Systems and methods for e-commerce customer support activities are provided via an analytics server, which provides real-time information concerning customer visits to an e-commerce Web site to a merchant that operates the Web site, for example via a dashboard or other user interface. The real-time information allows the merchant to monitor and optionally interact with customers visiting the Web site, for example by viewing requests for customer service and providing real-time customer service via interactive user interfaces. Real-time telemetry concerning the customer visits is provided to the analytics server, which then presents the information in meaningful fashions via the dashboard or user interfaces for review by the merchant. Merchant responses to the information is facilitated via analytics engines, customer support engines, rule engines, deal engines, recommendation engines, and other components, which may operate according to customized rule sets to implement specific customer support policies.