Brits don’t mind returns limits – if brands explain them properly

After high-profile backlash against ASOS’ stricter returns policy, online retailers may hesitate to enforce their own rules. But a recent poll tells a different story: 86% of consumers say limits on returns are fair, as long as they’re clearly explained.

Recent findings from The Harris Poll UK reveal ASOS’ misstep wasn’t the returns policy itself, but the lack of clear communication. By introducing harsh penalties for so-called “serial returners” without properly setting expectations, the brand left customers feeling blindsided.

Setting reasonable restrictions around returns matters most in fashion, where return rates are higher than almost any other sector. Too lenient, and your margins might suffer. Too harsh, or too poorly communicated and your reputation does.

Shoppers say clarity matters more than the policy itself

The Harris Poll survey of a nationally representative sample of UK adults asked shoppers if they agree returns policies protect the majority of shoppers. 75% agreed, and only 4% believe these policies are unfair.

Fashion retailers are among the hardest hit by returns. A so-called “Try Now, Pay Never” behaviour, sparked by BNPL schemes and social media haul culture, encourages customers to order excessive amounts of clothing with minimal commitment.

In response, fast-fashion giants such as ASOS, as well as Pretty Little Thing (PLT), have tightened their returns policies to mitigate the financial impact of high-volume returns.

ASOS, for instance, replaced free returns with paid returns and introduced fees for customers who send back a high volume of items, unless those items are faulty or incorrect. For normal returns, a fee is now deducted if the value of kept items falls below a threshold: £40 for regular customers and £15 for premium subscribers.

These changes sparked backlash online from customers who felt alienated by brands they once trusted, largely because the policies had not been communicated effectively.

Transparent returns rules protect profits and trust

While lax returns policies may seem customer-friendly, the cost can quickly add up for retailers. Shipping fees, restocking labor, and resale losses on lightly worn or returned items can seriously affect margins. 

Transparent, yet firm, return policies help protect profits by deterring “serial returners” while maintaining a positive relationship with shoppers who follow the rules.

The difference often comes down to communication. Sudden or poorly explained changes to returns rules can easily backfire, damaging your reputation almost overnight. In contrast, clear explanations about why limits exist, not just what the limits are, build trust and loyalty. 

How should retailers communicate returns limits?

Clear communication is key in making return policies work for both you and your customers.

First, explain why limits exist: highlight sustainability concerns, the cost of processing returns, and your intention to protect the majority of shoppers. This helps customers understand that there’s a rationale behind your rules, rather than being arbitrary.

In addition, retailers should be sure that the messaging is consistent, from product pages and checkout screens to order confirmation emails, so customers are never surprised by a fee or restriction. 

Lastly, testing different communication channels can help identify the most effective ways to reach shoppers without causing confusion.

For SMEs, the message is simple: clear and consistent returns policies can help keep costs down, reduce refund abuse, and avoid alienating customers. Being open about the rules makes it easier to manage returns while maintaining shoppers’ trust.