Customer Service Scripts for Online Stores: 25 Ready-to-Use Replies

Customer service scripts get a bad reputation because most people picture canned, copy-pasted replies that ignore the actual question. Used well, a script is a starting point that saves you typing time on the 20 questions you answer every week, so you can spend real effort on the unusual ones. Below are 25 ready-to-use replies for common store situations, plus a simple structure and tone guide to keep them sounding human.

Why scripts save time without sounding robotic

Most customer messages fall into a small set of categories: sizing, stock, shipping, refunds, and complaints. Writing a good answer once and reusing it means faster replies, fewer mistakes under pressure, and consistent answers across chat, email, and DMs. The trick is to treat scripts as skeletons. Keep the facts fixed (your policy, timelines, links) and rewrite the first and last sentence each time so it fits the person and the platform. A reply that answers the question in the first two lines and uses the customer's own words back at them rarely reads as robotic.

The 3-part reply structure

Every script below follows the same frame. Learn the frame and you can write new scripts in under a minute.

• Acknowledge: name the issue in one sentence. "Thanks for flagging this, and sorry your order arrived late." No long apologies, no excuses yet.
• Answer: give the fact, the cause if you know it, and the fix. Be specific: dates, amounts, sizes, next steps.
• Next step: tell them exactly what happens now and who does it. "I've issued the refund today; it usually lands in 3 to 5 business days. Reply here if it hasn't arrived by Friday."

Keep replies under 120 words for chat and under 200 for email unless the issue is complex.

Scripts for sizing and product questions

• Sizing, general: "Thanks for asking before ordering. This style runs true to size for most customers; if you're between sizes, we suggest sizing up. Here's our size chart: [link]. If it doesn't fit, exchanges are free within 30 days."
• Sizing, fit concern: "Good question. The waist has about 2 cm of stretch, so if you're between a M and L, the M usually works. Happy to hold one of each for 24 hours while you decide."
• Fabric or care: "It's 100% cotton, pre-washed, so expect minimal shrinkage. Wash cold and hang dry to keep the fit. Anything else I can check for you?"
• Product comparison: "The main difference is weight: the Classic is 280 gsm and the Heavy is 400 gsm. For everyday wear, most people pick the Classic. Want me to send both in your size?"

Scripts for stock and availability

• Out of stock: "Thanks for your interest. The [product] in [size/color] is sold out right now; our next restock is expected around [date]. I can email you the moment it's live; just reply 'notify me' and I'll add you to the list."
• Backorder: "This item is on backorder and ships within 10 business days. If that's too long, I can cancel and refund now, no problem. Which works better for you?"
• Discontinued: "We've discontinued that color, sorry. The closest match is [alternative], which is in stock in your size. I can send a photo comparison if that helps."
• Holding an item: "I've reserved one for you for 48 hours under your name. If you'd like it, order with code HOLD at checkout and I'll apply free shipping."

Scripts for shipping questions and delayed orders

• Shipping times: "Orders placed before 2 pm ship the same business day. Standard delivery is 3 to 5 business days; express is 1 to 2. Your tracking link goes out by email as soon as the label is scanned."
• Where is my order, no tracking movement: "Thanks for checking in. Your parcel was handed to the carrier on [date] and tracking hasn't updated since, which sometimes happens at sorting hubs. I've opened a trace with them and will update you within 48 hours. If it hasn't moved by then, I'll send a replacement."
• Delayed order: "I'm sorry your order is running late. It was due [date] and is now expected [new date]. I've refunded your shipping cost of [$X] as an apology. You'll get a tracking update as soon as it moves."
• Address change: "I've updated your shipping address to [address]. If the parcel has already shipped, I'll contact the carrier; if they can't redirect it, we'll sort out a replacement or refund."
• Lost parcel: "I'm sorry it hasn't arrived. Since it's past the 10-business-day window, I've filed a claim and can either reship today or refund you in full. Which do you prefer?"

Scripts for refunds, returns, and damaged items

• Refund request within policy: "No problem. I've approved your return; here's the prepaid label: [link]. Once it's scanned by the carrier, your refund of [$X] goes back to your original payment method within 5 business days."
• Refund request outside policy: "Our return window is 30 days, and your order is at day 45, so I can't process a standard refund. As a one-time exception, I can offer store credit for 50%. Would that work?"
• Damaged item: "I'm sorry it arrived damaged. Please send a photo of the item and the packaging when you can; no need to return it. Once I have the photo, I'll ship a replacement within 1 business day or refund you, your choice."
• Wrong item sent: "That's our mistake, sorry. The correct item ships today with express delivery at no charge, and here's a prepaid label for the wrong one. You can keep any small extras that came with it."
• Refund not received: "Thanks for following up. The refund was issued on [date] to [payment method]. Banks can take 5 to 10 business days to post it. If it's not showing by [date], send me your transaction reference and I'll chase it with our processor."

Scripts for angry customers and follow-ups

• Angry customer, first reply: "I understand why you're frustrated; a three-week delay isn't the experience we want you to have. Here's what I can do right now: a full refund today, or the item shipped express with the shipping fee refunded. Tell me which you'd prefer and I'll action it immediately."
• Public complaint on social: "Thanks for letting us know, and sorry for the trouble. I've sent you a DM so we can sort this out directly; we'll get back to you within a few hours."
• Follow-up after resolution: "Just checking in to make sure the replacement arrived and everything's working. If anything's off, reply here and I'll take care of it."
• Review request after a good experience: "Glad we got that sorted. If you have a minute, a short review helps other shoppers decide; here's the link: [link]. No pressure at all."

Adapting tone for chat versus email

Chat is fast and informal: short sentences, no signatures, contractions, and one question at a time. Email allows a greeting, a short explanation, and a clear closing line. On Etsy and Instagram DMs, match the platform's casual tone but keep policy details exact. On Amazon, keep replies factual and brief, since buyers see them as formal records. The rule of thumb: same facts, different length. Chat replies should be readable on a phone screen without scrolling; email replies should stand alone if forwarded to a colleague.

What never to say

• "Calm down." It escalates almost every time.
• "That's not our fault." Even when true, it reads as blame-shifting.
• "Per our policy..." as the first sentence. Lead with the answer, cite the policy second.
• "You should have..." or "As I already said..."
• Vague promises like "soon" or "we'll look into it" without a date or next step.
• Emoji or jokes in a complaint thread unless the customer started it.

Training checklist

• Read all 25 scripts aloud once; rewrite any line you wouldn't say to a friend.
• Fill in your real numbers: shipping windows, refund days, restock dates, return address.
• Set a reply target: first response within 4 business hours, resolution within 48.
• Create three saved replies per platform for your top five questions.
• Review one real conversation per week and note where the script felt stiff.
• After any refund or replacement, log the cause so you can fix the root problem.

How many scripts do I actually need to start?

Five to eight cover most stores: sizing, stock, shipping time, delayed order, refund, and damaged item. Add the rest as you see repeat questions in your inbox.

Will customers notice I'm using a template?

Only if you skip the personal opener and closer. Naming their order or issue in the first line and adding one specific detail is usually enough to make a script feel written for them.

How often should I update my scripts?

Review them quarterly and whenever a policy, carrier, or delivery time changes. Outdated scripts cause more complaints than no scripts at all.