Should Your eCommerce Business Have a Phone Number? Pros and Cons Discussed

In today's digital age, the rise of online shopping has fundamentally transformed how businesses and consumers interact. For eCommerce businesses, the focus has often been on streamlining the online experience—speedy checkouts, responsive customer service via chatbots, and email notifications are just a few examples. Yet, one question continues to linger: should your eCommerce business still offer customers the option to call a phone number?

In this article, we'll explore both sides of the debate, weighing the pros and cons of providing a telephone contact option on your eCommerce site.

The Benefits of Offering a Phone Number

1. Establishes Credibility and Trust

For many consumers, seeing a phone number on a website signals legitimacy. It’s a bit like walking into a brick-and-mortar store; a phone number provides reassurance that there’s a real business behind the screen. This can be particularly important for new or smaller eCommerce companies trying to build trust with first-time visitors.

2. Solving Problems Quickly  

Sometimes, problems can be sorted out much faster over the phone than through back-and-forth emails or chat sessions. Whether it’s clarifying a product detail, resolving a payment issue, or providing after-sales support, a quick call can make the difference between a lost customer and a loyal one.

3. Catering to Different Preferences

While many customers are happy to use email, chat, or even social media to get in touch, some still prefer the human touch of a phone call. This could be due to habit, convenience, or simply the desire for a more personal interaction. Offering a phone number caters to this segment of your audience, potentially increasing your sales conversion by covering all communication bases.

4. Boosting Confidence at the Point of Purchase  

When a customer is on the fence about making a purchase, the availability of a phone number can provide that final push towards completing the transaction. It gives the buyer confidence that they can reach out if they have any last-minute queries or concerns, reducing the likelihood of cart abandonment.

The Drawbacks of Having a Phone Number

1. The Cost and Commitment

Running a phone line isn’t just about the number itself—there are associated costs, particularly if you’re a small business. You need to ensure that someone is available to answer calls, which can mean staffing costs, or it could mean tying up your personal mobile phone, blurring the lines between work and personal life.  

2. Potential for Disruption  

Phone calls demand immediate attention, which can be disruptive when you’re trying to focus on other tasks. Unlike emails or messages, which can be managed when convenient, phone calls can interrupt workflow and cause delays in other areas of your business.

3. Risk of Missing Calls

For small eCommerce operations, there’s a risk of missing calls if you’re unable to answer the phone, which can lead to frustrated customers. Missed calls could mean missed sales opportunities or unresolved customer issues, which can damage your brand’s reputation over time.

Striking the Right Balance

So, what’s the solution? While it might seem like a challenging decision, you don’t necessarily have to choose between offering a phone number or sticking solely to digital communication channels. Many eCommerce businesses are finding a middle ground by using telephone answering services.

How a Telephone Answering Service Can Help  

A telephone answering service can provide your eCommerce business with a professional landline number, without the hassle of managing the calls yourself. Services like these offer a team of trained receptionists who can answer customer inquiries, process orders, and handle complaints on your behalf. This approach combines the benefits of having a phone number—building trust, improving sales conversion, and offering a personal touch—without the associated drawbacks, such as disruptions and the pressure to always be available.

Conclusion: A Balanced Approach to Customer Communication

While electronic communications like email, chat, and social media are preferred by many customers, there is still a place for phone calls in eCommerce. Offering a phone number can enhance your credibility, cater to different customer preferences, and potentially increase sales. However, the decision should be weighed carefully against the potential costs and disruptions.

For those looking to offer the best of both worlds, a telephone answering service might just be the perfect solution—ensuring your customers can reach you when they need to, without adding to your workload. By embracing a mix of communication channels, you can cater to a broader audience and provide a more comprehensive customer experience.

Try It for Yourself

The best way to understand how a tailored answering service works is to experience it. Your Office & PA offers a 14-day free trial, giving you the opportunity to see how easily our team fits into yours. You can test how the service sounds, make adjustments, and see how much time it saves.

You can try us free for 14 days to see the difference for yourself. Or call us on 0800 433 40 30 to find out more.