Solely 28 p.c of the 100 largest on-line shops in Belgium and the Netherlands supply customer support within the night. And solely 44 p.c use WhatsApp as a customer support channel, though the app may be very widespread amongst shoppers. In consequence, on-line shops are lacking out on conversions.
That is based on a joint examine by Returnless, Salesupply and Sendcloud. Throughout Black Friday 2025, these corporations performed a stress take a look at by shopping for one thing from the 100 largest on-line shops within the Netherlands and Belgium. In a report, they analyze your entire post-purchase course of.
91% delivered on time
A minimum of 91 p.c of the web shops within the take a look at was capable of ship inside the promised supply time, even within the busiest interval of the 12 months. Greater than half (58 p.c) had been of orders had been delivered inside sooner or later. And 27 p.c had been delivered inside two days.
Greater than half of on-line shops delivered inside sooner or later
Communication might be improved
The examine reveals that on-line shops nonetheless have room for enchancment in different areas. This has a adverse affect on the client expertise. A extra optimistic buyer expertise can encourage prospects to return for a second order. Due to that, on-line shops are lacking out on potential income.
For instance, there’s not sufficient communication about refunds in the course of the return course of (by 36 p.c of on-line shops). This leads to further buyer questions and additional prices for the web retailer. On-line shops additionally don’t supply sufficient choices for returns: 88 p.c solely supply refunds. Exchanges are solely attainable at 6 p.c of shops, and retailer credit score or coupons can be found at 4 p.c.
Night availability can improve conversion charges
On-line shops may also enhance within the space of customer support. Most prospects store within the night, however solely 28 p.c of on-line shops can be found within the night. In accordance with the report, on-line shops might enhance their conversion charges by having customer support out there within the night.
And whereas WhatsApp is likely one of the most generally used communication channels for shoppers, solely 44 p.c of on-line retailers use it as a channel. Utilizing WhatsApp might make customer support extra accessible.
Ecommerce isn’t just about on-time supply
“In ecommerce, it’s not nearly value, product, and on-time supply. The shopper expertise is changing into more and more essential, particularly in an effort to compete with the Asian giants which might be gaining increasingly floor within the European market”, mentioned the researchers.
‘Buyer expertise largely depends upon the post-purchase part’
“This expertise largely depends upon the post-purchase part. On this part, an internet shops could make a distinction in the case of assembly expectations, resolving frustrations, and facilitating returns. It’s exactly the mix of restricted supply choices, advanced return processes, and inaccessible customer support meaning retailers are nonetheless lacking out on alternatives right here.”
