As many as 67% of e-commerce customers say they have kept a product at least once because the return process was too difficult or inconvenient. This calls into question one of the simplest ways to assess an online store’s performance: a low return rate does not necessarily mean customers are satisfied or that the products meet their needs. In the coming years, the stores that gain an advantage may be those that reduce the problems and frustration customers encounter throughout the process, before these lead to a loss of trust and future sales. This article looks at what consumers expect from returns in 2026.

The return experience begins before the purchase

Return policies increasingly influence buying decisions before customers even place an order. According to Alsendo’s report, “Returns in Polish e-commerce: The consumer perspective,” only 5% of respondents never check the return policy before their first purchase from a new seller. The remaining 95% do so at least sometimes, and 56% do so often or very often.

Another finding is even more telling: 70.1% of consumers say that the availability of simple, convenient returns influences their choice of store. Returns are no longer just part of after-sales service. They are part of the offer itself, helping customers feel more confident about a purchase. Customers assess not only the price and delivery options, but also how easily they can reverse a purchase that does not work out.

EU regulations are moving in the same direction. From 19 June 2026, EU member states should apply rules implementing Directive 2023/2673, which provides for an easily accessible digital withdrawal function. Implementation in Poland has been delayed, however, so this requirement is not yet directly enforceable against online stores there. The direction is clear: an easy way to initiate a return online is becoming both a customer expectation and a future regulatory standard.

Simple, affordable and convenient: What makes a good return experience?

For consumers, a good return process should minimise effort and extra costs. The cost of sending a product back remains the biggest barrier: 69.8% of respondents identify high return shipping costs as a deterrent. At the same time, more than one-third expect returns to be free or cost no more than PLN 5.

Self-service is becoming the new standard

Customers expect to handle most of the process themselves, without contacting customer service or dealing with paperwork. The most popular solutions reduce a return to a few simple steps:

• an online form,
• a ready-to-use return code or label,
• no need to print documents,
• the option to quickly drop off the parcel at a parcel locker.

Consumer behaviour supports this trend. Of those surveyed, 55.9% dropped off their most recent return at a parcel locker, while 78% received a ready-to-use return label or code from the seller. Today, a short, predictable self-service process gives stores an advantage. The fewer decisions and extra tasks left to the customer, the closer the return experience is to the standard consumers are coming to expect.

Customers want their money back quickly and want to know what is happening

For consumers, a return does not end when they send the parcel. It ends when they get their money back and know that everything has gone smoothly. The data shows a clear gap between expectations and reality. Some 43% of respondents expect a refund within 3 to 5 days, while 85% consider no more than 10 days acceptable. In practice, only 60% receive their money within that time.

Customers want updates without having to ask

The most popular channels are automated and self-service:

• return status updates by email,
• information available in the customer account,
• app notifications,
• automated text messages or system notifications.

Email updates are preferred by 77.5% of respondents, status updates in the customer account by 71.3%, and app notifications by 69.1%. Only 32.4% choose phone contact. Customers want to stay informed without having to contact customer service. Refund speed and automated updates should therefore work together as part of a consistent return experience.

A well-designed return process builds loyalty and supports sales

A return is a moment when customers find out whether a store is as convenient and trustworthy as it promised to be before the purchase. After a good return experience, 80.3% of respondents say they are more likely to buy again, while 80% are more willing to return to stores with a simple, convenient process. Conversely, 75.6% may stop shopping with a store after a negative experience.

Convenience has value, but there are limits

Only 64.8% of consumers say they would choose a store with a more customer-friendly return policy if it meant paying a slightly higher product price. The goal, then, should be a simple, predictable process that also makes economic sense, rather than the most generous return policy on the market. This approach best balances customer expectations with retention and e-commerce profitability.

How can you design returns that work for customers and your business?

Returns are increasingly where customer experience, retention and operational efficiency meet. The data shows that customers primarily want simplicity, low costs, self-service, regular updates and fast refunds. For stores, the priority is to create a process that is easy for customers, financially sustainable and manageable as order volumes grow.

Small and medium-sized e-commerce businesses can use Alsendo Business Pro to automate return requests, labels, status updates and analysis of return reasons, among other tasks. For large organisations with more complex processes, Enterprise returns management offers a way to design a return process suited to a larger scale of operations.

What should your e-commerce business change about returns? Key takeaways

• Design returns as part of the buying journey. As many as 95% of respondents check the return policy at least sometimes before their first purchase from a new seller, and 70.1% say convenient returns influence their choice of store.
• The biggest obstacles are the cost and unnecessary effort involved, rather than dropping off the parcel itself. High return costs deter 69.8% of respondents, unclear instructions deter 55.8%, and having to print documents deters 43.6%.
• Refund speed is becoming a key measure of service. Some 85% of consumers expect their money back within 10 days at most, but only 60% actually receive it within that time.
• A product that is not returned does not always mean a satisfied customer. Some 67% of consumers have kept a product at least once because the return process was too difficult or inconvenient.
• Optimise returns with the customer’s long-term value in mind, not just the cost of a single shipment. After a good return experience, 80.3% of respondents say they are more likely to buy again, while 75.6% may stop buying from a store after a negative one.

Anna Sztyk