10 Shopify Customer Service Email Templates That Actually Work
Writing the same support emails from scratch every day is a tax on your time and a risk to your brand consistency. Here are ten battle-tested templates for the tickets every Shopify store gets, with guidance on what makes each one work.
1. Where is my order (WISMO)
WISMO is the most common Shopify support ticket by far. A good template is honest, gives them exactly what they asked for, and doesn't over-explain. Subject: Your order is on its way — here's the latest. 'Hi [First Name], your order [#1234] shipped on [date] and is heading to you via [carrier]. You can track it in real time here: [tracking link]. Expected delivery: [date range]. If anything looks off with your tracking, reply here and we'll sort it out right away. — [Your Brand]'
2. Refund approved
Subject: Your refund is on its way. 'Hi [First Name], good news — we've processed your refund of [amount] to your original payment method. It typically appears within 3–5 business days depending on your bank. Your order [#1234] has been fully resolved. If you have questions in the meantime, we're here. — [Your Brand]'. Note: never say 'within 5–10 business days' if your processor settles in 3. Under-promise, over-deliver.
3. Refund denied (outside policy)
Subject: Update on your refund request. 'Hi [First Name], thanks for reaching out. After reviewing your order [#1234], we're not able to process a refund in this case because [specific reason — e.g., the item was purchased more than 30 days ago / the item was marked as final sale]. Our full return policy is at [link]. That said, here's what we can do: [alternative — store credit, exchange, etc.]. Let me know how you'd like to proceed. — [Your Brand]'. Always offer an alternative. A hard no with no path forward generates chargebacks.
4. Return instructions
Subject: How to return your order. 'Hi [First Name], no problem — here's how to return order [#1234]. 1. Pack the item(s) securely. 2. Print your prepaid label here: [link] / Ship to: [address]. 3. Drop off at your nearest [carrier] location. Once we receive the item, we'll process your [refund/exchange] within 3 business days. Any questions, just reply. — [Your Brand]'. Keep it numbered. Customers who have to read a paragraph to find the return address send follow-up tickets.
5. Item out of stock
Subject: About your order — item availability. 'Hi [First Name], we have an update on your order [#1234]: [product name] is currently out of stock. Here's what we can do: [Option A: Wait — we expect restock around X date / Option B: Switch to [similar product] at no extra cost / Option C: Full refund processed today]. Just reply with your preference and we'll take care of it immediately. — [Your Brand]'. Give them options — don't make them choose between waiting and doing nothing.
6. Shipping delay apology
Subject: Update on your order — slight delay. 'Hi [First Name], your order [#1234] is running a bit later than expected. [Carrier] is experiencing delays in your area — your updated estimated delivery is [new date]. We're sorry for the wait. As a thank you for your patience, here's [10% off / free shipping on your next order]: [code]. — [Your Brand]'. The discount code is optional but converts unhappy customers into repeat buyers more often than you'd expect.
7. Wrong item shipped
Subject: We made a mistake — here's how we're fixing it. 'Hi [First Name], we owe you an apology — you received [wrong item] instead of [correct item]. That's on us. Here's how we'll fix it: we're shipping [correct item] to you today at no charge. You don't need to return the wrong item — keep it or donate it. You'll receive a new tracking number within 24 hours. Really sorry for the mix-up. — [Your Brand]'. Never ask a customer to return the wrong item before you ship the right one. That's a bad experience.
8. Damaged item received
Subject: We're so sorry about your order. 'Hi [First Name], we're really sorry to hear your order arrived damaged. Please reply with a photo of the damage and we'll get a replacement out to you right away — no need to return anything. We'll also make sure this doesn't happen again on your end. — [Your Brand]'. Lead with the fix, not the policy.
9. Order cancellation
Subject: Your order has been cancelled. 'Hi [First Name], your order [#1234] has been cancelled as requested. Your full refund of [amount] will appear within 3–5 business days. If you'd like to place a new order or have any questions, we're happy to help. — [Your Brand]'. Short. No guilt, no upsell pressure.
10. Letting AI handle the repetitive ones for you
The first eight templates on this list cover tickets that follow predictable, policy-bound patterns. That means they are perfect candidates for AI automation. Relay handles WISMO, standard refunds, return instructions, cancellations, and delay notifications autonomously—pulling the right order data from Shopify, applying your policies, and sending a response in under thirty seconds. Your team stays focused on tickets that actually need human judgment: disputed refunds, damaged items, complex exchanges. If you're manually sending any of these eight template types more than ten times per week, automating them is a better use of your time than templating them.
