Survey: Clothing tops most returned categories in online purchases
When it comes to online purchases, shoppers are mot opt to return items in certain categories than others.
Clothing is the most returned product category in online shopping, making up 38.30% of all returns, according to a survey by eyewear brand Overnight Glasses, which surveyed 1,882 online shoppers to find which products people return most often after buying on the Internet.
Out of every 100 items people send back to retailers, 38 are clothing, far more than any other product type, the survey noted, with wrong size and poor fit cited as the primary reason for the return. T-shirts and tops get sent back the most.
Shoes and boots come in second, making up 14% of all online returns. More than half of footwear is shipped back by customers, as picking the right size is often hard.
Other categories with top return rates based on research by Overnight Glasses are listed below.
Electronics
Tech products account for 12% of all returns. Phone cases are the most problematic product, with half coming back because buyers sometimes order the wrong model for their device. Screen protectors also see a 38% return rate for the same reason, while chargers and cables get sent back 30% of the time when customers pick the wrong connector type.
Automotive
Car parts make up 5.4% of online returns. The category sees a 30% return rate, with wrong vehicle applications causing 62% of shipbacks. Vintage and classic car parts also see a high 32% return rate, as older vehicle applications are harder to verify online. Unlike clothing or shoes, auto parts often get rejected, with stores refusing 16% of attempted returns, usually when parts show signs of installation attempts.
Home goods
Home goods and party supplies represent 3.1% of returns. The category has a 31% return rate, partly because of customer abuse. Party decorations get used for events and then are sent back the next day 65% of the time.
Even novelty items like singing cactus toys see a 65% return rate, with buyers sending them back within a week after the joke wears off. Stores catch on to this behavior and refuse 17% of home product returns, higher than most other categories.
"The real problem is sizing,” said Gidon Sadovsky, CEO of Overnight Glasses. “Brands can't agree on what a medium or size 8 actually means, so shoppers end up ordering three sizes of the same shirt just to find one that fits. That's not the customer's fault. Other products have clear standards that work. For example, light bulbs show exact wattage. Tires list exact dimensions. Eyeglasses follow precise prescriptions from your eye doctor, so you know exactly what you're getting. When measurements are standardized, returns drop."
Methodology
The research surveyed 1,882 online shoppers to find which products people return most often after buying on the internet. The participants listed the items they'd refused to keep, and the study counted how many times each product type was mentioned. Overnight Glasses also tracked why shoppers reject items, how quickly they decide to ship them back, and how often stores refuse to accept the refunds.
