Klick Moved 80% of Customer Interactions to Askly

CUSTOMER SUPPORT IN E-COMMERCE · Askly Case Study

AI customer support for e-commerce is no longer a future promise — it is already running inside Estonia’s leading electronics retailer. Klick Eesti AS replaced Zendesk with Askly and transformed its entire e-commerce customer support operation. Today, 80% of all customer communication happens via Askly chat — with AI resolving close to half of all conversations in an average of 6–8 seconds.

The Challenge: E-Commerce Customers Won’t Wait, and Zendesk Couldn’t Keep Up

Klick operates two web channels — klick.ee for consumers and b2b.klick.ee for business clients — each with very different support needs.

Consumer customers want fast product comparisons and purchase advice. Business clients need accurate quotes, quickly. Both groups share one expectation: an immediate answer.

The team, led by Kaire Koik, Gunnar Obolenski, and Andres Ello, found that Zendesk’s ticket-and-queue model created too much friction. By the time a reply arrived, the customer had often already left.

A purchasing decision can take seconds or it can take weeks. Either way, customer support has to be ready at exactly the right moment.

They needed a tool that works as fast as a good salesperson.

The Solution: AI Customer Support for E-Commerce, Configured for Every Channel

Klick configured Askly differently for each channel:

Consumer chat (klick.ee): AI handles the majority of repeating questions — purchase guidance, delivery information, warranty queries — around the clock, in the customer’s own language.
B2B chat (b2b.klick.ee): AI monitors conversations for buying intent signals and routes high-value leads to a team member, complete with full conversation context so no time is wasted on catch-up.

All channels — web chat, email, and social media messages — are consolidated into one shared workspace. The team sees every conversation in real time and can step in or update the AI’s knowledge base at any moment. Changes go live within seconds.

Real-time translation means every customer gets an answer in their own language. Askly supports more than 20 languages, and conversations routed to human agents are translated automatically.

How Klick Set Up AI Customer Support for E-Commerce

Mapped AI scope — defined separately for consumer and B2B which topics AI was allowed to handle.
Built the guidance layer — covering purchase assistance, delivery, and warranty information.
Tuned the tone — AI responses sound human; the team edits them directly in Askly.

The Results: 6,000+ Conversations, Faster Responses, Reclaimed Hours

Over six months, Klick’s chat handled more than 6,000 conversations — averaging 1,000 per month.

Conversations in 6 months

6,000+

Monthly average

1,000

AI-resolved

~50%

Via Askly chat

80%

Metric	Result
Total conversations (6 months)	6,000+
Monthly average	~1,000
Consumer conversations	~4,500
B2B conversations	~1,500
AI-resolved conversations	~50%
Share of customer communication via Askly	80%
AI average response time	6–8 seconds
Previous human response time	2–5 minutes

The three most frequent topics were purchase assistance (nearly half of all conversations), delivery information (~500 conversations), and quality and warranty questions at a similar volume.

Speed changes the e-commerce customer experience entirely. AI responds in 6–8 seconds. Human agents previously needed 2–5 minutes. As a result, the support team has reclaimed a significant share of their working hours and returned to where they create real value: complex questions and sales decisions.

“The best customer support never feels like support.”
— Klick team

Why AI Customer Support for E-Commerce Wins on Fact-Based Questions

At Askly, we draw a clear line between two types of e-commerce customer support:

Fact-based support — product specifications, delivery timelines, warranty terms — is where AI wins every time. The answers are consistent, instant, and available 24/7.

Sensitive support — complaints, emotional situations, high-stakes decisions — is where people are irreplaceable. Trust and reputation are on the line, and a human touch matters.

AI already distinguishes between these two remarkably well. The Klick team is proof that a balanced AI and human support system — where people do what machines still can’t, and AI handles what it already does better — is not just possible, it’s operational today.

Using a person where AI can do the job faster and just as well is a management mistake. Making a customer wait is equally wrong.

Does Your E-Commerce Support Team Spend Hours on Questions That Could Be Answered in 10 Seconds?

AI-powered live chat actually works — for customers and businesses alike. Askly already supports 500+ Estonian companies, including Klick, Bauhof, Goldtime, ON24, Puumarket, Amserv, Confido, Tartu University Hospital, Partnerkaart, Tez Tour, and many more.

Use technology where it is effective, so your people can be where they are irreplaceable.

Ready to Make Your Customer Support More Profitable?

Askly blends AI and human support — faster responses, lower costs, happier customers.

Start your free trial or book a 30-minute demo and let’s talk about what Askly can do for your business.