9 Ways to Reduce Product Returns

$816 billion. That’s how much U.S. retailers lost to product returns in 2022, according to the National Retail Federation. Returns don’t just hurt revenue—they slow down operations, strain logistics, and put customer retention at risk.

And with 30% of shoppers admitting to ordering more than they need (Barclaycard report), the problem is only growing. In fact, 60% of retailers say returns negatively impact their business.

So, why are customers returning products? A Forrester Consulting study for UPS found:

• 23% of returns happen because customers receive the wrong item.
• 22% of returns occur because the product didn’t match its online description.
• 23% of returns result from damaged goods.

The solution? Be proactive.

While returns are inevitable, many are preventable. By improving product descriptions, streamlining fulfillment, and leveraging data-driven strategies, you can cut return rates while keeping customers happy.

Here are 9 proven ways to reduce returns, boost customer satisfaction, and strengthen your ecommerce success.

1. Optimize Product Descriptions & Visuals to Reduce Returns

One of the leading causes of ecommerce returns is the dreaded “product not as described” issue. Customers can’t touch or try products before purchasing, so clear, accurate product representation is essential to setting expectations and minimizing returns.

How to Improve Product Accuracy:

High-Quality Images & Videos

• Use high-resolution images from multiple angles to clearly showcase product details like color, texture, and size.
• Consider interactive 360-degree views or product videos—73% of consumers are more likely to buy after watching a video.

Detailed, Transparent Descriptions

• Include precise dimensions, materials, finishes, care instructions, and unique features.
• Take a page from IKEA’s playbook—their listings include exact measurements, assembly instructions, and compatibility details, reducing mismatched expectations.

Accurate visuals + detailed descriptions = fewer surprises at delivery and fewer returns. Investing in high-quality content upfront leads to happier customers, fewer refunds, and stronger ecommerce brand trust.

2. Eliminate Sizing-Related Returns with Accurate Fit Guides & Virtual Tools

Sizing issues are one of the top reasons for returns in fashion and footwear. A generic “small, medium, large” chart won’t cut it anymore—shoppers want precision, and brands that deliver it see fewer returns and higher customer retention.

How to Reduce Size-Related Returns:

Detailed Size Guides

• Provide exact measurements, conversion charts, and fit notes (e.g., “Fits snug—size up for a looser fit”).
• Ensure consistency across all sales channels using inventory management tools like Linnworks.

Virtual Fitting & Sizing Software

• AI-powered fit assistants like ASOS’ Fit Assistant suggest sizes based on a shopper’s height, weight, and past purchases.
• AR-powered try-on tools, like those used by Virtusize and TruFit, help customers visualize fit before buying.

Augmented Reality (AR) Try-Ons

• Shopify reports that AR tools can reduce high return rates by up to 40% by letting shoppers “try before they buy” digitally.

When customers feel confident they’re ordering the right size and right product, they’re less likely to return products—and more likely to shop with you again.

3. Enhance quality control processes

As we mentioned earlier, 23% of ecommerce returns happen because companies shipped an incorrect item. This is a product quality control issue on the part of your warehouse and shipping team. 

Mis-ships happen, particularly as businesses grow.

If you’re a small ecommerce retailer, you can manually package and ship every order yourself. You can double-check the order against what’s in the box before shipping. It’s easier to ensure shipments are correct when you take this hands-on approach. 

Larger companies don’t have this luxury. This is where automation can solve your problems. 

Inventory management software with a warehouse management component can help you reduce the number of returns you receive.

How does it help you achieve this goal?

Fewer picking errors 

With an automated picking process, you can minimize errors, and your inventory is easier to track.

Better quality control

Quality control tools allow you to minimize mis-picks, mis-ships, and damaged items without having to dedicate members of your team to the process.

Makes shipping more manageable 

Inventory management software that integrates with your shipping software can eliminate shipping errors and help you fulfill orders with higher accuracy.

4. Offer clear and flexible return policies

A clear returns policy does more than manage customer expectations—it builds trust. Shoppers are more likely to buy when they know returning an item won’t be a hassle, as in a free return. However, overly flexible policies can also encourage unnecessary returns, so it’s all about striking the right balance.

Be transparent. In your return policy, spell out the return window, conditions, and process in plain language. Highlight these details at checkout:

• Return timeframes (e.g., 30 days from delivery)
• Accepted reasons for returns (e.g., damaged, wrong size, not as described)
• Whether the customer or retailer covers return shipping costs

UPS research indicates that 68% of shoppers check a retailer’s return policy before completing a purchase, so clarity here directly influences conversions. Nordstrom is a prime example of how a generous but clearly communicated policy can enhance customer trust. Their no-questions-asked return policy has built a loyal customer base, while internal monitoring prevents abuse of the system.

For added impact, consider offering exchanges instead of refunds for certain products or incentivizing store credit over cash returns. These subtle shifts keep customers engaged while reducing revenue loss.

5. Reduce Returns & Boost Sales with Customer Reviews & Feedback

Customer feedback is one of the most powerful tools for reducing returns and improving product accuracy. Reviews, ratings, and direct customer insights help potential buyers make informed decisions—while giving businesses valuable data to refine their offerings.

Why Customer Reviews Matter

Amazon has perfected the art of leveraging customer feedback. Shoppers rely on star ratings, in-depth reviews, and customer Q&As to gauge whether a product meets their expectations. Studies show that 77% of consumers feel more favorable toward brands that listen to and act on feedback.

How to Use Customer Feedback to Reduce Returns

Encourage Honest Reviews & Ratings

• Make it easy for shoppers to leave feedback with review prompts, post-purchase surveys, and Q&A sections.
• Customers often highlight sizing accuracy, material quality, and product expectations, giving future buyers confidence in their purchase.

Analyze & Act on Feedback

• Use Linnworks’ reporting features to track return reasons and identify common issues.
• If a product frequently gets returned due to inaccurate descriptions, sizing issues, or quality concerns, refine your listings or product details accordingly.
• Dyson, for example, collects user feedback to refine product design—reducing returns caused by usability confusion.

Leverage Customer Q&As to Address Concerns

• A well-structured Q&A section (like Amazon’s) allows past buyers to answer potential customers’ concerns—clarifying doubts before a purchase is made.
• This reduces buyer hesitation and ensures customers get exactly what they expect.

By actively listening to customer feedback and improving product listings, businesses can reduce returns, increase conversions, and build lasting customer trust.

6. Use data analysis to predict and prevent returns

Another recommendation for reducing returns is to analyze and improve your returns process whenever possible.

Many companies take a “set it and forget it” approach to their returns process, but even the best system needs monitoring and tweaking over time.

Look at your return rates regularly. Examine the reasons for returns. Are there common issues? If the high return rate is due to “product not as described,” then you know you need to improve your descriptions. If packages are arriving damaged, you may not be packing properly or might need to find a different shipping solution.

Every return provides you with insights and data that you can use to make your business better. Not analyzing this return data and using it to improve is a huge missed opportunity.

Use tools that track:

• Common return reasons
• Product-specific trends
• Customer demographics associated with high ecommerce return rates

For instance, frequent returns due to size discrepancies in a particular category could signal the need for updated sizing guides or descriptions. Amazon employs extensive product data analysis to refine its logistics and suggestions, reducing mismatched purchases and average return rate. A 2023 report from Statista shows that brands using advanced analytics to monitor returns have reduced rates by as much as 30%.

Don’t stop at fixing issues. Predictive analytics can help you spot potential trouble before it happens. Anticipate seasonal spikes in returns or identify high-risk products early, giving you time to adjust strategies and keep returns in check.

7. Educate customers on product care and use

Sometimes returns happen simply because customers don’t know how to use or care for the product. A little education can go a long way in preventing those unnecessary returns.

Provide easy-to-follow instructions, how-to videos, or FAQ sections that address common issues. For example, a home appliance brand might include setup guides or troubleshooting tips right on the product page. A HubSpot survey found that 81% of customers prefer self-service options when it comes to solving product-related issues.

When customers feel empowered and confident with their purchase, they’re less likely to give up and send it back. A bonus? You’ll enhance their overall experience and earn their loyalty.

8. Prevent Returns with Reliable Packaging & Delivery Transparency

What happens between your warehouse and the customer’s doorstep can determine whether they keep or return your product. Damaged items, unclear delivery timelines, or frustrating unboxing experiences lead to unnecessary returns—and lost customer trust.

How to Ensure Secure, Reliable Deliveries

Use High-Quality, Protective Packaging

• Cutting corners on packaging leads to damaged goods and costly returns. Invest in sturdy boxes, protective materials, and secure packing methods to minimize shipping risks.
• Brands like Apple excel at sleek yet durable packaging that protects items while delivering a premium experience.

Automate Shipping & Labeling to Avoid Mistakes

• Incorrect labels or international shipping errors can delay deliveries and frustrate customers.
• Use Linnworks to automate carrier rules and ensure accurate order processing across multiple shipping providers.

Set Clear Delivery Expectations

• ShipStation’s 2023 report found that 78% of customers say delivery quality affects whether they’ll shop with a brand again.
• Be upfront about shipping times—Amazon does this exceptionally well, showing estimated delivery dates at checkout and order cut-off times.
• Displaying accurate shipping estimates reduces “Where’s my order?” emails and prevents returns caused by unmet expectations.

Turn Unboxing into a Positive Brand Moment

• Simple touches like clear instructions, eco-friendly materials, or a thank-you note can enhance the unboxing experience and build brand loyalty.
• A memorable unboxing experience can turn a potential return into a five-star review.

By prioritizing protective packaging, automated shipping workflows, and transparent delivery estimates, businesses can reduce returns, improve customer satisfaction, and build long-term trust.

9. Reduce Returns with Live Chat & Proactive Post-Purchase Support

Preventing returns isn’t just about better product descriptions—it’s about helping customers solve issues before they decide to send an item back. Many returns happen because customers assume a product is faulty when a simple fix or clarification could resolve the issue.

How to Prevent Returns with Real-Time Support

Live Chat & Instant Assistance

• Customers often return products due to misunderstandings—they can’t assemble an item, think something is missing, or assume a product is defective.
• Live chat and real-time support help resolve these issues before they escalate into returns, saving on shipping costs and improving customer satisfaction.

Proactive Post-Purchase Engagement

• Follow up after delivery to check if customers are satisfied or need help. According to Zendesk, 66% of customers value brands that ensure a positive post-purchase experience.
• Offer how-to guides, assembly instructions, or video tutorials to prevent unnecessary returns due to confusion.

Dedicated “Resolution” Teams to Minimize Returns

• Some issues can be fixed with a replacement part or troubleshooting tips—saving the sale instead of processing a return.
• Instead of issuing full refunds, offer store credit to maintain revenue and increase customer loyalty.

By investing in live chat, proactive customer support, and resolution-focused teams, businesses can reduce avoidable returns, cut costs, and turn frustrated buyers into repeat customers.

Final thoughts

Returns are inevitable. If you sell products, sooner or later, customers will want to send things back. It’s part of doing business. 

However, we can reduce the number of returns we get by following the steps outlined in this article. Every year returns cost businesses vast sums of money. In many instances, these returns could have been avoided.

Taking the time to analyze why people are returning products will give you valuable insights into where problems are happening. From there, it’s simply a matter of fixing those problems to ensure your customers are happy.

Reducing the number of returns you receive is in everyone’s best interest. Fewer returns save you money on replacement items, shipping, and other factors. It also creates a better customer experience and helps build trust between your business and potential buyers. 

Reducing your returns isn’t a monumental undertaking. Most of these steps can be applied with little effort or change. The effort is worth it. Keeping your return rate low is good business.

Turn returns into opportunities for growth

Product returns may be an unavoidable part of ecommerce, but they don’t have to drain your resources or diminish your customer relationships. By adopting these 9 practical approaches, you can transform returns from a costly challenge into an opportunity to enhance your operations and build customer loyalty.

Now it’s time to take action. Start with one or two of the approaches shared in this article, measure the impact, and watch as fewer returns turn into greater customer satisfaction and higher profit margins. Your business — and your customers — will thank you.

Ready to take your ecommerce operations to the next level? Book a demo with Linnworks and discover the true power of connected commerce ops.