Post-purchase playbooks & field notes
Practical guides on support automation, WISMO, returns and unit economics for D2C brands — written by operators who run two of their own.
How we automated 68% of our own support — the ONNOA & LOVETALES story
We run two hardware D2C brands. The honest breakdown of how we went from 40+ lost hours a month across five tools to 68% of support cases resolved automatically — in 14 days.
Read article →WISMO: how to get "Where is my order?" tickets near zero
"Where is my order?" makes up 30–50% of ecommerce support tickets. A practical playbook to prevent, deflect and automate WISMO — in the order the levers actually pay off.
Read article →What a support ticket really costs your D2C brand
Most brands underestimate their cost per ticket by half. The full calculation — people, tools, hidden costs — plus the levers that bring €7 tickets down to €1.50.
Read article →How to reduce your ecommerce return rate — without punishing customers
What a normal return rate looks like per category, why returns actually happen, and the levers that reduce them — ranked by impact, with the anti-patterns that quietly kill conversion.
Read article →The EU 14-day right of withdrawal: the questions every merchant googles
Who pays return shipping? Do I refund the original shipping? What if the product was used? The merchant-side answers to the EU withdrawal right — in plain language, updated for the current rules.
Read article →"My product broke": legal guarantee vs. warranty for EU merchants
Two years of liability, a reversed burden of proof, and a customer you may not redirect to the manufacturer. What the EU legal guarantee really requires — and how to run defect tickets without losing money on them.
Read article →"Marked as delivered" — but the parcel is gone: what merchants must do
Tracking says delivered, the customer says nothing arrived. Who is liable, what counts as proof of delivery, and the process that resolves these cases without accusing anyone.
Read article →PayPal disputes & chargebacks: win the cases — and stop getting them
Most chargebacks are not fraud — they are support failures with a fee attached. How buyer protection and card disputes actually work, the evidence that wins them, and the process that prevents them.
Read article →Negative reviews: what you can get removed, what to answer — and what prevents both
The triage every merchant needs: genuine criticism vs. removable reviews, the reply structure that wins future customers, the takedown process for fake ones — and the one mistake that ruins it.
Read article →AI customer service for online stores: the honest buyer’s guide
Draft tools, chatbots, resolution systems — “AI support” means four different things. The three architecture questions that separate them, the GDPR trap with ChatGPT, and a 10-question vendor checklist.
Read article →Customer service email templates: the 7 standard cases, copy-paste ready
Ready-to-use templates for WISMO, lost parcels, returns, warranty intake, cancellations, angry customers and saying no — plus the honest reason templates alone won’t save your inbox.
Read article →Black Friday for support teams: the playbook for 2–4× ticket volume
Support’s Black Friday happens in December and January, not November. What spikes when, the policies to decide by September, and why automation beats seasonal hires for the standard-case flood.
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