Why customers call, by industry
Call reasons and AI resolution rates by ecommerce industry, from 20,932 AI calls judged across 163 Shopify brands in October 2026. Updated every month.
Supplements and CBD
Unexpected subscription charges drive 37.4% of supplement and CBD calls, about twice the 18.5% average across all industries (Consio Voice AI Index, October 2026).
Payment issues (12.5%) and account issues (9.3%) are the next most common reasons (Consio Voice AI Index, October 2026).
58.7% of supplement and CBD calls were resolved fully or partially by the AI, versus 60.3% across all industries (Consio Voice AI Index, October 2026).
Supplement and CBD brands account for 45.7% of all judged calls in the Index, from 18 brands (Consio Voice AI Index, October 2026).
Health and wellness devices
Product technical issues are the #1 reason for calls (17.9%), ahead of product questions (9.9%) and subscription charges (9.3%) (Consio Voice AI Index, October 2026).
74.5% of calls were resolved fully or partially by the AI, one of the highest rates among the large industries (Consio Voice AI Index, October 2026).
Home and garden
Order delivery issues lead at 20.8% of calls, followed by product questions (17.5%) and product technical issues (14.7%) (Consio Voice AI Index, October 2026).
77.1% of calls were resolved fully or partially by the AI, across 28 brands (Consio Voice AI Index, October 2026).
Electronics and office
Product technical issues lead at 21.1% of calls, followed by delivery (15.1%) and product questions (14.2%) (Consio Voice AI Index, October 2026).
74.2% of calls were resolved fully or partially by the AI (Consio Voice AI Index, October 2026).
Kids and toys
Product questions lead at 20.7% of calls, followed by delivery (12.6%) and order content issues (10.4%) (Consio Voice AI Index, October 2026).
85.2% of calls were resolved fully or partially by the AI, the highest of any industry in the Index (small sample: 135 calls) (Consio Voice AI Index, October 2026).
Food and beverage
Order delivery issues lead at 11.8% of calls, followed by product questions (7.9%) and checkout issues (5.5%) (Consio Voice AI Index, October 2026).
49.6% of calls were resolved fully or partially by the AI, the lowest of any industry in the Index (small sample: 127 calls) (Consio Voice AI Index, October 2026).
Frequently asked questions
Why do supplement customers call customer service?
Mostly about subscriptions. 37.4% of supplement and CBD calls in October 2026 were about an unexpected subscription charge, about twice the cross-industry average (Consio Voice AI Index).
Which ecommerce industry has the highest AI resolution rate?
Kids and toys, at 85.2% of calls resolved fully or partially, followed by home and garden at 77.1% (Consio Voice AI Index, October 2026).
What is the most common reason customers call outside supplements?
Order delivery issues. They are the #1 reason in home and garden (20.8%) and food and beverage (11.8%), and technical issues lead in devices and electronics (Consio Voice AI Index, October 2026).
Methodology
Published every month. Each brand is assigned one industry. An industry is shown only with 5+ brands, 100+ judged calls and no brand above 50% of its calls, so no single brand can be identified.
- Period
- Jul to Oct 2026, by calendar month. Month-over-month trends compare Sep and Oct 2026.
- Sample
- 75,079 AI calls from 217 Shopify brands in October 2026.
- Coverage
- 21,019 of these calls (28%) are scored by the judge.
- Judge
- Every scored call is evaluated by an LLM judge with the same rubric: summary, resolution, category, customer issue and customer goal.
- Two intents
- Customer issue is the problem behind the call. Customer goal is what the caller wants to get done.
- Anonymization
- Names, emails, addresses, order and payment numbers are removed. No brand is named without consent.
- Next edition
- Dec 1, 2026