”
28. [Permissions] – “Can I combine two separate orders into one shipment?”
29. [Permissions] – “Can I ship items from one order to multiple addresses?”
30. [Action] – “Can you add or update a note/special instructions on my order after it’s placed?”
31. [Action] – “Can you change the email address or phone number associated with my order?”

Shipping policy & options

32. [Knowledge] – “What are your shipping options and rates?”
33. [Knowledge] – “Do you offer free shipping? What are the minimums or requirements?”
34. [Knowledge] – “How long will shipping take to my address?”
35. [Knowledge] – “Do you ship to my country, province, or state?”
36. [Knowledge] – “Which shipping carriers do you use (UPS, FedEx, USPS, Canada Post, etc.)?”
37. [Knowledge] – “What’s the cutoff time for same-day or next-day shipping?”
38. [Knowledge] – “Will I have to pay customs duties, import taxes, or brokerage fees on my order?”
39. [Knowledge] – “Do you offer local pickup or in-store pickup for online orders?”
40. [Knowledge] – “Do you offer expedited or express shipping options?”
41. [Knowledge] – “Can you ship to a PO Box or APO/FPO address?”

Returns & refunds

42. [Knowledge] – “What is your return policy in general?”
43. [Knowledge] – “How long do I have to return or exchange an item?”
44. [Knowledge] – “Are any items final sale or non-returnable?”
45. [Knowledge] – “How do I start a return online through your website or portal?”
46. [Permissions] – “How do I start an exchange for a different size, color, or variant?”
47. [Knowledge] – “Do you offer free return shipping, or do I pay for the label?”
48. [Knowledge] – “How long will it take to see the refund back on my card or account?”
49. [Knowledge] – “Can I get store credit instead of a refund for my return?”
50. [Knowledge] – “Can I return an online order to a physical store location?”
51. [Knowledge] – “Can I return a gift without the original purchaser or receipt?”
52. [Permissions] – “How do I return or exchange an item that arrived damaged or defective?”

Product details & fit

53. [Knowledge] – “Is this product true to size, or should I size up/down?”
54. [Knowledge] – “Do you have a size chart or detailed measurements for this product?”
55. [Knowledge] – “What materials or ingredients are in this product?”
56. [Knowledge] – “How do I use or set up this product correctly?”
57. [Knowledge] – “How do I wash, clean, or care for this product?”
58. [Knowledge] – “Is this product compatible with my device/model/system?”
59. [Knowledge] – “Is this product safe for kids, pets, or people with allergies/sensitivities?”
60. [Knowledge] – “Where are your products made or manufactured?”
61. [Knowledge] – “Do you have any how-to guides or videos for this product?”
62. [Knowledge] – “What’s the difference between this product and another similar product you sell?”

Discounts, promos & loyalty

63. [Knowledge] – “Do you have any current promotions, coupon codes, or sales I can use?”
64. [Action] – “Why isn’t my discount or promo code working at checkout?”
65. [Knowledge] – “Can I use more than one discount code or promotion on the same order?”
66. [Action] – “Do you offer a military, student, or first-responder discount, and how do I verify?”
67. [Knowledge] – “Do you offer a loyalty or rewards program, and how does it work?”
68. [Permissions] – “How do I redeem my loyalty points or rewards on an order?”

Gift cards & gifting

69. [Knowledge] – “Do you offer digital or physical gift cards? How do I purchase one?”
70. [Knowledge] – “How do I redeem a gift card or store credit during checkout?”
71. [Permissions] – “Can you check or confirm the remaining balance on my gift card or store credit?”
72. [Action] – “Can you include a personalized gift message in my package?”
73. [Action] – “Can you leave prices off the packing slip for a gift order?”

Payments & tax

74. [Knowledge] – “What payment methods do you accept (credit cards, PayPal, Shop Pay, etc.)?”
75. [Permissions] – “Why was my card or payment method declined?”
76. [Knowledge] – “Can I pay with Shop Pay / PayPal / Apple Pay / Google Pay?”
77. [Knowledge] – “Is it safe and secure to enter my payment details on your site?”
78. [Permissions] – “Can you help me update the payment method on my subscription or pre-order?”
79. [Knowledge] – “Why was I charged sales tax, and how is it calculated?”
80. [Knowledge] – “Can I place an order by phone or email instead of through the website?”

Accounts & login

81. [Knowledge] – “How do I create an account on your site?”
82. [Permissions] – “How do I reset my password if I forgot it?”
83. [Permissions] – “I never received the password-reset email — can you help?”
84. [Permissions] – “How do I change my email, password, or other account details?”
85. [Action] – “How do I view my past orders and order history?”
86. [Action] – “How do I subscribe or unsubscribe from your marketing emails or text messages?”

Subscriptions

87. [Knowledge] – “Do you offer subscriptions or auto-ship for this product?”
88. [Permissions] – “How do I change, skip, or pause an upcoming subscription shipment?”
89. [Permissions] – “How do I cancel my subscription and stop future renewals?”
90. [Permissions] – “How do I update the shipping address or payment method on my subscription?”

General store & support info

91. [Knowledge] – “What are your customer support hours and typical response times?”
92. [Knowledge] – “What’s the best way to contact support (email, chat, SMS, phone)?”
93. [Knowledge] – “Do you have a physical store or showroom I can visit?”
94. [Knowledge] – “Do you offer curbside pickup or local delivery?”

B2B, tax & invoices

95. [Knowledge] – “Do you offer wholesale pricing or bulk discounts for large orders?”
96. [Permissions] – “How can I place a tax-exempt order for my business, school, or nonprofit?”
97. [Action] – “Can you send me a detailed receipt or invoice with my business info?”
98. [Permissions] – “Can you update the name, address, or tax ID on my invoice?”
99. [Action] – “Can you resend or correct an order confirmation/invoice that has a mistake?”
100. [Permissions] – “Can you upgrade or adjust my order’s shipping after it’s already been confirmed and paid?”

How to actually test Seth AI support with this

1. Call your Ringly number from an actual phone.
2. Start at question #1 and work your way down.
3. Any time Seth 1) Doesn’t understand 2) Gives a weak answer 3) Can’t take the action you want him to take:

Write it down and fix that one gap (knowledge, action, or permission).

Rinse and repeat until the top 20 are perfect. Then clean up the long tail.

Do this, and you’ll have a Shopify phone line that quietly absorbs 95%+ of the annoying tickets your team is currently babysitting.