More chatbots in customer service: Chatbots provide quick answers. Many customers nowadays even expect a chat as a communication channel, as it is easy and quick to use. Unfortunately, this is only used by six stores.

Simpler returns processes: “Although we only ordered small items, the returns process was not yet automated in many cases. Too little choice of shipping service providers or a lack of returns slips do not make for a good customer experience,” concludes the report.

More loyalty and points programs: Loyalty programs are a simple and very efficient way of retaining customers in the long term. Only eight of the stores offer attractive loyalty or points programs. “This is where you can make the difference as a store and stand out from the competition,” the report says.

Better mobile performance: Although there are some shining examples in the industry, the majority of retailers lag behind in mobile site performance, it said. Creativestyle also says the possibilities of progressive web apps are still barely being adapted.

More apps and special features: Even though the eCommerce professionals have already discovered a few useful and cool app features at the top 20 stores, this potential is generally still being underutilized. Only eight stores have an app. creativestyle commented: “In this day and age, where mobile traffic in particular is increasing more and more, we expected more here.”