Key Takeaways

Consumers now expect seamless service on social – they want the same speed and care online as in-store, and ignoring them quickly erodes loyalty.
Great service builds loyalty and advocacy – timely, thoughtful interactions increase spend, repeat purchases, and positive word-of-mouth.
Poor service damages brands instantly – slow or careless responses fuel negative reviews and viral complaints that hurt reputation and revenue.

From the High Street to the Homepage

Imagine the scenario: you have just bought a new top from one of your favourite high-street stores. You get home excited to try it on, style it with the rest of your purchases, and maybe even post a picture of your new look. But then – disaster. You notice a rip in the seam. Annoying, yes, but solvable. You return to the store, speak with a customer service representative, and within minutes you have a replacement. Job done.

This kind of face-to-face interaction and immediate resolution is unique to the high street. It builds trust, reassures the customer, and reinforces loyalty. But in eCommerce, that direct human interaction does not exist in the same way. Yet the expectation for an equally seamless experience remains.

Consumers today expect online retailers to offer not only the same quality of products but also the same level of service as they would receive in-store. And increasingly, this expectation extends beyond websites, emails and call centres to the very platforms where consumers spend the bulk of their time: social media.

Social Media: Where Shopping and Service Collide

Three-quarters of the world’s internet users interact with social media. While memes, cat videos and holiday snaps still dominate feeds, social media has become one of the most important sales channels globally.

76% of users have made a purchase after seeing a product ad on social media.
Social selling is not niche – it is mainstream, driving billions in revenue each year.

If consumers can buy on social media, it follows naturally that they expect support on the same platform. Yet many brands still fail to deliver. That disconnect can be costly, because social platforms are not just sales engines – they are also customer service touchpoints that shape brand perception.

Here are four reasons why customer service in eCommerce, especially on social, cannot be treated as an afterthought.

1. The Expectant Consumer

Today’s consumer is not just browsing social channels passively. They are buying, tracking, and engaging with brands in real time. Naturally, they expect customer service to exist within the same environment.

Research from Microsoft shows that 67% of consumers who reach out to a brand on social media expect a response within 24 hours. And almost half (47%) of US consumers hold brands that respond quickly in higher regard.

The reality, however, is disappointing. On average, brands only respond to about half the queries they receive via social media. The consequence? A 43% decrease in customer advocacy when consumers feel ignored.

This is not just about lost sales – it is about long-term loyalty. Consumers are people. If you were ignored after making a complaint or enquiry, how likely would you be to return?

2. Connect and Build Loyalty

eCommerce brands cannot replicate the face-to-face service of a shop floor. But they can make the most of the limited one-to-one interactions they do have.

Social media provides the perfect platform for this. Brands that engage with their customers online see tangible rewards:

Consumers who interact with a brand on social spend 20–40% more than those who do not.
77% of consumers are more likely to buy from brands they follow on social media.
96% of consumers say customer service impacts their decision on whether to remain loyal to a brand.

The flipside is stark. A Sprout Social study revealed that 50% of consumers would boycott a brand if they felt its customer service responses on social were inadequate.

The lesson is clear: customer service is not just about resolving complaints. It is about building connections that fuel loyalty and future sales.

3. Advocacy: Turning Customers Into Promoters

Think about the feeling when a brand replies to your tweet or comment. It feels personal. It feels like you are seen. That positive emotional response is powerful – and contagious.

75% of people are more likely to post something positive about a brand after receiving a thoughtful response online.
71% of those who have a positive brand experience on social will recommend that brand to others.
With 88% of people trusting online reviews as much as a friend’s recommendation, advocacy is as good as free advertising.

Social media is essentially word-of-mouth on steroids. When one happy customer shares their positive experience, hundreds or thousands of followers see it. Multiply that across many advocates, and the effect on brand reputation and revenue is exponential.

4. The Damage of Bad Service

If good service builds advocates, bad service creates detractors – often loudly.

A poor customer service experience reduces the likelihood of recommendation to just 30% of consumers. Worse still, 45% of people are more likely to post a negative review after bad service.

And in the age of social platforms, a single negative post can go viral. What might once have been an isolated complaint is now amplified across networks, shaping perception among thousands of potential customers. The damage is not just reputational – it is commercial.

Bad service lingers. Screenshots last forever. The cost of neglect is far greater than the investment required to respond promptly and effectively.

The Good, The Bad and The Ugly

The Good: Social media allows brands to provide faster, more personalised support than ever before. Done well, it builds loyalty, advocacy and incremental sales.
The Bad: Ignoring messages, delaying responses or treating social as a one-way sales channel undermines trust and drives customers away.
The Ugly: Poorly handled complaints can snowball into viral crises that damage reputation and revenue in equal measure.

The difference between these outcomes lies in whether brands treat social media as simply a marketing tool or as a customer experience platform.

In Conclusion

Customer service is no longer confined to tills, phone lines, or live chats. Social media has transformed into a place where consumers expect not just inspiration and transactions, but also solutions and support.

The expectation is simple: the same quality of service online as in-store. The challenge is that the speed and visibility of social media make missteps more costly than ever. But the opportunity is equally clear. By delivering excellent service where consumers already spend their time, eCommerce brands can build loyalty, advocacy and long-term growth.

Take care of your customers – and they will take care of your bottom line.