In a physical shop, a shopper who is unsure asks the person at the counter. Online, the same shopper has three options: search your pages, ask in a chat, or leave. Every question that goes unanswered at that moment is a small risk to the sale. The good news is that the questions are predictable. Here are the groups they fall into, what shoppers are really asking, and where the answer should live on a Shopify store.
1. Will it fit?
For clothing, shoes and anything worn, fit is the big one. Shoppers ask "Does this run small?", "I am a medium in most brands, which size here?", "How long is the inseam?" Behind each question is a worry about the hassle of a return.
Where the answer lives: a size guide page with measurements, and a short fit line on each product page, for example "Fit: relaxed, size down for a closer fit". If you have reviews that mention fit, they help too, as long as they are presented as shoppers' opinions rather than your promise.
How a chat should answer: by quoting your size guide and fit notes for that product, and by offering a person when your store does not say. A chat that invents sizing advice creates exactly the returns the shopper was trying to avoid. See how this works in our sizing use case.
2. What is it made of, and how do I care for it?
Material, feel, weight, care and safety questions: "Is this real merino?", "Can it go in the dryer?", "Is it waterproof or water resistant?" The last one matters, because the two words mean different things and shoppers notice.
Where the answer lives: the product description. A consistent format helps both shoppers and any AI that reads your store: a line starting "Material:", a line starting "Care:", and plain wording for claims such as water resistance.
How a chat should answer: with the exact wording from the product page. If the page says water resistant, the chat must not upgrade it to waterproof.
3. When will it arrive, and what does shipping cost?
"Do you ship to Canada?", "How much is shipping?", "Will it arrive before the weekend?" These questions often come at the cart, which makes them some of the most valuable to answer quickly.
Where the answer lives: your shipping policy in Shopify, written plainly: where you ship, the cost or the free shipping threshold for each region, and delivery time ranges you can meet.
How a chat should answer: from the policy, and carefully with dates. A chat should never promise a delivery date your policy does not state. "Standard delivery to Canada usually takes 5 to 8 business days" is fine if your policy says so. "It will arrive Friday" is a promise you may not be able to keep.
4. Can I send it back?
"What is your return policy?", "Can I exchange for another size?", "Can I return a sale item?" A clear answer here lowers the risk of buying for the shopper.
Where the answer lives: your refund policy, plus a note on any product that is an exception, such as final sale items.
How a chat should answer: from the policy and the product page together, so a final sale item is not treated like a normal one. Refund decisions for a specific order should go to a person. Our shipping and returns use case shows how Catchly handles this.
5. Is it in stock, and will it come back?
"Do you have this in XL?", "When will the green one be back?" The first has a live answer in your catalog. The second usually does not, unless you have announced a restock.
Where the answer lives: your inventory for the first. For the second, only an announcement you have actually made.
How a chat should answer: with live availability for the first. For the second, an honest "I am not sure" and an offer to reply by email when you know. That email is a warm lead: a shopper who wants a specific product.
6. Which one should I get?
"What is the difference between these two?", "Which is warmer?", "What would you recommend for a gift?" These are the questions a good shop assistant is best at, and the ones a static product page handles worst.
Where the answer lives: in consistent product data across similar products, so they can be compared on the same points: price, material, fit, sizes and colours.
How a chat should answer: with a side by side comparison of the products in question, built from your catalog, or a couple of short questions to narrow the choice. See our product comparisons use case.
7. Is there a discount?
"Do you have a coupon code?", "Will this go on sale?" Shoppers ask because it is worth asking.
Where the answer lives: only in offers you have actually published.
How a chat should answer: by mentioning a published offer if there is one, and otherwise by politely saying there is none it can share. An AI that invents a discount code, or promises a sale, creates a support problem and a disappointed customer. This is one reason Catchly has a promise guard, designed to stop the AI offering discounts, refunds or delivery dates your policies do not state.
8. Can I trust this store?
Some questions are really about trust: "Is this a real company?", "Where do you ship from?", "How do I contact you?" They are often asked by first time visitors.
Where the answer lives: an About or Contact page with your business name, where you ship from and how to reach you.
How a chat should answer: from that page, and by making it easy to reach a person. Showing that a human is available is itself an answer to the trust question.
And after the sale: where is my order?
Order status questions are the most common after purchase. They need order data, so a chat should check that the order number and email match before showing anything. Catchly does this once Shopify approves its access to order details. Changes and cancellations should go to a person.
A simple checklist
- Size guide page published, and a fit line on each worn product.
- Material and care lines on every product description.
- Shipping policy with regions, costs and delivery ranges.
- Refund policy, with final sale items marked on the product page.
- Consistent option names, such as Size and Colour, across similar products.
- A contact page with how to reach a person.
Do these six things and most pre sale questions are answered on your store already. A chat built to answer only from your store can then find those answers in seconds, at any hour, and hand the rest to you. Catchly does this on a free plan, or from $19 a month on paid plans. To see it in action, ask our demo store a few of the questions above.