Do Free Returns Increase Sales?

Marketplace platforms such as Amazon, Zalando, and Allegro have spent years reducing the perceived risk of online shopping. As a result, many customers have become accustomed to a model in which products can be easily ordered, tested at home, and returned at no additional cost. New EU regulations are making this process even simpler by moving returns into digital channels and reducing the decision to initiate a return to almost a single click. The challenge is that physical operations — warehousing, transport, and customer service — continue to generate growing costs. As a result, modern e-commerce faces increasing pressure on the profitability of returns operations: the easier it becomes for customers to return products, the harder it becomes for retailers to maintain margins.

How Do Free Returns Influence Customer Decisions?

• 82% of customers say return policies influence their purchasing decisions.
• 71% would stop shopping if they had to pay for returns.
• 77% of European consumers make purchasing decisions based on return policies.
• 87% of customers buy more products to try them on and return part of the order.

The Domino Effect: Growing Return Volumes

Customers buy more, but part of this revenue is temporary — products eventually return to the retailer. According to the Alsendo report “Returns in Polish E-commerce 2026”, the average return rate is approximately 3.5%, while in most cases it does not exceed 5–7%.

Why Do Most Stores Still Not Offer Free Returns?

The key factor remains the economics of the returns process. Free returns generate real costs that increase alongside business scale.

• The most common cost of a single return is PLN 10–15.
• 77% of companies incur return costs within the PLN 7–30 range.
• At high order volumes, even a relatively small unit cost becomes a significant burden.

When Do Free Returns Pay Off — and When Don’t They?

In practice, sales performance depends not on the return policy itself, but on how well it matches the business model, margins, product category, customer behaviour, and logistics costs.

What Are the Best Alternatives to Free Returns?

Free Returns Above a Certain Order Value

Increase average basket value and partially offset return costs.

Free Returns for Loyal Customers

Represent an investment in customer lifetime value (LTV).

Partially Paid Returns

Reduce psychological barriers while limiting abuse and excessive returns.

Store Credit Instead of Cash Refunds

Keeps funds within the store ecosystem and increases repeat purchases.

Free Returns in 2026: Competitive Advantage or Necessity?

Free returns are becoming an expected standard in many market segments. At the same time, their impact on profitability is becoming increasingly visible as logistics costs and operational scale continue to rise.

Sources

• Retail Dive — Return policies sway purchasing decisions survey
• Signifyd — Ecommerce Return Policy Statistics
• ICSC — Brick-and-Mortar Shopping Drives Lower Return Rate Than Online Shopping

Anna Sztyk