The Voice of Customers

Most e-commerce businesses are getting less useful feedback than they think.

Customers encounter survey after survey. NPS requests, post-purchase ratings, support scores. Response rates keep falling, and the data that comes back rarely tells you anything you can act on. Meanwhile, the conversations your customers are actually having with your support team go unanalysed.

We went through 787,052 of our customer conversations across 300+ webshops to find out what customers are actually asking, when volumes spike, and how channel behaviour is changing. The result is a practical report built on the kind of data that gives you valuable insights on customer behavior.

If you are responsible for customer experience or customer service in an e-commerce business, this report is for you.

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Key Insights

What did we learn from 787,502 conversations?

Read this report and you will know exactly why "Where is my order?" remains the top support question even when you send tracking updates. You will see which week can breaks customer service teams.

You will understand why the customers who never fill in a survey are often the ones with the most to tell you. Most e-commerce teams assume they know where the pressure points are. But when you look at 787,052 customer conversations, some of the patterns are not what you would expect.

12% of all orders lead to a customer service request

The busiest week of the year saw almost 3x more tickets than the slowest week

Email dominates (55%), but chatbots are replacing live chat and phone support fast

Chatbot adoption is rising: 17% of all inquiries were handled automatically in 2024

Only 6% of customers bother rating support - AI-driven sentiment analysis is the future

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Frequently asked questions

What are the biggest trends in e-commerce right now? Based on our customer conversations, three trends stand out. Chatbot adoption is accelerating, with 17% of conversations handled automatically in 2024 compared to 13% in 2023. Seasonal peaks are becoming more extreme, with the busiest week seeing almost 3x the volume of the quietest. And traditional feedback methods like NPS and CSAT surveys are capturing less than 6% of customer interactions, making AI-driven sentiment analysis increasingly important for e-commerce businesses that want a full picture of customer experience.

What is the most frequently customer service asked question? Despite widespread investment in order tracking, delivery notifications and self-service tools, the delivery status "where is my order" remains the single most asked question across the webshops in our dataset. The report explains why automated updates alone are not enough and what proactive communication in customer service looks like.

When is the busiest period for e-commerce customer service? The data shows that the peak is not Black Friday itself but the two weeks that follow. This period combines a high volume of post-order issues with a surge in pre-Christmas shopping queries, creating the most demanding weeks of the year for customer service teams.

What is the Voice of Customers report? The Voice of Customers is an annual report from MakesYouLocal based on customer service data from more than 300 e-commerce webshops. The 2024 edition analyses 787,052 customer conversations to give insights on what customers are asking, how support volumes shift across the year, and which trends are shaping e-commerce customer experience heading into 2025.