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.
- 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.
- 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.
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.
