In order to be competitive, ecommerce sites need to make it quick and easy for customers to get help, such as via online chat.
This can be a far superior experience to tracking down an associate at a retail store.
Once we make it that easy for customers to request service, they are more likely to do so.
The more service requests you get, the more staff needed to handle the additional requests.
However, digital tools also create opportunities to proactively answer customer requests via site content, reviews, or via automated tools such as chatbots, so many leading digital retailers are avoiding this downside and improving customer service while keeping costs down.