The State of
Shopify Customer Service
Our inaugural analysis of 457K stores revealed the support crisis costing merchants billions
The 2024 breakdown
Over half of Shopify stores relied solely on email
The CX Maturity Ladder
Where does your store fall? Only 13.8% reached the top in 2024.
CX Leaders
Top 13.8%- AI-first support (<5 min response)
- Live chat + email unified
- Self-building knowledge base
- Support as profit center
Incomplete Stack
22.6% of stores- Help desk installed, manual responses
- 4-12 hour response time
- Still losing revenue to slow support
- No revenue attribution
No CX Tooling
63.7% of stores- No dedicated support infrastructure
- 12-24+ hour response time
- $198K/year left on table
- Paying full Response Time Tax
86% of Shopify stores were stuck at Level 0-1 in 2024.
Success leaves clues
CX tool adoption rates by store performance tier in 2024
The Response Time Tax
2024 conversion impact by response speed
What the top 5% did
The minority who invested in real customer service tools
Response Time
Support Channels
Coverage
Revenue Impact
Voice of Customer
Pre-sale Questions
Join the Top 5%
Garrio customers don't just improve—they join the elite tier of Shopify stores.
“95% of Shopify stores leave money on the table.
Garrio customers are in the 5% that don't.”
2024 Market landscape
CX tool adoption across 457K stores
What fast support delivered
What merchants with modern support achieved in 2024
See what changed in 2025
The market evolved. CX tool adoption continues to grow. Customer expectations rose. See the year-over-year changes.
Definitions: “Support tools adoption” refers to stores with detectable customer service software (live chat, helpdesk, or ticketing systems). We use this as a proxy for CX investment, as merchants who install dedicated support infrastructure demonstrate commitment to customer experience beyond basic email.
Methodology: Data from HTTP Archive (November 2023) analyzing 415,000 Shopify stores via Wappalyzer technology detection. Response time benchmarks from HubSpot State of Service 2023. Conversion impact data from Harvard Business Review and Forrester.