Why ecommerce customers call

• In October 2026, 18.5% of calls to Shopify brands were about an unexpected subscription charge, the #1 reason customers called (Consio Voice AI Index, October 2026).

• 16.2% of ecommerce customer service calls were about an order delivery issue (WISMO), down from 18.7% in September 2026 (Consio Voice AI Index, October 2026).

• Payment issues drove 7.3% of calls in October 2026, up from 4.5% in September (Consio Voice AI Index, October 2026).

• 7.4% of calls came from shoppers with a product question before buying (Consio Voice AI Index, October 2026).

• 4.9% of calls were about a wrong or missing item in the order (Consio Voice AI Index, October 2026).

What customers want when they call

• 19.9% of callers wanted to manage a subscription: pause, skip, cancel, or change it (Consio Voice AI Index, October 2026).

• 11.4% of callers asked to speak to a human (Consio Voice AI Index, October 2026).

• 8.1% of callers wanted a refund and 7.6% wanted to track an order (Consio Voice AI Index, October 2026).

• 7.7% of callers wanted to place an order over the phone (Consio Voice AI Index, October 2026).

How AI voice agents perform on ecommerce calls

• AI voice agents fully or partially resolved 60.3% of ecommerce customer service calls in October 2026 (Consio Voice AI Index, October 2026).

• 37.5% of AI-handled calls were escalated to a human agent (Consio Voice AI Index, October 2026).

• The average AI call scored 3.75 out of 5 for quality, rated by an LLM judge on every scored call (Consio Voice AI Index, October 2026).

• The average AI customer service call lasted 2 minutes 38 seconds, down from 3 minutes 5 seconds in September 2026 (Consio Voice AI Index, October 2026).

When ecommerce customers call

• 17.8% of ecommerce customer service calls came outside 9am to 6pm, customer local time (Consio Voice AI Index, October 2026).

• 10.9% of calls came on weekends (Consio Voice AI Index, October 2026).

• Thursday was the busiest day, with 21% of weekly call volume, and 11am to noon was the busiest hour (Consio Voice AI Index, October 2026).

Frequently asked questions

What is the most common reason customers call an ecommerce brand?

In October 2026, the most common reason was an unexpected subscription charge (18.5% of calls), followed by order delivery issues (16.2%), based on 75,079 AI calls across 217 Shopify brands (Consio Voice AI Index).

What percentage of ecommerce calls are about order status (WISMO)?

16.2% of ecommerce customer service calls were about an order delivery issue in October 2026, and 7.6% of callers wanted to track an order (Consio Voice AI Index).

How many ecommerce customer service calls can AI resolve?

AI voice agents fully or partially resolved 60.3% of calls in October 2026, and 37.5% were escalated to a human (Consio Voice AI Index).

How often do customers ask to speak to a human?

11.4% of callers asked to speak to a human in October 2026 (Consio Voice AI Index).

When do ecommerce customers call customer service?

Thursday is the busiest day and 11am to noon the busiest hour. 17.8% of calls come outside 9am to 6pm and 10.9% on weekends (Consio Voice AI Index, October 2026).

Where does this data come from?

From every AI phone call Consio handled for Shopify brands in October 2026: 75,079 calls across 217 brands. Calls are transcribed, anonymized, and scored by an LLM judge with the same rubric. Figures are aggregated so no brand can be identified.