Shopify merchants are voicing frustration over the company’s AI-powered customer service, saying it’s become nearly impossible to reach a human for help. The Logic reports merchants facing repeated chatbot loops despite paying for 24/7 support. Former Shopify employees said layoffs and outsourcing have eroded service quality since 2022, with hundreds of support roles eliminated.
CEO Tobi Lütke has promoted AI as a driver of efficiency, but merchants claim automation has replaced accountability. Shopify maintains that its human agents use AI to “get merchants unstuck faster.” The company’s revenue grew 26 percent in 2024 despite reduced staff.
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