Data Highlights
One-quarter of shoppers in the United States return items due to receiving the wrong variation.
Around one-third of Australian shoppers return products due to receiving the wrong product.
Nearly one in five shoppers in Asia return products because they are damaged.
About one in five shoppers in Europe return items because they received the wrong variation.
Latin America has a high return rate for damaged products, with nearly one in four shoppers affected.
Shoppers in the Middle East and Africa return products most often due to poor quality, with 17.2%.
In Canada, roughly one in five shoppers return items because they are not what was needed.
Nearly one in five United Kingdom shoppers return products due to receiving the wrong product.
The global average return rate for wrong variations is 23.3%.
Scope
Product returns are a challenge for businesses everywhere. Understanding why customers return items is key to improving satisfaction and reducing costs. This insight brief looks at global data on why people return purchases. It highlights key reasons for returns in different regions and how they compare to global trends. These insights can help e-commerce brands and retailers better serve their customers and minimize returns.
Wrong Variations Are a Common Issue
Wrong variations are one of the top reasons for returns in many regions. Shoppers in the United States and Europe are especially affected, with nearly one-quarter returning items due to receiving the wrong variation. This issue also impacts Asia, where around one in five shoppers deal with this problem. Addressing variation errors can improve customer trust.
Damaged Products Cause Frustration
Following wrong variations, damaged products are another major reason for returns. This is most noticeable in Latin America, where almost one in four shoppers send items back because of damage. In Asia, close to 26% of shoppers deal with damaged goods. Poor packaging and shipping processes can often lead to these issues. Fixing these problems may lead to fewer damaged returns.
Wrong Products Are a Bigger Problem in Australia
Wrong product returns are highest in Australia, with almost one-third of shoppers facing this issue. Canada also sees this problem, where around 22% of shoppers return the wrong product. This highlights the need for more accurate order fulfillment. With the right systems in place, companies can reduce these errors and keep customers happy.
Poor Quality Concerns in the Middle East and Africa
Moving from wrong products, we see that product quality concerns are highest in the Middle East and Africa. About 17% of shoppers in this region return items due to poor quality. Ensuring better quality control and more accurate product descriptions can help prevent these returns.
Returns Based on Personal Preferences
A shift occurs when we look at reasons not related to product defects. Some returns are simply due to personal preference or not needing the product anymore. These reasons account for around 10% of returns in several regions, such as Europe, Canada, and the United States. Brands need to provide clearer product information and post-purchase support to reduce these returns.
Insights and Opportunities
The data highlights clear patterns in returns across regions. Businesses must address these issues to reduce returns and increase satisfaction.
- Targeting Your Audience: E-commerce and retail brands should take note of regional patterns in return reasons. For example, a focus on improving product descriptions and matching product variations may work well in the United States and Europe. In Australia, efforts should focus on order accuracy and fulfillment. Brands should tailor their efforts based on regional needs to serve their target audiences more effectively.
- Content and Creative Strategies: Content and ad creatives need to reflect the quality, accuracy, and features of products. In regions where poor quality or wrong products are common, businesses should emphasize quality control and product verification in their messaging. Clear, honest descriptions can go a long way in managing customer expectations and reducing return rates.
- Guiding Customers to Purchase: Businesses can help guide customers by offering detailed product guides and support during the purchase process. This is particularly important in regions where wrong variations or products are a concern. Simplifying the order process and using technology to prevent errors will help customers make confident, informed decisions.
By addressing these key issues, businesses can lower return rates and enhance the overall customer experience.