Survey: Returns are critical to e-commerce success

The returns experience plays a big part in online shopper satisfaction.

According to a recent survey of almost 1,400 U.S. consumers conducted by YouGov for click-and-collect platform Doddle, respondents weigh returns as equally significant as delivery and payment with regards to their overall e-commerce experience. 

Eighty-four percent of respondents said the returns experience is important with regards to their opinion of an online retailer, with 83% saying the same for delivery and payment, respectively. The survey also found that almost three-quarters of respondents (74%) feel retailers’ returns experiences need to be better.

When asked what would make respondents reconsider shopping with a retailer in the future, 60% of respondents said having to pay shipping fees to return an item, and 40% said taking a long time to secure a refund on their return. Other popular responses included short returns policy window (38%), needing to obtain a return authorization from customer support (32%), and being unable to track a returned item (30%).

When asked what they would prefer from retailers when returning an item, almost seven in 10 (68%) of respondents said free returns, while 45%said convenient locations to return an item(s) and 44% said reusable/resealable packaging that can be used for returns. Another 41% said communications and visibility (tracking the parcel, confirmation of receipt, refund information, etc.), 38% said being refunded once the item has shipped and 33% said no need to print a returns label.

“This insight is now more critical than ever, as COVID-19 has generated a significant bump in e-commerce sales, with e-commerce returns only expecting to increase as well as a result,” said Dan Nevin, Doddle’s North America CEO.