Proven Ways to Control eCommerce Returns

It's practically not feasible for businesses to not offer a mechanism for returning a purchased product, as a return policy and ease of return play a major role in consumers' buying decisions. 67% of the shoppers check the returns page before making a purchase decision and 92% of the shoppers buy something again if the returns are easy.

Before trying to solve the jigsaw of how to reduce eCommerce returns, let's look at some key statistics of why consumers return.

20% of eCommerce returns happen because of damage and defect, while 22% are because the product looks different than the website, and 23% because of the wrong item being shipped. That being said, a fast-fashion brand may experience up to 65% returns only due to fit issues, or 43% of millennials buying items more than they need. The percentage depends upon what the brand is selling online, however, the bottom line remains the same - almost 15% is eventually diverted back to the warehouse.

Here is a list of the top 5 practical ways to cut down on your eCommerce returns:

1. Automate your return process - This is the first and the most crucial step in gaining more control over your eCommerce returns. There could be an endless list of why you should consider automating your returns process but some of the top ones are:

• Less likely for shoppers to be able to violate the return policy
• Automation saves you money on operational costs, else it makes an eCommerce returns even more expensive
• More Control on returns data and analytics

2. Have a shorter return window and a longer exchange window - A flexible policy of having a shorter return window and longer exchange window can help you convert your returns into exchanges. As 35% of returns can be a result of consumer changing their minds and a whopping 65% can also be because of a fit issue, all these categories of returns can be converted into exchanges.

3. Get it right the first time - Do it right the first time what is in your control: accurate description, easy to browse and understand size guide, good packaging, accurate fulfillment, and a reward program for reviews. You can practically avoid 65% of the returns because of some faults from the brand.

4. Look back on returns data - The best way to reduce eCommerce returns is to have a deeper look at the returns data and the easiest way to have returns data at your fingertips is to look for returns apps that can help you do so. Looking at return reasons on the SKU level can give you meaningful insights into what corrective actions can be taken. It can even open a window of opportunities.

5. Flag Risky Orders - Flagging risky orders is a preventable loss. Develop a system to flag risky orders. It could be because of as superficial as a wrong address or a Pincode or as subliminal as bracketing, wardrobing, chargeback, or fake bulk orders on CoD. There are AI-based returns apps available that can read shopping behavior and flag risky orders.

Conclusion: It is important to think differently about eCommerce returns, perhaps, thinking of returns as a way to increase the revenue is a good one.