Here’s the product category consumers return most, and why
A new survey reveals why customers are especially likely to return one particular item.
A leading six-in-10 consumers surveyed by product information management platform Akeneo said they return clothing items. When asked why they return apparel products, sizing issues were the number one reason (58%), followed by conflicting or lack of customer reviews (35%).
In addition, 34% of respondents who return clothing products cited misleading product images, and 29% said it is due to inaccurate product information online.
More than six-in-10 (62%) respondents said that in general, having more accurate product information upfront would reduce their likelihood of making a return. Almost six-in-10 (59%) said they had made a return specifically because the online product description was misleading or inaccurate.
Looking at the methods consumers use to return purchases, the survey found that 65% of respondents said they would prefer to return in-store, if possible, followed by 22% shipping products back.
Close to seven-in-10 (68%) respondents noted they are aware of the environmental impact of returns and 39% said the environmental impact factors into their decision to make a return or exchange.
Other findings include:
- 65% of respondents returned or exchanged a holiday purchase made in 2024.
- 60% of respondents are at least somewhat unlikely to continue shopping from a brand that has a confusing or frustrating return/exchange policy. Of those, 29% are very unlikely to continue shopping there.
- Millennial and Gen Z respondents are most likely to purchase multiple sizes with the intent to return one or more sizes of clothing items.
- 44% of respondents said knowing their returns process is ethical and sustainable impacts their decision to shop with a brand.
[READ MORE: The 'Krampus' of returns and other holiday e-commerce trends]
"Sustainability continues to be top of mind for customers, and as brands continue to focus their efforts on improving their sustainability efforts, reducing the number of returns is essential," said Romain Fouache, CEO at Akeneo. "Consumers expect detailed and accurate product information online, no matter where they are shopping. Brands that have invested in a strong product experience can reduce the amount of returns, positively impacting the bottom line while increasing customer loyalty and satisfaction by ensuring customers' expectations are met."
