eDesk has released new global data detailing the immense pressure on retail customer support during the Black Friday peak, illustrating that the real battle for customer loyalty now happens after the purchase.
eCommerce faces a tension point that is critical to its future: record sales being countered by an increase in operational costs (due to growing operational complexity caused by returns and Buy Now Pay Later options). In November of 2025, eCommerce sales reached US$3.16 billion, a 51.91 per cent increase over the prior year. Black Friday Week 2025 specifically recorded US$1.12 billion in eCommerce sales – just over a 70 per cent increase on 2024. The high average order values of US$75 on Cyber Monday increase the potential for post-purchase issues.
Because of the increase in return and refund rates, as well as the increased amount of time and effort required to manage the operational complexity of return and payment processing, customer service is heavily burdened, resulting in reduced profitability. With high customer expectations today, customers will remain loyal to brands that respond to enquiries quickly and effectively or that provide a way to resolve them quickly. Converting a one-time buyer to a repeat customer will be increasingly difficult for brands.
Key findings highlight the sources of operational strain and the resulting changes in customer behaviour:
- BNPL Complexity: “Buy Now, Pay Later” searches jump 35 per cent on Black Friday and take 22 per cent longer to resolve.
- Delivery Pressure: Delivery/tracking questions make up 20 per cent of support tickets post-dispatch, requiring better communication.
- Extended Returns: Returns/refunds increase 40 per cent from Black Friday through Christmas, extending the operational burden.
- Retention through Returns: Satisfied return experiences make customers 30 per cent more likely to repurchase within six months.
- Improve Service Speed: Moving customers from email to real-time support (like chat) typically cuts average resolution time by 50 per cent.
- Pre-Sales Research: Pre-sale questions typically increase 30 per cent in the week before Black Friday as customers research.
Gareth Cummings, CEO at eDesk, commented, “Customer return interactions are crucial for building brand loyalty because positive experiences increase the likelihood of repeat purchases. Within six months of consistent, pleasant return experiences, customers are 30 per cent more likely to buy again. This shift from viewing customer support as costly to recognising it as a growth driver underscores its strategic importance, especially during peak seasons when the average order value can reach US$75.”
The findings underscore that operational efficiency, particularly in managing post-purchase issues, is the key differentiator for retailers looking to maximise profits and secure long-term custom beyond the immediate Black Friday sales figures.
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