E-commerce Conversion Support
A UK direct-to-consumer skincare brand selling primarily through their own Shopify storefront.
Industry
E-commerce
Services Deployed
E-commerce Conversion & Support System
Background
The brand operates a focused product range and relies heavily on first-time customer conversion through their website. A small in-house team handled customer enquiries during UK business hours, with a backlog typically forming overnight.
Challenge
Pre-purchase enquiries about ingredient suitability, skin type matching, and delivery options were a meaningful driver of conversion, but response times during evenings and weekends — when a significant share of traffic occurred — were inconsistent. Cart abandonment was tracked at approximately 70% and post-purchase support enquiries were creating sustained load on the team.
Approach
An AI assistant was integrated with the Shopify storefront to handle pre-purchase questions, suggest products based on stated skin concerns, send personalised follow-up to abandoned carts, and triage post-purchase enquiries including returns. Edge cases and any clinical or sensitivity-related questions are escalated to the in-house team.
Results
Cart abandonment rate, reduced from approximately 70%.
Increase in average order value, attributed primarily to AI-driven product suggestions.
Reduction in customer support ticket volume.
Return request acknowledgement time, reduced from a working-day average of 18 hours.
It's not a replacement for our team, it's a layer that handles the obvious questions so the team can focus on the conversations that actually need a person.Founder
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