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Sep 01, 2023

Shopify Plus Merchants Set to Lose Dedicated Support: What You Need to Know

Shopify Plus merchants are set to lose dedicated support, causing concerns among smaller businesses. Explore the changes, impact, & alternative support options.

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An email leak has revealed that Shopify is about to tell 16,000 of its Plus merchants that they will no longer have access to success managers, which was one of the key perks of the higher end subscription. This decision has raised concerns among smaller merchants with annual sales below $2 million and those with sales between $2 million and $10 million. In this article, we’ll delve into the details of these changes, explore the implications for affected merchants, and discuss alternative support options that are available. 

Topics we will be discussing:

the importance of merchant support managers

The Importance of Merchant Success Managers

Shopify Plus is Shopify’s platform for larger, more established brands. With subscription fees starting at $2,000 per month, Plus includes all the standard Shopify features, plus additional resources to help support merchants with higher revenue and sales. One of the many draws of the Plus subscription has been the access to dedicated merchant success managers. The benefits of having a dedicated merchant success manager include personalized consultations, guidance for Plus merchants, and assistance in launching and optimizing their online stores. Anyone who has struggled to find help and answers knows how valuable a dedicated Shopify employee can be. Therefore, merchant success managers are often touted as a valuable resource that helps merchants extract maximum value from their Shopify Plus subscription. 

Changes to Shopify's Support Model

Changes to the Support Model

Shopify’s plans to implement changes to its support model, affecting Plus merchants based on their annual sales, became public knowledge with a recent email leak. According to an internal email seen by Insider, Plus merchants making less than $2 million in annual sales will no longer have access to dedicated merchant success managers. Instead, they will be directed to use Shopify’s help center to seek support. Subscribers with annual gross merchandise value between $2 million and $10 million will no longer have an assigned merchant success manager either. However, they will still have access to merchant success teams for specific escalated situations, such as monetized product adoption and merchants growth scenarios. 

Companies and their love of AI

The Rationale Behind the Changes

The decision to alter the support model for Shopify Plus merchants aims to transform the Merchant Success craft to improve efficiency, effectiveness, and overall merchant experience. In an email to the Plus Support organization, a senior lead at Shopify emphasized that the goal is not to diminish the merchant’s experience but to optimize the support process. The changes are part of Shopify’s larger transformation plan called “Code Yellow,” which places an emphasis on AI-driven support and self-service resources

Impact on Merchants

The estimated 16,000 Plus merchants affected by these changes may experience concerns and questions about this new support structure. Although Shopify assures merchants that the goal is to provide a better merchant experience, the reduction of dedicated support may lead to more time and effort resolving issues. The leaked email also warned support staff that they might face a higher volume of inquiries due to the changes. To address any potential impacts, Shopify plans to hire additional third-party contractors to assist with support and invest in additional resources accessible to merchants on demand. 

Shopify’s Support Transformation Journey

Shopify’s support organization has been undergoing significant changes as part of the “Code Yellow” transformation plan. This plan, unveiled during a town hall in July, centers around integrating AI into the company’s support division. The use of AI-driven self-service support is a growing trend in the e-commerce industry, with eBay and other marketplaces adopting similar strategies. While AI support offers scalability and efficiency, concerns have been raised about the potential impact on the quality and personalization of customer interactions. 

Previous Controversies and Concerns

Shopify has faced criticism in the past for its handling of customer support. In a cost-cutting measure, the company outsourced support to TaskUs, a third-party contractor, after laying off 10% of its workforce. This move raised concerns due to TaskUs’s troubled history and its involvement in a class-action lawsuit related to a 2020 data breach, affecting Shopify merchants. Additionally, Shopify’s increasing reliance on AI self-service support has sparked debates about the diminishing role of human contact in customer support and the potential limitations of AI-driven solutions. 

Exploring Alternative Support Options

As Shopify Plus merchants adapt to the changes in the support model, it’s more important than ever to explore alternative support options out there. While dedicated merchant success managers are no longer provided for certain tiers of Plus merchants, the Plus Support Specialist team remains committed to resolving all Shopify Plus-related questions. Additionally, Shopify’s help center offers an extensive knowledge base and resources for self-service support. Merchants can leverage these resources to find answers to common queries and challenges they may encounter. 

Final Thoughts

The recent revelation of Shopify’s decision to change its support model for Plus merchants has sparked discussions and concerns within the e-commerce community. The removal of dedicated merchant success managers for a significant number of Plus merchants has raised questions about the impact on customer service and the overall merchant experience. While Shopify emphasizes that these changes are aimed at optimizing support processes and introducing AI-driven solutions, the implications for smaller merchants with varying sales volumes cannot be overlooked. 

Given the evolving landscape, it’s crucial for affected Plus merchants to explore alternative support options. While dedicated merchant success managers may no longer be available for some tiers of Plus merchants, the Plus Support Specialist team and Shopify’s help center remain accessible resources. Merchants can tap into these channels to seek solutions for their queries and challenges.

As the e-commerce industry continues to evolve, Shopify’s decision and subsequent measures will shape the future of customer support in the sector. It remains to be seen how effectively these changes will balance efficiency, scalability, and personalized service to ensure a positive experience for merchants across various sales tiers. The ongoing discourse surrounding these changes highlights the importance of a robust support system in fostering strong merchant relationships and sustained growth in the ever-competitive world of e-commerce. 


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