According to this post on Econsultancy there should be a strong emphasis on meeting the needs of customers online. The results of a survey conducted by nGeneraCIM show that 91% of UK web users mentioned that customer service is crucial when purchasing online.
If customers needed help when searching through the site, 36% preferred email as a contact means, 26% said they would visit the FAQ section, and only 19% said they would call a customer service number. Many UK websites still haven't provided adequate means of contacting customer service through the internet. They will have to do a better job, as well as utilize live chat to have an effective online customer service strategy in the future.