Online sellers are winning the war against serial returners

In good news for online retailers, the UK’s “serial returning” habit and the refund abuse it can lead to appears to be slowing down.

New research shows that serial returners (shoppers who regularly buy multiple items only to send most of them back) have dropped from 12% to 8% of consumers. That shift is saving retailers an estimated £1.7bn across the industry.

For small ecommerce brands, this is sure to be a relief. High-frequency returns have become a drain on profits, cash flow, and logistics.

But as shoppers start curbing over-consumptive habits, small sellers will have more breathing space to tighten up their returns policies.

What’s driving the drop in serial returners?

Serial returners are the customers who treat online shopping like a fitting room, ordering several sizes or colours, then sending most of them back.

It’s been a growing epidemic, costing UK retailers around £6.6bn last year in shipping, restocking, and lost stock value.

But new research from ZigZag shows that it seems to be on the decline, due to a combined change in retailers’ returns policies and consumer attitudes. Many brands now charge return fees, between £2.50–£2.95, or withhold delivery refunds to cover costs.

Other clothing stores are encouraging customers to return items in-store, making the process of returning slightly less convenient and perhaps introducing a sense of accountability

In the meantime, consumers might be becoming more mindful. Cost-of-living pressures and sustainability concerns could be making shoppers think twice before ordering five jumpers to keep only one.

When retailers fight back

Serial returns hit smaller ecommerce brands much harder than they do larger brands. Every unwanted delivery means lost time processing refunds, shipping and storage costs, and often unsellable stock. And many are already working with tight profit margins.

Big brands have tried to fight back. Major fashion retailers like ASOS have introduced paid returns, while PrettyLittleThing even went so far as to deactivate some of its chronic returners’ accounts. And now, it seems expectations are shifting.

The decline in serial returners is a positive sign as it gives sellers the chance to revisit their return policies, to set clearer, firmer rules without worrying about a customer backlash.

While previously, 71% of shoppers expected free returns as standard, many now understand that free returns aren’t always sustainable. And, according to one poll, customers increasingly value transparency and fairness in returns policies, over total flexibility.

How online brands can limit returns

If you’re running an online shop, this is a great moment to fine-tune your returns process. For instance, you might explore introducing modest return fees, like ASOS. This helps discourage wasteful shopping without alienating your entire community.

You could also encourage in-person returns if you have a physical store, or partner with parcel-drop networks to save on shipping costs.

Even better is to reduce the need for customers to make returns in the first place. Clear, accurate product pages with high-quality, representative images, size guides, genuine customer reviews, and honest descriptions can help shoppers buy the right item, first-time.

Returns will always be part of selling online, but they can be less hassle for shops that adopt smart policies and use transparent communication. And with fewer people taking advantage of online returns, perhaps the era of sneakily returning worn items can become so last-season.