Top Return Reasons
Merchandise returns cost retailers in the United States billions of dollars every year and are becoming an increasingly challenging problem—so much so that in 2023, the cost of returns hit $744 billion, nearly triple the cost from a decade ago.
According to a recent survey, clothing, accessories, and shoes rank among the most returned products online. But why are consumers sending back purchased items? Here’s a breakdown of the top return reasons.
Top return reasons list
|
Reason for return |
Percentage of consumers saying it’s why they have returned an item |
|
Damaged item(s) |
52% |
|
Item(s) did not fit |
50% |
|
Item(s) was not as expected |
42% |
|
Wrong item(s) was sent |
37% |
Top reasons for returning an item
A study of the top reasons for returns shows that 52% of consumers send back merchandise purchased online because they are either damaged or defective. This represents more than half of online shoppers and is the leading reason items are returned.
The second most popular reason for returns has to do with the product’s fit. As many as half (50%) of online shoppers say they mail items back because they don’t fit. This is followed by a discrepancy between the item’s description and the item itself—42% of consumers return online purchases because they claim the product they receive is not as expected. This may be because it did not match the seller’s description.
The inability to feel products before purchasing them is the leading disadvantage of online shopping. To tackle this concern and reduce returns driven by fit issues and misrepresentations of the product description, retailers should provide detailed information on their product pages to allow buyers to have a clear and realistic idea of what to expect. This can be done by detailing the item’s features, material, and specifications, and including photos and videos for a more accurate understanding of how it looks and works.
Receiving the wrong item also ranks among the top reasons to return an item—more than one out of every three (37%) consumers says it’s why they decide to mail products back to the merchant.
Brick-and-mortar vs. online shopping return rates
The same study highlighted the difference in return rates between brick-and-mortar and online shopping. The return rates for brick-and-mortar stores are three times lower than return rates of online stores. One reason for this is that consumers can physically inspect items in a store before making a purchase, reducing the likelihood of returns due to the item not meeting expectations.
Common return reasons and prevention strategies
Understanding the reasons to return an item can help retailers devise strategies to minimize them. Here are some key causes of returns and their potential solutions:
- Damaged items: Ensure robust packaging and handling processes to minimize damage during shipping. Regularly inspect inventory for defects before dispatch.
- Fit issues: Provide comprehensive size guides, customer reviews, and fit recommendations to help customers choose the right size.
- Not as expected: Offer detailed product descriptions, high-quality images, and videos to set accurate customer expectations.
- Wrong item sent: Implement stringent order fulfillment checks to ensure accuracy in shipping the correct products.
By addressing these issues, retailers can enhance customer satisfaction, reduce return rates, and ultimately improve their bottom line.