E-commerce returns
No matter how good your product is, how optimised your product pages are or how smooth your shipping and customer service are, a certain percentage of orders will always come back.
The real question isn’t whether you’ll get returns, but how well you manage them.
On this page, you’ll find everything you need to know to manage returns efficiently, reduce their impact on your operations and create a better experience for your customers.
What is a return in logistics?
A return is the process of sending a product back through the supply
chain from the customer to the seller, manufacturer or designated facility.
But there is more to returns than simply getting a parcel back. How you organise the process affects your costs, warehouse operations and, ultimately, the experience you provide your customers.
The best return is
the one that never happens
Not every return can be prevented, but understanding why products come back can help you avoid unnecessary ones. Better product information, smarter use of return data and setting the right expectations before purchase can all help reduce your return rate.
Reduce your return rate and you’ll save on return costs while making life easier for your customers and your team.
Give every return
a clear starting point
Before a product can make its way back, you need to know what is being returned and why. A structured Return Merchandise Authorisation (RMA) process helps you collect this information and connect the return to the original order.
This makes incoming returns easier to identify and process once they arrive.
Keep track
when parcels come back
When a parcel leaves your warehouse, both you and your customer know where it is, whether there is a delay and when it is expected to arrive. Why should that visibility disappear when the same parcel travels in the opposite direction?
Return tracking helps customers stay informed while giving your teams greater visibility into the returns coming their way.
When returns
cross borders
Returns become more complex when parcels cross borders. Longer distances, different carrier networks and, in some cases, customs procedures can make return flows harder to manage.
The right setup helps you maintain visibility and control as your cross-border return volumes grow.
7 in 10
shoppers won't shop with a brand if they don't trust the returns provider*
91%
say the wouldn't shop again after a poor returns experience**
25-40%
is the average e-commerce return rate in Europe*
Top 3 main reasons for returns*
- Item didn't meet expectations (60%)
- Item too big / too small (46%)
- Goods lost / damaged in transit (39%)
E-commerce categories with the highest return rate***
- Apparel
- Footwear
- Accessories and jewelry
Keep learning, keep shipping
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* https://www.dhl.com/content/dam/dhl/local/global/dhl-ecommerce/documents/pdf/g0-ec-trends-report-2026.pdf
** https://returns25.reveni.com/
***https://www.reveni.com/blog/fashion-returns-what-the-data-says-about-the-sector
What happens
to a product
after it comes back?
A returned product isn’t automatically ready to go back on the shelf. Is it still as good as new, does it need some attention or can it no longer be resold?
Return grading allows you to assess returned products consistently and decide what should happen next, helping you recover as much value as possible.
There’s more than one way to handle a refund
A return doesn’t always have to end with a standard refund. Shop credit, vouchers and different return fee options can give customers more choice while helping you retain revenue and cover part of your return costs.
Choosing the right options can help you find a better balance between customer satisfaction and profitability.
Returns are only one part
of
the journey back
Returns are one of the most visible parts of e-commerce, but they are only one element of a much broader process: reverse logistics.
Once a product comes back, the question becomes what happens next. Repair, refurbishment, resale and recycling can all help recover value instead of simply treating every returned product as a loss.
Manage returns
with Shipcloud
Returns involve many different steps, from registering and shipping a return to tracking the parcel, processing the product and handling the refund.
Shipcloud brings these steps together in one system, helping you keep track of returns, reduce manual work and give customers a smoother return experience.
