Automate Bol.com Customer Service with Bugalou

The problem every bol.com seller knows

You're selling on bol.com and orders are flowing in. Great. But with those orders come customer questions — and they pile up fast.

"Where is my order?"
"Can I return this?"
"A part is missing."
"When will this be back in stock?"

Sound familiar?

Most bol.com sellers answer these questions manually through the bol.com Partner Platform. One by one. Copy, paste, switch back and forth. And if you're also reachable via WhatsApp, email, or social media? It's chaos.

There's a better way.

What if bol.com customer questions landed in your team inbox automatically?

With Bugalou, your bol.com customer questions automatically arrive in one central inbox — alongside all your other channels. No more switching between the Partner Platform, your email, and WhatsApp. Everything arrives in one place.

Here's how it works:

Bol.com forwards customer questions via email. Bugalou automatically recognizes these emails as bol.com messages — you don't need to do anything special. The order number and customer name are automatically extracted from the email.

1. Connect your email address to Bugalou (the address where you receive bol.com customer questions).
2. Connect your bol.com account using your Client ID and Client Secret from the bol.com Partner Platform — this is used to fetch order details.
3. Customer questions appear automatically in your Bugalou inbox with the bol.com icon, including customer name and order number.
4. Reply directly from Bugalou — your response is sent back to the customer as an email via bol.com.

Setup takes literally 5 minutes. Read the step-by-step guide here.

How to improve response times with Bugalou

Many bol.com sellers struggle with slow response times, which can lead to customer dissatisfaction. But how can you improve your response times effectively?

Utilize AI-driven suggestions

Bugalou's AI-driven features allow you to respond to customer queries much faster. When a message arrives, the AI can generate a draft response based on the context of the inquiry, allowing you to send replies without starting from scratch.

Example: If a customer asks, "When will my order arrive?", the AI might suggest a response that includes estimated delivery times based on the order details.

Set standardized responses for common inquiries

Identify frequently asked questions and create preset responses. This way, you can respond with just a couple of clicks instead of typing out the same message repeatedly.

Tip: Regularly review and update these responses based on new customer inquiries to keep them relevant.

Monitor response times

Utilize the analytics provided by Bugalou to monitor your response times and adjust your processes accordingly. If you notice certain types of inquiries are taking longer, consider creating more automated responses or providing additional training for your team.

Respond faster with AI suggestions

This is where it gets really interesting. With Bugalou's AI features and automations, you can respond to bol.com customer questions lightning fast:

AI reply suggestions

For every incoming bol.com message, the AI can instantly generate a draft response for you. Click the AI icon, get a suggestion that matches the customer's question, and adjust it if needed before sending. No more typing replies from scratch — the AI does the thinking, you stay in control.

Look up tracking information quickly

A customer asks, "Where is my order?" — thanks to the order details in the sidebar, you have the tracking information right at hand. No more switching tabs or looking up order numbers in the Partner Platform.

Product information instantly available

Customer wants to know what they ordered or has a question about a specific item? The order details are already in the sidebar — product name, quantity, price, everything at a glance.

AI learns your tone of voice

The AI suggestions adapt based on your product information and business rules. Think questions about return policies, warranty terms, delivery times, and more. The suggestions match your brand and style, so your customers get a consistent experience.

Smart assignment to the right team member

More complex questions? Bugalou automatically assigns the conversation to the right team member based on topic, language, or availability. Nothing falls through the cracks.

Order details always at hand

One of the biggest frustrations with bol.com customer service: you constantly switch tabs to look up order details.

In Bugalou, every bol.com conversation shows directly in the sidebar:

• Order number with a direct link to bol.com
• Ordered items — product name, quantity, and unit price
• Shipping address — full name, street, postal code, city
• Billing address — if different
• Total amount in euros
• Download invoice — instantly generate and download a PDF invoice per order, including your company details (Chamber of Commerce number, VAT number, IBAN)

No more tab switching. No more copying and pasting order numbers. Everything is right where you need it.

One inbox for all your sales channels

Most bol.com sellers also sell through other channels — their own webshop, Shopify, Lightspeed, or directly via WhatsApp and social media.

With Bugalou, you manage all your customer communication from one inbox:

Example: If a customer sends a question via WhatsApp about a purchase made on bol.com, you can seamlessly respond without having to switch platforms.

One dashboard. One inbox. Every channel. Discover all available channels.

What does it cost?

Bol.com integration is available on every Bugalou plan — including the Starter plan.

Compare plans on our pricing page.

For comparison: an external call center easily costs €2,000–€4,000 per month for a single agent. With Bugalou, you answer customer questions faster, smarter, and at a fraction of the cost. Starting at €49/month.

Active in 5 minutes: how to set it up

Step 1: Create a Bugalou account

Don't have one yet? Start for free or book a demo.

Step 2: Connect your email

Connect the email address where you receive bol.com customer questions to Bugalou. Bugalou automatically recognizes emails from bol.com and displays them as bol.com conversations — including customer name and order number.

Step 3: Connect your bol.com API

Go to Settings → Channels → bol.com and enter your Client ID and Client Secret from the bol.com Partner Platform. This allows Bugalou to fetch order details shown in the sidebar. Here's how to find them.

Step 4: Make sure bol.com forwards customer questions via email

Important: contact bol.com Partner Support to request customer question delivery via email to your connected email address. Without this step, Bugalou won't receive bol.com messages.

Step 5: Done!

Customer questions now appear automatically in your Bugalou inbox with the bol.com icon. Optionally enable the AI chatbot to automatically answer common questions.

Results from bol.com sellers using Bugalou

Example: One seller reported a 70% reduction in response time after implementing Bugalou, leading to a noticeable increase in positive customer feedback and repeat purchases.

Automated emails for shipments, returns and more

Besides answering customer questions, Bugalou also lets you send automated emails based on bol.com events. Think of:

Shipment follow-up

As soon as an order is shipped, Bugalou can automatically send an email to your customer. For example, a thank-you message, usage instructions, or a review request — fully branded using the drag-and-drop email template builder.

Return confirmation

When a customer submits a return, Bugalou automatically sends a confirmation email. You can explain the return procedure, indicate expected processing time, or include a discount code to retain the customer.

Review request

Automatically ask customers to leave a review a few days after delivery. More reviews = better visibility on bol.com.

Invoice attachment

With every automated email, you can optionally include a PDF invoice as an attachment — automatically generated from the order data, including your Chamber of Commerce number, VAT number, and IBAN.

Product-specific automations

With the EAN product filter, you can set up automations that only trigger for specific products. Selling a product that needs extra explanation? Set up an automation that sends usage instructions only for that EAN number.

How does it work?

1. Go to Automations in your Bugalou dashboard.
2. Create a new automation with trigger Bol.com Shipment or Bol.com Return.
3. Choose the action Send Bol.com Email.
4. Select your email template, optionally set a delay (e.g., 3 days after shipment).
5. Optional: filter for specific products using EAN numbers.
6. Activate the automation — done!

All sent emails are tracked in the Execution Log with statistics on sent, opened, and clicked.

Benefits at a glance

• Save time — AI suggestions help you respond faster.
• Miss nothing — All messages in one inbox, no customer questions overlooked.
• Order details at hand — Instant insight into orders and shipments.
• Automated emails — Send follow-ups, review requests, and return confirmations automatically.
• Download invoices — Generate a professional PDF invoice per bol.com order instantly.
• Product filter — Automate only for specific products using EAN numbers.
• Scalable — From 10 to 1,000 orders per day without extra staff.
• Professional — Customers experience fast, personal service.
• Affordable — Starting at €49/month, no hidden costs.

Ready to automate your bol.com customer service?

Stop manually answering customer questions through the Partner Platform. Bring everything together in one smart inbox, let AI handle the standard questions, and focus on what really matters: selling your products and growing your business.

Start free with Bugalou →

Or book a demo and we'll show you how it works.

Frequently Asked Questions

Want to know which standards bol.com uses to judge your customer service? Read our guide to bol.com performance standards and strikes and how to avoid them.

Related topics

• Integrating Bugalou with bol.com
• Bugalou Automations
• Bugalou Pricing Plans