A package stuck at a pickup point, a size that doesn’t match the product description, a promo code rejected at checkout: we’ve all experienced that moment when contacting customer service becomes the only option. The classic reflex of searching for a phone number on the brand’s website doesn’t work as well as it used to. Contact paths have become more complex, and finding the right channel at the right time saves a considerable amount of time.
Contact form or phone: choose the channel according to the issue
A product return is not handled the same way as a question about delivery time. We tend to pick up the phone out of reflex, but this channel is not always the fastest depending on the nature of the request.
For a dispute over a defective item, the phone remains relevant because it allows for an immediate response and the possibility to negotiate a goodwill gesture directly. According to the 2025 Customer Service Observatory by Ipsos BVA, the phone remains the primary channel used by consumers, with a satisfaction level higher than that of chatbots.
On the other hand, for a request that requires attachments (photo of a damaged product, screenshot of an order error), the online form or email is more suitable. This avoids back-and-forths, and the advisor has all the elements needed to handle the case right away. When trying to reach a multi-brand shopping platform, you can access the Nos Idées Shopping site to directly use their dedicated contact form.
Live chat, offered by many online retailers, works well for simple questions: checking stock, tracking a package, confirming a delivery address. For everything else, it’s better to prioritize a channel that leaves a written trace that can be used in case of a complaint.
Customer service chatbot: when to insist on speaking to a human
Most online retail sites now display a chatbot right on the homepage. The tool handles frequently asked questions (hours, return policy, order tracking) well. The problem arises when the request goes beyond the intended script.
Inappropriate automated responses are a major irritant for shoppers. The Tersea study conducted with Ipsos Digital ranks this issue among the top causes of dissatisfaction, on par with excessive hold times. You find yourself in a loop where the bot reformulates the same generic response without understanding the specifics of the problem.
Here are a few concrete techniques to break out of this loop:
- Type “speak to an advisor” or “human agent” in the chat window, which often triggers a transfer to an operator on well-configured platforms
- Rephrase the request using specific keywords (order number, product reference, purchase date) rather than a vague description of the problem
- Switch channels if the chatbot keeps going in circles: call directly or send an email with the conversation history attached
Responses vary on this point depending on the brands. Some brands have configured their bot to switch to a human after two unsuccessful exchanges, while others maintain automation at all costs.
Accessibility of online contact paths: what changes for e-commerce businesses
Since June 28, 2025, the European directive 2019/882 (transposed in France by the ordinance of September 6, 2023, and the decree of October 9, 2023) requires e-commerce services to make their paths usable by people with disabilities. In practice, this also concerns contact pages and complaint forms.
For consumers, this regulation means that contact buttons, form fields, and chat windows must be keyboard navigable and compatible with screen readers. An online store whose contact form is not accessible can now be reported.
What this changes in practice for your complaints
If you use a screen reader or keyboard navigation and an online store prevents you from submitting a request via its form, you can report this non-compliance to the relevant authorities. The companies involved risk sanctions, which encourages brands to gradually improve their interfaces.
This obligation applies to companies beyond a certain threshold. Not all small online businesses are affected, but the trend is pushing the entire sector to review its contact paths.
Preparing your contact to get a quick response
The impact of preparation on the processing time of a request is often underestimated. A customer service advisor handles a structured complaint much faster than a confused message.
Before contacting the customer service of an online store, gather these elements:
- The order number and purchase date, which allow the advisor to find the file in seconds
- Photos of the product in question (visible defect, label, packaging) if the request concerns a damaged or non-compliant item
- The history of previous exchanges, even with a chatbot, to avoid having to explain everything from the beginning
- The expected outcome (refund, exchange, credit), clearly stated from the first message
A structured message with the right references significantly reduces processing time. Customer service advisors handle dozens of requests per day: the more complete your file is, the more likely it is to be resolved in the first exchange.
For purchases made on platforms that host multiple brands, also keep the reference of the third-party seller. The customer service of the platform and that of the seller are not always the same, and addressing the request to the right contact avoids unnecessary bouncing between two services.
One last point to keep in mind: contact hours. Early morning slots and mid-week generally offer shorter wait times than Monday mornings or Friday afternoons, peak periods for most customer service departments in the sector.
