Nearly 70% of online shopping carts are abandoned, with customers citing long delivery times and a lack of preferred collection methods as the main culprits. In the fashion industry, the problem is even more severe: e-commerce return rates can reach 25–40%, as customers often buy items to try them on and only decide whether to keep them once they are at home. For fashion retail owners and managers, optimizing the final stage of delivery is not just a logistical matter—it is a direct tool for boosting conversion, reducing returns, and building customer loyalty.

Returns in fashion: The scale of the phenomenon and upcoming legal changes

The Alsendo report “Returns in Polish E-commerce 2026” shows that while the average return rate in Polish online stores is 3.5%, a staggering 1/3 of companies do not monitor this metric at all. In fashion, where returns are significantly more frequent, a lack of control over this process is particularly costly. Furthermore, as of June 19, 2026, new EU regulations will require stores to provide an electronic contract withdrawal function—making digital return management a necessity rather than just a competitive advantage.

This article explores how fashion retailers can improve the last mile: from selecting delivery methods and customer communication to the returns process. You will find concrete solutions, examples, and an implementation checklist below.

Why does the last mile matter so much in fashion?

Fashion shopping is more emotional than in many other e-commerce categories. Customers see a product, imagine the outfit, and often want their order as quickly as possible. If the delivery time is unclear or too long, the purchasing impulse fades. According to the Gemius “E-commerce in Poland” report, delivery speed and cost are among the most important factors influencing purchasing decisions, with about 26–30% of buyers pointing to short delivery times as a key factor. In fashion, where purchases are often driven by specific occasions, the importance of this factor is even higher.

In the fashion industry, three elements count:

• fast delivery,

• convenient collection,

• simple returns.

These elements reduce perceived risk for the customer. Buyers know that the product will reach them quickly, they can try it on at home, and if the size, color, or style isn’t right, returning it won’t be a hassle. For a fashion retailer, these aren’t just “extras.” They are a requirement for competitiveness.

Fashion is all about impulse: Delivery must keep up with the purchase decision

In the fashion industry, delivery time is exceptionally important because purchasing decisions are often tied to specific occasions or immediate needs. Customers order clothing and accessories with an upcoming event in mind.

Seasonal sales and the pressure for fast delivery

Fashion retail is driven by specific moments throughout the year. The wedding and communion season (April–June) is a time when customers look for suits, dresses, and accessories—often at the last minute. Summer holidays generate orders for swimsuits, beach dresses, and sunglasses, usually a few days in advance. In autumn and winter, demand for coats, jackets, and boots grows, while December brings a wave of gift shopping, where delivery deadlines are tighter than in any other month. Add to this collection launches and streetwear drops, where limited-edition items vanish in minutes, and customers expect immediate shipping.

Example: A customer sees an influencer’s dress on Instagram, visits the store’s website, and wants to order it before a weekend getaway. If she sees “3–5 business days delivery,” she will likely abandon the cart. However, if she sees “order by 1:00 PM and the package arrives tomorrow,” she buys it immediately. Another scenario: a man needs new shoes for a job interview tomorrow. In both cases, delivery time is a direct conversion driver.

Next-day delivery as a competitive advantage in fashion

Fast delivery does not always mean the store has to build complex logistics from scratch. Often, it is enough to fine-tune the processes: order cutoff times, label automation, carrier selection, and customer communication.

In fashion, it is worth clearly communicating:

• the cutoff time for placing an order to ensure same-day shipping,

• which delivery methods offer the best chance for next-day delivery,

• whether next-day delivery applies nationwide or to selected locations,

• whether the product is available in stock,

• when the customer will receive the tracking link.

Example of an effective message: Order by 1:00 PM and we will ship your package today. Choose delivery to a locker or collection point if you want fast and convenient pickup.

Such a message works better than a generic “fast shipping” because it gives the customer concrete information.

Parcel lockers and PUDO points as a natural choice for fashion e-commerce

Out-of-home (OOH) delivery, such as automated parcel lockers or PUDO (Pick-Up, Drop-Off) points, works exceptionally well in fashion. A parcel locker is a self-service terminal where customers pick up or drop off parcels at any time of day or night. A PUDO point is a stationary location—a shop, kiosk, or gas station—where you can collect or drop off a parcel during business hours. In both cases, the customer doesn’t have to wait at home for a courier. They can pick up the package after work, on the way to go shopping, in the evening, or on the weekend without having to schedule a specific window.

This is especially important for fashion shopping, as customers often order spontaneously and want control over the collection process.

Crucially, these same channels work great for returns. The Alsendo report shows that 56% of companies allow customers to return items via parcel lockers, and 37% via PUDO points—alongside courier pickup from the address (64%), this is now the foundation of reverse logistics in Polish e-commerce. For a fashion retailer, this means that one well-chosen set of OOH methods handles both delivery and returns.

Returns in fashion: Not a problem, but part of the sales model

In the fashion industry, returns cannot be completely avoided. A customer orders clothes, shoes, or accessories, but only after trying them on do they know if the product fits. The home becomes the fitting room, and a return is a natural part of the process.

Therefore, a store should not treat returns solely as a cost. Of course, they must be monitored, analyzed, and limited where they result from incorrect descriptions or photos.

Reducing returns to improve results

This is where simple, proven actions help. In Polish e-commerce, returns are most often limited through detailed product descriptions (used by 92% of companies), quality control before shipping (88%), and high-quality photos and videos (73%). In fashion, it is particularly useful to use tools that assist with size selection—virtual fitting rooms or size recommendations are already used by 53% of stores, given that poor sizing is one of the most frequent causes of clothing returns.

The fact that a customer wants a simple return path is today a standard in fashion. An easy return:

• reduces purchase anxiety,

• increases trust in the store,

• helps the customer choose the right size,

• reduces the number of customer service inquiries,

• increases the chance of a repeat purchase.

These observations are backed by hard data. In the Alsendo study, 76% of firms agreed that easy returns increase customers’ willingness to make higher-value purchases, and 69% considered return policy an essential element of building loyalty and long-term relationships. In other words—a simple return not only reduces customer risk but actively supports sales. Stores that have simplified their return paths record a significantly higher rate of repeat purchases.

It is also worth knowing the scale of the cost. The report shows that handling a single return typically costs 10–15 PLN, with 77% of companies falling within the 7–30 PLN range. This amount includes return transport, receiving and inspecting the product in the warehouse, and re-introducing it to the sales stock. With high return volumes typical of fashion, even a small unit cost quickly adds up to a real burden—which is why returns must be designed consciously, not left to chance.

New online return regulations: Withdrawal function starting June 19, 2026

As of June 19, 2026, online stores in the European Union are required to provide an interface that allows customers to electronically submit a statement of contract withdrawal (so-called withdrawal function). This mechanism must be constantly available, clearly labeled, and allow the customer to receive confirmation of the withdrawal submission.

For the fashion industry, where returns are an everyday occurrence, this is a particularly significant change. Meanwhile, awareness of these new requirements is low—according to the Alsendo report, 57% of companies heard about this requirement for the first time, and among the firms that do know the new regulations, only 24% declare full readiness to implement them. A store that sorts out digital return management in advance will not only meet the legal requirement but will also gain a more convenient process for the customer—and in fashion, the convenience of returns directly translates into purchasing decisions.

What should a convenient fashion return process look like?

In fashion, a return should be as simple as picking up a package. A customer should not have to search for a form, print multiple documents, or wait for a manual response from the store.

A good return process should include:

• clear return instructions on the website,

• an online form,

• the ability to generate a return shipping label,

• the choice of a point or parcel locker to dispatch the return,

• confirmation of the request being received,

• tracking status for the return package,

• information regarding return approval,

• a notification regarding the refund.

The most important thing is a sense of control. Customers want to know what is happening with their return and when they will receive their money. And this is a real opportunity to stand out: the report shows that only 49% of companies issue refunds within a maximum of 5 days, while 40% need at least 11 days, and 23% need more than 14 days. Quick refunds, clearly communicated at every stage, are therefore something with which a fashion store can truly outperform the competition.

How to optimize the last mile in the fashion industry?

Provide a selection of delivery methods

Do not assume one method is enough. Customers have different needs. Some want the cheapest delivery to a point, others need the fastest next-day delivery, and others prefer a specific parcel locker on their commute.

The minimum for a fashion store is:

• delivery to a parcel locker,

• delivery to a PUDO point,

• door-to-door courier,

• an option for faster delivery, if possible.

Communicate the delivery date before the cart

The delivery date should be visible on the product page or at least in the cart. If the customer finds out about the delivery time only at the end of the checkout, they may give up.

Good message: Delivery to a parcel locker: estimated arrival tomorrow or the day after. Courier: expected delivery next business day.

Set an order cutoff time

If the store ships orders on the same day, it is worth showing this clearly. A cutoff time helps the customer make a purchasing decision faster.

Example: Order by 1:00 PM and we will dispatch the package today.

Automate labels and statuses

Manual label generation works for a few orders a day. At a larger scale, it starts causing delays and errors. Automation shortens the time from order to dispatch, which is very significant in fashion.

It is worth automating:

• carrier selection,

• label generation,

• sending tracking links,

• order statuses,

• return labels,

• refund notifications.

Interestingly, the study shows that companies are most willing to automate customer communication—83% of businesses use automatic return status notifications. However, they are less likely to reach for more advanced solutions: only 48% of firms intensively use a dedicated return management platform. This means that full organization and process automation are still a real advantage, not a market standard.

Measure carrier reliability

Not every carrier performs equally well for every route and delivery method. A fashion store should analyze which options actually deliver on time.

It is worth checking:

• time from order to dispatch,

• time from dispatch to delivery,

• share of next-day deliveries,

• number of delays,

• number of failed delivery attempts,

• returns due to uncollected packages,

• delivery-related complaints.

Checklist: Last mile for a fashion store

Delivery

• Do you offer parcel lockers?

• Do you offer PUDO points?

• Can the customer choose the nearest point on a map?

• Do you have a next-day delivery option?

• Do you show a realistic delivery date?

• Do you communicate the shipping cutoff time (e.g., 1:00 PM)?

• Does the customer get a tracking link?

• Do you monitor carrier reliability?

Returns

• Can the customer request a return online?

• Do you have an electronic contract withdrawal function (required from June 19, 2026)?

• Can they send the return via a parcel locker or collection point?

• Do they get confirmation that the request was accepted?

• Do they know when the return package reached you?

• Do you inform them about the return approval?

• Do you clearly communicate the refund timeline?

• Do you analyze the reasons for returns?

Operations

• Are labels generated automatically?

• Does the team see parcel statuses in one place?

• Do you have a process for handling delays?

• Do you have a process for handling uncollected parcels?

• Do you know which delivery methods are chosen most often?

• Do you know which ones generate the most problems?

The role of technology in the fashion last mile

A fashion store can have great products, good photos, and effective campaigns, but if delivery and returns are inconvenient, some sales will be lost. The last mile in fashion requires speed, flexibility, and control.

Technology is key here. The store needs a solution that allows it to manage multiple carriers, show the customer convenient pickup methods, automate labels, monitor statuses, and simplify returns.

For small and medium-sized e-commerce, this means the ability to operate more professionally without building its own logistics infrastructure. The store owner does not have to manage every carrier panel individually, send statuses manually, or handle returns separately. They can use technology that organizes these processes—which gains additional significance in the face of new requirements regarding digital contract withdrawal.

How does Alsendo Business Pro support the last mile in the fashion industry?

Alsendo Business Pro can help fashion stores in areas that directly affect conversion and after-sales service: delivery method selection, post-purchase communication, shipment tracking, returns, and analytics.

In practice, this means:

• the ability to show customers convenient pickup points,

• support for out-of-home deliveries, i.e., parcel lockers and PUDO points,

• better post-purchase communication,

• more predictable shipment statuses,

• a simpler return process,

• less manual work for the team,

• data for analyzing delivery quality.

For the fashion industry, this is especially important because the customer expects fast delivery and easy returns. If the store can handle both elements well, it reduces purchase risk and increases the chance of the customer returning.

In fashion, the last mile sells along with the product

Small e-commerce does not have to compete with the biggest players on scale. It can compete on experience: fast dispatch, convenient collection, transparent communication, and returns that require no effort from the customer. In fashion, logistics often decide whether a purchasing impulse leads to an order and whether the customer comes back for another outfit.

Check how Alsendo Business Pro handles the last mile in your fashion store and see if your logistics support sales or hold them back.

Sources

• Alsendo & SW Research, Report “Returns in Polish E-commerce 2026” — https://alsendo.com/raport-zwroty-w-biznesie/

• Baymard Institute, “Cart Abandonment Rate Statistics” — https://baymard.com/lists/cart-abandonment-rate

• McKinsey & Company, “The State of Fashion” — https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion

• Gemius, “E-commerce in Poland” Report — https://www.gemius.pl/

• InPost, Corporate data on parcel locker and PUDO networks — https://inpost.pl/

Rafał Urbanek