Customer service response templates: 30 replies for an online store
Yevhen Kurapov, co-founder · Updated Oct 19, 2026
Thirty replies for an online store’s most common messages, from “where is my order?” to a discount code that won't apply. Fill in the [brackets] and send by email, chat or DM. Each is marked: 15 an AI assistant can send from your policies or a connected store, 15 need a person because money moves or someone must decide.
Below are 30 customer service replies for an online store, from "where is my order?" to a discount code that won't apply. Copy one, replace everything in [square brackets] and send it by email, chat or DM. Under each reply is who should send it: 15 can go out from an AI assistant that reads your policies or a connected store, and 15 need a person, because money moves, someone has to decide, or the customer didn't ask for the message.
We make ChatPal, an AI assistant for online stores, so the markers follow what ours can and can't do; the replies work in any inbox. Sample values match our return policy and shipping policy templates.
How the replies are marked
- AI: needs only facts you've written down, such as the return window.
- AI, with a connected store: needs live stock or prices from Shopify or Horoshop, or a signed-in Shopify customer's own order.
- A person: moves money, makes an exception, involves the carrier or writes first. The assistant can collect the details and hand the chat over.
| Situation | Replies | Who sends them |
|---|---|---|
| Where is my order | 1-3 | AI, from the order or your shipping policy |
| Late or missing parcel | 4-6 | A person |
| Damaged, wrong or missing item | 7-10 | AI asks for photos; a person fixes it |
| Returns and exchanges | 11-14 | AI, except an exception to your window |
| Refunds | 15-16 | AI explains timing; a person confirms |
| Sold out and back in stock | 17-20 | AI, except an "it's back" message nobody asked for |
| Discount codes and prices | 21-25 | AI explains the rules; a person moves money |
| Cancellations | 26-27 | AI passes the request on; a person cancels |
| Complaints and reviews | 28-30 | AI acknowledges; a person resolves and asks for reviews |
Unlike a call-center script, which walks an agent through a phone call, each reply here stands alone and follows four rules: the answer first, numbers that match your policy, a next step that says who does what, and one apology when you caused the problem.
Where is my order
1. Shipped, with tracking
Hi [first name], your order [#1043] shipped on [Tuesday, October 14] with [USPS]. You can follow it here: [tracking link]. [USPS] expects to deliver it by [Friday, October 17].
Who sends it: AI, with a connected store. With Shopify order support, the customer signs in to their own store account and the tracking link and delivery estimate show in a card. The assistant never asks for an order number to identify anyone.
2. Not shipped yet
Hi [first name], order [#1043] hasn't shipped yet. We ship within [1-2] business days of ordering, and you'll get an email with the tracking link as soon as it leaves us.
Who sends it: AI, with a connected store. The status comes from the order, the [1-2] days from your shipping policy.
3. The tracking link shows nothing yet
The first scan can take up to [24 hours] to appear after the carrier picks up your parcel. If tracking still shows nothing by [tomorrow evening], reply here and we'll check with [the carrier].
Who sends it: AI. It's a line from your shipping policy.
Late or missing parcels
4. You can't ship on time
Hi [first name], we're sorry: [the wool coat in order #1043] is taking longer than expected [to arrive from our supplier], and we can't ship it by [October 17] as promised. Our new shipping date is [October 28].
If that works for you, there's nothing to do and we'll ship it by then. If you'd rather not wait, reply "cancel" any time before it ships, and we'll cancel the order and refund you in full.
Who sends it: A person, before the customer asks. The FTC's Mail Order Rule requires this notice when you can't ship in the time you stated, or within 30 days if you stated none: a new date and the choice to cancel for a full, prompt refund. Email is fine; a note on the order status page alone isn't. The wording fits a new date within 30 days; for a later or unknown date the rule asks for more. Send it as soon as you know, and before the date you promised.
5. Tracking hasn't moved
Hi [first name], the last update on order [#1043] was on [October 9], when [UPS] had it in [Memphis, TN]. We've asked [UPS] to trace it and will write to you by [Thursday]. If it's lost, we'll [send a replacement or refund you, your choice].
Who sends it: A person. Tracing means calling the carrier. Before that, Shopify order support lets the assistant say what the order shows, never why it's late, and offer your team.
6. Marked delivered, but not received
Hi [first name], tracking shows order [#1043] delivered on [October 14]. Parcels marked delivered sometimes turn up a day later, so please check with neighbors and your mailroom. If it hasn't appeared by [October 16], reply here and we'll open a claim with [the carrier] and [send a replacement or refund you].
Who sends it: A person. The claim is yours to start.
Damaged, wrong or missing items
7. Damaged on arrival: asking for photos
I'm sorry it arrived damaged. Could you send a photo of the item and one of the box, with your order number? Our team will then [replace it or refund you].
Who sends it: AI. Customers can attach up to 4 photos per message in your website chat, WhatsApp, Instagram, Messenger and Telegram, and the assistant looks at each. Ask for photos in its instructions; a hand-off category then passes the chat on.
8. Damaged: the fix
Hi [first name], thank you for the photos, and sorry again. We're sending a new [ceramic vase] today at no cost, with tracking by email. There's no need to send the damaged one back.
Who sends it: A person. It costs you a replacement, or a refund: "We've refunded [$48.00] to your original payment method."
9. Wrong item sent
Hi [first name], you're right: we sent [the blue mug] instead of [the green one], and that's our mistake. The [green mug] ships today at no cost, with tracking to follow. [Please keep the blue one.] / [Here's a prepaid label to send it back whenever suits you: [link].]
Who sends it: A person. Shipping a replacement is your decision.
10. Item missing from the order
Hi [first name], sorry about that. [The scarf] was missing from order [#1043], and we're sending it today at no cost, with tracking by email.
Who sends it: A person. Check your packing record first: the item may have shipped in a second parcel.
Returns and exchanges
11. How to return
You can return unworn items with the tags on within [30] days of delivery. Email [[email protected]] with your order number and the items you're sending back, and we'll reply within [2] business days with a prepaid label. [Final-sale items can't be returned.]
Who sends it: AI. Every figure is in your return policy. It can't approve the return or create the label.
12. Outside the return window
Hi [first name], order [#1043] was delivered on [August 30], so it's past our [30]-day return window and we can't refund it. [We can offer [$40] in store credit instead, valid for [6] months.] If something is wrong with the item itself, tell us what happened and we'll take a look.
Who sends it: A person. The assistant can quote the window; an exception is your call.
13. Exchange for another size
Happy to swap it. Start a return at [link or email] and tell us the size you want. We ship the new one as soon as your return is on its way, with no extra shipping charge.
Who sends it: AI. It's your exchange policy, quoted as written.
14. The size they want is sold out
The [Trail Runner in size 9] is sold out right now. [Size 9 is in stock in gray], or you can return the pair for a full refund. Which would you prefer?
Who sends it: AI, with a connected store. It checks that exact size when asked and offers only what's in stock. With Horoshop, stock is as of the daily export.
Refunds
15. When will I get my refund?
We check returns within [3] business days of receiving them and email you when the refund is approved. The money reaches your original payment method within [5] business days of that email.
Who sends it: AI. The timeline is policy; whether one customer's return has arrived is something only your team can see.
16. Refund issued
Hi [first name], your return for order [#1043] arrived and we've refunded [$58.00] to your original payment method today. Your bank may take a few business days to show it.
Who sends it: A person, or your store's own refund email. The assistant never issues a refund or says one was made.
Sold out and back in stock
17. Sold out, with an alternative
The [linen shirt in navy] is sold out at the moment. The same shirt in [olive] is in stock in your size, and so is our [cotton overshirt in navy] if it's the color you're after. Want me to show you either?
Who sends it: AI, with a connected store. It says "sold out" first, then offers only in-stock products with a real link to the request: the same collection, the same maker, or what the customer said they want.
18. No restock date yet
We don't have a restock date for the [linen shirt] yet. Click [Notify me when available] on its page and we'll email you when it's back. [Items marked [Last chance] won't be restocked.]
Who sends it: AI, if your FAQ explains restocks. It won't give a date your pages don't.
19. "Is it back yet?"
Good news: the [linen shirt in navy] is back in stock in [M and L]. [Product link]
Who sends it: AI, with a connected store. Stock is checked when the customer asks; on Shopify, a change usually reaches the assistant within minutes.
20. Back in stock, to someone who asked last week
Hi [first name], the [linen shirt in navy] you asked about is back in stock in [M]. Here's the link if you'd still like one: [product link].
Who sends it: A person, or a back-in-stock app. ChatPal doesn't send back-in-stock alerts: the assistant answers customers who write in, and there's no email channel.
Discount codes and price changes
21. The code won't apply
[WELCOME10] takes [10]% off your first order [of $50 or more]. It doesn't work on [sale items or gift cards], and you can use one code per order. If your cart meets those conditions and the code still won't apply, email [[email protected]] with a screenshot of the checkout.
Who sends it: AI. It quotes the code and conditions exactly as your pages state them. It can't see your checkout, so a code that should work but fails goes to your team.
22. Forgot to use the code
Hi [first name], no problem. We've refunded [$6.40], the [10]% your [WELCOME10] code would have taken off order [#1043], to your original payment method.
Who sends it: A person. It moves money.
23. The code has expired
Hi [first name], [SPRING15] ended on [April 30], so checkout won't accept it any more. [We've made [THANKS10] for you instead: [10]% off one order until [November 30].]
Who sends it: A person. A goodwill code is your decision.
24. The price dropped after they bought
[Option A] Hi [first name], we refund the difference when a price drops within [14] days of your order. [The cardigan] went from [$80] to [$64], so we've refunded [$16] to your original payment method.
[Option B] Hi [first name], we don't adjust prices after an order is placed, but you can return [the cardigan] unworn within [30] days and order it again at the new price.
Who sends it: A person for Option A. Put Option B in your policy and the assistant can send it.
25. A different price than they saw
Right now the [cardigan] is [$80]. [The [$64] price was part of our [weekend sale], which ended on [October 12].]
Who sends it: AI, with a connected store. It checks the current price and calls something a sale only when your store sends the earlier price. The sale line needs your promotions list.
Cancellations
26. Cancelled before it shipped
Hi [first name], we've cancelled order [#1043] as you asked. Your refund of [$58.00] goes back to your original payment method today, and your bank may take a few business days to show it.
Who sends it: A person, after cancelling in your store admin. Here is an example conversation, written for this page, showing how a ChatPal assistant with Shopify order support handles the request before that, for a clothing store, once the customer has signed in:
Customer: I need to cancel my order
Assistant: Which order do you mean: #1043, 2 items, Oct 13, or #1038, 1 item, Oct 2?
Customer: the new one
Assistant: Order #1043 hasn't shipped yet, so our team can usually still cancel it. Shall I send them your request?
[Buttons: Send the request · Keep my order]
Customer: (taps Send the request)
Assistant: Your request to cancel order #1043 is with our team now.
Nothing reaches you until the customer taps yes. The assistant never says the order is cancelled or when you'll act; you get the order number and the customer's own words.
27. Already shipped
Order [#1043] shipped on [October 14], so we can't stop it now. Once it arrives, you can return it within [30] days of delivery for a refund.
Who sends it: AI, with a connected store. With Shopify order support it reads the status, says a shipped parcel can't be stopped and points to a return. If the customer still wants to cancel, it offers to send your team the request.
Complaints and reviews
28. First reply to a complaint
Thank you for telling us, and I'm sorry this happened. I've passed your message to our team, and they'll reply here in this chat.
Who sends it: AI. When a customer asks for a person, ChatPal writes a short line like this in their language. Set your own hand-off message instead and it goes out exactly as written on every hand-off, so keep it general and promise no reply time.
29. Resolving a complaint
Hi [first name], I'm [name], [the owner] of [store name]. You're right that [your order took three weeks and nobody answered your emails], and I'm sorry. Here's what we've done: [refunded your shipping, $8.95] and [put someone on the inbox every weekday]. If anything else isn't right, reply to this email and it comes straight to me.
Who sends it: A person. Name the failure, say what you did, give a direct line back.
30. Asking for a review
Hi [first name], your [linen shirt] arrived [last week]. If you have a minute, we'd love an honest review: [review link]. It helps other shoppers choose their size.
Who sends it: A person, or your review app's email. Under the FTC's rule on consumer reviews, an incentive is allowed only if it doesn't depend on the review being positive, and asking only happy customers could break the FTC Act. Send it to every buyer.
Letting an assistant send the AI half
You don't paste the AI-marked replies into a bot. You put their [bracketed] facts where the assistant reads them, and it writes a reply of the same shape, short and in the customer's language. In ChatPal:
- Write the facts down. Shipping, returns, refunds and exchanges go on your policy pages, which ChatPal reads when you connect a Shopify store or add them under Knowledge > Website & links. Discount codes go in a Promotions snippet on the Q&A & snippets tab.
- Connect the store. Shopify gives the assistant stock and prices, and Order support is on from the moment you connect, so signed-in customers can ask about their own orders; it needs Shopify's new customer accounts. Horoshop gives stock and prices from its daily export, without orders.
- Route the person half. In Configuration, open Handoff & leads and switch on Hand off to a human when needed (off by default). On the Automation tab, add Categories such as "Damaged or wrong item" and "Complaint", with the Human escalation action. Those chats land in Chats under Handed off to a human, and your team gets an alert by email or Telegram. The sparkle button next to Send drafts a reply for you to edit; it can't look up an order.
- Test it. In Playground, ask each AI-marked situation in your customers' words and compare the answer with your policy.
Every reply counts toward your monthly messages, tests and drafts included: 100 on the free plan, 500 on Starter at $20 a month (pricing, checked 19 October 2026). For which questions to automate first, see our customer service chatbot guide for online stores; for the instant "we got your message" replies, see auto-reply message examples.