Introduction
In an age of live chat and AI chatbots, the humble phone call is anything but dead. However, more than half of consumers still pick up the phone to contact a business when they have a question or issue, making it the most-used support channel. Nearly 80% of consumers consider phone calls important for communicating with businesses, and even younger shoppers are on board : 71% of Gen Z would reach out via a live phone call. For Shopify merchants, leveraging inbound and outbound calls can build trust, resolve issues faster, and lift conversion rates.
The phone: a trust signal that reduces friction
A real human on the line builds confidence fast. Three in four consumers prefer speaking to a person for service issues, and simply showing a phone number increases perceived legitimacy : it signals “if something goes wrong, I can reach them”. Zappos famously puts its number at the top of every page: “We actually want to talk to our customers,” said CEO Tony Hsieh, a habit that became a cornerstone of its loyalty playbook. Even if most visitors don’t call, knowing they can lowers anxiety and nudges more people to complete checkout.
Fact : even a simple header number has driven a 2% lift in signups.
Human connection + Speed = higher CSAT and more sales
When buyers have urgent questions, phone beats asynchronous channels. 90% of customers say an “immediate” response (≈10 minutes) is essential, a bar phone calls routinely meet. Service quality directly affects revenue: 70% of purchase decisions are influenced by the customer service experience, and after a positive interaction, 89% of consumers are more likely to buy again. For higher-stakes orders (custom, high-AOV, or complex products), voice is decisive! In many categories, 60%+ of buyers call before purchasing to seek reassurance on fit, timeline, or returns.
Use the phone to drive revenue (inbound and outbound)
Inbound : When shoppers call you with pre-purchase questions, it’s a high-intent moment. A fast answer on sizing, delivery, or product differences can remove checkout friction and convert the call into a sale.
Outbound: Most Shopify stores sit on a goldmine of warm contacts (customers, email signups, quote requests). Proactive calls convert hesitation into orders:
Abandoned checkout/cart: Reach out within 24–72h to answer questions or offer a small incentive. One Shopify merchant consistently contacted 14% of abandoners and converted 40% of those reached, adding $13,000 in 30 days from phone follow-ups.
Post-purchase upsell (J+7 to J+15): Recommend a complementary item or an upgrade to boost AOV.
Hot leads: Call highly engaged visitors (multiple sessions, product page depth, email clicks) while interest is hot.
New Purchase Loyalty / 20%-off Offers : Thank a customer after their order and encourage them to return with a dedicated discount.
VIPs: Give top customers priority outreach with exclusives or early access to increase LTV.
Done respectfully (and compliantly), proactive phone outreach turns phone from a cost center into a predictable sales channel.
The phone is your underrated conversion lever
Trust and speed win in e-commerce. Phone calls deliver both : a human voice that answers now, reduces anxiety, and moves shoppers to buy. The data is clear: the majority still value calling, service quality drives purchase decisions, and positive experiences fuel repeat buys.
Make your number visible. Treat inbound calls as high-intent opportunities. Use compliant outbound to recover carts, upsell, and delight VIPs. Equip your team (and AI) to answer with context and measure call-to-sale so the phone becomes a proven revenue channel, not just a support line.
