FAQ page template for an online store: 40 questions with answers to copy
Yevhen Kurapov, co-founder · Updated Oct 19, 2026
This FAQ template gives an online store 40 questions shoppers really ask, under seven headings: shipping, ordering and payment, after you order, returns, discounts, products, and about us. Fill in every [bracket], delete what you don’t offer, and give each answer one fact, in figures, with no “see above”, so a shopper or an AI assistant can use it alone.
Below is a complete FAQ page for an online store, ready to copy: 40 questions under seven headings, each with an answer template in a box. Replace every [bracket], delete the options you don't use, and remove any question you can't answer honestly yet. Every question is one shoppers ask in the test conversations we run against store assistants. The sample values match our shipping policy template and return policy template, so the three pages agree from the start.
Where these questions come from
We make ChatPal, an AI assistant for online stores, and we test it with scripted shopper conversations: product questions, product search, order support and a full sales-assistant set. For this page we set aside questions about one particular product, merged duplicates and reworded the rest for any store. Three patterns shaped it:
- Store questions arrive mid-conversation. "How much is shipping for this one?" comes right after a product, so the shipping answer has to make sense on its own.
- Two questions often share one message. "What's the code, and does it work with free shipping?" needs two answers that each state their condition.
- The gaps are predictable. Pickup, gift wrap, an invoice in a school's name, a price for 25 of the same item. Our tests grade these on one rule: never invent an answer. If the store's pages say nothing, the assistant can only say so and point to your team. One FAQ line turns that into an answer.
How to fill it in
- Use the same numbers as your policies and checkout. An FAQ that says $5.95 next to a checkout that charges $6.50 creates the complaint it was meant to prevent.
- Pick one option where a bracket offers two, and delete the other.
- Keep the questions in the shopper's words. People type "Can I return it if it doesn't fit?", not "Return eligibility".
The FAQ page template
Shipping and delivery
How much is shipping? Standard shipping within the US costs [$5.95], and it's free on orders of [$75] or more after discounts. Express costs [$14.95]. Checkout shows the exact cost before you pay.
How long does delivery take? Most US orders arrive within [3-7] business days: we pack your order in [1-2] business days, then Standard delivery takes [2-5] business days, or Express [2-3]. International orders take [6-10] business days after shipping.
Will my order arrive by Friday? Orders placed before [1 pm Eastern] on a business day ship the same day. Then add the delivery time: Standard [2-5] business days, Express [2-3]. These are the carrier's estimates, so we can't guarantee a date.
Do you ship to my country? We ship to [the US, Canada, the United Kingdom and the European Union]. International shipping costs [$24.95] and takes [6-10] business days. [Duties and import taxes aren't included and may be collected on delivery.]
When will you ship my order? Within [1-2] business days. Orders placed before [1 pm Eastern] on a business day ship the same day, and we email you a tracking link when your order leaves us.
Can I pick up my order instead? [Yes. Choose [Local pickup] at checkout and collect it free from [address], [Monday to Friday, 10 am to 6 pm], once we email you that it's ready.] / [No. We're online only and ship every order.]
Ordering and payment
How do I place an order? Add the items to your cart, open the cart and click [Check out]. Enter your address, choose a shipping method and pay. Your confirmation email arrives within a few minutes.
Can I order by message instead of on the website? [No. Orders go through checkout on our website, which keeps your payment secure.] / [Yes. Message us at [contact] with the items and your address, and we'll send a secure payment link.] We'll never ask for your card details in a message.
Which payment methods do you accept? We accept [Visa, Mastercard and American Express], [PayPal], [Apple Pay and Google Pay] and [Shop Pay], at checkout. [We don't offer cash on delivery.]
My card payment won't go through. What should I do? Check the card number, expiry date and billing address, then try another card or payment method. Your bank can tell you whether it declined the payment. If it still fails, email [[email protected]]. Never send us your card details.
Which currency are your prices in? Prices are in [US dollars]. [Shoppers in [Canada, the UK and the EU] see prices and pay in their own currency.]
Can I get an invoice in my company's name? Yes. Email [[email protected]] with your order number and the company's name, address [and tax ID] within [30] days of ordering, and we'll send the invoice as a PDF within [2] business days.
Do you offer a better price for large orders? For [10] or more of the same item, email [[email protected]] with the item and the quantity, and we'll reply with a price within [1] business day.
Can you gift wrap my order and add a card? [Yes. Tick [This is a gift] at checkout to add gift wrap and a card with your message for [$5].] / [We don't gift wrap.] We can leave prices off the packing slip: add a note at checkout.
After you order
Can I cancel my order? Yes, until it ships. Email [[email protected]] with your order number and we'll refund the full amount to your original payment method. Once your order has shipped, you can return it instead.
Can I change my delivery address? Only before your order ships. Email [[email protected]] with your order number and the new address as soon as you can. Once the parcel is with the carrier, we can't redirect it.
Where is my order? We email you a tracking link when your order ships, usually within [1-2] business days of ordering. The first tracking update can take up to [24 hours] to appear.
Do I need to sign in to check my order? No. The tracking link in your shipping email works without an account. [Signing in shows all your orders and their status in one place.]
My order is late. What should I do? Check the tracking link first: carriers' dates are estimates and can slip by a day or two. If tracking hasn't changed for [7] business days, email [[email protected]] with your order number and we'll look into it with the carrier.
My order shipped weeks ago and never arrived. What now? Email [[email protected]] with your order number. We'll open a claim with the carrier, and if it confirms the parcel is lost, we'll [send a replacement or refund your order, your choice].
My order arrived damaged. What should I do? Email [[email protected]] within [7] days of delivery with your order number and photos of the item and the box. We'll [replace or refund the item] at no cost to you.
Returns and refunds
Can I return an item if it doesn't fit? Yes. Unworn items with the tags on can be returned within [30] days of delivery, [and we email you a free return label]. [Want another size? Say so in your return request and we'll ship it once your return is on its way.]
Can I return something I just don't like? Yes. You have [30] days from delivery to return any unused item in its original packaging, and you don't need to give a reason. [Items marked [final sale] can't be returned.]
When will I get my refund? We check returned items 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.
Discounts and sales
Do you have a discount code for my first order? Yes. [Sign up for our emails] to get [WELCOME10], which takes [10]% off your first order. One code per order.
Where do I enter my discount code? At checkout, in the [Discount code or gift card] field. Click [Apply] and the discount shows in your total before you pay.
Can I use a discount code and still get free shipping? Yes, if your order total after the discount is [$75] or more. [Codes can't be combined with other offers.]
What's on sale right now? Everything currently reduced is in our [Sale] collection, with the original price next to the sale price. [Sale items are final sale.]
Do I get a discount if I buy several items or a full set? [Yes: [10]% off when you buy [3] or more items, applied automatically at checkout.] / [We don't offer multi-buy discounts, but orders of [$75] or more ship free.]
Do you have a loyalty program? [Yes. Create an account to earn [1] point per [$1] spent; [100] points take [$5] off a future order.] / [Not at the moment. Sign up for our emails to hear about sales first.]
Do you match a lower price from another store? [No, we don't match other stores' prices.] / [Yes, for the same item, new and in stock, on [another US retailer's own website]. Email us the link before you order.]
Products, sizes and stock
What do you sell? We sell [women's and men's clothing, shoes and accessories], [made in [Portugal] from [organic cotton]]. The full range is under [Shop all].
I can't find a product on your site. Can you help? Search by the product's name or the code on its label. If it still doesn't show up, we may not carry it or it may be sold out: ask us in the chat on our site or at [[email protected]].
How do I choose my size? Each product page has a size chart in [inches and centimeters] and a note on the fit, such as [runs small]. Between sizes? [Choose the larger one.] [Exchanges for another size are free.]
An item is sold out. When will it be back? Click [Notify me when available] on the product page and we'll email you when it's back. [Items marked [Last chance] won't be restocked.]
Can you get an item you don't carry? [We sell only what's on our site and can't order other items.] / [For [brands we already stock], email [[email protected]] with the product and we'll tell you within [2] business days whether we can get it and at what price.]
About us and getting help
Where are you located, and what are your hours? We're an online store based in [city, state]. Our customer service team answers [Monday to Friday, 9 am to 5 pm Eastern]. [Our showroom at [address] is open [Monday to Saturday, 10 am to 6 pm].]
How can I talk to a person? Email [[email protected]] or call [phone], [Monday to Friday, 9 am to 5 pm Eastern]. In the chat on our site, ask for a person and our team replies in the same chat within [1] business day.
Which languages can I write to you in? [The chat on our site answers in the language you write in.] Our team replies by email in [English and Spanish].
Why buy from you rather than on a marketplace? Buying from us directly, you get [free returns for [30] days], [free shipping over [$75]] and answers from our own team. [We sell only on this website, so other listings using our name aren't ours.]
Questions about one product, such as what it's made of or how to wash it, belong in its product description, not here. For replies to one customer about their own order, such as a delayed parcel or a refund request, use our customer service reply templates.
Writing answers an AI assistant can quote
An assistant answering from your FAQ finds the passages closest to the shopper's question, which may be one answer without its neighbors, and quotes your figures as written. Four habits make that work:
- One fact set per answer. If "How much is shipping?" also explains returns, a returns question can land on the shipping answer.
- No "see above", "as mentioned" or "this". "Yes, within the window" means nothing on its own. Write "within [30] days of delivery" again; repeating a figure is fine as long as it's the same figure everywhere.
- Answer the condition, not just the question. "Does the code work with free shipping?" really asks what counts toward the [$75], so the answer says "after the discount".
- Write the no. "We're online only and ship every order" is an answer. Leaving pickup out makes every assistant, and every new hire, say "I'm not sure".
Before-and-after rewrites of typical entries, and the steps to connect a Shopify FAQ page, are in our guide to turning a Shopify FAQ page into an AI assistant.
Publishing the page
Publish the FAQ as one ordinary page at an address like /pages/faq, and link it from your footer, your contact page and the cart. Keep the answers as text: ChatPal, for one, strips images when it reads a page, so a delivery table saved as a picture tells it nothing. Date anything that expires, such as holiday cutoffs.
If you planned to add FAQ schema markup for expandable answers in Google: Google stopped showing FAQ rich results on May 7, 2026, and removed their documentation in June. Markup won't bring them back; the text on the page is what shoppers and assistants read.
Giving the FAQ to your store's assistant
A published FAQ is also what lets your chat answer these questions without guessing. Here is an example conversation, written for this page, of how ChatPal handles them for a fictional clothing store that filled in the template with the sample values and deleted the pickup question:
Customer: do you have a code for a first order? and does it work with free shipping
Assistant: Yes, WELCOME10 takes 10% off your first order, one code per order. Shipping is still free if your total after the discount is $75 or more.
Customer: can I pick it up from you instead?
Assistant: I don't have details on pickup, so I can't confirm it here. Our team can tell you at [email protected].
Customer: ok. my card keeps getting declined at checkout
Assistant: Sorry about that. I can't see or fix payments from here, so please check the card details, try another card or ask your bank. If it still fails, our team can help at [email protected].
The first reply joins two answers, each with its condition. With pickup deleted, the assistant says it doesn't know and points to your team instead of inventing a pickup point, and on a payment problem it never asks for card details.
To set it up in ChatPal:
- Shopify store: connect it under Integrations, Shopify. ChatPal reads your store's own pages, the FAQ included, when you connect, using your plan's link allowance.
- Any other site: open Knowledge, go to the Website & links tab, paste your FAQ page's address, tick Single page only and click Add Link.
- Answers you don't publish, such as your bulk-order price, go on the Q&A & snippets tab of Knowledge as FAQ items.
- After every edit to the page, open the ⋮ menu next to its link and choose Reindex.
- Test it in Playground with questions worded the way your customers write. Why this answer? under a reply shows what the assistant read, and Save as test adds a right answer to Assistant Tests so a later change can't quietly break it.
The assistant replies in the customer's language, so one English FAQ also covers a shopper writing in Spanish. Each reply counts toward your monthly messages, test replies included: 100 on Free, 500 on Starter for $20 a month (plans, checked 19 October 2026).