No customer service in the evenings at 72% online stores

Only 28 percent of the 100 largest online stores in Belgium and the Netherlands offer customer service in the evening. And only 44 percent use WhatsApp as a customer service channel, even though the app is very popular among consumers. As a result, online stores are missing out on conversions.

This is according to a joint study by Returnless, Salesupply and Sendcloud. During Black Friday 2025, these companies conducted a stress test by buying something from the 100 largest online stores in the Netherlands and Belgium. In a report, they analyze the entire post-purchase process.

91% delivered on time

No less than 91 percent of the online stores in the test was able to deliver within the promised delivery time, even in the busiest period of the year. More than half (58 percent) were of orders were delivered within one day. And 27 percent were delivered within two days.

More than half of online stores delivered within one day

Communication could be improved

The study shows that online stores still have room for improvement in other areas. This has a negative impact on the customer experience. A more positive customer experience can encourage customers to return for a second order. Because of that, online stores are missing out on potential revenue.

For example, there is not enough communication about refunds during the return process (by 36 percent of online stores). This results in additional customer questions and extra costs for the online store. Online stores also do not offer enough options for returns: 88 percent only offer refunds. Exchanges are only possible at 6 percent of stores, and store credit or coupons are available at 4 percent.

Evening availability can increase conversion rates

Online stores can also improve in the area of customer service. Most customers shop in the evening, but only 28 percent of online stores are available in the evening. According to the report, online stores could improve their conversion rates by having customer service available in the evening.

And while WhatsApp is one of the most widely used communication channels for consumers, only 44 percent of online retailers use it as a channel. Using WhatsApp could make customer service more accessible.

Ecommerce is not just about on-time delivery

“In ecommerce, it is no longer just about price, product, and on-time delivery. The customer experience is becoming increasingly important, especially in order to compete with the Asian giants that are gaining more and more ground in the European market”, said the researchers.

‘Customer experience largely depends on the post-purchase phase’

“This experience largely depends on the post-purchase phase. In this phase, an online stores can make a difference when it comes to meeting expectations, resolving frustrations, and facilitating returns. It is precisely the combination of limited delivery options, complex return processes, and inaccessible customer service that means retailers are still missing out on opportunities here.”