Why Do Shoppers Return Purchases, and How Can Brands and Retailers Reduce Returns

The main return habits of consumers and what brands and retailers can do to reduce their likelihood, according to a survey of 9,000+ consumers.

Survey at a Glance:

The Why Do Shoppers Return Purchases, and How Can Brands and Retailers Reduce Returns  report is based on a survey of 9,286 US adults fielded in November 2022. Here’s a snapshot of our key findings.

Your Return Policy Can Make or Break the Sale
  • Eight in ten (81%) of shoppers say that free shipping is an important consideration when making a purchase online.

  • 87% of consumers would be at least a little likely to stop shopping with a brand or retailer that stopped offering free returns; 39% would be very likely to do so. 

  • 80% of consumers would be at least a little likely to stop shopping with a brand or retailer if they reduced the time window in which they’d accept free returns; 17% would be very likely to do so.
Shoppers Aren’t Shy About Returning Products Purchased Online
  • Nearly nine in 10 (88%) shoppers return products purchased online at least sometimes. 

  • 53% of consumers return products purchased online as often as they return those purchased in store. Only 18% return online merchandise more often. 

  • Shoppers return products across all categories, but clothing (82%), shoes (51%) and electronics (43%) top the list. 
Sustainability is Top of Mind for Consumers – and Can be a Competitive Differentiator for Brands and Retailers
  • Just 17% of consumers think that the majority of returned products are discarded.
  • Three-quarters of shoppers are at least somewhat concerned with the environmental impact of free returns; 14% are very concerned. 
  • 92% of consumers are at least a little inclined to shop with a brand or retailer if they have more sustainable return and shipping practices. Four in 10 (40%) are very inclined to shop with such a brand. 
Consumers Have Myriad Reasons for Returning Products Purchased Online – Many of Which Can Be Addressed
  • Damages and defects are the top reason for returns; 81% of consumers have returned products purchased online because they were damaged or defective.

  • Poor fit is a reason for returns among 75% of consumers.
  • The number three reason for returns is that the item didn’t match its description; 56% of consumers cited this as a reason. 
User-Generated Content is a Powerful Way to Combat Some of the Top Reasons for Product Returns
  • 72% of consumers are less likely to return a product they purchased online if they were able to read questions from other consumers and submit their own via the Q&A section on the product page prior to purchase. 

  • Being able to see photos and videos from other consumers before making a purchase reduces the return likelihood for 69% of shoppers. 

  • 66% of shoppers say the ability to read ratings and reviews prior to purchase decreases their likelihood to make a return.
  •  
Chapter 1

Introduction

Product returns are a fact of life for all brands and retailers – even the best out there. Returns (especially free ones) are a logistical nightmare – and a costly one at that. According to an NRF survey, the average retailer incurs $166 million in returns for every $1 billion in sales. And the costs of shipping both ways, labor, and storage add up. 

To add insult to injury, Gartner research found that less than half (48%) of returned merchandise can be resold at full price. In fact, returned merchandise ends up in the landfill more often than we’d like to think – causing a big hit to both your bottom line and the environment.

It’s no wonder why a growing number of brands and retailers are saying “enough is enough” and taking action to reduce returns. Some – including industry leaders like the Gap and J.Crew – have reduced the window in which they’ll accept free returns. And according to an article for RetailWire, others, including Abercrombie & Fitch, REI, and Anthropologie, are charging a fee for mailed returns. Some are even doing both. 

Tightening your returns policies may help you reduce the amount of merchandise that’s sent back. But if your policies are too rigid, it’ll likely cost you your customers. That’s because modern consumers have come to expect flexible (and free) returns across product categories.

Brands and retailers must strike the right balance of meeting shoppers’ expectations for flexible returns – while still preserving profits. But how?

The first step is to take a closer look at the returns habits of modern consumers – and the reasons behind their behaviors. By understanding the key motives behind returns, brands and retailers can more effectively address them.

We surveyed more than 9,000 U.S. consumers to understand how return policies impact purchase decisions, why shoppers return merchandise, and strategies that help brands and retailers to combat many of these reasons.

Methodology

This report is based on an analysis of a survey completed by 9,286 adult consumers in the U.S. The survey was fielded in November of 2022. 

Here’s a closer look at who we surveyed:

Generations

Gen Z
(1997-present)
1%
Millennials
(1981-1996)
63%
Gen X
(1965-1980)
28%
Baby Boomers
(1946-1964)
8%

Household Income

$0-$25,000
9%
$26,000-$50,000
19%
$51,000-$75,000
19%
$76,00-$100,000
20%
$101,000-$250,000
25%
$250,000+
3%
Prefer not to say
5%

Average Overall Monthly Online Spend

*Calculated based on the mean of the responses to the following question: Please enter a rough estimate how much you spend OVERALL ONLINE PER MONTH in the box here (in US Dollars).
$646.95
Chapter 2

Top Considerations When Shopping Online

We know from previous research that ratings and reviews have become the most important factor impacting purchase decisions, followed by price. 

But beyond those basics, there are many other things consumers consider when making purchase decisions. Free shipping tops the list, with nearly all (99%) of consumers indicating it’s something they consider when purchasing online. At 81%, free returns comes in at #2. 

Consumers’ Top Considerations When Purchasing Online
Which of the following are important options/considerations to you when making a purchase online?
2021
Free shipping
96%
Free returns
79%
Fast shipping
74%
Buy online, return in-store
48%
Buy online, pickup in-store
48%
2023
Free shipping
99%
Free returns
81%
Fast shipping
72%
Buy online, return in-store
50%
Buy online, pickup in-store
47%

Free returns are a top consideration among all generations and income levels. However, in line with last year’s findings, the higher a consumer’s household income, the more likely they are to value free returns. 

Income Comparison: Shoppers Who Say Free Returns are Important
Are you more likely to leave a review for more expensive products?
2021
$0-$25,000
75%
$26,000-$50,000
76%
$51,000-$75,000
77%
$76,000-$100,000
80%
$101,000+
83%
2023
$0-$25,000
75%
$26,000-$50,000
76%
$51,000-$75,000
77%
$76,000-$100,000
80%
$101,000-$250,000
82%
$250,000+
86%
Prefer Not to Say
86%
Chapter 3

How Changes to Return Policies Impact Purchase Behavior

The majority of consumers say that free returns is something they look out for when making purchase decisions. Yet, a growing portion of brands and retailers are looking to scale back on free returns to reduce overheads. Some are eliminating free returns altogether. Others are shortening the window for making returns. 

How do changes to returns policies impact shoppers’ behaviors?

Axing Free Shipping will Send Customers Packing

87% of consumers say they’d be at least a little likely to stop shopping with a brand if they stopped offering free returns; 39% are very likely to ditch the brand. 

How Eliminating Free Returns Impacts Purchase Likelihood
If a brand stopped offering free returns, how likely is it you would stop shopping there?
Very likely
39%
Somewhat likely
28%
A little likely
20%
Not at all likely
13%

Eliminating free shipping has a similar impact on shoppers of all generations. However, Gen Z has the smallest portion of shoppers indicating they’d be very likely to stop shopping with a brand if they stopped offering free returns. 

Generational Comparison: How Eliminating Free Returns Impacts Purchase Likelihood
If a brand stopped offering free returns, how likely is it you would stop shopping there?
Gen Z
Very likely
28%
Somewhat likely
31%
A little likely
24%
Not at all likely
17%
Millennials
Very likely
38%
Somewhat likely
28%
A little likely
21%
Not at all likely
13%
Gen X
Very likely
40%
Somewhat likely
27%
A little likely
20%
Not at all likely
13%
Boomers
Very likely
42%
Somewhat likely
27%
A little likely
19%
Not at all likely
12%

In addition, as household income increases, so too does the portion of shoppers indicating they’re very likely to abandon a brand if they stop offering free shipping. 

Income Comparison: How Eliminating Free Returns Impacts Purchase Likelihood
If a brand stopped offering free returns, how likely is it you would stop shopping there?
$0-$25,000
Very likely
31%
Somewhat likely
26%
A little likely
23%
Not at all likely
20%
$26,000-$50,000
Very likely
35%
Somewhat likely
27%
A little likely
21%
Not at all likely
17%
$51,000-$75,000
Very likely
38%
Somewhat likely
26%
A little likely
22%
Not at all likely
14%
$76,000-$100,000
Very likely
40%
Somewhat likely
28%
A little likely
20%
Not at all likely
12%
$101,000-$250,000
Very likely
42%
Somewhat likely
30%
A little likely
19%
Not at all likely
9%
$250,000+
Very likely
52%
Somewhat likely
25%
A little likely
14%
Not at all likely
9%

Shortened Return Windows will Deter Shoppers

Eight in ten consumers would be at least a little likely to stop shopping with a brand or retailer if they reduced the time window in which they would accept free returns; 17% would be very likely to do so.

How Shortening the Return Window Impacts Purchase Likelihood
If a brand or retailer reduced the time window in which it would accept free returns, how likely is it you would stop shopping there?
Very likely
17%
Somewhat likely
32%
A little likely
31%
Not at all likely
20%

The impact of a reduced free return window is very similar across generations. However, Gen Z shoppers are slightly more prone to indicate they’re very likely to ditch a brand after they shorten the window for free returns. 

Generational Comparison: Impact of Shortening Return Window on Purchase Likelihood
If a brand or retailer reduced the time window in which it would accept free returns, how likely is it you would stop shopping there?
Gen Z
Very likely
19%
Somewhat likely
30%
A little likely
32%
Not at all likely
19%
Millennials
Very likely
17%
Somewhat likely
32%
A little likely
31%
Not at all likely
20%
Gen X
Very likely
16%
Somewhat likely
32%
A little likely
32%
Not at all likely
20%
Boomers
Very likely
17%
Somewhat likely
31%
A little likely
31%
Not at all likely
21%

Shortening the free returns window impacts consumers across all income brackets. However, the lower a consumers’ income, the more probable it is that a shortened return window won’t impact whether they buy from the brand or retailer in the future. 

Income Comparison: How Shortening the Return Window Impacts Purchase Likelihood
If a brand or retailer reduced the time window in which it would accept free returns, how likely is it you would stop shopping there?
$0-$25,000
Very likely
18%
Somewhat likely
32%
A little likely
26%
Not at all likely
24%
$26,000-$50,000
Very likely
16%
Somewhat likely
31%
A little likely
30%
Not at all likely
23%
$51,000-$75,000
Very likely
16%
Somewhat likely
31%
A little likely
32%
Not at all likely
21%
$76,000-$100,000
Very likely
18%
Somewhat likely
32%
A little likely
31%
Not at all likely
19%
$101,000-$250,000
Very likely
17%
Somewhat likely
31%
A little likely
34%
Not at all likely
18%
$250,000+
Very likely
19%
Somewhat likely
34%
A little likely
33%
Not at all likely
14%
Chapter 4

Concern with the Environmental Impact of Free Returns

For many consumers, free returns have become an expectation. While free returns are convenient for consumers, there’s no denying their negative impact on the environment. 

Consumers Underestimate the Portion of Returned Products That are Trashed

A returned product might face any number of fates – depending on factors including product type, condition, and reason for return. And unfortunately, a large portion ends up in the trash heap.

But what do consumers think happens to the merchandise they’ve returned? 

The largest portion of consumers (44%) believe that the majority of returned merchandise is resold. A mere 17% think that most returned merchandise ends up being discarded. Yet, according to an article for NPR, about a quarter of returns are trashed.  

What Consumers Think Happens to Most Returned Merchandise
What do you think happens to the majority of products you return?
Discarded
17%
Donated
3%
Resold
44%
Unsure
36%

Gen Z shoppers have a more realistic view of the portion of returned merchandise that is thrown away. Also of note, the older the consumer, the more likely they are to be unsure of what happens to returned merchandise. 

Generational Comparison: What Consumers Believe Happens to Returned Products
What do you think happens to the majority of products you return?
Gen Z
Discarded
24%
Donated
5%
Resold
38%
Unsure
33%
Millennials
Discarded
18%
Donated
3%
Resold
44%
Unsure
35%
Gen X
Discarded
14%
Donated
4%
Resold
44%
Unsure
38%
Boomers
Discarded
12%
Donated
3%
Resold
43%
Unsure
42%

Consumers are Concerned with the Environmental Impact of Free Returns

According to the same NPR article mentioned earlier, returns in the U.S. create nearly six billion pounds of landfill waste each year. And that’s not to mention the 15M tons of CO2 emitted in the returns process. 

But does the environmental impact of free returns concern shoppers? Three-quarters say they’re at least a little concerned; 14% are very concerned. 

Consumers’ Environmental Concerns with Free Returns
How much does the carbon footprint/environmental impact caused by free returns concern you?
Very concerned
14%
Somewhat concerned
34%
A little concerned
27%
Not concerned
25%

Of note, younger consumers are more likely to indicate they’re very concerned about the environmental impact of free returns. 19% of Gen Z consumers are very concerned, compared to 12% of Boomers. On the other hand, older consumers are more likely to say they’re not concerned at all. Nearly a third (31%) of Boomers are not at all concerned with the environmental impact caused by free returns – compared to 20% of Gen Z’ers. 

Generational Comparison: Consumers’ Environmental Concerns with Free Returns
How much does the carbon footprint/environmental impact caused by free returns concern you?
Gen Z
Very concerned
19%
Somewhat concerned
34%
A little concerned
27%
Not concerned
20%
Millennials
Very concerned
15%
Somewhat concerned
37%
A little concerned
26%
Not concerned
22%
Gen X
Very concerned
13%
Somewhat concerned
30%
A little concerned
28%
Not concerned
29%
Boomers
Very concerned
12%
Somewhat concerned
28%
A little concerned
29%
Not concerned
31%

Offering more sustainable return and shipping practices can be a competitive advantage among the many consumers concerned about the environment. Nearly all (93%) of consumers indicate they’re at least a little inclined to shop with a brand or retailer that offers more sustainable return and shipping practices. 40% are very inclined to do so. 

Consumers’ Environmental Concerns with Free Returns
How much does the carbon footprint/environmental impact caused by free returns concern you?
Very inclined
40%
Somewhat inclined
39%
A little inclined
14%
Not at all inclined
7%

Of note, 44% of Gen Z’ers say they’d be very inclined to shop with a brand or retailer with more sustainable return and shipping practices, compared to 35% of Boomers. On the other hand, 11% of Boomers indicate they’re not at all inclined – compared to 5% of Gen Z’ers. 

Sustainable Return and Shipping Practices Can Attract Customers of all Ages
How inclined would you be to shop with a brand or retailer that has more sustainable return and shipping practices?
Gen Z
Very inclined
44%
Somewhat inclined
40%
A little inclined
11%
Not inclined
5%
Millennials
Very inclined
42%
Somewhat inclined
39%
A little inclined
13%
Not inclined
6%
Gen X
Very inclined
36%
Somewhat inclined
39%
A little inclined
17%
Not inclined
8%
Boomers
Very inclined
35%
Somewhat inclined
37%
A little inclined
17%
Not inclined
11%
Chapter 5

The Return Habits of Modern Consumers

Now that we have a clear understanding of the importance consumers place on free shipping – and how changes to free shipping policies impact their behavior – let’s take a closer look at the return habits of consumers.

Returns are Extremely Common

Again this year, 88% of consumers say they return products purchased online at least sometimes. That leaves a mere 12% than never return merchandise purchased online. 

Most Consumers Have Returned Online Purchases
How often would you say you return products ordered online?
2021
Always
2%
Regularly
5%
Sometimes
81%
Never
12%
2023
Always
2%
Regularly
3%
Sometimes
83%
Never
12%

Interestingly, Gen Z are the group most likely to say they never return products purchased online. 

Generational Comparison: Frequency of Online Purchase Returns
How often would you say you return products ordered online?
Gen Z
Always
3%
Regularly
6%
Sometimes
74%
Never
17%
Millennials
Always
2%
Regularly
4%
Sometimes
82%
Never
12%
Gen X
Always
1%
Regularly
2%
Sometimes
84%
Never
13%
Boomers
Always
1%
Regularly
2%
Sometimes
85%
Never
12%

Those consumers with the lowest income ($0-$25,000) are the income group most likely to say they never return products ordered online. That’s likely because they’re not making many discretionary purchases online to begin with. 

On the other hand, those with high incomes ($250,000+) are the income group most likely to say they always or regularly return merchandise they purchase online. Again, this is because high income individuals spend more online – and thus have more opportunities to return merchandise.

Income Comparison: How Eliminating Free Returns Impacts Purchase Likelihood
If a brand stopped offering free returns, how likely is it you would stop shopping there?
$0-$25,000
Always
4%
Regularly
2%
Sometimes
68%
Never
28%
$26,000-$50,000
Always
2%
Regularly
2%
Sometimes
81%
Never
15%
$51,000-$75,000
Always
2%
Regularly
3%
Sometimes
82%
Never
13%
$76,000-$100,000
Always
1%
Regularly
3%
Sometimes
86%
Never
10%
$101,000-$250,000
Always
1%
Regularly
4%
Sometimes
87%
Never
8%
$250,000+
Always
1%
Regularly
9%
Sometimes
85%
Never
5%

Consumers Return Online and In-Store Purchased Merchandise at Similar Rates

It’s easy to assume that merchandise purchased online is returned more frequently than merchandise purchased in-store. This is the case for some consumers – but not all. 

Over half (53%) of shoppers say they return products purchased online as often as they return those purchased in store. Over a quarter (29%) say they return products purchased online less often than items they purchased in-store. 

Online and In-Store Purchases are Returned at Similar Rates
Do you return products purchased online more or less often than you return products you buy in-store?
2021
More
20%
Less
33%
The Same
47%
2023
More
18%
Less
29%
The Same
53%

There are some interesting outliers. For example, nearly half (45%) of Gen Z’ers say they return online purchases less frequently than items purchased in-store. On the other hand, Boomers are the group that’s least likely to say they return online purchases more than in-store ones. 

Generational Comparison: Online Vs. In-Store Purchase Return Frequency
Do you return products purchased online more or less often than you return products you buy in-store?
Gen Z
More
21%
Less
45%
The Same
34%
Millennials
More
20%
Less
30%
The Same
50%
Gen X
More
15%
Less
27%
The Same
58%
Boomers
More
13%
Less
26%
The Same
61%

Also of note, as income increases, so too does the portion of consumers who indicate they return online purchases more frequently than in-store purchases. That makes sense. High income individuals are likely buying more – and thus have more to return.

Income Comparison: Online Vs. In-Store Purchase Return Frequency
Do you return products purchased online more or less often than you return products you buy in-store?
$0-$25,000
More
12%
Less
34%
The Same
54%
$25,000-$50,000
More
14%
Less
33%
The Same
53%
$51,000-$75,000
More
16%
Less
32%
The Same
52%
$76,000-$100,000
More
19%
Less
27%
The Same
54%
$101,000-$250,000
More
22%
Less
24%
The Same
54%
$250,000+
More
32%
Less
22%
The Same
46%

Consumers Return Many Types of Products

Returns are common across many product types. However, there are certain items that are especially susceptible. Again this year, clothing tops the list – followed by shoes and electronics. 

Product Types Most Prone to Returns
Which types of products have you returned in the past?
2021
Clothing
88%
Shoes
44%
Electronics
43%
Home and garden
24%
Health and beauty
21%
Toys
19%
Appliances
18%
Groceries
14%
Baby
11%
Computers
8%
2023
Clothing
82%
Shoes
51%
Electronics
43%
Home and garden
22%
Health and beauty
25%
Toys
25%
Appliances
22%
Groceries
19%
Baby
14%
Computers
9%
Chapter 6

Why Consumers Return Online Purchases

Returns are all too common. But what are the top reasons consumers return merchandise purchased online?

This year, damaged or defective items top the list of reasons for returned merchandise. Poor fit (75%) and the item not matching its description (56%) round out the top three. 

Most Consumers Have Returned Online Purchases
How often would you say you return products ordered online?
2021
Item is damaged or defective
65%
Item doesn’t fit
70%
Item doesn’t match description
49%
Don’t like the item(s)
32%
Ordered multiple items/sizes
13%
Item arrived late
10%
2023
Item is damaged or defective
81%
Item doesn’t fit
75%
Item doesn’t match description
56%
Don’t like the item(s)
33%
Ordered multiple items/sizes
14%
Item arrived late
11%

The good news? Collecting and displaying user-generated content can help you dramatically decrease returns due to poor fit and a product not meeting expectations. We’ll explore this in detail in the next section of this report. 

Chapter 7

How the Presence of UGC Impacts Return Likelihood

It’s impossible to completely eliminate returns. However, there is something brands and retailers can do to significantly cut down on them: provide shoppers with access to plenty of user-generated content. 

This year, questions and answers are the type of UGC with the biggest impact on return rates. Nearly three-quarters (72%) of consumers indicate they’d be less likely to return products if they were able to read Q&A from other consumers – or submit their own questions to be answered by the brand or retailer. 

In addition, 69% would be less likely to return products purchased online if they had the opportunity to access user-generated photos and videos of the product in action. And 66% say the ability to read ratings and reviews would decrease their likelihood of returning merchandise.

User-Generated Content Decreases Likelihood of Product Returns
Which forms of UGC would make you less likely to return products you buy online if you’ve viewed them prior to purchasing?
2021
Ratings and reviews
70%
Image and video
67%
Q&A
68%
2023
Ratings and reviews
66%
Image and video
69%
Q&A
72%

As was the case last year, younger consumers are especially impacted by the presence of user-generated content.

82% of Gen Z shoppers and 76% of Millenials say they’d be less likely to return products if they were able to first browse questions asked by other shoppers or submit their own via Q&A functionality on the product page. In comparison, 66% of Gen X’ers and 61% of Boomers said this was the case. 

Generational Comparison: Q&A Decreases Likelihood of Merchandise Returns
Are you less likely to return products you buy online if you have either read Q&As from other customers or submitted a question yourself prior to purchasing?
2021
Gen Z
74%
Millennials
72%
Gen X
64%
Boomers
59%
2023
Gen Z
82%
Millennials
76%
Gen X
66%
Boomers
61%

The youngest shoppers are also much more prone to indicate that consuming user-generated visual content prior to purchase decreases their likelihood of returning a product.

Generational Comparison: User-Generated Imagery Decreases Likelihood of Merchandise Returns
Are you less likely to return products you buy online if you’ve viewed images and/or video content from other customers prior to purchasing?
2021
Gen Z
82%
Millennials
73%
Gen X
61%
Boomers
51%
2023
Gen Z
80%
Millennials
75%
Gen X
62%
Boomers
52%

When it comes to ratings and reviews, three quarters of Gen Z’ers and 71% of Millennials indicate they’d be less likely to return products if they were able to view this feedback prior to purchase. 58% of Gen X’ers and 52% of Boomers say this is the case. 

Generational Comparison: Reviews Decrease the Likelihood of Returns
Are you less likely to return products you buy online if you’ve viewed ratings and reviews from other customers prior to purchasing?
2021
Gen Z
75%
Millennials
75%
Gen X
64%
Boomers
59%
2023
Gen Z
75%
Millennials
71%
Gen X
58%
Boomers
52%
Chapter 8

5 Key Takeaways for Keeping Product Returns at Bay

Product returns are an inevitable aggravation for brands and retailers – and a costly one. Yet, eliminating returns will cost you customers. Brands and retailers must find the right balance between meeting shoppers’ expectations – and preserving profits.

The following are five key takeaways from our latest survey

One
Return Policies Have the Power to Attract or Detract Customers

These days, consumers expect flexible – and ideally free – returns. Eight in ten (81%) say that free shipping is something they consider when making a purchase online. 

Offering a free, flexible return policy can be a big competitive advantage.

On the other hand, eliminating such policies will cost you customers. Over a third (39%) of consumers say that if a brand or retailer stopped offering free returns, they’d be very likely to stop buying from the business.

Two
Returns are More Common than Ever

Most consumers want the option to return products purchased online for free. And many exercise this option. A staggering 88% return items purchased online at least sometimes. 

Many brands and retailers worry that the influx in online shopping will lead to greater return rates. However, only 18% of consumers return products purchased online more often than those purchased in-store. About half (53%) return products at the same rate – whether they were purchased online or in-store. The remaining 29% return online purchases less often than in-store purchases.

Three
Consumers are Concerned about Sustainability – and Support Businesses Whose Values Align with Theirs

Sure, free returns are convenient to customers. But between increased landfill waste and carbon emissions, returns aren’t so great for the environment.

Consumers are taking note. Three-quarters indicate they’re at least somewhat concerned with the environmental impact of free returns – and 14% are very concerned.

Adopting more sustainable shipping and returns practices is better for the earth – and it gives you a competitive advantage. Almost all consumers say they’re at least a little inclined to shop with a company that has environmentally friendly return and shipping practices, and 40% are very inclined to do so.

Four
There are Many Reasons for Product Returns – But a Few Rise to the Top

Returns are a fact of life for brands and retailers. Understanding the key reasons for returns is critical to reducing their frequency. 

Consumers return products purchased online for any number of reasons. But there are a few that stand out. 81% of consumers have returned merchandise purchased online because it was damaged or defective. Here, there may be an opportunity to improve quality control and shipping practices.

The other top reasons for returns are a poor fit (75%) and the item not matching its description. When shopping online, it can be harder to access fit and other product qualities. The onus is on brands and retailers to provide tools that give shoppers a clear, accurate picture of what to expect from a product – and help them to choose the right size.

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User-Generated Content is the Antidote to Excessive Returns

User-generated content, including Q&A, ratings and reviews, and visual content, can be a powerful way to combat some of the top reasons for returns, including poor fit and inaccurate expectations.

72% of shoppers say they’d be less likely to return products purchased online if they could read questions from past customers and submit their own via Q&A. 69% indicate that the presence of user-generated photos and videos would decrease their likelihood of purchase, and 66% say that being able to read ratings and reviews prior to purchase would make them less likely to return the product in question. 

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