Complicated return processes cost customers and revenue. The Returns Report 2025, prepared by Trusted Returns in collaboration with the market research institute OnePoll, shows this. The representative survey of 1,000 online customers, according to the authors, indicates: Almost one in three (30 percent) no longer buys—or buys only hesitantly—from retailers with opaque and customer-unfriendly return policies. Only 26 percent of respondents would purchase again from the same online retailer without hesitation after a return and refund.
While 82 percent of respondents shop on marketplaces such as Zalando, Otto or Amazon, social commerce via Instagram, TikTok & Co. is also gaining importance (22 percent). This trend is particularly pronounced among the younger generation: One third of those aged 18 to 34 already use social media as their primary shopping channel – more than twice as many as the age group over 55.
Technological innovations such as virtual try-ons are viewed more positively (46 percent), but are still viewed with caution.
Still high expectations for the process
A notable trend is clear: the return rate has fallen significantly within a year. Only 46 percent of respondents have returned products at least once since June 2024 — last year it was 67 percent. Possible reasons could lie in more conscious purchasing decisions by consumers or improved processes — which factors actually have the greatest influence, however, will probably only become clear in a few years. For retailers this means: fewer returns can reduce costs, but must not obscure that customers still have high expectations for an uncomplicated return process.
The majority of customers who return goods are generally satisfied with the handling of returns (57 percent), and 76 percent return goods within a few days.
Yet almost two-thirds (65 percent) only know the standard route "return for refund." 58 percent want additional options—from exchanges to vouchers to repair services. More than half (55 percent) also demand more transparency throughout the entire returns process. Notably: women want alternative return options significantly more often (63 percent vs. 53 percent), while men are somewhat more satisfied with the standard options.
Tolerance is also age-dependent
Problems with returns have immediate negative effects for the respective online retailer: 37 percent of respondents switch to another provider after a bad return experience. In the younger target group, willingness to switch is particularly high—almost every second person under 35 would not order again from the same retailer after a negative experience. Online shoppers in the age group over 55, by contrast, are more forgiving and stay loyal to their shops: 70 percent continue
to order from the familiar online platform despite unclear or cumbersome return conditions.
For retailers, a customer-friendly return policy can thus become a future-oriented differentiator. What is already emerging today: those who do not address the needs of younger customers now could miss out on loyal core customers in the future.
“Returns are not a nuisance appendage, but a key moment in the customer journey. Those who act flexibly, transparently, and customer-oriented here create sustainable competitive advantages,” says Artjom Bruch, CEO of Trusted Returns.
Interesting for retailers: 37 percent of customers are willing to bear possible return costs themselves—if they in return receive added value. This includes, for example, alternative service options or faster processing. Notably, the study also finds that willingness to pay among younger customers is especially pronounced—here it is about ten percentage points higher than the overall average.
