Returns are an unavoidable part of ecommerce. No retailer enjoys them, but ignoring them is not an option. A well-designed returns process can lower costs, strengthen customer trust and support long-term growth.
Returns happen — but you can influence how often
You will never eliminate returns completely. What you can do is understand their causes, set clearer expectations and make the process as straightforward as possible for everyone involved.
Many returns begin with a mismatch between expectation and reality. Vague product descriptions, weak photography or missing details about size and materials are common causes. Improve that information and you can prevent many unnecessary returns before the order is placed.
Customer reviews and FAQs can also resolve common doubts before checkout. Fashion and furniture retailers, in particular, use size guides, material advice and demonstration videos to help customers choose more confidently.
In short:
- The more accurately you describe the product,
- the more realistically you present it,
- and the more clearly you explain its value,
the less likely it is to come back.
When a return happens: build a process that works
A return does not have to become a crisis. Customers expect a transparent, fair and straightforward process. Unclear terms or a complicated journey quickly create frustration and poor reviews.
Make your returns policy easy to find and understand, rather than burying it in the small print. Ideally, explain the key points before checkout so customers know what to expect.
A digital returns portal can help customers request a label, track progress and receive updates without contacting support. Services such as Sendcloud or DHL Returns Online offer convenient options, often with branding that matches your shop.
The essentials:
- Explain the returns process clearly
- Keep the process simple and digital
- Provide customers with regular updates
Return rates: what is considered normal?
- Fashion and footwear: rates of 30–60% are not unusual
- Technology and accessories: approximately 10–15%
- Cosmetics, food and DIY: usually below 5%
? The higher your return rate, the more valuable prevention and automation become.
What needs to happen behind the scenes?
The customer-facing experience is only half the job. Internally, returns need to be inspected, recorded and refunded promptly. Customers now expect their money back within days; long delays quickly erode trust.
Every return is also a source of insight. Products with unusually high return rates deserve closer analysis. The quality may be poor, the listing may be misleading or the campaign may be attracting the wrong audience.
This is where web analytics can help:
For example, if you work with tools such as Google Analytics, Matomo, Shopify Analytics or the cookieless web analytics tool Trackboxx you can identify where customers abandon the journey and which products are returned unusually often. Connect returns data with behavioural and acquisition data to answer useful questions:
- Is a product frequently ordered on mobile and then returned because essential information was hard to find?
- Do return rates differ between paid and organic acquisition?
- Which landing pages produce particularly high return rates?
These insights improve more than the returns process: they can inform product decisions, shop design and campaign management.
Who pays for the return?
You also need a clear policy on return shipping costs. German consumers generally have a statutory right of withdrawal for distance purchases, but the retailer can determine who bears the return postage when the legal requirements are met.
Many retailers offer free returns above a certain order value or on a first purchase. That can reduce hesitation without committing the business to cover every return indefinitely.
A thoughtful returns policy can even prevent costs before they arise— for example, by setting appropriate conditions for sale items or used goods while remaining within consumer law.
Possible approaches:
- Free return shipping above a defined order value
- Free return shipping, while the original delivery charge is not refunded where legally permitted
- Customer-paid return shipping, supported by clear instructions and transparent communication
Preventive and reactive returns management: what is the difference?
When people discuss returns, they often focus first on what happens after once a customer sends an item back. This is known as reactive returns management — everything involved in processing, refunds and inventory handling. It needs to be efficient and customer-friendly, but by this point the business has already incurred much of the cost.
Often more effective — and less expensive over time — is preventive returns management. Its purpose is to stop avoidable returns before they happen, using measures such as:
- Accurate product descriptions and size guides
- Realistic photographs and videos
- Fit guidance, recommendations and advisory tools
- Clear communication that sets realistic expectations
Data can help here too Use your data: identify products with unusually high return rates and campaigns that attract a disproportionate number of returns, then address the underlying cause.
The strongest approach?
Combine both. Build a robust preventive returns strategythat reduces avoidable returns, alongside an efficient reactive processthat supports customers when a return is necessary.
Conclusion: returns do not have to destroy your margin
Returns are here to stay, but their impact depends on how you manage them. Clear expectations, efficient operations and thoughtful analysis can turn return data into practical improvements — often worth more than the value of a single additional sale.
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