Ecommerce FAQ page: 30 questions to include and 8 answer templates (2026)

A good ecommerce FAQ page answers the questions that stop people from buying or make them write to you: shipping cost and time, returns, payment, order changes and sizing. Build it from your real customer messages rather than a generic list, put the number in the first sentence of every answer, and link "Shipping" and "Returns" separately in your footer. One thing changed in 2026: Google no longer shows FAQ rich results for any site, so write the page for customers, not for a snippet.

Below are the 30 questions most online stores need, a four-part formula for answers, eight templates to copy, and the cases where an FAQ page is the wrong fix.

Start from your inbox, not from a template

Most "FAQ examples" lists are copied from big brands. Your customers ask different things. Spend 30 minutes on these four sources:

1. Your last 100–200 customer messages. Chat, email, marketplace messages. Sort them into groups and count. The five biggest groups are the core of your page.
2. Search Console queries. In Google Search Console → Performance, filter queries that contain "how", "can I", "do you" or your brand name plus "shipping" or "return".
3. Product reviews and product questions. Recurring doubts ("runs small", "is it dishwasher safe") belong in the FAQ and on the product page.
4. The checkout. If people ask about delivery cost before buying, that is a checkout problem showing up in your inbox.

Why the checkout matters: in Baymard Institute's survey of US online shoppers, the top reasons for abandoning checkout are mostly questions a clear answer could settle earlier (Baymard Institute, 2026).

Several answers were possible and the "just browsing" group is excluded. Baymard also found that 13% of users abandoned at least one order in recent months only because of the return policy, and that many look for shipping and returns links in the footer (Baymard Institute).

The 30 questions, by group

You won't need all of them. Keep the ones your inbox confirms and delete the rest.

Shipping and delivery

1. How much does shipping cost?
2. Is there free shipping, and from what order value?
3. How long does delivery take?
4. Which countries do you ship to?
5. Which carrier do you use, and can I choose a pickup point?
6. Do I pay customs or import fees?

Orders

7. How do I track my order?
8. Can I change or cancel my order after placing it?
9. I entered the wrong address. What now?
10. My order hasn't arrived. What should I do?
11. Can I order without an account?

Returns and exchanges

12. How many days do I have to return an item?
13. How do I start a return?
14. Who pays for return shipping?
15. When will I get my money back?
16. Can I exchange for another size or colour?
17. What can't be returned?

Payment

18. Which payment methods do you accept?
19. Is paying on your site secure?
20. Can I pay in instalments or later?
21. Do you have discount codes, and why doesn't mine work?
22. Can I get an invoice with my company details?

Products

23. How do I choose my size?
24. Is this item in stock, and when will it be back?
25. How do I care for or use the product?
26. Is there a warranty?

About the shop

27. Where are you based, and who is behind the shop?
28. How can I contact you, and how fast do you reply?
29. Do you sell gift cards?
30. Do you have a physical shop or showroom?

How to write an answer: four parts

Every answer follows the same shape:

1. The answer with the number. "Delivery in Germany takes 2–3 working days." Not "We strive to deliver quickly."
2. The condition. "Orders placed before 2 p.m. leave the same day."
3. The link to the full rule. Shipping page, returns policy, size chart.
4. The next step. What the customer does if their case is different.

Two to four sentences. If an answer needs more, it should be its own help article and the FAQ links to it.

Bad: "We want you to love your purchase. If for any reason you're not satisfied, our friendly team is happy to help with returns."

Good: "You have 30 days from delivery to return an item. Start your return on [returns page]; the label is free for UK addresses. Your refund arrives within 5 working days after the parcel reaches us."

8 answer templates to copy

Replace the [brackets] with your own rules.

How much does shipping cost? Shipping within [country] costs [£3.95]; orders over [£50] ship free. Shipping to [other countries] costs [£9.95]. You see the exact cost in your basket before paying.

How long does delivery take? Orders placed before [2 p.m.] on a working day leave the same day. Delivery takes [1–2] working days in [country] and [3–6] to the rest of [Europe] with [carrier]. You get a tracking link by email as soon as it ships.

Can I change or cancel my order? Yes, until it ships, usually within [2 hours]. Write to us in the chat with your order number. Once it has shipped, you can return it instead.

How many days do I have to return an item? [30] days from delivery. Start your return [here]. Return shipping is [free / £3.95, deducted from your refund]. Faulty or wrong items are always free to return.

When will I get my money back? Within [5] working days after your return reaches us, to the payment method you used. Your bank may take a few more days to show it.

Which payment methods do you accept? [Visa, Mastercard, PayPal, Apple Pay, Klarna]. Card payments are processed by [payment provider]; we never see or store your card number.

How do I choose my size? Our sizes run [true to size / small]. Measure [your chest] and compare it with the [size chart]. Between two sizes? Take the larger one, or ask us in the chat with your height and usual size.

How can I contact you? Chat with us on any page, [Mon–Fri, 9:00–18:00]. We reply in the chat within [minutes] during these hours, and by email within [one working day] outside them.

In the EU and UK the legal minimum for change-of-mind returns is 14 days from delivery (Your Europe). Your FAQ can offer more, never less. More on wording return replies: how to respond to a return or refund request.

Where to put the FAQ

• Footer: separate links named "Shipping", "Returns" and "FAQ". A single "Help" link hides what people look for.
• Product pages: the shipping and returns answers in one short line near the "Add to basket" button, and product-specific questions below the description.
• Basket and checkout: delivery cost and time before the customer types a card number.
• The chat: the FAQ is the answer source for anyone who writes. Copy the same answers into your saved replies so the wording stays the same (24 canned responses).

What changed in Google in 2026

For years, FAQ guides promised a "rich snippet" with expandable questions under your search result. In August 2023 Google limited FAQ rich results to well-known government and health sites (Google Search Central, 2023). In 2026 it ended them completely: Google's documentation states the FAQ rich result "is no longer shown in Google Search results" (Google Search Central changelog, June 2026).

What this means for you:

• Don't pay for an FAQ app because it promises rich results.
• Existing FAQPage markup does no harm; Google said in 2023 there was no need to remove it.
• Short questions in your customers' words, each answered in the first sentence, are still easy for people and search engines to read and quote. That is the part worth your time.

Example: a coffee equipment shop

Picture a small UK shop selling grinders and espresso machines. It sorts its last 150 chats: 41 ask about delivery to Ireland or the EU, 23 ask whether a grinder works for espresso, 18 ask about the warranty. None of those three are on its FAQ page, which opens with "Who are we?".

The new first answer:

Do you ship to Ireland and the EU? Yes. Delivery to Ireland costs £8.50 and takes 3–4 working days; to the EU £14.50 and 4–7 days. Prices include import VAT, so there is nothing to pay on delivery.

The question will still come in through the chat now and then. The difference is that the reply is now one line and a link, not a fresh explanation each time.

When an FAQ page is the wrong fix

• The answer is different for every order. "Where is my order?" needs tracking, not an FAQ paragraph.
• The question comes from a confusing page. If many ask "is this the 1 kg or 500 g bag?", fix the product page.
• You are hiding bad news. A delay or a price change belongs in a banner or an email, not on question 27.
• Your shop has ten orders a month. A shipping and a returns page may be enough for now.

Setting it up in Shopxare

• Find the real questions. Topics labels your conversations by what customers contact you about, with trends and examples. That is your FAQ list, sorted.
• Publish the answers. Write each group as an article in the help center. It runs on your own address and inside the Messenger, and articles can be translated and imported.
• Let the answers work at night. Are AI answers customers from your own knowledge, including your help center, and hands over to your team when it should. Change the FAQ once and the chat answer changes with it (teach Are AI).
• Keep the team consistent. Save the eight templates as saved replies and insert them with /.

Shopxare is free, with no credit card. Install the Messenger, import your current FAQ into the help center, and check Topics after two weeks to see which questions are still missing.

FAQ

How many questions should an ecommerce FAQ page have?

As many as your customers really ask. For most small stores that is 15 to 30. Fewer, clearer answers beat a long list nobody reads.

Does an FAQ page help SEO?

It can bring visitors who search for questions about your shop and products, but the expandable FAQ snippet in Google is gone since 2026. Write it to answer customers first.

Should I still add FAQ schema in 2026?

It won't create a rich result in Google anymore. Existing markup does no harm, so there is no need to remove it, but don't add it expecting more clicks.

What is the difference between an FAQ page and a help center?

An FAQ page is one page of short answers. A help center is a set of articles with search and categories. Once your answers need more than four sentences, move to a help center and keep the FAQ as the short version.

Where should the FAQ link go?

In the footer, next to separate "Shipping" and "Returns" links, and in the chat. Put the shipping and returns answers on product pages as well.