What do UK consumers really think about returns?

Christmas may already be a distant memory, but many businesses will still be feeling the impact of festive returns. They’re an understandable hassle for retailers, but just how important are ‘Just Right Returns’ to UK customers in today’s market? DHL polled shoppers to find out.

Why do shoppers return?

Clothing and footwear is the top purchase for online shoppers, so it’s no real surprise that 21% of returns happen because the item was the wrong size. 19% of returns are because the item was damaged, and 16% are because the quality wasn’t good.

Many of the reasons for returning can be addressed. Are your items true to size, and do you provide a sizing guide with measurements? To prevent damages, your packaging needs to protect your stock throughout its journey. Are your shipping bags resealable and your boxes strong enough?

How much should returns cost?

Casting the net a little wider than just the UK, 43% of Europeans say free returns would improve their online shopping experience – the second most popular improvement point after free deliveries.

Back in Blighty, 30% say they will only buy from shops that offer free returns. (Though 53% will sometimes buy from shops that don’t offer free returns.)

It’s undeniable that free returns are essential for many consumers, but they can be a serious cost to stomach for ecommerce businesses. But you only need to create the perception of free returns: the cost of handling them can be rolled into your overall product pricing model, spreading the hit to make returns more cost effective.

What about convenience?

UK shoppers don’t only want free returns, they’re also looking for convenience. 70% want the returns label to be included, rather than having to print it out themselves. Offering multiple ways to return, like via parcel shops and lockers, is another boost to customer convenience.

Offering end-to-end tracking, not only for delivery but for returns too, provides peace of mind. And it may be something your competitors don’t provide, giving your business an edge.

Your website should be convenient too. When shopping online, 15% of UK consumers say they abandon carts because there is no returns option listed. So whatever your returns policy, make sure it’s visible on your website to avoid losing sales at the last second.

Want more ecommerce insights from UK consumers, and top tips on how to implement them? Follow DHL eCommerce UK on LinkedIn!

References:

All stats sourced from DHL eCommerce European Online Shopper Survey 2023. Read more