No Customer Service in the Evenings at 72% Online Stores

Why It Matters

Evening support and WhatsApp integration can unlock higher conversion rates and customer loyalty, directly affecting revenue in a competitive European e‑commerce market.

Key Takeaways

• Only 28% offer evening support.
• 44% use WhatsApp for service.
• 91% meet promised delivery times.
• 88% limit returns to refunds only.
• Evening support could boost conversions.

Pulse Analysis

The Returnless‑Salesupply‑Sendcloud stress test, conducted during Black Friday 2025, shines a light on a paradox in European e‑commerce: logistics excellence coexists with weak post‑purchase communication. While 91 percent of the top 100 stores in Belgium and the Netherlands delivered on time, the study uncovered gaps in refund messaging and limited return options, with 88 percent restricting customers to refunds. These friction points extend the customer journey, increasing support tickets and eroding brand goodwill, especially when shoppers expect seamless experiences after checkout.

Consumer behavior data shows that the majority of online purchases occur after regular business hours, yet only 28 percent of retailers make customer service available in the evening. Coupled with the fact that merely 44 percent have adopted WhatsApp—a channel favored by European consumers for its immediacy—retailers are missing a low‑cost lever to improve accessibility. Evening availability and messaging‑app integration can reduce response times, resolve issues before they turn into negative reviews, and ultimately lift conversion rates, as the study suggests.

For European merchants competing against fast‑growing Asian platforms, the takeaway is clear: post‑purchase experience now rivals price and product as a differentiator. Retailers should prioritize extending support hours, deploying WhatsApp Business APIs, and broadening return choices to include exchanges and store credit. By doing so, they not only enhance customer satisfaction but also capture incremental revenue from repeat orders and higher average basket values, positioning themselves for sustainable growth in a crowded market.