How two people run a Europe-wide store.
A two-person team selling sports nutrition across Europe connected several warehouses, product questions, returns and cart recovery to one assistant, taking 80% of the support work off its plate.
What it was. What it is now.
- Orders shipped from several warehouses, each with its own tracking, with no single view
- “Where’s my order?” was the biggest single category of contact
- Product questions answered one by one, and some shoppers didn’t wait
- Abandoned checkouts went unfollowed, and returns arrived as loose emails with no order number
- One view of every order, whichever warehouse shipped it, answered from the order number
- Expert product answers straight from the catalogue
- Abandoned checkouts followed up automatically
- Returns captured in the conversation with order details, then routed to the team
Football Supplements makes sports nutrition for footballers, from energy gels like Kick Off to recovery and daily support. Supplements are a considered purchase: before buying a pre-training formula, a footballer wants to know what’s in it, whether it suits them, and when to take it.
After buying, they want to know where the order is. Each question went to a two-person team, on top of orders shipping from several warehouses, and every unanswered question was a sale that might not happen.
It worked in testing. It broke on the live site.
During the build, the assistant passed every test, then failed once it went live. Levelfeed traced the failure to a flaw in the platform itself, not in the build. The platform’s own team called it “the most obscure bug”, and shipped a fix, and testing didn’t stop at “it works on my machine.”
What we found first
We mapped every kind of customer contact, from the first product question to the return, and followed each one through the systems the team had to check to answer it.
| What we found | What it cost | What changed |
|---|---|---|
| Orders ship from several warehouses, each with its own tracking. No single view of where an order is | Every “where’s my order?” means checking multiple systems. Est. 10–15 minutes per lookup | Automated: One view of every order, whichever warehouse shipped it. Answered from the order number, instantly |
| “Where’s my order?” is the biggest single category of contact | Est. around half of all support time | Automated: Answered 24/7 with no one on the team involved |
| Product questions (ingredients, suitability, when to take Kick Off) answered one by one | Pre-sale questions wait behind support, and some shoppers don’t wait | Automated: Expert product answers straight from the catalogue |
| Abandoned checkouts are never followed up | Revenue left in carts every day | Automated: An automatic recovery flow that brings shoppers back |
| Returns and refunds arrive as loose emails, often without an order number | Back-and-forth before the team can even start | Automated: Captured in the conversation with the order details, then routed to the team |
| Split shipments (one order, two parcels from two warehouses) confuse customers | “Missing item” tickets that aren’t really missing | Parked: we recommended warehouses share one tracking feed as the next step |
Estimates are the working figures we used to rank the list, not numbers reported by the client.
Orders, catalogue and carts, in one flow
For customers, and for the business
- Product questions answered like an expert: ingredients, suitability, usage, current offers
- “Where’s my order?” answered instantly, any time, from any warehouse
- Left something in your cart? The assistant brings you back to finish checking out
- Returns and refunds handled in the conversation
- 80% of the support workload gone, at 94.7% accuracy
- Recovered revenue from abandoned checkouts
- Consistent, accurate product answers straight from the catalogue
- Two people running an operation that would normally need a support team
Four steps, no one added to the team
- Product questionThe assistant answers from the catalogue.
- Order statusLooked up by order number, answered instantly.
- Abandoned checkoutThe recovery flow brings the shopper back.
- Anything unusualHanded to the two-person team.
Timeline: Jul → Nov 2023 · Founder-led: designed and built.
Two people running support for a store across Europe?
Thirty minutes with the founder. You’ll leave knowing where the hours go, and whether an audit makes sense.