Survey: Strict return policies deter two-thirds of consumers from purchasing
Consumers across the globe are in agreement that strict return policies will dissuade them from shopping with a retailer.
The vast majority (84%) of global respondents will stop shopping at their favorite retailer if stricter returns policies are implemented, according to AI-powered supply chain firm Blue Yonder’s 2025 Global Consumer Retail Returns Survey. Two-thirds (66%) of all respondents are deterred from making a purchase due to more stringent returns policies.
Over half of global respondents (53%, slightly up from 51% in 2024) believe tighter returns restrictions are inconvenient and unfair for consumers. For one-third (33%), some online retailers’ policies are strict enough to make them avoid shopping there altogether.
Across regions, consumers in the Middle East are most likely (75%) to be deterred from a purchase due to tighter returns restrictions, followed by France (70%), Germany (65%), the United Kingdom (63%), Australia and New Zealand (ANZ) (62%) and the United States (59%). This trend is most notable among millennials (74%) and Gen Z (71%), consistent with 74% and 76% in 2024, respectively.
[READ MORE: Customers expect free returns, but don’t always make them honestly]
Half (50%) of global respondents in Blue Yonder’s survey said that charging a fee to return a purchase is the most inconvenient element of tighter returns policies, but consumers are still generally willing to pay the price. Consumers in the U.S. (36%) are most likely to not return an item if there is a fee associated, followed by the U.K. (31%), ANZ (31%), Middle East (12%), France (11%) and Germany (10%).
“These findings highlight the negative consumer attitudes toward tighter returns policies, with a majority of consumers continuing to make decisions on where to shop based on these policies,” said Tim Robinson, senior VP of commerce and returns at Blue Yonder. “Across generations and regions, consumers are consistent in believing that returns restrictions are unfair and inconvenient to them, underscoring their expectation for an easy and hassle-free process."
Given the high volume of returns ending up in landfills, it’s more important than ever that retailers develop customer-friendly processes, while more efficiently managing returns across omni-channel environments to reduce costs and unnecessary waste, he added.
Additional highlights from the survey include the following:
•More than half (60%) of respondents have been told by a retailer to keep a product rather than undergo the returns process, down from 72% in 2024. Across regions, clothing and accessories (38%) is the top category associated with “keep it” policies, followed by electronics (18%) and grocery (13%).
•Over one-third (36%) of respondents stated they had a return rejected by a retailer within the last year. Generationally, Gen Z consumers (49%) are the most likely to have a return rejected, followed by millennials (42%), Gen X (31%) and baby boomers (14%).
•Consumers report increased dedication to sustainable returns habits, with almost two-thirds (65%, up from 55% in 2024) of consumers stating they are somewhat or very concerned about the environmental impact of returns.
•Nearly three-quarters (71%) of global respondents said they would not complete the returns process if they knew their returned product might end up in a landfill. Respondents noted they would instead seek an alternative, eco-friendly disposal method (23%), attempt to resell the product (21%), donate the product to charity (16%), or give the product to friends and family (10%).
“These results demonstrate that consumers value the ability to easily return items and, when possible, prioritize retailers that offer convenience and sustainable returns options,” added Robinson. “Retailers around the world have an opportunity to deliver a better, more sustainable returns journey for consumers.”
Blue Yonder 2025 Global Consumer Retail Returns Survey was fielded by a third-party provider in July 2025. The company surveyed over 6,000 consumers across Australia and New Zealand, France, Germany, the Middle East, the U.K. and the U.S.
