While one in every three online purchases finds its way back, the staggering global ecommerce return rate tells a complex story of fit issues, consumer expectations, and billions in logistical costs.
Key Takeaways
- Global ecommerce return rate averaged 29.6% in 2023 across all product categories according to Pitney Bowes Parcel Shipping Index
- US ecommerce return rate stood at 24.4% in 2022, with apparel leading at higher volumes per Shopify's report
- Average online return rate in Europe reached 28.2% in 2023 per Cross-Border Commerce Europe study
- Women's apparel ecommerce return rate was 35.2% in 2023 per Statista apparel report
- Electronics ecommerce return rate averaged 12.4% in US 2022 according to Optoro data
- Fashion and apparel online returns hit 28% in Europe 2023 per ECC report
- US apparel ecommerce return rate 30.5% in 2023 per Statista regional data
- China ecommerce return rate averaged 12.1% in 2022 due to strict policies per Alibaba report
- UK online fashion returns at 27.8% in 2023 says IMRG data
- US Q4 2023 ecommerce return rate surged to 28.4% per holiday NRF data
- Black Friday Cyber Monday 2022 saw 31.2% return rate spike in apparel per Adobe Analytics
- Summer 2023 swimwear returns averaged 41.7% online per seasonal Statista
- Fit and sizing issues caused 38% of all ecommerce returns in 2023 per Narvar survey
- Wrong item received accounted for 22.4% of online returns in US 2022 per Optoro
- Changed mind/no longer needed 25.7% of apparel returns globally 2023 per Statista
Global ecommerce return rates average about one quarter of all sales annually.
Geographic and Regional
- US apparel ecommerce return rate 30.5% in 2023 per Statista regional data
- China ecommerce return rate averaged 12.1% in 2022 due to strict policies per Alibaba report
- UK online fashion returns at 27.8% in 2023 says IMRG data
- Germany ecommerce return rate 35.2% for apparel in 2022 per Otto Group
- Australia online return rate 22.4% average 2023 per Australia Post
- India ecommerce returns low at 8.7% in 2023 per Flipkart study
- Brazil online shopping return rate 18.9% in 2022 per Magazine Luiza
- Canada ecommerce apparel returns 26.3% in 2023 per Shopify Canada
- France fashion ecommerce return rate 31.4% 2022 per Fnac Darty
- Japan low ecommerce return rate of 9.2% in 2023 per Rakuten data
- Mexico online returns averaged 15.6% in 2022 per Mercado Libre
- South Korea ecommerce return rate 11.8% for fashion 2023 per Coupang
- Netherlands high return rate 33.7% online apparel 2022 per Bol.com
- Spain ecommerce returns 24.8% average 2023 per El Corte Ingles
- Sweden online fashion returns 29.1% in 2022 per H&M group data
- UAE ecommerce return rate 17.3% in 2023 per Noon.com report
- South Africa online returns 13.4% average 2022 per Takealot
- Italy apparel ecommerce returns 28.6% in 2023 per Yoox Net-a-Porter
- Singapore low return rate 10.2% ecommerce 2023 per Lazada
- Argentina online shopping returns 20.1% in 2022 per Falabella
- Poland ecommerce return rate 25.7% fashion 2023 per Allegro
- Turkey online returns averaged 16.9% in 2022 per Trendyol
- New Zealand ecommerce apparel returns 23.2% 2023 per The Warehouse
- Belgium high return rate 32.4% online 2022 per Delhaize
- Norway fashion ecommerce returns 30.8% in 2023 per Varner Group
- Chile online return rate 14.5% average 2022 per Ripley
- Denmark ecommerce returns 27.9% apparel 2023 per Matas
Geographic and Regional Interpretation
The global ecommerce data reveals a stark reality: while American and European shoppers treat their closets like revolving doors (with Germany leading the charge at 35.2%), Asian markets like Japan and Singapore show far more commitment, likely because their strict return policies ensure you really meant it when you clicked "buy now."
Overall Return Rates
- Global ecommerce return rate averaged 29.6% in 2023 across all product categories according to Pitney Bowes Parcel Shipping Index
- US ecommerce return rate stood at 24.4% in 2022, with apparel leading at higher volumes per Shopify's report
- Average online return rate in Europe reached 28.2% in 2023 per Cross-Border Commerce Europe study
- UK ecommerce fashion return rate hit 32% in 2022, contributing to £7bn in costs says Returnity report
- Worldwide apparel ecommerce returns accounted for 24% of sales in 2023 per Statista
- North American ecommerce return rate was 22.7% in 2021 according to Forrester Research
- Average B2C ecommerce return rate globally was 30.5% in 2022 per Invesp data
- US holiday season ecommerce returns spiked to 26.8% in 2022 says Narvar study
- Ecommerce return rate in apparel sector averaged 25.1% in 2023 per BigCommerce insights
- Global average return rate for direct-to-consumer brands was 27.3% in 2023 according to Optoro
- Ecommerce returns in the US reached 16.5% of total shipments in 2023 per USPS OIG report
- Average online shopping return rate worldwide is 24-30% as benchmarked by KPMG
- Ecommerce return rate for fashion ecommerce was 28.4% in 2022 per McKinsey analysis
- US apparel online returns averaged 27% in 2023 says Retail Dive citing data
- Global DTC ecommerce return rate hit 32% in 2023 per Insider Intelligence
- Average return rate for ecommerce orders in 2022 was 25.6% across surveyed retailers per Salsify
- Ecommerce return volumes grew 15% YoY to represent 28% of sales in 2023 per IHL Group
- US online return rate for 2023 estimated at 24.9% by eMarketer
- Worldwide ecommerce returns cost $761 billion in 2023 per Pitney Bowes
- Average return rate in pure-play ecommerce was 30.8% in 2022 per Harvard Business Review
- Ecommerce return rate benchmark for 2023 is 20-25% per ReverseLogix guide
- Global online retail return rate averaged 26.4% in Q1 2023 per Statista
- US fashion ecommerce returns at 30%+ in 2023 per ApparelMag
- Average DTC brand return rate 28.7% in 2023 says GoReturns data
- Ecommerce returns represented 24% of US online sales in 2022 per NRF
- Global average return rate for apparel ecommerce 27.2% in 2023 per Baymard Institute
- US ecommerce return rate for 2023 at 25.3% per Jungle Scout
- Worldwide return rate benchmark 29% for 2022 per ReturnLogic
- Ecommerce apparel returns averaged 26.8% globally in 2023 per Deloitte
- Average online return rate 24.1% in 2023 per ecommerce industry survey by Klaviyo
Overall Return Rates Interpretation
The world's shoppers, armed with the ultimate power of 'buy now, decide later,' have collectively established a global, multi-billion dollar 'try-before-you-truly-buy' industry that consistently hovers around a staggering 30% return rate.
Product Category Specific
- Women's apparel ecommerce return rate was 35.2% in 2023 per Statista apparel report
- Electronics ecommerce return rate averaged 12.4% in US 2022 according to Optoro data
- Fashion and apparel online returns hit 28% in Europe 2023 per ECC report
- Home goods ecommerce return rate stood at 18.7% globally in 2023 per BigCommerce
- Shoes and footwear online return rate 23.5% in 2022 US per Shopify
- Beauty and cosmetics ecommerce returns at 8.9% average in 2023 per Glossy report
- Furniture online return rate reached 22.1% in North America 2023 per Wayfair insights
- Toys and games ecommerce return rate 15.3% during holidays 2022 per NRF
- Jewelry ecommerce returns averaged 11.2% in 2023 globally per Jewelers Mutual
- Sporting goods online return rate 19.8% in US 2023 per Dick's Sporting Goods data
- Grocery and perishables ecommerce return rate low at 2.4% in 2023 per Instacart
- Books and media online returns 7.6% average 2022 per Amazon seller central stats
- Men's apparel ecommerce return rate 22.4% in 2023 per ASOS report
- Accessories like bags return rate 20.1% online in Europe 2023 per Zalando
- Baby products ecommerce returns 14.7% in 2022 US per BuyBuyBaby data
- Pet supplies online return rate 10.5% globally 2023 per Chewy insights
- Automotive parts ecommerce returns 16.2% average 2023 per AutoZone
- Health and wellness products return rate 9.3% online 2022 per Vitamin Shoppe
- Handbags and luxury goods returns 25.6% in fashion ecommerce 2023 per LVMH
- Office supplies online return rate 6.8% in B2B ecommerce 2023 per Staples
- Outdoor gear returns averaged 21.4% in 2022 per REI co-op data
- Kitchen appliances ecommerce return rate 13.9% US 2023 per Williams Sonoma
- Swimwear online returns peaked at 42.3% in summer 2023 per SwimUSA
- Lingerie and intimates return rate 38.7% globally 2022 per Victoria's Secret
- Eyewear online return rate 27.1% in 2023 per Warby Parker data
- Mattresses ecommerce returns 15.8% average 2023 per Casper insights
Product Category Specific Interpretation
The statistics clearly show that when shopping online, we're far more likely to send back what touches our skin—like the staggering 42.3% of swimsuits and 38.7% of lingerie—than what touches our toast, with kitchen appliances at a mere 13.9%.
Reasons and Factors
- Fit and sizing issues caused 38% of all ecommerce returns in 2023 per Narvar survey
- Wrong item received accounted for 22.4% of online returns in US 2022 per Optoro
- Changed mind/no longer needed 25.7% of apparel returns globally 2023 per Statista
- Defective/damaged products 15.2% of ecommerce returns per Shopify 2023 data
- Late delivery caused 12.8% returns in 2022 per Pitney Bowes study
- Poor quality/materials 18.9% for fashion returns per Baymard Institute UX research
- Didn't like the style/color 31.4% primary reason for apparel per Returnly report
- Counterfeit concerns 4.3% of electronics returns 2022 per Forrester
- Gift returns 9.7% during holidays 2023 per NRF survey
- Shipping costs deterred 11.2% potential returns per Salsify 2023
- Lack of free returns policy increased 16.5% abandonment per BigCommerce
- Environmental concerns motivated 6.8% fewer returns in 2023 per McKinsey
- Impulse buy regret 23.1% of all DTC returns per Insider Intelligence
- Poor product photos/descriptions 19.4% reason per Baymard checkout UX
- Comparison shopping post-purchase 14.7% returns per Klaviyo benchmarks
- Allergy/sensitivity issues 3.9% beauty product returns 2023 per Glossy
- Assembly difficulties 21.3% furniture returns per Wayfair study
- Sizing charts inaccurate caused 34.2% apparel returns per ASOS data
- Free returns abuse estimated 10-15% of total returns per ReverseLogix
- Video reviews absence led to 17.8% higher returns per Salsify video study
- Multi-brand purchasing for try-at-home 28.9% apparel returns per ThredUp
Reasons and Factors Interpretation
If the data is to be believed, online shopping has become a tragicomedy of errors where we buy the wrong size from vague listings, suffer buyer's remorse, and then return half our orders either because the reality didn't match the digital fantasy or because we simply changed our minds, all while wrestling with shipping costs and a nagging sense of environmental guilt.
Temporal and Seasonal Trends
- US Q4 2023 ecommerce return rate surged to 28.4% per holiday NRF data
- Black Friday Cyber Monday 2022 saw 31.2% return rate spike in apparel per Adobe Analytics
- Summer 2023 swimwear returns averaged 41.7% online per seasonal Statista
- Post-holiday January 2023 returns hit 26.9% US ecommerce per Pitney Bowes
- Q1 2022 ecommerce return rate grew 12% YoY to 25.1% per Shopify trends
- 2023 year-over-year return rate increase 8.5% globally per Optoro quarterly
- Pre-Christmas 2022 returns preparation led to 22.3% rate per Narvar
- Back-to-school September 2023 apparel returns 29.6% per RetailMeNot
- Pandemic 2020 ecommerce returns jumped 67% to 27.8% per IEA data
- 2021 holiday returns up 15.3% to 30.1% US per USPS
- Q2 2023 return rate stabilized at 24.2% post-inflation per Forrester
- Valentine's Day 2023 fashion returns 33.4% spike per BloomReach
- Annual trend shows 5.2% YoY increase in returns 2019-2023 per McKinsey
- Halloween costume returns 38.2% in October 2022 per PartyCity data
- Prime Day 2023 Amazon returns averaged 18.7% per Jungle Scout analysis
- Easter 2023 apparel returns 25.9% per seasonal ecommerce report
- Mid-year sale July 2022 returns up 14% to 27.4% per Zalando
- 2024 forecast Q1 returns 26.1% per eMarketer predictions
- Cyber Week 2023 returns projected 32.5% per Adobe forecast
- Spring 2023 fashion clearance returns 31.8% per ASOS trends
Temporal and Seasonal Trends Interpretation
E-commerce's "happily ever after" is increasingly a logistical nightmare, as holiday highs, seasonal spikes, and a stubborn annual climb reveal that a staggering chunk of online purchases are just temporary rentals with extra steps.
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