WISMO statistics 2026
How many ecommerce customer calls are about order status, from 75,079 AI phone calls across 217 Shopify brands in October 2026. Updated every month.
How many calls are about order status
16.2% of ecommerce customer service calls were about an order delivery issue (WISMO) in October 2026 (Consio Voice AI Index, October 2026).
The WISMO share of calls was 14.4% in August, 18.7% in September, and 16.2% in October 2026 (Consio Voice AI Index).
7.6% of callers called specifically to track an order in October 2026 (Consio Voice AI Index, October 2026).
Order delivery issues were the #2 reason customers called Shopify brands in October 2026, behind unexpected subscription charges (18.5%) (Consio Voice AI Index, October 2026).
What WISMO callers want
The most common requests behind delivery calls were tracking the order, getting an explanation for a delay, and speaking to a support specialist (Consio Voice AI Index, October 2026).
AI voice agents resolved 61% of order-tracking requests fully or partially in October 2026 (Consio Voice AI Index, October 2026).
Other order support calls
Order support issues of all kinds made up 37.9% of calls in October 2026: delivery 16.2%, payment 7.3%, wrong or missing items 4.9%, returns 3.9%, refunds not received 2.6%, wrong product choice 1.2%, wrong address 1.0%, invalid discount codes 0.8% (Consio Voice AI Index, October 2026).
Frequently asked questions
What is a normal WISMO rate for ecommerce brands?
Across 217 Shopify brands, order delivery calls ranged from 14.4% to 18.7% of all calls between August and October 2026, with 16.2% in October (Consio Voice AI Index).
What does WISMO mean?
WISMO stands for “Where is my order?”: customer contacts asking for an order status, a tracking update, or an explanation for a late delivery.
Can AI handle WISMO calls?
In October 2026, AI voice agents resolved 61% of order-tracking requests fully or partially by reading live order and carrier data (Consio Voice AI Index).
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, transcribed, anonymized, and categorized by an LLM judge.
Methodology
Published every month. Figures are aggregated across all brands, 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