eCommerce Return Rate: 2025 Product Category Benchmark & Tips

By Tracy NgNovember 7, 202411 min read
eCommerce Return Rate: 2025 Product Category Benchmark & Tips
  • Product categories – Items like apparel and electronics generally have higher return rates.
  • Return policy flexibility – More lenient policies can lead to increased returns but may also boost customer satisfaction.

E-commerce return rates by product category in the U.S. (December 2024). Clothing has the highest return rate at 24%, followed by shoes at 17%. Over 50% of shoppers did not return any items. Key insights for online shopping returns
Top returned online purchases by category in the U.S. as of December 2024 by Statista

  • Wrong Size, Color, or Fit – Particularly impactful for clothing and footwear.
  • Product Not as Described – Leads to unmet expectations and dissatisfaction.
  • Damaged Items or Late Delivery – Often due to controllable logistics or quality issues.
  • Changed Mind or Dislike – Harder to address but can be minimized with accurate product descriptions and images.
  • 72% expect refunds within five days.
  • 69% want free return shipping.
  • 49% check return policies before buying.
  • 52% abandon purchases due to complicated return processes.
  • Refund Rate – High rates may indicate unmet expectations or poor product descriptions.
  • Exchange Rate – High rates suggest customer loyalty or product issues.

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  • Focus on the three most important features and benefits.
  • Clearly explain the return process.
  • Include any relevant product details.
  • Avoid overwhelming customers with too much information as this can lead to decision fatigue.
  • Encourages exchanges instead of refunds.
  • Gives customers the flexibility to choose other items.
  • Helps you retain revenue while enhancing customer satisfaction.
  • Clearly state the return window and conditions.
  • Specify which items are eligible for returns and any exceptions.
  • Offer a self-service returns system to make the process hassle-free.

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Tracy Ng

Senior Content Executive at TrueProfit & SEO/Content Specialist

Tracy is a senior content executive at TrueProfit – specializing in helping eCommerce businesses scale profitably through content. She has over 4 years of experience in eCommerce and digital marketing editorial writing. She develops high-impact content that helps thousands of Shopify merchants make data-driven, profit-focused decisions.

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