The eCommerce returns dilemma - Zalando's solution!

Reducing returns is an ongoing challenge for eCommerce retailers across the world. With more customers online, it can be disheartening for a business to see an increase in returns.

Does this mean they don't like the products? Not necessarily - however it does mean retailers must do more to ensure customers are buying the right product, encouraging confidence that there will be no chance it will have to be returned. Of course, this is easier said than done. 

The challenge of eCommerce returns

According to data from RetailX Consumer Observatory, there has been a spike in returns for online orders in comparison to bricks and mortar stores. 48% of online shoppers have made a return 'some of the time.' 

According to our own research in the 2023 eCommerce salary survey & insights report, 29% see a poor returns system as a challenge for online revenue growth. Retailers must create a simple and worry-free returns system, of course. However, they must also ensure they do not take risks with their strategy. The RetailX data shows retailers who offer free returns to attract customers are seeing sheer numbers of returns - if customers can try on many items and return them for free, why wouldn't they? However, it's an expensive gamble - the UK fashion industry lost £7 billion in returns last year.

It shows how important product listings are, from accurate photography to detailed descriptions. This alone can help paint a better picture for customers, alleviating any uncertainty they might have. In the news recently was Zalando, who has a unique way of helping customers pick products they'll want to keep.

Zalando embrace tech to reduce returns

While many customers are returning to the stores to try on the latest fashions, German eCommerce giant Zalando is embracing tech to bring the changing room experience to your home. It is launching a new body measurement feature, which aims to help customers find the right fit with a photo. 

Having already utilised 3d avatars and virtual changing rooms, this next step allows customers to submit two pictures. Zalando claims the technology can predict body measurements so the fit is as accurate as possible.

It's a great start, though there is still a way to go. For example, a customer might like the look or colour of an item but find it's not quite a match in person. However, Zalando has big plans to expand with this technology...watch this space!

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