returns experience drives online shoppers away, study finds

Reveni has published research showing that 92% of consumers would not buy from a retailer again after a poor returns experience. The study also found that 89% of shoppers consider the returns window before making a purchase.

The findings suggest returns are a commercial issue for online retailers, not just an operational one, as customers judge a brand both before checkout and after delivery.

According to the research, 65% of consumers check a retailer's returns policy before completing a purchase, suggesting returns terms shape buying decisions early in the online shopping journey.

Retailers have also moved away from broadly free returns. Reveni found that 87% of the brands it surveyed now charge customers for returns, but the consumer response appears less negative than many retailers might once have expected.

Almost a third of consumers, or 32%, said paying for a return would not stop them buying from an eCommerce retailer. One in five said they would be willing to pay for a return if they received an instant refund.

Together, those findings indicate that speed and simplicity may matter as much as the fee itself for a sizeable part of the market. For retailers trying to manage returns costs, the figures suggest there may be room to impose charges without automatically losing every sale.

Exchange option

The research also highlights an opportunity for retailers to retain revenue when an order does not work first time. When sizing is the problem, 88% of respondents said they would prefer an exchange rather than a return.

Among shoppers who had already used instant exchanges, 60% said the experience exceeded their expectations. Reveni found that 87% of surveyed brands already offer exchanges within their returns policies, and 92% of those have introduced instant exchanges into their eCommerce operations.

The report also points to a shift in which customers are driving return volumes. Consumers aged 36 to 50 now account for the highest volume of returns and exchanges, overtaking the 26 to 35 age group that held the top position in 2024.

Returns among 36 to 50-year-olds have risen 27%, according to Reveni's customer data. That change may affect how retailers design post-purchase services, as the profile of frequent returners moves beyond younger shoppers.

Kevin Paiser, Vice President, Global Marketing & Partnerships at Reveni, said: "Returns have become one of the moments when a customer decides how they really feel about a retailer. Brands spend huge amounts of time and money getting someone through the checkout, but that relationship can be undone very quickly if returning something is slow, confusing or frustrating.

"What's particularly interesting is that customers aren't simply telling retailers that everything has to be free. They're showing that speed, flexibility and convenience have real value. If a customer can exchange an item immediately or get their money back straight away, the return becomes another opportunity to keep that relationship going.

"For retailers, that changes the economics of returns. The goal shouldn't simply be processing a parcel as cheaply as possible. Understanding why products are coming back, making exchanges easier and getting stock back into circulation quickly can all help protect margin while giving customers a reason to shop again."

Retail impact

Reveni also cited examples from retailers using its platform. Bella Freud reported a 35% reduction in customer service tickets and a 17% reduction in calls per order after adopting the system, alongside a 6% improvement in its Trustpilot rating.

According to Reveni, the retailer also saw exchanges as a share of returns rise by 44%. Flabelus, meanwhile, reported a 13% increase in repeat purchase rates among customers requesting an instant refund.

Nearly half of those customers made another purchase within 24 hours. That finding suggests refunds handled quickly can feed back into sales rather than simply marking the end of a transaction.

The broader implication for eCommerce businesses is that returns are becoming a more visible part of the customer experience. Policies on time limits, fees and refund speed now appear to influence both conversion and retention, especially as online retailers face tighter margins and greater scrutiny over service standards.

Paiser said: "For such a long time, eCommerce innovation has concentrated heavily on everything that happened before the customer clicked buy. Returns data shows why retailers now need to give the experience after checkout the same attention.

"A return doesn't automatically have to mean the end of a sale or the end of a customer relationship. If someone wants a different size, an exchange can retain the revenue. If they need a refund, giving them access to their money quickly can mean they are ready to shop again. That is where we think retailers have a significant opportunity."