Report: EU consumers eye returns before even buying

European consumers seem to be taking the adage, “buyer beware” very literally.



Unsure whether their online purchase will satisfy their needs until it actually arrives, 54% of shoppers reported they think about returning an item before they have even purchased it. And this mindset runs the gamut from decisions about apparel and electrical goods to home decor and furniture, according to “Making Money Out of Returns: The Essential Guide to Managing International Returns,” a report from fulfillment provider B2C Europe.



The report, which is based on 2,442 shoppers across eight European countries, also said that half of consumers are uncertain about policies and expensive return costs, making them leery of purchasing cross-border. Specifically, 36% of European shoppers would be more likely to shop among foreign online stores if they were certain about the returns policies.



Of course, this mindset takes a toll on retailers, which foot the bill on returns. For example, €65 billion (Euros) in returns equates to a 30% returns rate, the report said.



With 30% of shoppers deliberately over-purchasing, and thus, making returns, retailers must streamline the shopping process and present service, speed and ease of use for shoppers who want to place online orders. To deactivate their consumers’ returns-focused mindset, European retailers should:



*Allow customers to write reviews. Besides offering customers with valuable product information, retailers that adopted reviews reduced return rates, increased conversion rates, improved SEO rankings, and built their brand’s omnichannel credibility, the report said.



*Display product videos. Without a means to “try before you buy” online, videos deliver virtual “hands-on” experiences and information about the product, beyond the text description. This effort can reduce returns up to 25%, according to the report.



*Add sizing solutions on the online store. Clear sizing information is essential. Whether it is standard size charts or virtual fitting solutions, consumers need a way to compare sizes and ensure they are buying correct-fitting items. Sizing initiatives contribute to 50% returns declines, the report said.