Ecommerce chat should reduce buying or service friction without inventing information. The choice between chatbot and live chat depends on the question and the risk of getting it wrong.
Use a chatbot for approved routine questions
Automation can help with order-status routes, delivery FAQs, return-process guidance, product navigation and simple availability questions when it is connected to reliable data. It should not invent product specifications, stock, delivery promises or refund terms.
Use live chat for nuance and recovery
Human support is better for unusual product questions, complaints, complex returns, vulnerable customers or situations where the context does not fit an approved workflow.
Design escalation first
A hybrid model can use automation for triage and hand a conversation to a person with the relevant context. Define data access, retention, escalation and customer-service ownership. Measure resolution quality, purchase completion and support outcomes rather than conversation volume.
