Survey: Free shipping, instant refunds key return features for consumers
A positive return experience is one of the most effective ways to gain return customers.
That’s according to a new survey released by post-purchase platform Route, which revealed that virtually all (97%) respondents say a positive return experience makes them more likely to shop with a retailer again. More than nine-in-10 (93%) consumers review a retailer’s return policy at least occasionally before making a purchase, while 82% say easy return options influence their decision to buy from a new brand.
When asked which return features are the most important in a return policy, free return shipping (57%), instant refunds (46%) and multiple return options (34%) topped the list.
[READ MORE: Exclusive: Return rates sharply increased during 2025 holiday season]
More than four-in-10 (43%) consumers say they would keep an item but avoid shopping with the brand in the future after a return is denied, highlighting the importance of a positive experience. Top causes of stress when making a return, according to the survey, include waiting on a refund (43%) and return fees (34%).
“Returns are no longer just an operational need, they’re a real driver of loyalty and customer trust,” said Eric Kobe, CEO of Route. “When a customer chooses to buy from a new brand, they’re placing trust in that business not just to deliver what they purchased, but to make it right if things don’t go as planned. When the experience feels complicated or uncertain, brands don’t just lose a transaction, they risk losing the relationship. A clear, fast and customer-friendly return experience reinforces that trust and gives shoppers the confidence to come back again.”
Additional highlights from the survey include the following:
- Nine-in-10 (91%) consumers agree that return issues are more frustrating when they’re under financial pressure.
- Half (50%) of consumers report increased financial stress compared to a year ago, and among those, nearly two-thirds (63%) now review return policies more carefully.
- How consumers define a good return experience varies. Older consumers lean toward minimizing effort (53% of Gen X and baby boomers), while 71% of Gen Z and millennials are most motivated by fast refunds or exchanges.
For its “Returns Under Pressure: A 2026 Consumer Pulse Check” report, Route surveyed 1,000 U.S. consumers aged 18 and older who have made an online return in the past 12 months.
