Cahoot’s exclusive study with Forbes shows that many of the most successful DTC brands on Shopify let Amazon and Walmart beat them on price and delivery experience for their own products.

Companies like L’Occitane have spent millions upon millions building their sterling brands in an attempt to win and retain loyal customers. Their Shopify-powered webstores offer top-notch purchasing experiences. Their marketing is dedicated to building an image that will stand the test of time. Yet their product is more expensive and ships slower on their own store than it is on Amazon:

With this price and shipping disparity, it’s unlikely that a comparison shopper would choose to buy from L’Occitane’s site. When you factor in that over half of all eCommerce searches start on Amazon, you’d better believe that Amazon is eating significantly into DTC stores’ growth.

This is no small challenge – Amazon takes a 15% referral fee on most categories, and every search on Amazon of course serves up multiple competitive options to the buyer. So not only is L’Occitane earning much less profit on each sale they do get on Amazon, but they’re also losing customers. The problem persists even when it’s 3rd party sellers listing the product on Amazon – they buy at wholesale prices, which cuts into L’Occitane’s margin compared to purchases from the DTC store. And of course, the Amazon listing pulls shoppers away from L’Occitane’s site, making it more difficult to build customer loyalty.

We don’t mean to pick on L’Occitane. In fact, Cahoot demonstrated that among a sample of popular products from 50 top Shopify brands that sell on both their own store and Amazon, Amazon is cheaper and offers faster delivery 49% of the time. When you look at the all-in price for a quickly shipped product, Amazon beats the brands in all cases but one.

In this guide, we’ll dive deep into how brands can manage competition between their DTC stores and marketplaces. First, we’ll establish the stakes – why does this matter, and how much does it cost brands? Then, we’ll dive into the data itself and a case study to bring the challenge to life. Finally, and most importantly, we’ll provide a primer on how brands can fight back to boost their critical DTC channel’s growth.

What Brands Lose When a Marketplace Sells Their Product

A sale is a sale, right?

Wrong – selling direct-to-consumer (DTC) online is much more lucrative for a brand than selling on a marketplace like Amazon.

Here are four reasons you need to maximize the number of customers you convert on your DTC store and keep them away from marketplaces.

Profit Margin

First and foremost, selling on marketplaces incurs a hefty referral fee that of course doesn’t exist on a seller’s DTC site.

Amazon’s fee ranges from 8% all the way up to 45%, but the most common percentage it takes is 15%. What is your current margin on your top seller? 15% off the top line could cut your take-home profit in half, or worse.

And keep in mind that Amazon isn’t just taking 15% off of the item price – they add up extra fees and charges to calculate “Total sales price” before calculating their referral fee. Consider this example from Amazon Seller Central below:

The “15%” referral fee of $4.95 actually is almost 25% of the item’s $25 price tag, because Amazon adds additional fees before calculating their final take. So, if the seller’s margin was a strong 35% before the fee, it’s cut all the way down to 10%.

This issue persists even if it’s a 3rd party reselling the product on a marketplace, and not the brand itself managing the listing. The reason is simple – the reseller buys the product either at a wholesale price or at a retail discount, and then re-lists on the marketplace. So, the per-unit margin is still lower for the brand.

If you’re wondering how these fees compare to those on Shopify, check out this comprehensive review article on Shopify Plans & Pricing from our friends at Rush.

Increased Competition

The margin challenge is the most obvious and pressing, but it often doesn’t even come into play. If a shopper browses a marketplace, they’re served many competitive options and may not buy the original brand’s product in the first place.

Brands may not even realize this is happening, but it’s ubiquitous – a full nine out of ten online shoppers comparison shop between DTC web stores and marketplaces. Every time a shopper checks prices on a marketplace, they’re not just comparing the original brand’s product on the DTC store to the brand’s product on the marketplace. They’re also offered pages upon pages of competitive products, putting the sale at risk.

What starts as a simple price check instead increases competitive pressure. If the original brand still converts the sale on the marketplace, they do so at lower margin, but often they don’t even convert the sale, losing out entirely.

Lost Customer Data

One of the most valuable pieces of a sale isn’t the money, but the customer’s email. Without customer data, you can’t target them with marketing, and you can’t build loyalty. And that loyalty is incredibly valuable – the Harvard Business Review reports that just a 5% increase in customer retention rates increases profits by 25% to 95%. Not to mention, acquiring a new customer costs five to twenty-five times as much as retaining an existing one.

Shopify provides sellers with a detailed break-down of how to maximize customer lifetime value, and it suggests simple yet effective tools such as a customer loyalty program.

If your prospective customer buys your product on a marketplace instead of your webstore, you won’t get the chance to include them in value-maximizing programs like a loyalty program, and you’ll have to spend marketing dollars to try to acquire them all over again. Considering that a “good” LTV/CAC ratio is 3:1 in eCommerce, that means you’ll have to spend a third of the total potential value of that customer a second time, erasing a huge amount of the profit you could have earned.

No Chance to Upsell or Cross Sell

Top eCommerce platforms like Shopify and BigCommerce offer many apps to upsell or cross sell a customer to increase order value and thus profit. You have a much stronger opportunity to get more out of every visitor to your store than you do to get the most out of someone who’s considering your product on a marketplace. Sure, Amazon has features like “People Also Bought”, but it isn’t limited to your products and thus can drag customers away from you just as readily as it can win a bigger purchase.

Contrast that with an app like Zipify’s One Click Upsell, available on Shopify. This and other apps create a custom upsell and/or cross sell experience for your web store, ensuring that it’s the best possible quality and in line with your strategic vision.

Each time your customer price checks your DTC store on a marketplace and finds a better offer there, you lose an opportunity to expand their cart with your products and maximize order value.

Lost Custom Unboxing Experience

Last but not least, orders fulfilled by marketplaces will ship in the marketplace’s boxes, so they reap the marketing rewards while the brand loses a chance to further cement customer loyalty.

Custom boxes drive value in a few key ways:

1. Marketing on outside of the box
2. Curated unboxing experience delights customers to increase repeat rate
3. Customer unboxing testimonials are great for social selling
4. Custom boxes can include inserts that reinforce upsell, cross sell, and brand loyalty initiatives

This key opportunity to create a customer for life is lost when Amazon gets the order.

The Data: Shopify vs Amazon & Walmart

Now that you understand what’s at stake, I’m sure you’re interested to know why exactly marketplaces win over DTC sites.

We compared the price of flagship products for 50 top Shopify brands on their own webstore to the price of the same exact products on Amazon and Walmart. The degree to which Amazon and Walmart have superior offers surprised us.

Our methodology was simple – we searched Shopify stores and marketplaces for identical products from the list of top Shopify brands, and when both the DTC store and a marketplace had an identical product, we made a direct comparison. Not all brands had products listed on marketplaces – of the 50, 29 had identical products listed on Amazon, and 24 had identical products listed on Walmart.

Right off the bat, the marketplaces offer better prices for identical products most of the time. When you look at the final sale price, which includes the cost of the cheapest possible shipping option, 59% of the Shopify stores we researched have worse prices for identical goods than Amazon. 58% have worse prices than Walmart. It’s not a small gap, either – in each comparison, the DTC store is over 25% more expensive than the marketplace.

It would be bad enough if the gap ended there, but it doesn’t. In addition to costing more, the Shopify web stores also often ship those identical products more slowly than the marketplaces. In this comparison, the marketplace matters – Amazon’s famed Prime program helps it ship faster than most DTC stores. On the other hand, Walmart usually ships at the same speed as the DTC comparisons, or more slowly.

Source: Cahoot original research

On top of that, shipping is free for both marketplaces. The average shipping cost for the Shopify stores is a whopping $7.61.

Finally, let’s say that a customer needs a package shipped to them quickly. If they pick Amazon, of course they’ll get that order within two days for no extra cost thanks to Prime. If they need to pay for expedited shipping from a Shopify store, though, they’ll end up paying through the roof.

Source: Cahoot original research

The average cost of fast shipping for the products we evaluated was $27.39, and if selected, it added a whopping 36% to the final sales price.

Now, remember that nine out of ten online shoppers comparison shop between DTC web stores and Amazon. They pull up the identical product on the brand’s website and a marketplace, and they’re likely to find that the marketplace offers a cheaper product that will arrive more quickly. And that’s the reason brands lose out to marketplaces online.

Want to see the detailed view? We also have a store-by-store comparison of the Shopify price vs the Amazon price for identical products.

This first chart compares the total DTC website price to the Amazon price for identical products with standard shipping. 

• Green bars show brands whose DTC store product price is less than 90% of Amazon’s price
• Yellow bars show brands with products between 90% – 110% of Amazon’s price
• Red bars show brands that have products in their DTC store that are more than 110% of Amazon’s price

You already know the outcome, but it’s striking to see the detail. Only a few brands can beat Amazon’s price by 10% or better, while nearly half are more than 10% more expensive. And of course, they’re nearly all shipping more slowly than Amazon.

Next, we took a look at the same price comparison between Shopify store products and their listings on Amazon, but we set the shipping speed for both to “fast”.

Only a single brand, Morphe, offers a better price than Amazon while shipping in 1-3 days. Two more, Rhone and Leesa, are within 10% of Amazon’s price. Every single other brand is more than 10% more expensive than Amazon, and many are over 50% more expensive!

There’s simply no comparison here – Amazon decisively wins on critical aspects of eCommerce.

Case Study: L’Occitane

L’Occitane offers an excellent example of the benefits and challenges of selling on a DTC website. Founded in 1976 by Olivier Baussan, it was named for the women of Occitania – a region that existed in the Middle Ages in the south of France and whose language still survives today.

They have a beautiful website built with Shopify, and in fact it’s doing quite well – their online sales grew 69.2% YoY for the fiscal year ending in March ‘21, and they compensated for most, but not all of physical sales lost from stores closed due to COVID.

While strong, their results could be even better. Indeed, we like this case study because it underscores that even strong online sellers fall prey to marketplaces.

If Amazon and Walmart weren’t undercutting them on price and beating them on shipping speed, could online sales growth have completely offset store sales declines?

Benefits of Selling on a Shopify Site

L’Occitane’s success online is no mystery – they do most things right.

Right off the bat, they provide an appealing offer in exchange for a visitor’s email address. Think back to the huge value of repeat customers – they know that the single most important thing that they can do is get an email so that they can build loyalty.

image courtesy: loccitane.com, 12/6/21

They build on this with an excellent home page that ticks off many best practices for webstore design. Their hero steers customers towards what they’re most likely looking for (in this case, holiday gifts). They have value-added visuals that help the visitor envision the products and what they’ll be buying. Last but not least, they have the all-important “Cookie bar” at the bottom of the page, which prompts the visitor to accept tracking cookies.

Thanks to changes in web privacy laws, sites now have to ask for opt-ins for users to allow their behavior on the site to be tracked by a cookie. You might be surprised by how often this works; one study in Europe, which implemented the practice before America, found that 95% of users express consent, versus just 5% who refuse cookies. Together with an email address, this enables L’Occitane to follow up with the visitor and build customer lifetime value.

L’Occitane also aggressively pursues upsells and cross sells with special offers.

The above offers are a perfect case study in upsell and cross sell. On the left, the “Little Wonders” kit induces customers to increase the size of their cart in exchange for a “free” gift. On the right, the “Holiday Shea Butter Duo Set” encourages customers to buy an extra product along with their existing cart.

Amidst these best practices, though, lies one glaring fault: shoppers can get a better deal for L’Occitane products on marketplaces. As we noted before, nine out of ten online shoppers check DTC store prices on marketplaces before they buy. So before the email capture and before the upsell, customers will see that they can save money and get the product faster by buying elsewhere. How many online shoppers does L’Occitane lose to this very dynamic?

How Amazon and Walmart Still Win

It’s simple – marketplaces beat L’Occitane on price and shipping.

We’ve checked L’Occitane’s offer for its 8.4 Oz Verbena Body Lotion consistently over 2H 2021 against the same product listing on Walmart and Amazon, and it consistently falls short. 

Up front, L’Occitane’s list price of $29.50 matches that of Amazon, while it trails Walmart’s $55.50 for a 2-pack (or $27.75 each). That doesn’t seem so bad on the surface – after all, it matches Amazon’s price and is only beaten by Walmart’s price because Walmart is offering a volume discount.

Move on to checkout, though, and things change. On loccitane.com, the shopper is hit by a whopping $4.95 shipping fee, while of course on Walmart and Amazon shipping is free. So L’Occitane’s Shopify store price is 16% higher than Amazon’s.

Adding onto the price woes, shipping is also faster on the marketplaces than it is on L’Occitane’s site. L’Occitane offers standard shipping, with delivery estimates usually between 5-8 days. Walmart’s shipping estimates three-day delivery, while Amazon Prime promises next-day delivery. If you’re a loyal customer, and you want it faster from L’Occitane’s site, you’ll have to pay a huge $27.99 for expedited 2-3 day shipping. So, you can nearly double the price of the item, and it will still show up slower than Amazon’s free shipping.

Better price, faster shipping – how many customers have made this exact same calculation and bounced away from L’Occitane’s site in favor of a marketplace?

How Brands Can Fight Back

Brands can’t keep up because for them, fast shipping means expensive shipping.

The only way a merchant can affordably power fast shipping for their products is to adopt a distributed fulfillment model, like that of Amazon. Their famed distribution network now has close to 100 locations across the United States, and they strategically place inventory in multiple locations across the country. No matter where a customer is, Amazon has the product nearby.

Historically, merchants simply haven’t been able to adopt Amazon-like distributed fulfillment short of using Fulfilled by Amazon. If a merchant wants to do it themselves, then they need 4-5 locations to cover the whole country with 2-day shipping, and 10+ for 1-day shipping. That’s out of reach for all but the largest enterprises – and even large merchants are struggling to find warehouse space and labor to power their delivery networks today.

On the other hand, most 3PLs weren’t designed with eCommerce in mind, and so they struggle to provide affordable fast shipping for their clients. 66% of 3PLs in the United States have fewer than 3 warehouses, which isn’t enough even for 2-day shipping. So if a merchant signs up with one 3PL, they’ll have to expedite orders to cover the country with fast shipping. Alternatively, they might sign up with multiple 3PLs and try to stitch them together with complex OMS integrations. This overhead-intensive solution puts a band-aid on the issue, and it comes with high complexity, high failure rates, and high costs.

To level the playing field with Amazon, merchants need a modern fulfillment network that was designed for the rigors of fast & free eCommerce. The best modern networks will have 10 or more locations across the country, user-friendly software, native integrations with major eCommerce platforms and marketplaces, and more. They’ve been designed purposefully to power merchants’ growth with affordable fast shipping across all channels.

If you’d like to learn more about what to look for in a fulfillment provider, here’s a primer on how to choose the right 3PL for your Shopify store. And when you’re ready to evaluate competitors, here’s a 3PL RFP template that will help you make the right choice.

Cahoot’s fulfillment network is built for eCommerce. We’ll level the playing field with Amazon with affordable 1- and 2-day shipping – right on your DTC store.

Our innovative peer-to-peer model offers low-cost, fast fulfillment by design. We’re changing the industry by empowering merchants with excess warehouse space and resources to provide high-quality order fulfillment to other merchants. As a result, our pricing is typically lower than that of other top providers listed above, but we can beat them on fulfillment speed and reliability. If you’d like to find out how Cahoot can help your business, please get in touch with us. We can’t wait for you to join our community and fight back against the big marketplaces.

Amazon’s FBA peak season fees have become a significant factor for sellers operating on the platform. With fulfillment fees increasing by 6% and storage fees nearly tripling during peak periods, it’s essential to understand the implications and explore alternative strategies.

A Historical Perspective

Peak season fees on Amazon have been a recurring phenomenon for several years. As the platform’s popularity has grown, so has the demand for its fulfillment services. To accommodate the increased volume of orders, Amazon has implemented peak surcharges to offset the additional costs associated with hiring seasonal workers, expanding warehouse capacity, and optimizing logistics.

Comparing to Competitors

While Amazon’s peak season fees might seem steep, comparing them to other e-commerce marketplace platforms is worth it. Walmart Fulfillment Services, for instance, also increased its storage fees during peak periods but did not raise fulfillment fees. This suggests that Amazon is more aggressive in passing the costs to sellers.

Peak Season Surcharges

Given Amazon’s reliance on seasonal workers to handle the peak demand, peak season surcharges will likely continue for the foreseeable future. As long as the platform experiences significant growth during holiday periods, Amazon must ensure it can efficiently fulfill orders.

Strategies for Managing Peak Season Fees

While peak season fees can be a challenge for sellers, there are several strategies to mitigate their impact:

1. Optimize Inventory Levels: Carefully forecast demand and adjust inventory levels accordingly. Overstocking can lead to higher storage fees, while understocking may result in lost sales.
   
2. Consider Alternative Fulfillment Options: Explore options like Seller Fulfilled Prime (SFP) or outsourcing to third-party logistics (3PL) providers. SFP allows you to fulfill orders yourself while offering Prime benefits to customers. 3PL providers can often offer competitive rates and flexible solutions, especially during peak seasons.
   
3. Negotiate with Amazon: If you have a significant sales volume on Amazon (8 figures or more), consider negotiating with the platform to secure more favorable terms or discounts.
   
4. Diversify Sales Channels: Reducing your reliance on Amazon can help mitigate the impact of its peak season fees. Explore other sales channels, such as your website or marketplaces like eBay.
   
5. Offer Promotions and Discounts: Encourage early purchases by offering promotions or discounts during non-peak periods. This can help reduce the inventory you need to store during peak season.

The Role of 3PL Providers

Third-party logistics providers can be valuable for sellers looking to reduce peak season fees. By outsourcing fulfillment to SFP-ready 3PL providers like Cahoot, you can offer free, fast delivery of your products on Amazon and other channels while avoiding additional peak season surcharges. 3PL providers can also help with inventory management, order fulfillment, and returns processing.

Conclusion

Amazon’s peak season fees are a reality that sellers must navigate. By understanding the factors driving these fees and implementing effective strategies, you can minimize their impact on your business. Whether you choose to optimize your inventory, explore alternative fulfillment options, or negotiate with Amazon, it’s essential to proactively address these challenges and ensure your long-term success on the platform.

Receive a big check every month for selling your products directly to Amazon wholesale? Get ready to change the way you do business with the e-commerce behemoth. If you own a small business that currently moves less than $10 million in sales volume through Amazon, or Amazon has not paired your company with an assigned vendor manager, the company will now require you to sell your products through its third-party marketplace by default.

Receive a big check every month for selling your products directly to Amazon wholesale? Get ready to change the way you do business with the e-commerce behemoth. If you own a small business that currently moves less than $10 million in sales volume through Amazon, or Amazon has not paired your company with an assigned vendor manager, the company will now require you to sell your products through its third-party marketplace by default.

Moving smaller vendors to its third-party platform allows Amazon to eliminate costs associated with directly supporting smaller companies that bring in less revenue.  Once a business is on the third-party platform, Amazon also has the ability to charge for additional services, such as Fulfilled by Amazon and account management.

Amazon’s first-party business will focus on maintaining relationships with high value brands and companies involved in the production of Amazon’s private-label products.  

The change is expected prove difficult for smaller, first-party vendors that lack the existing systems and infrastructure to support competitive third-party marketplace sales and distribution.

Read the article here.

A Silent Margin Killer

Returns are the elephant in the ecommerce warehouse. Whether you run a small DTC brand or a sprawling omnichannel enterprise, returns are eating into your profit margins more than you probably realize. In the U.S. alone, Forbes reported that 16.9% of total retail sales were returned in 2024, that’s over $890 billion in retail merchandise walking right back out the door.

As online shopping continues to outpace physical stores, ecommerce return rates have skyrocketed. On average, online purchase returns fall between 15% and 30%, with apparel, electronics, and home goods among the highest product categories. And while customers return items for all kinds of reasons, from fit issues to buyer’s remorse, the costs associated with ecommerce returns are real, and rising.

Let’s dive into how returns affect profit margins and what ecommerce businesses can do to fix it.

The Cost of a Return: What’s Really at Stake

Every return sets off a domino effect of expenses: reverse logistics, restocking, labor, refund processing, and potential lost sales. Unlike brick-and-mortar stores, where a customer might return an item directly to a shelf, ecommerce stores must process returns through multi-step operations, often involving warehouses, multiple systems, and several sales channels.

And that’s just the beginning. There’s the damage risk during return shipping, lost packaging, and in many cases, items that can’t be resold at full price, or at all. This is especially true in high-return categories like fashion, where returned apparel often needs to be inspected, re-tagged, or discounted.

On top of that, return fraud is a growing concern for online retailers. Some customers return used or counterfeit goods, while others exploit generous free return shipping policies by sending back products they never intended to keep.

The result? Lost revenue, damaged margins, and a massive drain on business operations.

Breaking Down the Ecommerce Return Rate

The ecommerce return rate varies widely depending on what you sell and who you sell to. Here’s a snapshot of the average ecommerce return rate for a few categories:

Understanding your category’s benchmark is the first step in evaluating your ecommerce store’s performance. But more importantly, you need to analyze your own return data to understand what’s driving returns and how you can reduce them.

Why Returns Crush Profit Margins

Returns affect ecommerce profit margins in multiple ways:

• High Reverse Logistics Costs: Shipping items to the customer and then back again is costly, especially with free return shipping.
• Inventory Depreciation: Returned products lose value, especially seasonal or trend-driven goods.
• Operational Bottlenecks: Labor-intensive returns workflows slow down fulfillment and drain warehouse productivity.
• Customer Churn: A poor post-purchase experience can push customers toward competitors.
• Lost Future Purchases: Refunds instead of exchanges can mean a permanently lost sale.

And if you’re offering instant refunds or free returns with no questions asked, your ecommerce business may be rewarding returns without a strategy in place to recover that revenue or retain the customer.

7 Ways to Fix the Problem and Improve Profit Margins

1. Upgrade Product Pages with Detailed Descriptions

Many returns happen because the customer expected something different than what they received. Ecommerce businesses must close this expectation gap by improving product pages. That means:

• Multiple high‑res images from different angles
• User‑generated content (UGC) such as product reviews and comments
• Size guides and fit recommendations
• Augmented reality try‑ons (especially for eyewear, shoes, and home decor)

When online customers are better informed, they make better choices and return less often.

2. Encourage Store Credit and Exchanges Over Refunds

Instead of processing refunds every time customers return items, offer them value in the form of store credit or exchanges. Tools like Loop, ReturnGO, and others help ecommerce brands automate this process and incentivize exchanges with:

• Bonus credit (e.g., “Get 10% extra when choosing store credit”)
• Faster shipping on exchanges
• Easy one‑click swaps

This keeps more revenue within your ecosystem and encourages future purchases.

3. Use Returns Management Software

The right technology can help you manage returns at scale. Returns management software automates:

• Return eligibility checks
• Label generation
• Refund processing
• Customer communication

It also collects valuable return data that helps identify trends, like frequently returned SKUs or issues with specific fulfillment centers. This data is crucial for optimizing operations and enhancing customer satisfaction.

4. Implement Smart Segmentation in Return Policies

Not all returns are equal, and not all customers should be treated the same. Use customer data to create dynamic return policies:

• Reward loyal customers with extended windows and free returns
• Apply stricter terms to serial returners or high‑risk categories
• Offer return in‑store options for hybrid shoppers

This lets you manage returns while still delivering a seamless customer experience to your best buyers.

5. Proactively Manage Customer Expectations

Set the tone early in the customer journey. Communicate return policies clearly on product pages, in the cart, and at checkout. Let potential customers know:

• What qualifies for a return
• How to ship items securely
• Whether they’ll receive instant refunds, exchanges, or store credit

A clear policy improves overall customer satisfaction and reduces post-purchase surprises.

6. Use Data to Improve Inventory and Sourcing

Returns offer insights far beyond refunds. By analyzing your ecommerce return statistics, you can:

• Spot product defects or design flaws
• Discover misleading product descriptions
• Flag suppliers with inconsistent quality

Smarter sourcing reduces your return rate and protects your profit margins.

7. Reframe Returns as a Competitive Advantage

Most online merchants see returns as a necessary evil. But leading ecommerce brands are turning returns into retention tools:

• Hassle‑free returns policies build trust and boost conversion
• Quick refunds and transparent updates keep customers informed and happy
• Personalized experiences based on purchase history improve the customer journey

In short, optimizing returns helps improve customer loyalty and drive more revenue.

The Cost of a Return

What $1 in Returned Goods Actually Costs Your Ecommerce Business

• $0.20 – Reverse shipping
• $0.25 – Restocking and handling
• $0.10 – Depreciation/damage
• $0.15 – Lost future purchases
• $0.05 – Refund processing
• $0.10 – Waste/sustainability impact

True Cost = $0.85 for every $1 in returns

(Source: Industry averages based on ReturnLogic, ReturnGO, and Flex Logistics reports)

Quick Checklist: 10 Return Policy Changes to Boost Profitability

• Post return eligibility clearly on product pages
• Offer free return shipping only to VIPs
• Use restocking fees for high‑risk items
• Provide store credit incentives for exchanges
• Enable returns in‑store for local customers
• Segment policies by customer type
• Automate the returns process with software
• Analyze return reasons monthly
• Flag repeat returners with CRM tools
• Highlight sustainability initiatives on the returns page

Summary: Better Returns, Better Margins

Managing the ecommerce return rate is no longer just about cutting losses, it’s about building a sustainable, profitable business. With smarter return policies, better product pages, more efficient operations, and a customer‑first mindset, ecommerce businesses can turn returns into an engine for growth, not just a cost center.

Returns will always be a part of the ecommerce experience. But when you treat them as a strategic advantage, and not just an annoying afterthought, you’ll see stronger profit margins, more revenue, and happier, more loyal customers.

Frequently Asked Questions

What is the average ecommerce return rate?

The average ecommerce return rate is approximately 16.9%, though it can reach 60% or more in certain categories such as luxury apparel. This highlights the importance of managing returns effectively in different product sectors.

How can I reduce return rates for my ecommerce business?

To effectively reduce return rates for your ecommerce business, enhance your product descriptions and visuals, utilize AR and 3D technology, and provide detailed sizing charts along with customer reviews. This approach will help set proper expectations for your customers and minimize dissatisfaction.

What are the direct costs associated with ecommerce returns?

The direct costs associated with ecommerce returns primarily involve reverse logistics, processing fees, and lost profit margins, which can total between 20% and 65% of the item’s original value. Understanding these costs is crucial for managing return policies effectively.

How can returns management software help my business?

Returns management software can significantly improve customer satisfaction by automating the returns process, providing timely updates, and utilizing data for efficient return approvals. This leads to a smoother experience for both your business and your customers.

What is return fraud and how can I prevent it?

Return fraud, which includes tactics like receipt fraud and wardrobing, can be prevented through digital tracking of return history, implementing AI to identify fraud patterns, and offering store credit instead of cash refunds. These measures will help safeguard your business from potential losses.

Managing ecommerce returns effectively is crucial for customer satisfaction and business efficiency. This article dives into the ecommerce returns best practices for handling returns, from crafting a customer-friendly return policy to leveraging returns data for business insights. Whether you’re looking to streamline the return process or reduce return rates, these strategies will help you enhance the customer experience and improve your bottom line.

Key Takeaways

• Efficient return management is vital for customer satisfaction and retention in ecommerce, with 80% of customers avoiding retailers with poor return experiences.
• A clear, customer-friendly return policy boosts trust and loyalty, while highlighting this policy on your website can significantly enhance sales.
• Leveraging returns data and incorporating technology, like AR for product visualization, can reduce return rates and improve the overall customer experience.

Understanding the Importance of Ecommerce Returns

Ecommerce returns are more than just a logistical challenge; they are a critical component of customer satisfaction and retention for any ecommerce business. In a highly competitive market, online retailers must prioritize efficient ecommerce return management to stay ahead. A staggering 80% of customers will not shop again with a retailer that offers a poor return experience. This statistic alone underscores the importance of having a seamless and customer-friendly returns process, especially considering the average ecommerce return rate.

Returns also play a significant role in customer retention. Shoppers who have a positive return experience are more likely to make future purchases, turning potential one-time buyers into loyal customers. A transparent and flexible return policy builds trust, giving customers confidence in their purchasing decision and reducing the perceived risk of buying online, ultimately enhancing the post-purchase experience.

Moreover, managing returns effectively can create a competitive advantage and increase profitability. Ecommerce returns, if handled well, can enhance customer satisfaction and build long-term loyalty. Transparent return policies not only manage customer expectations but also increase overall satisfaction, which can significantly impact a business’s bottom line.

In summary, understanding the importance of ecommerce returns is the first step in creating a return strategy that enhances customer experience, builds trust, and drives repeat business. Prioritizing returns management allows ecommerce businesses to transform a potential challenge into a powerful tool for customer retention and business growth.

Crafting a Customer-Friendly Return Policy

A well-crafted, customer-friendly return policy is the cornerstone of an effective ecommerce returns strategy. It not only enhances customer satisfaction but also fosters trust and loyalty. Transparency is key; customers need to know exactly what to expect when they decide to return a product. Having a clear, visible, and transparent ecommerce returns policy gives customers peace of mind and can significantly influence their purchasing decisions.

A comprehensive return policy should be easy to understand and free of legal jargon. It should clearly outline the return process in second-grade language, including acceptable reasons for returns, the time frame within which returns are accepted, and the available options for refunds or exchanges. Including contact information for customer support ensures that customers can easily reach out with any questions or concerns.

A customer-friendly return policy removes ambiguities that might result in customer dissatisfaction or fraudulent returns. Such a policy not only protects the business but also strengthens customer relationships, leading to increased satisfaction and loyalty.

Key Elements of an Effective Return Policy

Crafting an effective return policy involves several key elements that ensure clarity. First and foremost, the policy should be straightforward and free of complex legal terms, making it easy for customers to understand. Transparency and clarity are key; the return policy must be specific and consistent across all customer touchpoints.

Consideration of the return window length is essential. While most ecommerce retailers offer a 30-day return window, some businesses extend this period to 60, 90 days, or even a year to build trust and loyalty. However, it’s important to balance this flexibility with the ability to manage inventory efficiently and address individual customer situations as needed.

Additionally, encouraging proof of purchase for returns helps identify legitimate transactions and discourages return fraud. A well-defined return policy not only enhances customer satisfaction but also aids in managing returns effectively, ultimately contributing to customer retention and business growth.

Highlighting Your Return Policy on Your Ecommerce Website

Making the return policy easily accessible on your ecommerce website can significantly boost customer confidence and potentially increase sales. Approximately two-thirds of consumers check an ecommerce retailer’s return page before making a purchase. Highlighting your return policy on multiple pages, including product pages, the footer, and the checkout screens, ensures maximum visibility and accessibility.

One client experienced a 20% lift in sales after prominently featuring their offer for free shipping along with their returns policy. Making the return policy easily accessible builds customer trust and encourages purchases, as customers feel assured they can return products hassle-free if needed.

Offering Free Return Shipping: Pros and Cons

Offering free return shipping is a powerful way to enhance customer satisfaction and encourage repeat purchases. A significant number of consumers view free returns as a critical factor influencing their shopping choices, making it a competitive advantage for ecommerce businesses. Free return policies can lead to increased sales, as customers are more likely to purchase when they know they can return items at no cost.

Despite its benefits, free return shipping presents challenges. Costs like shipping labels, restocking, and potential damages can impact profitability. Despite these costs, the benefits of offering free returns, such as higher conversion rates and larger overall basket sizes, often outweigh the drawbacks.

Balancing the costs and benefits of free return shipping is crucial. While it can enhance customer satisfaction and provide a competitive edge, businesses must ensure that their profit margins can handle the associated costs. Carefully evaluating when and how to offer free return shipping helps ecommerce businesses balance customer satisfaction and profitability.

When to Offer Free Return Shipping

Offering free return shipping can significantly boost sales, especially for high-risk products where customers require assurance. Three-quarters of shoppers consider free returns essential in their purchasing decisions. Providing free returns enhances customer satisfaction and encourages repeat purchases, making it a valuable strategy for ecommerce businesses, including free ecommerce returns.

However, it’s important to communicate free return shipping policies clearly on product listings, FAQ pages, and the shipping policy page to ensure customers are aware of this benefit. This reassurance can encourage customers to commit to online purchases, knowing they can return items at no additional cost if needed. And if it’s not communicated effectively, it gets lost in the weeds.

Alternatives to Free Return Shipping

While free return shipping is beneficial, it may not always be feasible for every business. Alternatives such as offering store credit instead of refunds can help manage return costs while maintaining customer satisfaction. Charging customers for returns may be appropriate for larger items that require specialized collection services.

Balancing the costs of returns with customer expectations is crucial for sustaining both profitability and satisfaction. By exploring alternatives to free return shipping, ecommerce businesses can find a strategy that works best for their unique needs and customer base.

Streamlining the Returns Process

Streamlining the returns process is essential for enhancing customer satisfaction and loyalty. Implementing clear steps for managing returns ensures a smooth and efficient process, reducing customer frustration. Automation in the return process, such as using reverse logistics, can provide a seamless experience for customers and minimize costs.

Simplifying the return process is crucial for enhancing customer satisfaction and loyalty. Offering hassle-free returns reduces customer worry about potential return costs. A clear return policy can significantly reduce costs associated with returns by promoting customer confidence and reducing the number of unnecessary returns.

Investing in technology, like scanners for processing returns, can lead to significant labor savings and improve overall efficiency. By streamlining the returns process, ecommerce businesses can reduce costs and improve profitability.

Automating Return Labels and Shipping

Automating return labels and shipping is a game-changer for managing returns efficiently. Automation minimizes human errors and saves processing time for returns, leading to a smoother experience for both customers and businesses. Using a combination of scannable, pre-printed, and printable return labels can accommodate various customer needs and improve efficiency.

Integrations with platforms like Loop and Shopify can significantly enhance return label handling, making the process more seamless for ecommerce brands. Informing customers about the return shipping carrier fosters trust, especially if they are familiar with the carrier.

Implementing Reverse Logistics

Implementing reverse logistics is crucial for managing returns effectively. Establishing a returns management strategy that focuses on the reverse supply chain can mitigate the environmental repercussions of returns and improve overall efficiency. Effective reverse logistics can streamline the returns process and reduce the overall time taken to process returns, enhancing customer satisfaction.

Third-party logistics providers can help manage returns and inventory without the need for in-house resources, making the process more efficient and cost-effective. A robust reverse logistics system enhances customer satisfaction and operational efficiency.

Reducing Return Rates with Accurate Product Listings

Accurate product listings are essential for reducing return rates and increasing customer satisfaction. Inaccurate or missing product information significantly increases the likelihood of product returns. Providing complete product details such as materials and dimensions directly on product pages can significantly lower return rates by setting proper customer expectations before purchase.

Detailed and visible product labels help customers make informed decisions and reduce the likelihood of returns. Frequently revising product information ensures customers are aware of any changes, reducing the chance of returns due to outdated details.

Accurate and detailed product listings help reduce return rates and improve customer satisfaction.

Utilizing 3D/AR Technology

Utilizing 3D and augmented reality (AR) technology can significantly enhance the online shopping experience. Augmented reality allows customers to visualize products in their own space, leading to better purchasing decisions and reducing the likelihood of returns. This interactive shopping experience can help customers feel more confident in their purchases, ultimately reducing return rates.

Incorporating 3D/AR technology into product listings offers a more immersive and accurate representation, boosting customer satisfaction and reducing returns.

Regularly Updating Product Pages

Regularly updating product pages is important for maintaining transparency and trust with customers. Accurate product descriptions, images, and size guides are essential to reduce return rates, as they help set proper customer expectations before purchase. Frequent updates ensure that customers always have access to the latest information about products, which can significantly lower the chances of returns due to outdated or incorrect details.

Utilizing advanced technologies such as 3D modeling and augmented reality allows customers to visualize products better, leading to more informed purchasing decisions. Maintaining engaging and up-to-date content on product pages enhances the shopping experience, potentially increasing customer loyalty and repeat business.

Handling In-Store Returns for Online Purchases

Handling in-store returns for online purchases offers a convenient option for customers and can enhance overall satisfaction. The buy online, return in-store (BORIS) strategy allows customers to return items purchased online to a physical store, reducing return shipping costs and providing instant resolution. This approach not only improves customer satisfaction but also encourages in-store engagement and potential additional purchases.

Allowing in-store returns can also help reduce return rates by offering customers an easy and convenient return option. This flexibility can enhance the overall shopping experience and foster loyalty among customers who appreciate the convenience of returning items to brick and mortar stores.

Integrating in-store returns with online purchases and online returns provides a seamless return experience, catering to customer preferences and enhancing satisfaction.

Training Staff for Efficient Returns

Properly training staff to handle returns efficiently is essential for improving customer interactions and satisfaction. Staff should be trained to empathize with customers during returns, creating a more positive experience. Providing clear knowledge of the return policy helps ensure consistent customer service, which is crucial for maintaining customer trust and satisfaction.

Offering various contact options, including live chat and email, can meet customer preferences and enhance their return experience. Effective staff training ensures returns are handled efficiently, improving customer interactions and satisfaction, supported by a customer support team.

Encouraging Exchanges Over Refunds

Encouraging exchanges over refunds can be a beneficial strategy for ecommerce businesses. Promoting exchanges instead of refunds can help businesses retain 50% of revenue that would otherwise be lost in refunds. Offering incentives for exchanges, such as discounts on future purchases, can significantly boost profitability and customer satisfaction which can lead to higher customer retention rates and potentially increase overall sales. Promoting and offering exchanges improves the bottom line for each loyal customer.

Leveraging Returns Data for Business Insights

Leveraging returns data is crucial for gaining valuable insights and improving operations. Analyzing returns data can help identify trends and understand customer behavior, which can significantly improve product offerings and marketing strategies. Certain product categories, like apparel, tend to have higher return rates, and understanding these trends can help businesses address common issues.

Returns data can reveal widespread quality issues or sizing discrepancies that need to be addressed. Management reports on returns data provide valuable information such as return reasons, costs, and details about re-sellable items, helping businesses make informed decisions.

Leveraging returns data helps drive purchase velocity and increase order value.

Identifying Common Return Reasons

Identifying common return reasons is essential for reducing return rates and improving customer satisfaction. Analyzing returns data can reveal common quality defects and sizing problems that lead to higher return rates. Frequent reasons for returns in ecommerce include incorrect sizing, substantial product defects, and discrepancies between customer expectations and product delivery.

Addressing these common return issues not only aids in reducing return rates but also enhances overall customer satisfaction with the ecommerce experience. Understanding and addressing the reasons behind returns helps improve products and customer service, leading to increased satisfaction and loyalty.

Adjusting Inventory Management Based on Returns

Adjusting inventory management processes based on returns data helps to optimize stock levels and reduce costs. Monitoring returns can inform decisions about which products to restock or discontinue, preventing overstocking of frequently returned items. Effective inventory management requires real-time updates to reflect return transactions accurately, ensuring that inventory levels are always up-to-date.

Establishing refund thresholds can help monitor and control the return process and process refunds for high-value products, reducing the risk of fraud and ensuring that inventory is managed efficiently.

Adjusting inventory practices based on return trends enhances operations and profitability.

Enhancing Customer Communication During the Returns Process

Clear and effective communication during the returns process is essential for maintaining customer trust and satisfaction. Communicating clear return policies can significantly influence customer purchase decisions and enhance their overall experience. Maintaining good communication with returning customers is vital to avoid losing customers for future shopping opportunities.

Providing real-time updates on the status of returns reassures customers about your transparency. Customers should be kept informed about the status of their return, and politeness and timeliness are crucial when communicating with customers about returns.

Enhancing communication during the returns process builds customers’ trust and improves customer satisfaction.

Providing Real-Time Updates

Providing real-time updates on return statuses can significantly enhance customer satisfaction. Using automated tools to send updates ensures that customers are always informed about the status of their return, reducing anxiety and enhancing the overall experience. Automated communication can enhance the returns process by sending automated emails and integrating with chatbots for status updates.

Customers can track their returns through a returns portal, providing transparency and building trust. Using shipment tracking can also deter potential fraudulent claims about non-delivery by providing proof of delivery.

Providing real-time updates enhances customer satisfaction and reduces return-related issues.

Offering Multiple Communication Channels

Offering multiple communication channels for customer returns enhances the overall experience and meets customer preferences. Providing various means to return purchases seamlessly improves customer experience and satisfaction. Chatbot functions for customer service inquiries can be integrated with automated returns software, offering a convenient and efficient way for customers to get support.

Informing customers about the shipping carrier used for returns also helps build trust and provides transparency. Offering multiple communication channels ensures customers receive the support they need throughout the return process, enhancing satisfaction and loyalty.

Preventing Return Fraud

Preventing return fraud is essential for maintaining profitability and operational efficiency in ecommerce. Tracking customer return frequency helps businesses identify patterns that may indicate fraudulent behavior. Employing serial number tracking helps to mitigate fraudulent returns effectively.

Ecommerce businesses can prevent return fraud by flagging repeat returners and limiting return windows for fast-moving products. Offering store credit instead of cash refunds can deter return fraud by providing an immediate value to the customer without a financial loss.

Tools like Shopify Flow and Cahoot can assist retailers in managing return fraud more effectively by automating elements of the returns process.

Implementing Return Approvals for High-Value Items

Implementing return approvals for high-value items can help prevent fraud and protect business profitability. Requiring pre-approval for returning expensive items can deter potential abuse and ensure that returns are legitimate. Boundaries help avoid foul play and abuse of the system, and they build customer trust in the brand.

A reasonable return window, clarity on non-returnable items, charging shipping fees, limiting returns based on payment methods, and optional restocking fees can help prevent abuse and ensure a fair return process. Implementing these strategies helps protect ecommerce businesses from return fraud and maintain customer trust.

Monitoring Repeat Returners

Monitoring repeat returners is essential for maintaining the integrity of the return process and preventing fraud. Regularly tracking customers who frequently return items can help identify and address potential fraudulent behaviors. Identifying customers who frequently return items can assist in flagging possible fraudulent behavior and taking necessary actions to mitigate risks.

Taking necessary actions based on tracking results can help mitigate risks associated with return fraud and ensure that the return process remains fair and efficient.

Monitoring repeat customers and returners protects ecommerce businesses from fraudulent returns and maintains customer loyalty.

Sustainable Practices in Ecommerce Returns

Implementing sustainable practices in ecommerce returns can significantly reduce environmental impact and promote corporate responsibility. Encouraging customers to print their own return labels online as needed can help decrease the overall paper waste associated with returns. The environmental impacts of traditional return processes contribute to global carbon emissions due to transport, highlighting the need for more sustainable practices.

Retailers can enhance sustainability by implementing programs that facilitate the resale or donation of returned products to support charitable causes. Donating returned items to charities not only reduces waste but also benefits the community and promotes corporate social responsibility.

Adopting sustainable best practices in ecommerce returns reduces the environmental footprint and enhances brand image.

Encouraging Online Label Printing

Encouraging customers to print return labels at home can significantly cut down on paper waste associated with traditional label printing methods. Online label printing reduces the need for pre-printed labels, which often go unused and contribute to waste. Promoting online label printing reduces environmental impact and supports sustainability initiatives.

This practice not only benefits the environment but also enhances customer convenience, as they can easily print labels at home without waiting for pre-printed labels to arrive. Encouraging online label printing is a simple yet effective way for ecommerce businesses to adopt more sustainable practices.

Reselling or Donating Returned Items

Reselling or donating returned items helps reduce waste by extending the life of products that are still usable. Sustainable practices in ecommerce returns, such as encouraging online label printing and efficient reverse logistics, support the reselling and donating process. Integrating reselling and donating options into returns processes can enhance brand image, boost customer loyalty, and cater to environmentally-conscious consumers.

Implementing resale strategies can help keep returned products out of landfills and generate revenue, while donating items to charities benefits the community and promotes corporate social responsibility. By adopting these sustainable practices, ecommerce businesses can reduce their environmental impact and support a more sustainable future.

Summary

In summary, managing ecommerce returns effectively is crucial for enhancing customer satisfaction and business profitability. From crafting a customer-friendly return policy and offering free return shipping to leveraging returns data for business insights and implementing sustainable practices, there are numerous strategies that ecommerce businesses can adopt to improve their return processes. By prioritizing returns management, businesses can build trust, drive repeat purchases, and create a competitive advantage in the market.

As we move towards a more sustainable future, implementing eco-friendly practices in ecommerce returns is not only beneficial for the environment but also enhances brand image and customer loyalty. By following the best practices discussed in this blog post, ecommerce businesses can turn returns from a challenge into an opportunity for growth and success. Embrace these strategies and watch your business thrive in 2025.

Frequently Asked Questions

How can a clear return policy impact customer satisfaction?

A clear return policy boosts customer satisfaction by building trust and setting the right expectations, making shoppers feel more confident in their purchases. It’s a smart move for any business!

What are the benefits of offering free return shipping?

Offering free return shipping boosts customer satisfaction and encourages them to shop with you again, which can really set you apart from the competition. It’s a win-win!

How can returns data provide business insights?

Returns data can give you a clear picture of why products are coming back, like quality or sizing problems, so you can tweak your offerings and marketing to better meet customer needs. It’s a smart way to turn setbacks into opportunities for improvement!

Why is it important to monitor repeat returners?

It’s crucial to keep an eye on repeat returners to spot any potential fraud and ensure the return process stays fair. This way, you protect your business and maintain customer trust.

What are some sustainable practices in ecommerce returns?

To make ecommerce returns more sustainable, try promoting online label printing, reselling or donating returns, and streamlining reverse logistics. These steps can really help cut down on waste!

Returns used to be the headache nobody wanted to talk about. But in 2025, ecommerce returns are front and center, impacting profit margins, customer loyalty, and operational efficiency. With the average ecommerce return rate hovering between 15% and 30%, and return costs eating into revenue at every touchpoint, retailers are finally realizing that the right ecommerce returns solutions can make or break their business.

So, how do you stop bleeding revenue on returned items and start using returns to build stronger relationships with your customers?

Let’s dig into what works.

Key Takeaways

• Ecommerce returns are a major issue, with 30% of online products returned, leading to significant revenue losses, making effective returns management essential.
• Advanced returns management software can automate processes, prevent fraud, and integrate with existing systems to enhance efficiency and customer satisfaction.
• Implementing a customer-centric returns policy, including clear instructions, flexible windows, and incentives for exchanges, can significantly improve customer loyalty and reduce return rates.

Why Ecommerce Returns Matter More Than Ever

Returns aren’t just a cost, they’re a reflection of your customer experience. In fact, two‑thirds of online shoppers say they won’t come back after a bad return experience. For ecommerce businesses looking to grow repeat business and boost customer loyalty, that stat should ring alarm bells.

With ecommerce sales continuing to rise and online purchases becoming more frequent than in‑store shopping, the pressure is on for online retailers to offer seamless, fast, and transparent returns.

Common Causes of Ecommerce Returns

Returns in ecommerce often happen for predictable reasons:

• Wrong size or fit (especially in apparel and footwear)
• Product not as described
• Item arrived damaged
• Customer changed their mind

Most of these issues can be traced back to poor product descriptions, lack of sizing tools, or misaligned expectations. That’s where ecommerce returns solutions come in, not just to handle returns, but to prevent them in the first place.

Choosing the Right Ecommerce Returns Software

Today’s best returns management software does more than print a return label. It streamlines the entire post-purchase experience, from automating return authorizations to tracking inventory levels and preventing return fraud.

Key Features to Look For:

• Automation: Automate return approvals, generate prepaid return labels, and initiate refunds with minimal manual input.
• Integrations: Sync with your ecommerce platform, shipping carrier, inventory system, and customer service tools.
• Fraud Prevention: Flag suspicious return patterns and apply custom return rules.
• Analytics & Reporting: Gather data to understand your return rate by product, customer segment, and return reason.
• Flexible Refund Options: Let customers return for store credit, exchanges, or cash refunds.

If you’re not using returns software yet, you’re likely spending too much time and losing more revenue than you should.

Top Ecommerce Returns Solutions to Know in 2025

Here’s a quick rundown of a few standout solutions worth considering:

Cahoot

Cahoot’s peer-to-peer returns system is changing the game. Instead of sending returned items back to a warehouse, Cahoot enables the customer to ship directly to the next buyer. This cuts down on reverse logistics costs, shipping time, and inventory touchpoints, making it one of the most innovative ecommerce returns solutions today.

Happy Returns

This returns service offers box‑free, label‑free drop‑offs at thousands of Return Bar locations. With fast processing and free return shipping, it’s a hit with online shoppers who crave convenience and popular brands like Gymshark.

Loop

Loop’s software encourages customers to exchange rather than refund by offering bonus credit for swap‑outs. It is a popular tool used by big brands like Allbirds. It’s a clever way to increase revenue retention and minimize lost sales.

AfterShip Returns Center

AfterShip helps online retailers automate the returns process and centralize returns data. Their system supports international returns, custom returns policies, and integration with major ecommerce platforms.

Building a Customer-Centric Returns Policy

A great returns policy isn’t just nice to have, it’s a sales tool. The right policy can influence purchase decisions and increase trust with potential customers.

A few tips for building yours:

• Offer store credit for exchanges and incentivize it with bonus credit.
• Keep it flexible. A 30‑day exchange window is standard, but extending it during holidays or for loyal customers can boost satisfaction.
• Use clear language. Your return policy page should be easy to read, prominently linked on product pages, and backed up with a helpful FAQ page.
• Offer printable shipping labels via an online portal.

And don’t forget, returns aren’t always bad. Customers who return items and have a good experience often become your most loyal.

Sustainable Returns: Better for the Planet (and Your Profit Margins)

Returns management isn’t just about cost, it’s also about brand reputation. As shoppers become more eco-conscious, your returns process is part of your sustainability story.

Here are a few ways to make your returns more sustainable:

• Refurbish and resell returned products whenever possible (ReCommerce is booming).
• Use eco‑friendly packaging for both outbound and return shipments.
• Offer returnless refunds on low‑cost items to avoid unnecessary shipping and waste.
• Reroute returns directly to future customers, like Cahoot’s peer‑to‑peer model, to bypass the fulfillment center altogether.

Tech to Help You Reduce Returns (Before They Happen)

Reducing your ecommerce return rate starts before the checkout button.

• Improve product descriptions: Be specific. Include dimensions, materials, and fit notes.
• Add more product images: Show items from multiple angles, in use, and on real people.
• Use AR/VR tools: Let customers preview furniture in their home or try on virtual glasses or clothing.
• Collect customer feedback: Monitor reviews and return reasons to spot trends and improve listings.

Gathering returns data and acting on it helps prevent future returns, increases customer satisfaction, and improves your product offering over time.

Returns Don’t Have to Be a Loss

If you’re still treating returns as an operational headache, it’s time for a mindset shift. Today’s best ecommerce returns solutions help online businesses turn returns into a driver of customer loyalty and business growth.

Whether you’re a store owner, a logistics manager, or a brand strategist, your returns strategy should be just as thoughtful as your marketing strategy. Done right, it keeps customers happy, saves time, reduces costs, and unlocks more revenue.

Let returns be your competitive advantage, not your liability.

Frequently Asked Questions

What is the average ecommerce return rate?

The average ecommerce return rate is between 15% and 30%, though it can reach 60% or more in certain categories such as luxury apparel. This highlights the importance of managing returns effectively in different product sectors.

How do returns impact customer loyalty?

Returns can build loyalty if handled well. A smooth, transparent return process increases trust and encourages repeat purchases.

Should I offer store credit or cash refunds?

It depends. Store credit encourages repeat business, while cash refunds increase trust. Many ecommerce stores offer both.

What’s the best way to prevent return fraud?

Use returns software that flags suspicious patterns. Require original tags, verify billing info, and offer store credit for questionable returns.

How do I choose the right ecommerce returns solution?

Look for software that integrates with your platform, automates your return flow, provides fraud tools, and offers robust analytics.

The average ecommerce return rate falls between 15% and 30%. In this article, we explore the factors influencing return rates, variations across product categories, and effective strategies to reduce returns, helping businesses optimize operations and enhance customer satisfaction.

Key Takeaways

• Ecommerce return rates typically range from 15% to 30%, with holiday seasons often pushing that average higher, making understanding these patterns crucial for business strategy.
• Customer satisfaction hinges on product quality, accurate descriptions, and a hassle-free return process, which together help minimize returns and improve loyalty.
• Implementing dynamic sizing charts, detailed product descriptions, and effective return management can significantly reduce return rates and enhance the overall customer experience.

Understanding the Average Ecommerce Return Rate

Ecommerce return rates are vital for online retailers, reflecting customer satisfaction and impacting sales. Typically, these rates fall between 15% and 30%, with many businesses seeing figures around 20% to 30%. This range can benchmark your return metrics and pinpoint areas for improvement.

The holiday seasons, in particular, pose unique challenges that lead to even higher average return rates for both online and physical stores. This spike generally results from increased gift purchases and impulse buys, and analyzing return patterns and reasons can help ecommerce businesses refine operations to boost customer satisfaction prior to purchase and help prevent returns later.

Thus, understanding delicate return rate nuances allows ecommerce businesses to strategize more effectively and work to mitigate future losses. Improving product descriptions and streamlining return policies and processes, for example, can significantly lower return rates when implemented effectively.

Factors Influencing Ecommerce Return Rates

Various factors significantly influence ecommerce return rates, each contributing uniquely. High return rates often result from customer dissatisfaction and incorrect sizing. Categories like apparel and footwear have higher return rates due to sizing issues and customer preferences.

Seasonal spikes, especially during holidays, also affect return rates. Moreover, the returns management strategy itself has been shown to greatly affect return frequency. An easy return process can decrease return rates and enhance customer satisfaction simply by being flexible and uncomplicated. Recognizing these factors enables ecommerce businesses to develop targeted strategies to minimize returns.

Product Quality

When it comes to customer satisfaction and return rates, product quality is a big deal. Did you know that a whopping 81% of returns are because items are defective or damaged? That’s why having top-notch quality control is a must. Returns often happen due to poor quality control or shipping mishaps.

Plus, if the quality doesn’t match what customers expect, they’re likely to return it. Nearly 10% of people send items back because they feel they’re not getting their money’s worth. So, making sure you have accurate product descriptions and solid quality checks during manufacturing is key to meeting customer expectations and cutting down on returns.

Customer Expectations

When reality doesn’t match customer expectations, returns start to add up quickly. If product descriptions aren’t accurate, it can really shake customer trust and bump up return rates. Products that don’t live up to their descriptions can leave customers frustrated. It’s estimated that about 30% of returned electronics are perceived to either be the wrong item or simply not meet quality expectations.

Again, accurate product details are super important to get right because online shoppers must rely on this info when shopping for items sight unseen. Clear, detailed descriptions help avoid misunderstandings, which means fewer returns and happier, more loyal customers.

Ease of Return Processes

How easy it is to return something plays a big role in return rates. Simple and reliable returns make customers feel more confident and can actually reduce how often things are sent back. Half of ecommerce businesses offer free return shipping today. This commitment to easy and hassle-free returns boosts customer satisfaction and encourages people to shop with you again, especially when free returns are an option.

Ecommerce Return Rates by Product Category

Return rates can vary wildly depending on the product category, and each one comes with its own set of challenges and trends. Apparel, for example, often has the highest return rates, mainly because of sizing issues and different customer tastes. Consumer electronics, however, tend to have a lower return rate. Knowing these differences in consumer behavior helps ecommerce businesses craft strategies that tackle the specific challenges of each category.

Apparel

The apparel category is notorious for high return rates, averaging around 26% in D2C ecommerce brands, with some reporting as much as 33% or more. Fit issues are the main culprit cited by online shoppers, accounting for up to 70% of returns in this category, highlighting the need for accurate sizing info and dynamic sizing charts. Addressing these issues can make a big difference in cutting down return rates in the apparel category.

Consumer Electronics

Consumer electronics generally have a lower return rate compared to apparel, averaging about 11%. However, as mentioned previously, the category tends to have one of the highest rates of return for not meeting customer expectations (product not as described). Making sure you have accurate product descriptions and solid quality control can help reduce return rates in this category and enhance the overall customer experience.

Food and Beverages

The food and beverages category also has a return rate of about 11%, influenced by perishability and consumer preferences. Strategies like “returnless refunds” (aka “Keep It Returns”) can help manage returns effectively, improving customer experience while minimizing operational expenses and challenges.

Return Rate Calculation

The return rate for ecommerce is an important metric to monitor. Calculating your ecommerce return rate is straightforward yet essential for understanding return dynamics. Divide the number of returned items by total sales during that period, then multiply the result by 100. This formula provides a clear picture of your return rate as a percentage, helping to identify trends and areas for improvement.

An average return rate of 15–20% is generally acceptable for ecommerce businesses. A return rate below 10% indicates strong product quality and customer satisfaction, while rates exceeding 60% signal serious issues needing immediate attention.

The Costs of Ecommerce Returns

Ecommerce returns entail direct and indirect costs that significantly impact a business’s bottom line. Direct costs include return shipping fees, restocking charges, and product depreciation, ranging from 20% to 65% of the item’s original value. These costs can quickly accumulate, especially for businesses with high return rates.

Indirect costs include lost sales and customer loyalty issues, significantly affecting revenue and profitability, but they’re more difficult to quantify. Ecommerce returns are projected to grow substantially, with estimates suggesting a $1.4 trillion increase by 2025. Managing these costs in an ecommerce business is crucial for maintaining healthy profit margins and supporting growth.

Strategies to Reduce Return Rates

Reducing return rates requires a multifaceted approach addressing various aspects of the customer journey. Detailed product descriptions, enhanced product imagery, and dynamic sizing charts are effective strategies to minimize returns. These elements set accurate customer expectations and reduce the likelihood of returns.

Educating customers post-purchase is also key to reducing returns and providing an optimal experience. Implement effective strategies to answer questions and guide the user with product tips and tricks, which also serve to build customer loyalty.

Detailed Product Descriptions

Clear, detailed product descriptions are crucial for managing customer expectations and reducing return rates. Discrepancies in descriptions account for 64% of ecommerce returns, underscoring the importance of accuracy. Including specifics like ingredient labels and compatibility details are good examples.

Enhanced Product Imagery

High-quality images or interactive 3D tools also improve customer understanding before purchase, reducing returns by providing clear visual representations of products. Displaying multiple images from various angles aligns customer expectations and reduces surprises.

Best practices for enhanced imagery include high-resolution images and video demonstrations to showcase product features. These practices improve the online shopping experience and help reduce returns.

Implementing Dynamic Sizing Charts

Dynamic sizing charts help customers find the best size, improving fit and satisfaction. These charts recommend the best fit based on user input, considering personal measurements and preferences. Dynamic sizing charts are particularly useful for minimizing return rates in the apparel and footwear categories.

Managing the Returns Process Effectively

An effective returns process is crucial for maintaining customer satisfaction and loyalty. A clear return policy builds customer trust and influences future purchase decisions. Complicated policies harm loyalty, emphasizing the need to simplify return processes.

Utilizing returns management software streamlines the process and enhances customer service, making returns easier for customers and businesses alike. Encouraging exchanges instead of refunds protects profit margins and maintains positive cash flow.

Automating Returns

Automating the returns process decreases handling costs and improves efficiency. Return management applications can enhance efficiency significantly. For instance, AfterShip claims a 50% reduction in return processing time for ecommerce businesses through effective ecommerce returns management and reverse logistics.

Returns automation streamlines the process, improving customer satisfaction and operational efficiency. It simplifies returns for customers and management for businesses.

Offering Store Credit

Offering store credit retains revenue and encourages future purchases. AfterShip reports a 50% increase in revenue retention through exchanges when store credit is offered. Try offering exchanges for a longer period than the returns window; this strategy retains revenue while providing customers flexibility.

A returns automation platform like Loop offers instant refunds or store credit, encouraging customers to exchange their returned product within the return window. This approach builds customer loyalty and ensures a positive return experience.

A peer-to-peer returns platform like Cahoot helps resell returned items faster while eliminating much of the cost to the business. The savings can be shared with key stakeholders, such as offering additional store credit for customers returning items in new condition, while offering the items at a discount as “open box” for sustainability and thrift-focused shoppers.

Keeping Customers Informed

One thing is clear: updating customers during the return process, whatever the outcome, significantly boosts the likelihood of future repeat purchases. Automated notifications—via email or SMS—with shipment tracking updates, order arrival at the warehouse, and status of refund, exchange, or store credit all demonstrate a commitment to transparency and keeping customers informed.

Such communication builds customer trust and enhances the overall shopping experience.

The Role of Customer Feedback in Reducing Returns

Actively seeking customer feedback post-refund gathers insights on customers’ return experiences. Understanding the decisive reasons and encouraging people to be forthcoming enables businesses to implement effective solutions and improve product and service offerings. Analyzing products with high return rates helps make informed decisions about product catalogs that can potentially be used as a competitive advantage. So leverage customer feedback to enhance customer experience and reduce return rates.

Summary

Understanding the average ecommerce return rate and actively working to minimize yours involves mastering the intricate factors that influence returns, from product quality to customer expectations and the ease of return processes. Each product category presents its unique challenges, and tailored strategies are essential for effectively managing returns. Reducing return rates starts with detailed product descriptions, enhanced product imagery, and dynamic sizing charts, which set accurate customer expectations prior to clicking the buy button.

Effectively managing the returns process is equally crucial. Automating returns, offering store credit, and keeping customers informed can streamline operations and build long-term loyalty. By actively seeking and leveraging customer feedback, ecommerce businesses can continuously improve their offerings and minimize returns. Armed with these strategies, businesses can turn returns from a costly challenge into an opportunity for growth and enhanced customer relationships.

Frequently Asked Questions

What is a good return rate for an ecommerce business?

A return rate of 15–20% is pretty standard for ecommerce, while under 10% is a win. If you’re seeing over 60%, though, you might want to dig into what’s going wrong.

How can detailed product descriptions help reduce return rates?

Having detailed product descriptions can seriously cut down on return rates by setting clear expectations for customers. When they know exactly what they’re getting, they’re less likely to be disappointed and send it back.

What are the benefits of offering store credit instead of refunds?

Offering store credit instead of refunds keeps your revenue intact and encourages customers to come back for more. Plus, it helps build loyalty and makes the return experience better for everyone.

Why is keeping customers informed during the return process important?

Keeping customers informed during the return process is crucial because it enhances their experience and builds trust, making them more likely to shop with you again. Regular updates, like automated notifications on return statuses, can really make a difference.

How can customer feedback help reduce return rates?

Customer feedback is key in figuring out why returns happen, which helps businesses make improvements and boost the customer experience. By addressing those issues, companies can significantly reduce return rates.

In an era of rising costs, shifting consumer values, and intensifying environmental scrutiny, the way retailers handle returns is under the microscope. The traditional returns model is expensive, slow, and environmentally destructive, and is being outpaced by more nimble, sustainable alternatives. At the forefront of this evolution is peer-to-peer (P2P) returns, a logistics innovation that allows returned products to be sent directly from one customer to the next buyer.

This isn’t just a clever idea—it’s a fundamental rethinking of reverse logistics, and it may be the most impactful change to hit retail supply chains in decades.

The Broken Economics of Traditional Returns

E‑commerce return rates now average 20% to 40%, with fashion and footwear brands absorbing some of the highest costs. That’s double or triple the rate of brick-and-mortar stores. Brands are being crushed by the financial weight of reverse shipping, repackaging, restocking, and often, liquidation or disposal.

Returns are no longer a customer service cost; they’re a strategic liability.

• Nearly $900 billion in merchandise was returned in the U.S. in 2022 alone (NRF).
• Reverse logistics can consume up to 21% of total supply chain costs.
• Only about 50% of returned goods are resold at full value.

But it’s not just a financial problem. Each return shipped back to a warehouse represents wasted packaging, transportation emissions, and time-sensitive inventory that often goes unsold and ends up in a landfill.

Peer-to-Peer Returns: What It Is and How It Works

Peer-to-peer (P2P) returns flip the script by rerouting returned items directly from one customer to the next buyer, bypassing the retailer’s warehouse entirely.

Example:
Amy in Los Angeles, CA, returns a pair of jeans. Instead of shipping them back to the brand’s warehouse in Dallas, TX, a P2P system identifies a new buyer—Sarah in Casper, WY. Amy ships directly to Sarah. The brand handles the refund and inventory update digitally, all without the jeans going to waste or the seller having to touch them again.

The Benefits

• ✅ 64% lower cost per return (Cahoot data)
• 🚚 4× faster resale turnaround
• 🌍 2× reduction in carbon footprint (minimum)
• ♻️ Significantly less disposal and warehouse congestion

Why Now? Perfect Storm of Retail Disruption

1. Economic Volatility and Tariff Pressure

Recent tariff escalations—particularly under the 2025 trade policy agenda—have dramatically increased costs for imported goods, especially apparel from China. Brands reliant on low‑cost imports are feeling the squeeze as COGS climbs and shoppers resist higher prices.

P2P returns create a domestic redistribution layer, decoupled from global supply chains and insulated from trade disputes.

2. Rising Gen Z and Millennial Expectations

Today’s consumers value transparency, sustainability, and personalization. They’re comfortable with secondhand goods and expect brands to support a circular economy.

A staggering 68% of Gen Z consumers have purchased a pre‑owned item in the past year. They view circular shopping not as a compromise, but as a cultural norm.

“Today’s consumers don’t just want fast or free, they want ethical, efficient, and intelligent,” says Manish Chowdhary, Founder and CEO of Cahoot.

3. Environmental Urgency

Returns generate over 15 million metric tons of CO₂ emissions annually in the U.S. P2P models dramatically reduce transport distances, energy use, and landfill waste. In a climate‑conscious market, that’s a strategic differentiator.

The Bigger Picture: Connecting Thrifting to Logistics Innovation

To understand why peer-to-peer returns are gaining traction, consider the broader cultural and economic shift. Gen Z and Millennials are reshaping consumption: they prefer access over ownership, value over status, and sustainability over excess.

Peer-to-peer returns are the invisible backbone of this transformation. Much like Poshmark and Depop connect resellers and buyers, P2P returns introduce fluidity into e‑commerce, reducing friction, recovering value, and mirroring how people already engage with goods—agilely, communally, and with minimal waste.

This is where recommerce and reverse logistics converge. Resale and returns, once managed separately, are merging into one holistic circular ecosystem optimized for both financial and environmental performance.

Tech That Makes It Possible

• AI Matching – Identifies SKUs, sizes, and proximity matches in real time.
• Photo & Rating Verification – Maintains trust between sender and new buyer.
• Smart Labeling & Routing – Automates shipping based on live demand.
• Customer Identity Portability – Builds trust profiles like those on Airbnb and Uber.

Platforms such as Cahoot, Recurate, and Trove are embedding these capabilities into their networks, making P2P both possible and profitable.

Strategic Advantages for Retailers

• Profit Recovery: Cuts restocking and shipping costs.
• Customer Retention: Incentivizes returns through store credit or cashback.
• Inventory Fluidity: Speeds resale of seasonal or trending items.
• Brand Loyalty: Demonstrates a commitment to sustainability.

Peer-to-peer returns transform a sunk cost into a circular transaction.

Who’s Doing It Now?

• Cahoot: Pioneering peer-to-peer fulfillment and returns.
• REI & Patagonia: Piloting resale and trade‑in programs with potential P2P extensions.
• Recurate: Integrated resale and P2P for brands like Steve Madden and Cotopaxi.
• The RealReal: Luxury recommerce leader using AI authentication.

Challenges to Consider

• Trust: Will customers accept goods from other customers?
• Returns Triage: Not all items qualify; brands need a hybrid model.
• Logistics Support: Requires rethinking fulfillment, packaging, and service workflows.
• UX Consistency: Ensuring P2P experiences match the core brand promise.

None of these barriers are insurmountable. With clear standards, robust tech, and the right incentives, P2P can scale elegantly.

The Future: Circular, Connected, Customer‑First

Peer-to-peer returns are the next logical step in circular retail. They offer a sustainable, scalable, and consumer‑aligned solution to one of retail’s most painful problems. Forward‑thinking brands are already acting; those who wait may find themselves at a competitive and cultural disadvantage.

Peer-to-Peer Returns vs. Traditional Returns

Final Thought

Returns have always been the retail elephant in the room: expensive, wasteful, yet unavoidable. Peer-to-peer returns finally offer a model that’s smarter, cleaner, and aligned with how people shop today.

“Retailers that embrace peer-to-peer will discover that returns aren’t a liability—they’re a platform for innovation,” says Manish Chowdhary. “This is how we build a future where commerce and sustainability truly coexist.”

Frequently Asked Questions

Can peer-to-peer returns become the norm, not the exception?

Yes. Just as peer-to-peer marketplaces have redefined buying, the same mindset is now shaping returns. It reflects the shift from centralized, industrial systems to decentralized, digitally coordinated networks. Returns are no longer a dead end; they’re a point of redistribution.

What role does consumer trust play in scaling P2P returns?

Trust is critical but achievable. Just as ridesharing normalized getting into a stranger’s car, P2P commerce relies on ratings, AI verification, and transparency. Retailers must build trust into the experience, not around it.

Is P2P compatible with luxury or premium brands?

Absolutely. The RealReal and StockX have shown that trust, transparency, and resale value are central to modern luxury. P2P returns offer luxury brands a way to maintain equity while reducing costs and waste.

How does peer-to-peer returns strengthen supply chain resilience?

By creating a flexible, decentralized return path, P2P models reduce reliance on centralized warehouses and long‑haul freight—especially valuable during peak seasons, economic volatility, or shipping disruptions.

What mindset shift is needed for retail executives to embrace P2P?

Retail leaders must stop viewing returns as isolated losses and start treating them as recoverable assets. With the right tech and policy, a return isn’t the end of a transaction—it’s the beginning of another. That’s the real power of peer-to-peer.

Once relegated to church basements and garage sales, secondhand shopping has officially gone prime time. What was once a necessity-driven, fringe behavior is now a flourishing multi-billion-dollar industry driven by value-seeking consumers, climate-aware shoppers, and tech-savvy Gen Z and Millennial buyers who wear their thrift finds as a badge of honor.

In the U.S., resale is experiencing a meteoric rise. The secondhand apparel market alone grew 14% in 2024, five times faster than the broader apparel sector, and is expected to top $74 billion by 2029. Globally, it’s projected to reach $367 billion. What’s driving this explosive growth? A perfect storm of economic pressure, shifting cultural norms, sustainability concerns, and the digitization of everything from neighborhood thrifting to luxury resale.

For retail executives and brand leaders, the message is clear: resale isn’t cannibalizing your customer base, it’s reshaping it. Understanding this cultural shift is no longer optional; it’s essential.

From “Thrift Shame” to “Treasure Hunt”: How We Got Here

The image makeover of secondhand shopping over the past decade is nothing short of remarkable. What was once associated with financial hardship has been reframed as smart, stylish, and sustainable. Social media has supercharged this transformation. A single TikTok thrift haul can rack up millions of views, turning vintage shopping into a viral aesthetic. On Depop, a Gen Z-favorite resale platform, sellers often model their items themselves, cultivating loyal followings around curated closets.

According to Morning Consult, about half of Americans now shop secondhand regularly, and nearly 1 in 4 have sold an item secondhand in the past three months. Among Millennials and Gen Z, the adoption rate is even higher, with over two-thirds of young adults purchasing used items last year.

“Secondhand is no longer a fallback,” says Alon Rotem, Chief Strategy Officer at ThredUp. “It’s a first-stop shop for the modern consumer.”

What’s Fueling the Secondhand Surge?

1. Economic Pressures Make Resale Look Smart

Amid inflation, rising interest rates, and growing concern about household debt, consumers are tightening their belts and looking for value. For price-sensitive generations raised in the aftermath of the 2008 recession and the financial disruptions of the pandemic, secondhand shopping isn’t just about affordability—it’s about economic resilience.

A record 58% of U.S. consumers cited the cost-of-living crisis as a motivator for secondhand purchases in 2024. With new imported apparel prices rising, especially due to recent tariffs on Chinese goods, secondhand becomes even more competitive. Thrift finds are not just cheaper; they’re often higher quality than mass-produced fast fashion alternatives.

As Manish Chowdhary, Founder and CEO of Cahoot, puts it: “When prices rise and new inventory becomes more expensive or delayed, secondhand offers a faster, cheaper, and more sustainable supply chain. It’s not just a workaround, it’s a strategic alternative.”

2. Sustainability Has Become Personal

Younger generations are deeply concerned about climate change, and they’re expressing it through their wallets. Fast fashion is increasingly viewed as wasteful and unethical, while secondhand shopping is seen as a form of activism.

In fact, nearly half of Gen Z and Millennials now consider resale value when making a purchase. They understand that a $15 thrifted Levi’s jacket has residual value, while a $7 fast fashion top may end up in a landfill. The resale economy empowers them to be both budget-conscious and climate-conscious.

Buying used is increasingly framed as a responsible lifestyle choice. Social movements like the Circular Economy and #SlowFashion are giving consumers new ways to engage with brands and expect more from them.

3. Uniqueness and Self-Expression

Gen Z isn’t interested in looking like everyone else. Resale offers one-of-a-kind finds that can’t be replicated at the mall. Vintage ’90s jeans, old-school band tees, and retro designer handbags give them an edge and a story to tell.

Nearly half of younger consumers say they shop secondhand for “unique” items that help express their personal style. Unlike mass-market trends, thrifting allows consumers to build wardrobes and homes with character. Platforms like Depop, Poshmark, and 1stDibs are built around discovery and community, turning shopping into storytelling.

4. Digitization and Convenience

A decade ago, thrifting required time, luck, and in-person exploration. Today, you can scroll through thousands of curated listings, filter by size, and check out in seconds. AI-powered platforms like ThredUp now offer visual search and dynamic pricing. Tools like Smart Listing on Poshmark help sellers optimize their listings, while AI authentication ensures buyers are getting the real deal on platforms like The RealReal and StockX.

Modern resale has the polish of traditional ecommerce, and often better UX.

Not Just Clothes: Recommerce is Expanding

While apparel leads the way, resale is growing across verticals:

• Furniture & Home Décor: Platforms like Facebook Marketplace, AptDeco, and 1stDibs are booming as shoppers furnish homes with affordable or vintage items.
• Luxury Goods: The RealReal, Rebag, and Vestiaire Collective offer authenticated pre-owned fashion and jewelry with white-glove service.
• Electronics & Media: eBay, Gazelle, and Back Market cater to shoppers looking for refurbished tech.

This diversification shows that resale is no longer a niche; it’s a cross-category movement.

Brands Are Getting Involved, And Winning

Retailers are no longer watching from the sidelines. Over 75% of major brands are either exploring or actively building resale programs. From trade-in initiatives (Patagonia’s Worn Wear, REI Re/Supply) to peer-to-peer resale on brand sites (Rachel Comey, Hanna Andersson), brands are turning recommerce into a loyalty driver and sustainability differentiator.

Lululemon’s “Like New” program is an early success story. Customers trade in lightly used gear for credit, and the brand resells it online. In return, Lululemon gains customer retention, deeper engagement, and new revenue streams, all while reinforcing its commitment to sustainability.

Even Walmart has gotten in on the game, partnering with Rebag to sell pre-owned luxury handbags on its site, proving that resale now appeals across price points and retail formats.

Tariffs, Trade, and the Return of the Local Supply Chain

With rising tensions around Chinese imports and efforts to close tax loopholes exploited by ultra-cheap players like Shein and Temu, new apparel is becoming more expensive and politically charged. The resale market sidesteps these supply chain vulnerabilities. As Rotem of ThredUp notes, “All of the clothing comes from the closets of Americans.”

Recommerce essentially “domesticates” the supply chain. Brands and platforms that embrace this model gain independence from volatile global trade routes, and potentially from looming environmental regulations around overproduction.

Challenges Ahead: Will It Scale?

Despite the momentum, resale isn’t frictionless. Processing single-SKU, one-off products is operationally messy. Trust and quality control remain concerns. Margins can be tight, especially for managed resale services. And a deep recession could simultaneously increase supply (more people selling) and suppress demand (less discretionary spending).

Still, the trendlines are clear. Shoppers want alternatives, and for brands, recommerce offers resilience in pricing, supply, sustainability, and customer loyalty.

Retail Takeaways: What Leaders Need to Do Now

1. Understand your resale customer. They’re already buying and selling your products. Are you enabling them? Or ignoring them?
2. Audit your supply chain for circularity: Can your products support second, third, or fourth lives?
3. Explore RaaS partnerships (Resale-as-a-Service): Trove, Recurate, Archive, and ThredUp can help launch resale with minimal lift.
4. Integrate resale into your CX: Consider buy-back incentives, branded resale platforms, and Peer-to-Peer Return options.
5. Start with SKUs that make sense: Apparel, accessories, gear, and standardized home goods are ideal starting points.

5 Brands Getting Resale Right

• Patagonia – Worn Wear encourages durability and trade-ins.
• REI – Re/Supply processes thousands of returned items into fresh inventory.
• Lululemon – “Like New” generates loyalty and promotes quality.
• Rachel Comey – Peer-to-peer resale via Recurate integration.
• Athleta – Partnered with ThredUp to launch “Athleta Preloved.”

Resale vs. Retail – By the Numbers

Final Thought

The next decade of retail will be defined not just by what’s new, but by how we handle what’s already been made. Jeremy Stewart, Head of Customer Success at Cahoot, believes that “Recommerce is not a disruption, it’s an evolution. The brands that thrive will be those who view returns, resale, and reverse logistics not as cost centers, but as opportunities to connect, conserve, and compete.”

The closet is open. Are you ready for it?

Glossary: Recommerce Terms You Should Know

🔄 Recommerce

Short for “reverse commerce,” recommerce refers to the buying and selling of pre-owned, returned, or surplus goods. It includes secondhand, vintage, refurbished, and resale items, and is central to the circular economy movement.

🛍️ Resale-as-a-Service (RaaS)

A business model that allows brands to launch and manage their own resale programs using third-party tech and logistics providers. RaaS platforms handle authentication, fulfillment, pricing, customer service, and returns. Leading providers include Trove, Recurate, Archive, and ThredUp.

🔁 Circular Economy

An economic model that aims to eliminate waste and maximize the lifecycle of products by keeping them in use through reuse, resale, recycling, or refurbishment. Recommerce is a key pillar of circular retail strategy.

👗 Bracketing

A common ecommerce practice where customers buy multiple sizes or colors of the same item with the intention of returning those that don’t fit or suit them. Bracketing contributes to high return rates, especially in fashion retail.

📦 Reverse Logistics

The process of moving goods from customers back to the seller or manufacturer, often for return, repair, or resale. Traditional reverse logistics can be costly and environmentally taxing; peer-to-peer returns streamline this process.

🤝 Peer-to-Peer (P2P) Returns

A logistics innovation where a returned product is routed directly from one customer to another, bypassing the brand’s warehouse, to reduce shipping costs, emissions, and processing time. Companies like Cahoot are pioneering this model for scalable circularity.

🧾 Buy-Back Program

A retailer-led initiative that invites customers to return used items (often for store credit or cash) so they can be cleaned, verified, and resold. Examples: Lululemon Like New, Patagonia Worn Wear.

💼 Trade-In Program

Similar to a buy-back, but typically focused on higher-value goods (e.g., electronics, luxury fashion, outdoor gear). Items are traded in for credit or resale eligibility and then processed via a recommerce channel.

🔍 Authentication

The process of verifying the legitimacy and condition of pre-owned items—especially luxury goods—before resale. It is often powered by AI (e.g., Entrupy) or expert inspection. It builds buyer trust and ensures resale value.

📈 Net Recovery Rate

The percentage of a returned or resold item’s original retail value that a retailer or recommerce partner can recover through resale. A key KPI for evaluating the efficiency and profitability of circular programs.

📊 Resale Value Consciousness

A consumer mindset in which the anticipated resale value of a product influences the initial purchase decision, especially common among Gen Z and Millennials who view fashion as an asset rather than an expense.

Frequently Asked Questions

How are rising tariffs influencing the long-term economics of new vs. secondhand retail goods?

Tariffs on imported goods, particularly fast fashion and consumer products from low-cost countries, are driving COGS up substantially. For retailers, this makes resale more than just a sustainability story—it becomes a margin play. When the price gap between new and secondhand shrinks, recommerce emerges as a viable buffer strategy. Brands that integrate resale now can insulate themselves from future geopolitical pricing shocks.

What does secondhand shopping reveal about the shifting values of Gen Z and Millennials?

Younger generations are not just frugal—they’re value driven. They want products that reflect their beliefs: sustainability, authenticity, and individuality. Secondhand enables them to reject mass consumption while expressing personal style. For retailers, it’s not just about offering “cheaper stuff”; it’s about enabling self-expression with meaning. Recommerce is not just a revenue channel; it’s a brand alignment opportunity.

How can brands embrace resale without cannibalizing their primary business model?

The misconception that resale erodes new product sales misses the broader picture: resale extends the customer lifecycle. When done right, resale drives acquisition, improves retention, and enhances brand perception. Circular strategies like trade-ins and peer-to-peer returns build ecosystem loyalty. Think of it not as cannibalization, but as ecosystem optimization—your customer is shopping somewhere; make sure it’s still within your brand’s orbit.

Why is recommerce considered part of supply chain resilience in 2025 and beyond?

With global supply chains strained by tariffs, climate events, and transportation costs, recommerce offers a rare thing: a domestic, distributed inventory pool that does not rely on cross-border shipping. Resale platforms are becoming a decentralized warehouse network. That’s not just green—it’s strategic infrastructure. Brands that build a circular foundation today will be better equipped for tomorrow’s volatility.

Could resale, thrift, and peer-to-peer models become the default, not the exception, in 10 years?

Absolutely, and it’s already happening. With resale growth outpacing traditional retail and platforms like ThredUp, Depop, and Cahoot building robust ecosystems, the future points to a blended model. New, used, repaired, returned, and rerouted items will all live in the same customer journey. The shift isn’t just about price—it’s about designing a system that wastes less, serves more, and adapts faster.

An ecommerce return policy is vital for building customer trust and driving sales. In this article, you’ll learn why a good return policy matters and discover key elements to make your policy customer-friendly and efficient.

Key Takeaways

• A clear and customer-friendly return policy boosts buyer confidence and can increase sales and repeat purchases.
• Key elements of an effective return policy include clear return timeframes, conditions for return eligibility, and diverse refund options.
• Proactive strategies like accurate product descriptions and sustainability efforts can help reduce return rates and enhance customer loyalty.

Importance of an Ecommerce Return Policy

A clear return policy is more than just a set of rules; it’s a confidence booster for potential buyers. Nearly half of ecommerce shoppers check return policies before finalizing their purchase, showcasing their significant influence on buying decisions. When customers know they can return a product easily if it doesn’t meet their expectations, they’re more likely to hit that “buy now” button.

A solid return policy extends beyond initial purchases by building trust, which is essential for long-term customer relationships. A well-implemented return policy can help increase conversion rates and encourage repeat purchases. Conversely, failing to meet customer expectations with return policies risks losing returning customers, which can be particularly damaging for luxury or specialized products.

Prominently displaying return policies is essential; otherwise, it can lead to a lack of trust among customers. A prominently featured return policy reduces frustration, enhances customer satisfaction, and can even increase sales. In today’s competitive market, a great return policy can generate new profits and significantly boost customer loyalty for online stores.

Ultimately, crafting an ecommerce return policy template goes beyond compliance. It’s about maintaining customer satisfaction and ensuring long-term business success through clear ecommerce returns processes.

Key Elements of a Strong Return Policy

A robust webstore’s return and refund policy is the backbone of a satisfying customer experience. To enhance transparency, it should clearly communicate specific conditions for returns, refund options, the refund policy, and the overall process, ensuring clarity and customer satisfaction. 

Next, let’s explore the essential components of an effective return policy.

Clear Timeframes for Returns

Setting a clear timeframe for returns is paramount. Interestingly, two-thirds of consumers expect online stores to accept returns within 30 days. Highlighting these deadlines on the returns page minimizes confusion and enhances customer trust, ultimately boosting sales and operational efficiency.

Conditions for Return Eligibility

Clearly stating the conditions under which items can be returned helps prevent misunderstandings. For example, “Items must be in their original condition and packaging, with tags still attached.”

Additionally, under U.S. federal law, return policies must accept defective merchandise back, ensuring legal compliance and customer satisfaction.

Refund and Exchange Options

Clarifying the difference between a return and a refund is vital. For example, distinguishing between offering store credit instead of full refunds encourages repeat purchases and minimizes financial losses.

Additionally, providing options like in-store returns or a prepaid return shipping label makes the process more convenient for customers.

Common Mistakes to Avoid

Online retailers that stumble into common pitfalls can frustrate customers and harm their reputation. Ecommerce businesses that don’t clearly communicate return timeframes or overcomplicate the return process are two major mistakes. Clearly defining acceptable conditions for returns avoids misunderstandings and ensures customer compliance.

Customer-Centric Return Policies

Customer-centric return policies are designed with the shopper in mind, enhancing overall satisfaction and nurturing loyalty. Such policies can increase repeat purchases and foster long-term revenue growth, ultimately supporting customer retention.

Next, we’ll explore specific elements that make return policies truly customer-friendly.

Free Return Shipping

Free return shipping can significantly influence customer purchasing decisions, with three-quarters of consumers considering it essential. This practice, offering free return shipping, not only increases customer satisfaction but also boosts loyalty and repeat purchase rates.

Easy Return Process

An easy return process is foundational for customer satisfaction. Clear instructions and easy-to-print return labels are highly desired by half of online shoppers. Streamlining the return process reduces frustration and encourages repeat business.

Fast Refund Processing

Speed is of the essence when processing refunds. More than half of customers are willing to spend more if they know their refund will be processed quickly. Quick refunds prevent customers from feeling their funds are tied up, thereby fostering loyalty and encouraging repeat purchases.

Reducing Return Rates Proactively

Reducing return rates involves both handling returns efficiently and preventing them. Proactive strategies can minimize returns and improve customer satisfaction.

Let’s explore some key approaches in the following subsections.

Accurate Product Descriptions

Accurate and detailed product descriptions help align what customers expect with what they actually receive. When customers receive what they expect, they are less likely to return items.

Quality Control Measures

Regular quality testing and consultations with manufacturers can significantly reduce product defects. Quickly identifying quality issues helps mitigate high return rates.

Utilizing Customer Feedback

Data analytics offer valuable insights into return behaviors. Improving product quality based on customer feedback leads to enhanced satisfaction and loyalty.

Sustainability in Returns Management

Eco-friendly practices in returns management are not only good for the planet but also for business. Today, nearly 80% of shoppers consider sustainability in their purchasing decisions.

Green Returns Initiatives

Encouraging customers to keep low-cost items (returnless refunds) minimizes waste and promotes sustainable consumption. This practice enhances sustainability and reduces shipping costs.

Boxless Returns

Boxless returns eliminate traditional packaging requirements, reducing waste and shipping costs. This modern approach consolidates returns into bulk processing workflows and makes it easy for customers to drop off returns while running errands.

Peer-to-Peer Returns

The peer-to-peer returns model reduces shipping expenses and processing time by allowing the returning customer to ship directly to the next customer. This approach is cost-effective and efficient.

Publishing Sustainability Reports

Transparency regarding sustainability metrics fosters trust among eco-conscious customers. Brands should publish sustainability reports that include concrete metrics such as carbon emission reductions or resource savings.

Leveraging Technology for Efficient Returns

Technology plays a pivotal role in streamlining the returns process. Automated returns management helps businesses reduce errors and labor costs through improved efficiency.

Return Management Systems

Return management systems help reduce customer service hours and manage returns efficiently. These systems typically include digital forms or online portals for refund requests and automatic shipping label generation.

Reverse Logistics Solutions

A robust reverse logistics process that adapts to changing circumstances is essential for efficient returns. Third-party logistics providers offer prepaid return labels and tracking information, enhancing the return process for customers.

Analyzing Return Data

Monitor data analytics reports to identify return trends and make informed decisions about adjustments to minimize future returns. Technology helps track returns and automates many aspects of the process.

Handling Seasonal Return Spikes

Seasonal spikes in returns—especially after the holidays—can be overwhelming. Effective strategies are essential for managing increased return volumes and maintaining customer satisfaction.

Extending Return Windows

Extending the return window during holiday seasons accommodates customer needs and improves overall satisfaction. This practice encourages early shoppers and fosters loyalty.

Automating Return Processes

Automating the return process helps manage high volumes efficiently during peak seasons. Return management systems can simplify the process for both customers and businesses, reducing costs and smoothing the workflow.

Preparing for Peak Seasons

Collaborating with third-party logistics providers can increase capacity to handle higher return volumes during busy periods. Scaling operations in advance helps meet customer expectations effectively.

Examples of Effective Return Policies

Leading brands like Target and Costco set benchmarks with their customer-friendly return policies. Target extends its return period for RedCard holders, providing an additional 30 days for returns. Costco’s satisfaction guarantee allows returns at any time for a full refund, making it one of the most accommodating policies in retail.

Summary

To summarize, a well-crafted return policy is essential for customer satisfaction and business success. From clear timeframes and conditions to sustainability and technology integration, every element plays a crucial role. Embracing these best practices helps create a return policy that not only meets but exceeds customer expectations.

Frequently Asked Questions

Why is a clear return policy important for ecommerce businesses?

A clear return policy builds customer confidence and encourages purchases, knowing that items can be returned if they do not meet expectations. This boosts customer retention and satisfaction.

What are the key elements of a strong return policy?

A strong return policy includes clear timeframes for returns, specific conditions for return eligibility, and multiple refund or exchange options. These elements ensure a hassle-free experience for customers.

How can businesses reduce return rates proactively?

Ensuring accurate product descriptions, implementing rigorous quality control measures, and utilizing customer feedback help minimize returns and improve satisfaction.

What role does technology play in managing returns?

Technology plays a crucial role in managing returns by automating processes and using data analytics to track trends, making everything smoother and more efficient. It really helps businesses get a grip on their return logistics!

How do customer-centric return policies benefit businesses?

Customer-centric return policies build loyalty, boost repeat purchases, and drive long-term revenue by ensuring customer satisfaction throughout the return process.