Interview with Backsy Founder Tony Vu: Solving the “Where Is My Order” Challenge

Interview with Backsy Founder Tony Vu: Solving the “Where Is My Order” Challenge

What inspired you to create Backsy?

Tony: I’ve always loved online shopping, but when I launched my own Shopify store, I ran into the same issue over and over again: customers constantly asking, “Where’s my order?” At first, I thought this was just part of running an e-commerce business. But then I realized—this wasn’t a small issue. It was a huge drain on time, energy, and customer trust.

I started thinking: why can’t small merchants have the same tracking transparency as big brands like Amazon? Customers today expect real-time updates, not vague emails. That gap in the post-purchase experience—between checkout and delivery—is where so many small businesses lose customer loyalty. That’s when Backsy was born.

Backsy started as a simple tool for myself. But soon, I realized hundreds—maybe thousands—of other Shopify merchants faced the exact same problem. That’s when I knew we had something worth building.

What’s the biggest challenge for Shopify merchants right now?

Tony: Without question: post-purchase experience. Most merchants today spend a huge amount of time handling support tickets—mainly around shipping updates and return issues.

The “Where is my order?” question, or WISMO, is more than a nuisance. It’s the number one driver of customer support volume. According to industry research, over 65% of shoppers reach out to support at least once during shipping. That’s a massive waste of time for small teams.

Beyond that, returns and exchanges are another pain point. For many, it’s a cost center. But we’ve seen that when you handle returns smartly, they actually become a chance to re-engage the customer and even increase revenue.

For example, one of our early users, Luxematic Apparel, told us: “Backsy didn’t just automate our returns—it turned them into a profit channel. Our repeat purchase rate jumped 18% in 3 months.” That kind of transformation is what keeps us going.

How does Backsy solve these pain points?

Tony: We simplify everything after checkout.

First, we offer branded, real-time tracking pages. That means no more pasting carrier links or manually emailing updates. Customers can check their order status 24/7.

Second, we automate returns and exchanges. Merchants can define custom rules: refund to original method, offer store credit, or even suggest a product exchange. That turns a frustrating moment—returning an item—into a chance to build loyalty.

Third, we provide powerful analytics. Merchants can track WISMO ticket volume, return reasons, and average refund times—all in one place.

More importantly, we help merchants save time. One store told us they cut down 60% of their customer support workload just by enabling automated tracking updates.

It’s not just about logistics—it’s about peace of mind. When customers know what’s happening, they’re happier. And happy customers come back.

Can you share a few success stories?

Tony: Absolutely. One of our favorite stories comes from a boutique store owner in Canada. Before Backsy, they were replying to 20–30 WISMO emails a day. It was overwhelming. Once they set up our tracking portal, those emails dropped by over 80%.

Another one is from a U.S.-based skincare brand. They had a high return rate due to product sensitivity, which they used to see as a loss. After implementing Backsy’s smart returns flow, they started offering exchanges or credits instead of straight refunds. Their return-related revenue actually grew.

These are the stories we love. Because they show that post-purchase isn’t just a support issue—it’s a growth opportunity.

What’s the vision for Backsy in the next 1–2 years?

Tony: Our goal is to become the go-to post-purchase platform for Shopify merchants.

That means deeper integrations with global shipping carriers, smarter automation rules, and localization features so merchants in Vietnam, Germany, or Brazil get the same seamless experience.

We’re also exploring ways to integrate with messaging platforms like WhatsApp and SMS, so customers can get updates where they already spend time.

And we want to keep improving return flows—making it even easier to offer one-click exchanges, instant refunds, or bonus credits to keep the revenue in-store.

Above all, we want to help merchants worry less. When logistics is smooth, they can focus on growth, product, and community. That’s the future we’re building.

Final thoughts?

Tony: I built Backsy because I was tired of apologizing to customers.

Now, I hear merchants say things like “Backsy feels like having another team member” or “I finally sleep better knowing customers aren’t waiting in the dark.”

That’s everything. That’s why we do this.

Key Takeaways:

• Backsy was born from a real merchant pain point: WISMO support overload.
• Merchants using Backsy reduce support tickets, retain more customers, and even grow revenue from returns.
• The post-purchase journey is where loyalty is built—or lost.
• Backsy is helping level the playing field for small merchants to compete like big brands.