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.
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.
The results show strong delivery performance, but also reveal clear friction points that directly impact customer experience, operational efficiency, and revenue.
Delivery speed and reliability are clearly a strength in the Benelux. Even during peak season, most retailers met or exceeded their delivery promises.
Key delivery findings
| Metric | Result |
| Orders delivered within the promised window | 91% |
| Average delivery time | 1.7 days |
| Delivered within 1 day | 58% |
| Delivered within 2 days | 27% |
These figures show that next-day or near next-day delivery has effectively become the baseline expectation for customers in the region.
Despite strong delivery execution, flexibility for customers remains limited at checkout. Most webshops still control the carrier selection, rather than offering customers a choice.
Checkout and shipping options
| Aspect | Result |
| Webshops offering carrier choice | 15% |
| Average free-shipping threshold | €45.12 |
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.
Returns policies show a clear shift toward cost control. The majority of retailers now charge customers for returns.
Return cost policies
| Return policy type | Share of webshops |
| Paid returns | 70% |
| Free returns | 30% |
This trend reflects growing pressure on margins, but it also increases the importance of a smooth and transparent returns experience.
Most retailers clearly communicate their returns policies, but operational maturity varies widely.
Returns setup and communication
| Aspect | Result |
| Returns policy clearly published | 95% |
| No clear returns policy | 5% |
| Uses a returns portal | 55% |
| No returns portal | 45% |
The lack of a returns portal often leads to manual processes, higher customer service workload and a less predictable customer experience.
Return periods vary substantially across retailers, which can create confusion for consumers and inconsistency in expectations.
Return window distribution
| Return window | Share of webshops |
| 14 days | 45% |
| 30 days | 41% |
| Longer than 30 days | Minority (up to 60, 90 or 100 days) |
Longer return windows can boost trust and conversion, but they also require careful operational and inventory management.
Communication during the refund process remains one of the most costly blind spots.
Refund experience
| Aspect | Result |
| Insufficient refund communication | 36% |
| Clear refund communication | 64% |
Poor refund communication typically leads to additional customer inquiries, increasing service costs and negatively affecting customer satisfaction.
Most webshops still default to direct refunds, with limited use of alternatives that could retain revenue.
Refund and alternative options
| Option offered | Share of webshops |
| Refund only | 88% |
| Exchange | 6% |
| Store credit or coupon | 4% |
This represents a missed opportunity to reduce revenue leakage and encourage repeat purchases.
Customer service availability often fails to align with modern shopping patterns, particularly during evenings and weekends.
Customer service availability
| Time period | Share of webshops reachable |
| Office hours (weekdays) | 92% |
| Weekday evenings | 28% |
| Saturday daytime | 30% |
| Full weekend coverage | 5% |
Limited availability during peak shopping moments increases friction and can directly impact conversion and loyalty.
Email and phone remain the dominant customer service channels, while newer messaging platforms are still underutilized.
Customer service channels
| Channel | Share of webshops |
| 93% | |
| Phone | 89% |
| 44% |
Given the popularity of messaging apps and their automation potential, the limited adoption of WhatsApp represents a missed opportunity.
Despite growing interest in automation, AI-driven customer service remains relatively rare.
AI in customer service
| Aspect | Result |
| AI solution implemented | 29% |
| No AI solution | 71% |
AI offers clear potential to reduce response times, handle repetitive questions and lower service costs, particularly during peak periods.
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.
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.
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.
Read the whole research in Dutch here! https://www.salesupply.nl/blog/benelux-post-purchase-benchmark-zo-scoren-100-grote-webshops-in-piekseizoen/
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