Will it work for my situation?
Fit, size, compatibility, capacity. This is the question that sends people to a competitor when it goes unanswered, because the shopper cannot safely guess. It is also the easiest one to close: the answer is usually an attribute you already know and simply did not publish.
How is this different from the one next to it?
When two products look alike, a shopper stalls. They are not asking for more description; they are asking which one is meant for them. Write the difference down explicitly — the material, the range, the intended use — rather than leaving two paragraphs side by side and hoping.
When will it arrive, and where does it ship?
Delivery questions arrive before the purchase, not after it. If your shipping coverage and timelines are not somewhere an assistant or a shopper can read them, every one of these becomes a message your team answers by hand.
What happens if I am wrong about this?
Returns, exchanges, warranty. This question is really about risk, and the answer that converts is the specific one. “Easy returns” does nothing. “Thirty days, unworn, we pay the return label” removes the reason to hesitate.
Has anyone else done this and been fine?
Social proof is the fifth question, and reviews are how it gets answered. It matters most for a brand a shopper has not bought from before, which is exactly when a missing answer costs the most.
Turn the list into a weekly habit
Read the conversations your store actually has, sort them into these five shapes, and fix the underlying product information for whichever shape repeats most. This works whether you run an AI assistant, site search or a shared inbox. The point is that a repeated question is a content gap, not a support problem.
Explore this workflow in Dejor.
See how shopify ai chatbot and shopping assistant fits into your store, including setup steps and common questions.