How to get e-commerce returns under control in 2026? Data, regulation and strategy

Did you know that one third of Polish e-commerce companies cannot state their own return rate? In an industry where every percentage point of margin counts, that blind spot makes financial planning and budgeting far harder than it needs to be. 2026 brings new EU regulations, rising customer expectations and higher handling costs. Companies that fail to prepare for the change risk absorbing additional costs on the returns side. This article shows how to put your return policy in order and bring operating spend down.

Key information — what you need to know

Returns in Polish e-commerce in 2026 — the essential facts:

• The average return rate in Poland is around 3.5% (a maximum of 5–7% depending on the sector), yet one third of companies do not know their own return share — a material gap in management control.
• Handling a single return most often costs PLN 10–15 (77% of companies report the PLN 7–30 range). At high volumes, even low unit costs erode margin.
• 51% of companies name customer abuse as their single biggest challenge. 45% point to direct financial costs and 38% to ageing IT systems.
• Since 19 June 2026 online stores have been obliged to provide an electronic withdrawal function in the store itself (Directive (EU) 2023/2673). 57% of companies are hearing about this for the first time, and only 24% report full technological readiness.
• 76% of companies confirm that an easy return process increases customers’ willingness to buy higher-value items. 69% see a direct link between a transparent return policy and repeat purchases.
• 66% of exporters handle international returns by having the goods sent back to Poland at the customer’s expense — a serious brake on cross-border growth.
• Alsendo recommendation: Innoship (multi-carrier logistics management, WMS/ERP integration, cost optimization of up to 20%, international returns).

Why should your e-commerce business tackle returns, and why now?

For a long time returns were treated as a purely operational matter and a job for the logistics department. Today, with competition intensifying, that approach carries a high price tag.

Four main areas of impact

Reverse logistics has a direct effect on:

• operating profitability,
• customer satisfaction,
• compliance with the law,
• the potential of cross-border sales.

Decisions in this area require several departments to be coordinated at once.

The scale and economics of returns — what does the data say?

The average return rate in Polish e-commerce in 2026 is around 3.5%. In individual sectors such as fashion and footwear it reaches 5–7%. That is a low figure measured against Western European markets, where the rate runs at 15–30%. It nonetheless creates real financial and operational challenges.

Metric	Value	Business implications for the board
Average return rate	~3.5% (max. 5–7%)	At high volumes this means thousands of warehouse operations a month
No information on the return rate	33% of companies	No control over the real level of margin
Cost of handling one return	PLN 10–15 (77% of companies: PLN 7–30)	Annual cost of around PLN 144,000 at a volume of 1,000 parcels a month
Time taken to refund the customer	more than 11 days at 40% of companies	Slower cash flow and the risk of losing the customer

No control over the level of returns is a hidden risk

One third of companies do not measure their level of returns. That points to gaps in financial control and makes the day-to-day management of the business harder.

A store that does not monitor its return rate:

• has no control over its real operating margin,
• has no data on which to forecast demand for goods,
• cannot optimize its warehouse resources effectively,
• cannot reliably assess how well its pricing and commercial policy is working.

What does a single return really cost?

Sellers most often report a cost in the region of PLN 10–15 (77% of companies fall within the PLN 7–30 range). That figure is made up of:

• transport of the return shipment,
• verification of the condition and quality of the goods,
• putting the item back into stock,
• the work of the customer service team,
• financial settlement and the refund itself,
• any permanent loss of product value.

At 1,000 returns a month and a cost of PLN 12 per item, the annual handling cost comes to roughly PLN 144,000.

The conclusion: the financial risk stems mainly from the absence of reliable data. Without regular measurement there is no way to improve profitability, and growing sales will simply generate higher hidden costs.

What are the main operational challenges: abuse, cost and technology?

These problems are connected — inefficiency in one area drives up costs in the others.

Customer abuse

51% of the companies surveyed regard customer abuse as their greatest challenge. It covers, among other things:

• returning used products,
• swapping goods for cheaper substitutes,
• wardrobing (buying clothing for a single wear and then returning it).

The problem is particularly acute in sectors such as fashion, electronics and premium accessories.

Without digital tracking and analytics it is hard to tell an attempted fraud from a legitimate complaint. The result is either financial loss or an overly restrictive return policy that discourages honest buyers.

Direct operating costs

On top of the direct costs — transport, condition checks, putting goods back into the warehouse, disposal — come hidden expenses:

• the time spent by the customer service team,
• booking returns into the warehouse system,
• capital tied up in goods withdrawn from sale.

A lack of automation pushes these costs up, because every stage has to be handled manually by staff.

Ageing IT systems and no automation

40% of companies need at least 11 days to refund a customer. Measured against current market standards, a wait that long erodes buyer loyalty.

As sales volumes grow, manual handling becomes inefficient and starts to produce errors and delays.

What changes under the new EU regulations from 19 June 2026?

Every e-commerce business should factor the new EU rules into its operational plans. Regulations imposing new obligations on online stores to make withdrawal from a contract easier took effect on 19 June 2026.

New legal obligations: the withdrawal function

Directive 2023/2673 requires online sellers to provide a so-called withdrawal function, an electronic route for withdrawing from a contract. Under its principles, canceling a purchase has to be just as simple as making one.

In practice this means:

• a visible button or link that starts the return procedure directly in the store,
• an online form completed by the customer instead of paper documentation,
• confirmation of withdrawal on a durable medium (an email with a case number, for example),
• the option to return part of a single order,
• retention of the standard 14-day deadline (a failure to give proper information about returns extends it to 12 months and 14 days).

The prospect of goods coming back even a year after purchase may mean holding additional financial reserves.

Is the market ready?

Data from the Alsendo report shows the starting position of Polish companies:

Indicator	Value
Businesses hearing about the new regulations for the first time	57%
Companies with full technological readiness	24%
Sellers aware of the change who have not yet acted	43%

Stores that fail to meet the new requirements face financial penalties and extended withdrawal deadlines for consumers.

Adapting procedures to the new requirements

Implementing an electronic form as part of an integrated logistics system streamlines internal processes, makes data easier to collect and raises the quality of service.

Alsendo Business Pro offers a ready-made online return form compliant with Directive (EU) 2023/2673. The system automatically generates confirmations, labels and shipment statuses, which limits the amount of development work needed on the store’s side.

Readiness checklist for the 2026 regulations

• A visible return button or link in the store interface
• A digital form that does not require downloading PDF files
• Automatic confirmation of the request, sent to a durable medium
• The option to submit a partial return
• Effective communication of the 14-day deadline
• Integration with logistics (label generation, parcel tracking)
• Updated terms and conditions and supporting documentation for the customer

How does return policy influence customers’ buying decisions?

A simple return process reduces buyers’ fear of a poor purchase, and that translates into higher conversion and larger baskets, particularly across more expensive ranges.

The effect of returns on loyalty

Market data shows a clear link between reverse logistics and sales:

• 76% of the sellers surveyed confirm that easy returns encourage customers to order more expensive products,
• 69% of companies see a connection between return terms and repeat purchases.

Who pays for the return shipment?

Sellers take different approaches to funding returns:

Settlement model	Share of companies
The customer covers the cost of the return shipment	46%
The store offers free returns to every customer	33%
Mixed models (free returns above a set order value, for example)	The remainder

The choice of model should rest on a profitability calculation and on the specifics of the sector.

Preferred return channels

Customers most often choose two ways of sending goods back:

• courier collection from home (64% of responses),
• drop-off at a parcel locker or PUDO point (56% of responses).

At Alsendo we give sellers access to a network of more than 250,000 PUDO points across Europe, which makes sending a return on its way considerably easier. Email notifications about return status are sent automatically and can be matched to the store’s visual identity.

A transparent, convenient return policy directly supports conversion and encourages customers to come back.

How do you handle cross-border returns?

Cross-border sales are becoming an important growth direction in e-commerce, yet the absence of efficient reverse logistics abroad often caps the pace of that growth.

Market data

• 66% of Polish exporters require goods to be sent back to the home country at the buyer’s expense,
• only 19% of companies allow returns at local drop-off points (parcel lockers, PUDO) abroad.

Logistical consequences

• lower conversion — international customers abandon the purchase for fear of an expensive return shipment,
• longer handling times for cases and for refunds,
• weaker competitiveness against local online stores offering free or cheaper domestic shipping.

The solution: Alsendo Innoship

Alsendo Innoship streamlines cross-border returns through:

• centralized handling of shipments from multiple markets,
• selection and automatic allocation of parcels to local carriers,
• expenditure monitoring in a single panel,
• access to local drop-off points for international customers.

As a result, the return process becomes a standard procedure rather than a barrier to purchase.

Which trends and directions await the market after 2026?

Legal requirements and advances in technology are changing the way reverse logistics is approached across the market.

End-to-end system integration

A return request submitted by a customer should automatically trigger processes in ERP and WMS systems and at the carriers. Integration of that kind shortens handling times, eliminates manual errors and makes it possible to monitor costs continuously as the scale of operations grows.

Analytics and the use of algorithms

To raise the efficiency of the process, companies are using:

• monitoring of the return rate as one of the core operational KPIs,
• size-fit models to reduce the number of mistaken orders,
• real-time analysis of return reasons,
• algorithms to detect abuse (serial returns or suspicious ordering patterns, for example).

Automated analytical tools identify such anomalies faster than staff checking orders by hand.

Hybrid return policy models

Instead of uniform rules for everyone, flexible return policies are gaining ground — policies that depend on factors such as product margin, basket value or the customer’s status in a loyalty program. This helps to hold the balance between buyer convenience and store profitability.

Return information as part of the offer

Return terms are increasingly presented directly on the pages of the online store:

• on the home page,
• alongside the product description,
• in the shopping basket.

Clear information builds customer trust before the transaction is even completed.

The circular economy and ESG reporting

The data points to a very small share of onward use (recycling of returned items: 3.3%, donations: 0.7%). EU rules and growing consumer awareness will force the development of refurbishment and resale processes.

The carbon footprint of reverse logistics is also becoming part of ESG reporting, which increases demand for shipment consolidation and for cooperation with low-emission carriers.

The impact of regulation on the transformation of logistics

The obligation to implement a digital withdrawal function can be used as an impulse to modernize the whole of returns logistics. That makes it possible to reduce operating costs permanently and to plan stock levels more accurately.

How do you match the tools to the scale of your business?

The choice of tools for returns handling should depend on the scale of the business, the number of orders and the level of process automation. Smaller online stores usually need simple solutions that manage return forms, generate labels and track basic indicators. For large organizations selling internationally, integration with ERP and WMS systems, advanced analytics and central management of multi-carrier logistics matter far more.

Alsendo Business Pro for the SMB segment and Alsendo Innoship for enterprises running more complex logistics operations are examples of solutions of that kind.

For SMB companies: Alsendo Business Pro

A tool built for fast automation and for bringing a store into line with the new EU rules without involving developers.

Main features:

• a ready-made online return form integrated with the store and compliant with Directive (EU) 2023/2673,
• automatic label generation the moment a request is submitted,
• a panel for analyzing return reasons,
• email notification templates carrying the seller’s logo and colors,
• access to a network of more than 250,000 PUDO points across Europe.

Benefits: rapid compliance with the legal requirements, a better-organized warehouse operation and consistent communication with customers. The solution is available in Standard, Optimum and Max packages.

For enterprises: Alsendo Innoship

A logistics management system intended for companies with complex structures that sell cross-border.

Main features:

• automatic parcel routing and selection of the most efficient carrier,
• integration with ERP and WMS systems, which allows the process from request to refund to be automated,
• a dedicated returns portal matched to the store’s visual identity,
• real-time analytics (reports on costs, handling times and return reasons, plus automatic reconciliation of carrier invoices),
• handling of partial and multiple returns within a single transaction,
• management of international markets (cross-border) from a single panel.

Benefits: transport costs down by as much as 20%, faster refunds to customers and full control over reverse logistics.

The systems compared

Feature	Business Pro (SMB)	Innoship (Enterprise)
Digital returns form (EU-compliant)	yes	yes
Return label generation	yes	yes
Return reason statistics	yes	yes (advanced)
Automatic parcel routing	no	yes
Connection to ERP / WMS	no	yes
Cross-border returns management	no	yes
Reporting and analytics	Basic	Advanced (real time)
Splitting returns within one order	no	yes
Automatic verification of carrier costs	no	yes

How do you implement the changes step by step?

Improving returns handling is best spread across stages, beginning with the most urgent changes and working up to full logistics automation.

Stage 1: quick wins (0–3 months)

Objective: put the data in order and shorten handling times.

• Introduce control indicators (return rate, average cost, processing time)
• Shorten the average time taken to pay refunds to customers
• Make electronic return requests available (a legal requirement)

Stage 2: process optimization (3–9 months)

Objective: reduce costs and automate operations.

• Automate label generation and buyer notifications
• Integrate with carriers and with pick-up point and parcel locker networks
• Introduce a hybrid return policy based on the margin profile of the range

Stage 3: system integration and advanced analytics (9–18 months)

Objective: full automation and use of the data to improve profitability.

• Integrate returns data with ERP and WMS systems
• Use data on return reasons to improve product descriptions and photographs
• Deploy predictive systems and automatic abuse detection
• Open local drop-off points for international customers (cross-border)

Why does reverse logistics matter for e-commerce in 2026?

The new EU regulations requiring the return procedure to be digitized are an opportunity to modernize e-commerce processes. Bringing logistics into line with the new standards does more than satisfy a legal requirement — it also moves profitability and customer loyalty.

Frequently asked questions

What is the average return rate in Polish e-commerce in 2026?

The average level of returns in Poland is around 3.5% (up to 5–7% in clothing and footwear). One third of companies do not measure this indicator, and so lose control over part of their operating costs.

How much does it cost to handle a single return?

Handling a single return most often costs PLN 10–15 (77% of companies fall within the PLN 7–30 range). That cost is made up of return transport, verification of the condition of the goods, customer service and settlement of the transaction. At 1,000 returns a month the annual handling cost comes to roughly PLN 144,000.

What changes from 19 June 2026?

From 19 June 2026 sellers are required to provide a digital withdrawal function, in line with Directive (EU) 2023/2673. The online return procedure has to be just as simple for the buyer as the purchase process.

What are the consequences of not complying with the new regulations?

The consequences are financial penalties imposed by supervisory authorities and an extension of the consumer’s withdrawal period, from 14 days to a year and 14 days.

Does my company have to prepare for the new regulations?

The rules apply to every store selling online to consumers (B2C) in the EU market. Data from the Alsendo report shows that 57% of Polish sellers had not heard of these regulations, and only 24% have the right technology in place.

Do easy returns really increase sales?

Yes. Clear return rules reduce hesitation before a purchase. 76% of companies believe that a simple return encourages customers to order more expensive products, and 69% see a direct effect on repeat purchases.

What is the difference between a return and a complaint?

• A return is the consumer’s right to withdraw from a contract without giving a reason within a set period (14 days as standard).
• A complaint arises where the goods received do not conform to the contract or are damaged (liability under statutory warranty or guarantee).

Both procedures require separate handling paths in warehouse and IT systems.

How does returns automation affect a store’s finances?

• It shortens the handling of a return from 11 days or more to a matter of hours,
• reduces logistics costs (by as much as 20% in the case of Alsendo Innoship),
• cuts the number of inquiries reaching the customer service desk,
• improves customer satisfaction, which feeds directly into loyalty.

How should returns be handled in international sales?

The key step is giving international consumers convenient ways to send goods back. Instead of forcing them to ship to Poland at their own expense (which 66% of exporters currently do), it is worth deploying local drop-off points (PUDO, parcel lockers) and parcel consolidation systems abroad, which the Alsendo Innoship system makes possible.

Which Alsendo solution should you choose — Business Pro or Innoship?

For small and medium-sized businesses (SMB) Business Pro is the optimal choice, delivering full compliance with EU law without involving developers. For companies that need WMS/ERP integration, manage distributed logistics and sell beyond their home market, Innoship is the better fit, helping to cut transport costs by up to 20%.

Rafał Urbanek