Online retailer Bare Necessities sells 281 bra sizes.

Bare Necessities’ products span from band sizes 28-58 and cup sizes AA-O from 90 intimate apparel brands. With this breadth of selection, the Walmart-owned lingerie retailer knows that shoppers may have a question about its product sizing. To help, Bare Necessities uses more than two dozen chat agents to field questions and guide shoppers to the right product.

And the agents do their jobs: Sales attributed to the live chat channel in 2019 were $4.6 million, says Tracy Freno, manager of customer service at Bare Necessities. The retailer attributes sales to live chat if a shopper chats with an agent and makes a purchase within the next 30 days.

Bare Necessities is among the more than 30% of Digital Commerce 360 Top 500 online retailers that employ a live chat vendor on their ecommerce site, according to Like Bare Necessities, many retailers find that live chat not only is a customer service tool, but also can increase sales and offer a way to connect one-on-one with shoppers. Retailers have discovered that if the agent who is talking with the shopper is knowledgeable about the retailer’s product and can offer a personalized recommendation, those shoppers are more likely to convert.

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