What is NPS for a webshop?
NPS (Net Promoter Score) for a webshop is a measure of customer loyalty. The core question: 'How likely are you to recommend our webshop to friends or family?' (scale 0-10). Scores 9-10 are promoters, 7-8 passives, 0-6 detractors. NPS = % promoters minus % detractors.
NPS is popular in e-commerce because it gives one number that summarises overall customer loyalty. It is easy to measure, easy to communicate and directly correlated with business metrics like repeat purchases, churn and word of mouth.
But NPS has limitations too. An NPS score tells you how satisfied customers are, not why. So always add an open follow-up question: 'What is the main reason for your score?'
How do you calculate NPS for your webshop?
After asking the recommendation question (0-10) you split respondents into three groups:
- Promoters (9-10): enthusiastic customers who actively recommend your webshop
- Passives (7-8): satisfied but not enthusiastic, vulnerable to competitors
- Detractors (0-6): dissatisfied customers who can damage your reputation
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Example: 55% promoters, 25% passives, 20% detractors → NPS = 55 - 20 = +35
NPS = % Promoters minus % Detractors. The score runs from -100 to +100.
What is a good NPS for a webshop?
NPS benchmarks for e-commerce:
- Below +10: concerning, there are structural issues
- +10 to +25: average, there is room for improvement
- +25 to +45: good, you score above the industry average (+32)
- +45 or higher: excellent, you are among the top webshops
When do you measure NPS for a webshop?
There are two approaches:
Transactional NPS
Measure NPS after each specific transaction: after delivery, after a return, after customer service contact. This gives insight into satisfaction with specific touchpoints.
Benefit: directly actionable. If NPS after delivery is low, you know the problem is in delivery.
Relational NPS
Measure NPS periodically (monthly or quarterly) with a sample of your customer base. This gives an overall picture of customer loyalty over time.
Benefit: gives a trend line. You see whether your NPS is structurally rising or falling.
For most webshops transactional NPS (after delivery) is the most valuable measurement: directly actionable and high response.
How do you use NPS to improve your webshop?
- 1Analyse open answers from detractors: what are the most common complaints?
- 2Compare NPS by product category: which categories score lowest?
- 3Activate promoters: automatically send customers with NPS 9-10 a review invitation
- 4Set monthly NPS goals: e.g. 'from +28 to +35 in 6 months'
- 5Link NPS to return rate: correlate low NPS scores with return behaviour
Automating NPS for your webshop
Manual NPS measurement is time-consuming. With Feedback Analytics you automate the full NPS programme: from sending the question to analysing results and following up on low scores.
Connect to Shopify, WooCommerce or your own platform via the datatable integration. Set the trigger ('48h after delivery') and get real-time NPS dashboards per product category.
NPS vs CSAT vs CES: which KPI do you choose?
- NPS (Net Promoter Score): measures loyalty and willingness to recommend, best for strategic insights
- CSAT (Customer Satisfaction Score): measures satisfaction with a specific interaction, best for operational improvement
- CES (Customer Effort Score): measures how easy it was to do something, best for UX optimisation
For webshops NPS is the most valuable KPI for the long term. Combine it with CSAT for specific touchpoints (customer service, returns process).