Returns are no longer a background cost or occasional loss. They are influencing how consumers shop, what they expect from retailers and brands, and whether they come back. Our newly published 2025 Global Returns & Profit Impact Report offers a detailed look at where returns are happening, why they happen, and what retailers and brands can do to reduce the impact.
Based on responses from more than 6,000 consumers worldwide, our report highlights the behaviors and expectations that are shaping the post-purchase experience—and what separates companies that manage returns well proactively compared with those still taking a reactive approach.
Shoppers plan to return before they even check out
The data from that survey suggests that returns are not just a post-purchase inconvenience—they are a core part of online shopping today. According to the consumer survey, 36% of shoppers admit to overbuying with the intention of returning part of the order. This behavior, also known as “bracketing,” is especially prevalent in apparel categories, such as shoes and clothes. It’s also an even stronger trend among shoppers under the age of 35, where 50% say they commonly buy more than they need (for example, multiple sizes and colors), knowing they will return part of the order.
Bracketing is likely a strong factor behind why apparel and footwear dominate return volumes, with 68% of consumers saying they returned clothing or shoes in the past 12 months. Electronics also rank high among returned items, particularly in Europe, where more than half of German and UK consumers returned an electronic product last year.
Poor product content is still driving returns
One of the top reasons cited for returns is poor fit, mentioned by 61% of consumers surveyed. But returns are not only about sizing. A third of respondents said they returned products because the item didn’t match its online description or images. This mismatch highlights the need for retailers to go beyond generic content and ensure that each listing reflects the reality of the product. While consumers many not always say it directly, this lack of confidence often leads to bracketing. When shoppers aren’t sure how any item will look, feel or fit as expected, they buy extras to cover their bases.
Customer reviews are also playing a larger role in the purchase decision, especially in apparel. Half of consumers say they rely heavily on reviews when buying clothing or shoes. This makes transparency not just a bonus, but a competitive requirement. Inaccurate listings, missing details, or outdated visuals aren’t just conversion risks, they lead directly to a cycle of poor reviews and costly returns.
Return policies are becoming make-or-break
Return policies are shaping not just immediate buyer behavior, but long-term loyalty. According to the survey, 88% of consumers now expect free returns to be a standard feature, and 41% say they consider a retailer’s return policy before making a purchase. Nearly half (47%) said they’ve stopped shopping with a retailer because the return policy didn’t meet their expectations.
This shift makes return policies a delicate balance. Offering free returns may cut into margins in the short term, while unclear or overly restrictive policies can damage trust and reduce repeat business. Retailers and brands are finding success by combining accessibility with just enough friction. One effective lever is time: 51% of global consumers consider a return window of 14 days or less to be reasonable. When positioned well, these types of limits can feel fair—especially when paired with fast, convenient return options and clear communication.
Localization matters as one size does not fit all
Return behavior varies widely by region. In Europe, shorter return windows are more accepted: 57% of German consumers and 64% of French consumers believe 14 days or less is reasonable. In contrast, North American shoppers tend to expect longer windows and often treat the return period as an extension of the shopping process.
Product category also influences return behavior across regions. In parts of Europe, it’s common for over 60% of apparel purchases to be refunded. Meanwhile, beauty and personal care products are more likely to be returned in North America, reflecting regional norms around trial and satisfaction guarantees.
These patterns make clear that brands and retailers need region-specific policies and messaging. A policy that feels fair in one market may feel restrictive in another, and a uniform global return process risks alienating loyal shoppers.
Turn returns into an advantage
While return rates rise, margins are under pressure. Free shipping, free returns, restocking, and reverse logistics all eat into profit. But many of these costs are avoidable with the right tools and strategy. Our new report identifies key ways that returns are often a costly, but avoidable, downstream effect of poor upstream processes. With the right data and a proactive approach, retailers and brands can reduce return volume, recapture margin, and retain more loyal customers.
The 2025 Global Returns & Profit Impact Report is a guide for doing exactly that. Download the full report to explore category-specific trends, country-level return insights, and steps you can take today to reduce costs and protect profit.
Read the full report here.
