Free returns policy is most important thing for seven in 10 online shoppers

04 December 2023 , 16:55

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Online retailers have started charging consumers to return items, in light of a growing number of products being sent back (Image: SWNS)

Seven in 10 Brits (71%) say that the key thing they look for in a returns policy when shopping online – is that returns are free, a study has found.

Other important elements of the returns T&Cs are convenient return locations (47%), a “no quibbles” returns policy (48%) – and a minimum returns period of 28 to 30 days (27%).

The research of 2,000 consumers, who shop online, also found that almost two-thirds (63%) base their decision about whether to buy from a particular retailer, on what the company's returns policy is like.

For 67%, this also impacts how much trust they place in a company – with 58% admitting they do not shop with retailers who charge to return items.

However, the findings come as rising numbers of items being returned, mean that a growing number of retailers are having to impose charges on customers sending back products purchased online.

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It also emerged that 13% have bought extra items when shopping online, just to qualify for free shipping. And 43% have done so with every intention of returning such items, so they benefit from gratis postage with their initial order.

Free returns policy is most important thing for seven in 10 online shoppers

But six in 10 shoppers will not buy from companies that charge to return products (SWNS)

The research was commissioned by global online review platform, Trustpilot, to launch its new guide to smooth returns.

Carolyn Jameson, chief consumer and trust officer for Trustpilot, said: “The findings are clear – a flexible returns policy is one of the most important factors in consumer decision-making, when it comes to online shopping.

“Offering free returns may not be realistic for all retailers. In order to win the loyalty of customers, it’s clear that businesses need to be thinking about ways they can show flexibility, whilst also doing what they can to mitigate the number of returns coming back their way. Displaying reviews and clearer sizing measurements on the website are just several examples.”

The study, carried out through OnePoll, also found that, of those who have ever sent back an item purchased online, 24% have returned fewer items during the past year. And 50% have done so because they have spent less money over the web generally.

Other factors driving down returns numbers include being more considered when buying items (31%), and trying to avoiding the stress of returns (16%). And concern about the carbon footprint of sending back purchases is also a factor, for 8%.

However, just 35% consider the financial impact on businesses, of returning items purchased online.

Carolyn Jameson added: “One thing both consumers and businesses are likely to agree on is that returns are inconvenient for everyone.

“So, responsible retailers should be placing a priority on finding a solution, particularly in the run-up to the busiest shopping period of the year – because the reality is, those that don’t heed these warnings may risk being left behind.”

TOP FIVE TRUSTPILOT CATEGORIES IN WHICH CONSUMERS MENTIONED “REFUNDS” OR “RETURNS” DURING THE FIRST THREE QUARTERS OF 2023: