{"id":12757,"date":"2026-02-12T13:49:24","date_gmt":"2026-02-12T12:49:24","guid":{"rendered":"https://cross-border-magazine.com/cn/?p=12757"},"modified":"2026-02-12T13:49:25","modified_gmt":"2026-02-12T12:49:25","slug":"customer-journey-benelux-report","status":"publish","type":"post","link":"https://cross-border-magazine.com/cn/customer-journey-benelux-report/","title":{"rendered":"Customer Journey During Peak Season in the Benelux: Salesupply, Returnless, and Sendcloud report!"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><a href=\"https://cross-border-magazine.com/wp-content/uploads/2026/02/crossbordermagazine-header-2026-02-12t134717245.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https://cross-border-magazine.com/wp-content/uploads/2026/02/crossbordermagazine-header-2026-02-12t134717245-1024x576.png\" alt=\"\" class=\"wp-image-12758\" srcset=\"https://cross-border-magazine.com/wp-content/uploads/2026/02/crossbordermagazine-header-2026-02-12t134717245-1024x576.png 1024w, https://cross-border-magazine.com/wp-content/uploads/2026/02/crossbordermagazine-header-2026-02-12t134717245-300x169.png 300w, https://cross-border-magazine.com/wp-content/uploads/2026/02/crossbordermagazine-header-2026-02-12t134717245-768x432.png 768w, https://cross-border-magazine.com/wp-content/uploads/2026/02/crossbordermagazine-header-2026-02-12t134717245-780x439.png 780w, https://cross-border-magazine.com/wp-content/uploads/2026/02/crossbordermagazine-header-2026-02-12t134717245-1190x669.png 1190w, https://cross-border-magazine.com/wp-content/uploads/2026/02/crossbordermagazine-header-2026-02-12t134717245.png 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" /></a></figure>\n\n\n\n<p class=\"wp-block-paragraph\">The post-purchase phase has become one of the most decisive battlegrounds in modern e-commerce. While competitive pricing, product availability, and fast checkout remain essential, customer loyalty and long-term revenue increasingly depend on what happens after the order is placed.</p>\n\n\n\n<p class=\"wp-block-paragraph\">To understand how well large retailers manage this phase during peak demand, Returnless, Salesupply, and Sendcloud conducted a benchmark study among 100 major webshops in the Netherlands and Belgium. Orders were placed during Black Friday 2025, followed by an evaluation of delivery, returns, and customer service.</p>\n\n\n\n<p class=\"wp-block-paragraph\">The results show strong delivery performance, but also reveal clear friction points that directly impact customer experience, operational efficiency, and revenue.</p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Shipping and Delivery Performance</strong></h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Fast Delivery Is the New Standard</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Delivery speed and reliability are clearly a strength in the Benelux. Even during peak season, most retailers met or exceeded their delivery promises.</p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Key delivery findings</strong></p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Metric</strong></td><td><strong>Result</strong></td></tr><tr><td>Orders delivered within the promised window</td><td>91%</td></tr><tr><td>Average delivery time</td><td>1.7 days</td></tr><tr><td>Delivered within 1 day</td><td>58%</td></tr><tr><td>Delivered within 2 days</td><td>27%</td></tr></tbody></table></figure>\n\n\n\n<p class=\"wp-block-paragraph\">These figures show that next-day or near next-day delivery has effectively become the baseline expectation for customers in the region.</p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Limited Choice at Checkout</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Despite strong delivery execution, flexibility for customers remains limited at checkout. Most webshops still control the carrier selection, rather than offering customers a choice.</p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Checkout and shipping options</strong></p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Aspect</strong></td><td><strong>Result</strong></td></tr><tr><td>Webshops offering carrier choice</td><td>15%</td></tr><tr><td>Average free-shipping threshold</td><td>€45.12</td></tr></tbody></table></figure>\n\n\n\n<p class=\"wp-block-paragraph\">While free shipping thresholds are commonly used to protect margins, limited delivery choice can negatively affect customer satisfaction, especially for customers with strong preferences around convenience or sustainability.</p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Returns Experience and Maturity</strong></h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Paid Returns Are Becoming the Norm</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Returns policies show a clear shift toward cost control. The majority of retailers now charge customers for returns.</p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Return cost policies</strong></p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Return policy type</strong></td><td><strong>Share of webshops</strong></td></tr><tr><td>Paid returns</td><td>70%</td></tr><tr><td>Free returns</td><td>30%</td></tr></tbody></table></figure>\n\n\n\n<p class=\"wp-block-paragraph\">This trend reflects growing pressure on margins, but it also increases the importance of a smooth and transparent returns experience.</p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Returns Infrastructure and Transparency</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Most retailers clearly communicate their returns policies, but operational maturity varies widely.</p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Returns setup and communication</strong></p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Aspect</strong></td><td><strong>Result</strong></td></tr><tr><td>Returns policy clearly published</td><td>95%</td></tr><tr><td>No clear returns policy</td><td>5%</td></tr><tr><td>Uses a returns portal</td><td>55%</td></tr><tr><td>No returns portal</td><td>45%</td></tr></tbody></table></figure>\n\n\n\n<p class=\"wp-block-paragraph\">The lack of a returns portal often leads to manual processes, higher customer service workload and a less predictable customer experience.</p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Return Windows Differ Significantly</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Return periods vary substantially across retailers, which can create confusion for consumers and inconsistency in expectations.</p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Return window distribution</strong></p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Return window</strong></td><td><strong>Share of webshops</strong></td></tr><tr><td>14 days</td><td>45%</td></tr><tr><td>30 days</td><td>41%</td></tr><tr><td>Longer than 30 days</td><td>Minority (up to 60, 90 or 100 days)</td></tr></tbody></table></figure>\n\n\n\n<p class=\"wp-block-paragraph\">Longer return windows can boost trust and conversion, but they also require careful operational and inventory management.</p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Refund Communication Is a Major Pain Point</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Communication during the refund process remains one of the most costly blind spots.</p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Refund experience</strong></p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Aspect</strong></td><td><strong>Result</strong></td></tr><tr><td>Insufficient refund communication</td><td>36%</td></tr><tr><td>Clear refund communication</td><td>64%</td></tr></tbody></table></figure>\n\n\n\n<p class=\"wp-block-paragraph\">Poor refund communication typically leads to additional customer inquiries, increasing service costs and negatively affecting customer satisfaction.</p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Few Alternatives to Standard Refunds</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Most webshops still default to direct refunds, with limited use of alternatives that could retain revenue.</p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Refund and alternative options</strong></p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Option offered</strong></td><td><strong>Share of webshops</strong></td></tr><tr><td>Refund only</td><td>88%</td></tr><tr><td>Exchange</td><td>6%</td></tr><tr><td>Store credit or coupon</td><td>4%</td></tr></tbody></table></figure>\n\n\n\n<p class=\"wp-block-paragraph\">This represents a missed opportunity to reduce revenue leakage and encourage repeat purchases.</p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Customer Service Accessibility and Channels</strong></h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Service Hours Do Not Match Shopping Behavior</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Customer service availability often fails to align with modern shopping patterns, particularly during evenings and weekends.</p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Customer service availability</strong></p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Time period</strong></td><td><strong>Share of webshops reachable</strong></td></tr><tr><td>Office hours (weekdays)</td><td>92%</td></tr><tr><td>Weekday evenings</td><td>28%</td></tr><tr><td>Saturday daytime</td><td>30%</td></tr><tr><td>Full weekend coverage</td><td>5%</td></tr></tbody></table></figure>\n\n\n\n<p class=\"wp-block-paragraph\">Limited availability during peak shopping moments increases friction and can directly impact conversion and loyalty.</p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Communication Channels Remain Traditional</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Email and phone remain the dominant customer service channels, while newer messaging platforms are still underutilized.</p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Customer service channels</strong></p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Channel</strong></td><td><strong>Share of webshops</strong></td></tr><tr><td>Email</td><td>93%</td></tr><tr><td>Phone</td><td>89%</td></tr><tr><td>WhatsApp</td><td>44%</td></tr></tbody></table></figure>\n\n\n\n<p class=\"wp-block-paragraph\">Given the popularity of messaging apps and their automation potential, the limited adoption of WhatsApp represents a missed opportunity.</p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>AI Adoption in Customer Service Is Still Limited</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Despite growing interest in automation, AI-driven customer service remains relatively rare.</p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>AI in customer service</strong></p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Aspect</strong></td><td><strong>Result</strong></td></tr><tr><td>AI solution implemented</td><td>29%</td></tr><tr><td>No AI solution</td><td>71%</td></tr></tbody></table></figure>\n\n\n\n<p class=\"wp-block-paragraph\">AI offers clear potential to reduce response times, handle repetitive questions and lower service costs, particularly during peak periods.</p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why the Post-Purchase Experience Matters</strong></h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Competitive Differentiation Is Shifting</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">As competition intensifies and international platforms gain ground in Europe, customer experience has become a key differentiator. The post-purchase phase plays a critical role in shaping brand perception and trust.</p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Operational Efficiency and Loyalty Are Closely Linked</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">Inefficient returns handling, poor communication and limited service availability increase operational costs while eroding customer loyalty. Conversely, strong post-purchase processes can drive repeat purchases and positive word of mouth.</p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Value Is Still Being Left on the Table</strong></h3>\n\n\n\n<p class=\"wp-block-paragraph\">The benchmark shows that while delivery performance is strong, many retailers are still missing opportunities to improve flexibility, communication, and service accessibility. These gaps represent both a cost risk and a growth opportunity in an increasingly competitive e-commerce landscape.</p>\n\n\n\n<p class=\"wp-block-paragraph\">Read the whole research in Dutch here! <a href=\"https://www.salesupply.nl/blog/benelux-post-purchase-benchmark-zo-scoren-100-grote-webshops-in-piekseizoen/\">https://www.salesupply.nl/blog/benelux-post-purchase-benchmark-zo-scoren-100-grote-webshops-in-piekseizoen/</a>&nbsp;</p>\n","protected":false},"excerpt":{"rendered":"<p>The post-purchase phase has become one of the most decisive battlegrounds in modern e-commerce. While competitive pricing, product availability, and fast checkout remain essential, customer loyalty and long-term revenue increasingly...</p>\n","protected":false},"author":10,"featured_media":12758,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[65,61,638],"tags":[602,98,202,83,321,1357,144,1356],"class_list":["post-12757","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-our-partners","category-research-report","category-salesupply","tag-benelux","tag-cross-border","tag-e-commerce","tag-europe","tag-online-shopping","tag-returnless","tag-salesupply","tag-sendcloud"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https://yoast.com/product/yoast-seo-wordpress/ -->\n<title>Customer Journey During Peak Season in the Benelux: Salesupply, Returnless, and Sendcloud report! 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