Stephanie Chevalier
E-commerce research and editorial expert
E-commerce returns in Europe - statistics & facts
Online shopping returns involve consumers returning products purchased through e-commerce platforms. In 2023, the global reverse logistics market amounted to about 700 billion U.S. dollars, and projections suggest it will grow by 36 percent to 954.5 billion dollars by 2029. Europe has experienced a steady increase in the adoption of online shopping. The convenience it provides, along with a vast product selection, has captivated consumers across the continent. However, as consumers embrace the digital shopping revolution, rising expectations have made returns commonplace in this dynamic landscape.
Simplicity reigns supreme when returning a purchase, as indicated by a 2022 survey. Among European online shoppers, the ability to effortlessly return an item by either dropping it off at a parcel shop, returning it in-store, or opting for a home pickup stands out as the most crucial return criterion. In addition, for most respondents, the cost of this process must be transparent and all-encompassing. In several countries within the region, over half of digital shoppers expected retailers to shoulder the expense of returning online purchases, with fewer than three in ten shoppers willing to incur out-of-pocket costs for these returns.
In a 2022 study encompassing multiple European countries, Switzerland and Germany stood out as having the highest return rates for fashion purchases, exceeding 40 percent. According to another survey, the German fashion shipping return rate was nearly double the European average . Moreover, in this segment, the rate of returns related to specific items and the quantity of items returned per shipment were significantly higher in Germany compared to the rest of the continent.
Returns yes, but hassle-free
In the European Union, European Economic Area, and the United Kingdom, consumers can cancel their purchase of physical goods within a specified timeframe - typically a 14-day cooling-off period - regardless of the reason. While this legal provision offers protection and flexibility for buyers to rethink their purchase, the costs and return processes can strongly impact someone's choice to buy from an online store.Simplicity reigns supreme when returning a purchase, as indicated by a 2022 survey. Among European online shoppers, the ability to effortlessly return an item by either dropping it off at a parcel shop, returning it in-store, or opting for a home pickup stands out as the most crucial return criterion. In addition, for most respondents, the cost of this process must be transparent and all-encompassing. In several countries within the region, over half of digital shoppers expected retailers to shoulder the expense of returning online purchases, with fewer than three in ten shoppers willing to incur out-of-pocket costs for these returns.
Navigating fashion returns
The fashion industry, in particular, has witnessed a substantial impact from the surge in e-commerce returns. In the largest European countries, online returns are most common in the clothing, footwear, and accessories categories. Among all fashion items, dresses exhibit the highest return rates, with more than half being sent back, closely followed by skirts, which have a 47 percent return rate. Footwear also ranks among the most frequently returned fashion products, with backless slippers, pumps, and ballerina shoes being the primary culprits.In a 2022 study encompassing multiple European countries, Switzerland and Germany stood out as having the highest return rates for fashion purchases, exceeding 40 percent. According to another survey, the German fashion shipping return rate was nearly double the European average . Moreover, in this segment, the rate of returns related to specific items and the quantity of items returned per shipment were significantly higher in Germany compared to the rest of the continent.
