returns

E-commerce returns analysis step by step: how to turn losses into profits?

2026-01-26 przez Natalia Trzewik

Why a return is a business signal, not just an operational cost?

In e-commerce, a product return is one of the clearest indicators that customer expectations were not met at an earlier stage of the purchase journey, whether during offer evaluation, product information review, or the decision-making process itself.

Returns are the point at which accumulated errors or misalignments become visible, most commonly in areas such as:

product assortment and availability,
marketing communication,
product descriptions and product-to-customer fit,
delivery and fulfillment processes.

Unlike surveys or customer declarations, a return represents actual behavior rather than stated opinion, which is precisely why it carries such high analytical value.

Industry data confirms that this is not a marginal operational issue. Average return rates in e-commerce significantly exceed those in brick-and-mortar retail (approximately 30% vs. under 9%). In categories such as fashion or footwear, returns are a structural component of the online sales model. Returns, therefore, are not an exception—they are a systemic source of insight into the quality of the shopping experience.

See also: One-click returns – is your business ready?

Turning returns data into actionable e-commerce decisions

Effective returns analysis must begin with a clearly defined data operating model. In practice, many organizations stop at monitoring the return rate a metric that describes scale but rarely drives decisions or operational change.

To turn returns into business value, organizations need a consistent framework that moves from problem identification to root-cause understanding, implementation of corrective actions, and impact measurement. The following sections outline an iterative returns-analysis model that treats returns as an ongoing management process rather than a one-off analytical exercise.

Stage 1: defining the business objective and context

Returns analysis should always start with the business objective, not the data. Otherwise, there is a risk of generating insights that are interesting but decision-irrelevant.

Typical objectives include:

cost reduction,
margin improvement,
increased customer satisfaction,
reduction of returns within a specific category.

Each objective leads to a different analytical approach.

At this stage, it is also critical to place returns in a broader business context. Industry benchmarks show that high return rates are not always anomalies in certain categories (e.g. fashion), they are an inherent characteristic of the online sales model.

Structuring logistics data in returns root-cause analysis

One of the biggest challenges in returns analysis is fragmented logistics data:

multiple carriers,
inconsistent statuses,
varying SLAs,
no single reference point.

As a result, analysis often ends with isolated observations rather than a holistic view of delivery and returns performance.

In this context, the Innoship reporting dashboard can act as a data-unification layer, particularly for delivery execution and returns handling. Consolidating logistics data into a single view enables analysis of relationships between delivery performance and return decisions, such as:

correlation between delivery time and return initiation,
differences across carriers and delivery methods,
frequency of logistics incidents, including transport damage.

Stage 2: data preparation and integration

A mature analytical approach requires integrating data from multiple domains:

order management systems,
returns (RMA) processes,
warehouse operations,
customer service,
PIM systems,
marketing platforms.

Only this combined view makes it possible to connect a return with what the customer saw before purchase, how the product was delivered, and how post-purchase service was handled.

In practice, organizations should aim to build a single, consistent “return view” that combines transactional and contextual data. Missing even one of these elements limits analysis to symptoms rather than root causes.

Stage 3: diagnostic analysis – from overview to detail

A common reason for failed returns analysis is poor-quality reason codes. Broad categories such as “other” or ambiguous descriptions prevent meaningful operational conclusions, even with large data volumes.

This is why a simple but consistent taxonomy of return reasons is essential. It should translate customer-declared reasons into organizational root causes and clearly distinguish between:

product issues,
communication issues,
logistics failures,
process-related problems.

The structure does not need to be complex, but it must enable actionable differentiation.

Stage 4: identifying root causes

Once data is structured, proper diagnostic analysis becomes possible. It should always progress from general to specific:

overall return trends over time,
differences across categories, channels, or suppliers,
deep dives into specific SKUs or variants.

This approach avoids two extremes: focusing on isolated “loud” cases or remaining at an overly aggregated KPI level. The critical outcome is identifying a small number of areas that generate a disproportionately high share of returns cost—these should become the focus of corrective action.

Stage 5: prioritization and implementation

Analytical insight has no value unless it leads to decisions. The operational model for returns analysis must clearly define ownership and prioritization criteria.

The most common approach is to assess:

financial impact,
implementation complexity,
potential risk to conversion.

Importantly, many effective return-reduction initiatives do not involve tightening return policies. Instead, they focus on earlier stages of the purchase journey, such as:

improving product content,
upgrading image quality,
clarifying sizing information,
aligning marketing promises with actual product attributes.

Stage 6: measuring impact and iterating the process

The final and often overlooked element of the model is impact measurement. Every initiative should have predefined success metrics, not only in terms of reduced return rates, but also impact on margin, conversion, and customer satisfaction.

Logistics and consumer data consistently show that organizations treating returns as a continuous customer-experience optimization process achieve a better balance between revenue growth and operational costs.

Logistics as a fast validation layer

In logistics, impact measurement is particularly valuable because operational changes translate quickly into measurable outcomes. Changes to carriers, delivery methods, or SLA parameters can be evaluated almost in real time using metrics such as:

delivery lead time,
number of exception events,
share of delivery-related returns.

At this stage, the Innoship dashboard enables before-and-after performance comparisons without manual data consolidation from multiple sources. This makes logistics one of the first areas where organizations can validate the effectiveness of their decisions.

This approach is complemented by centralized management of the returns process itself, covering both reverse-shipment execution and operational statuses. Centralizing returns handling within the Innoship Returns Module makes it easier to link logistics data with return-process stages, increasing end-to-end transparency and enabling precise identification of delays or cost drivers.

As a result, impact measurement extends beyond delivery alone to cover the full return lifecycle from initiation to final settlement.

Closing this loop, data, decision, implementation, measurement allows returns analysis to function as a continuous management process rather than a one-off reporting exercise.

See how the Innoship Returns Module works.

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Why do returns spike after the holidays and how can e-commerce businesses effectively respond?

2025-11-14 przez Michał Wójcik

We buy with emotion, we return with reason

The spike in holiday returns is no coincidence. It’s driven by three core psychological mechanisms that shape purchase decisions. Understanding these helps online stores better prepare for the “high season.”

1. Unmet expectations

Every shopper enters the buying process influenced by ads, reviews, and product photos. When the real product doesn’t fully match that image, disappointment follows the most common psychological trigger for returns.

2. Post-purchase dissonance

During the holiday rush, buying decisions are often impulsive. Later, as emotions subside, doubt or regret sets in. Returning the product becomes a way to “regain control.”

3. The holiday effect

The holiday season amplifies all these mechanisms, expectations rise, emotions intensify, and tolerance for imperfections drops. Even small discrepancies (color, packaging, delivery timing) can trigger returns that wouldn’t occur at other times of the year.

Eye-tracking + personalized communication = higher sales

Read our article

How the holidays test e-commerce resilience?

During peak sales periods — especially around seasonal promotions and holiday campaigns — understanding the psychological side of consumer behavior becomes crucial. The operational and financial consequences can be significant.

Area of Impact	Description	Key Data
Operational Costs	Increased return volume strains fulfillment centers and logistics networks.	Returns account for 20–30% of online orders, with +15–20% growth during holidays.
Customer Service	Higher expectations and demand for faster refunds.	21% of customers expect instant refunds; 33% within 24 hours.
Brand Reputation	Complex or delayed return processes reduce satisfaction and NPS.	32% of customers don’t return after a poor return experience.

How leading e-commerce brands manage returns effectively?

Top-performing online retailers approach returns as a customer experience opportunity, not just a cost center. Their strategies focus on data, process optimization, and communication.

1. Returns are part of the customer journey — not an expense

A common mistake is to treat returns as a “necessary evil.” In reality, they represent a moment of truth in the customer relationship — one that often determines whether a shopper will buy again.

Automating the returns process helps:

significantly reduce operational costs,
free up customer support teams from manual processing,
give shoppers a sense of control and confidence.

This turns returns into a natural part of a positive shopping experience, not a source of frustration.

Alsendo Insight

The Innoship Returns Module enables full digitalization — from customer request to shipping label and real-time status updates. A central management panel ensures full process visibility, while customers can easily generate and send return shipments using their preferred carrier.

2. Preparing for the season means more than marketing — it’s about logistics

Studies show that returns can rise by 15–20% during the holiday season. Many sellers plan extensive marketing campaigns but neglect to prepare their logistics for the return surge. What many don’t realize is that shipments, including returns, can be automatically routed to the most efficient logistics partners in real time, without manual intervention. This results in:

faster return processing,
fewer shipping errors,
reduced risk of overloading a single carrier during peak season.

Alsendo Insight

The Innoship Returns Module automates shipment and return handling by dynamically assigning them to the most efficient carriers. The system analyzes performance, cost, and delivery accuracy to optimize routing and minimize errors.

3. Post-purchase communication reduces buyer’s remorse

Customers often doubt their choices after purchase and silence from the brand only reinforces that doubt. Post-purchase communication should reassure and confirm the buyer’s decision. To strengthen trust:

Reinforce confidence – send a confirmation email highlighting product benefits and usage tips.
Use social proof – include reviews or “Chosen by 1,200 customers” messages.
Be transparent – clearly communicate return options.
Stay in touch post-delivery – a simple follow-up can reduce return rates.
Personalize communication – tailor tone and message based on purchase history.

Alsendo Insight

With Business Pro – Branded Notifications, stores can customize transactional emails with logos, educational content, or recommendations. This keeps positive emotions high and turns each message into part of the customer experience, not just a technical update.

4. A return can be the start of a new sale

In modern e-commerce, a return doesn’t have to end the customer relationship, it can reignite engagement. Integrated logistics and marketing systems can trigger personalized follow-ups such as:

“Returned a product? Check out alternative models that better fit your needs.”

Combined with a free shipping offer on the next purchase, this can turn a negative experience into loyalty, making returns a retention strategy, not a loss.

Alsendo Insight

With Business Pro – On-Tracking Page Ads, retailers can use tracking pages as marketing channels. Personalized messages and offers (e.g., alternative products or discount codes after a return) enhance engagement and conversion.

5. Return data is a goldmine

Every return tells a story about inaccurate product descriptions, sizing issues, overpromising visuals, or unclear marketing messages. For store owners, that’s invaluable insight. Analyzing return data helps pinpoint problematic products or campaigns, refine messaging, and improve listings before the next season. Over time, these insights drive better product communication, fewer returns, and higher margins.

Alsendo Insight

The Innoship Returns Module generates detailed reports on return reasons, processing times, costs, and carrier performance. This empowers e-commerce teams to identify pain points, optimize operations, and make data-driven decisions.

E-commerce maturity begins where the transaction ends

Automated returns, transparent communication, and quick resolution are today’s new currency of trust — and trust determines what stays in your customer’s cart for good.

Automated returns for your business

Discover our solutions

Alsendo Innoship Alsendo Business Pro

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One-click returns: is your business ready for the 2026 shift?

2025-11-03 przez Natalia Trzewik

New regulations – what changes in 2026?

From June 19, 2026, every EU online store must provide an easy-to-use, clearly visible function on its website, labeled “Withdraw from contract here” or with an equivalent, unambiguous phrase. Once the option is selected, the customer must receive immediate confirmation (e.g. via email). The new law also bans dark patterns, misleading or manipulative design elements that make cancellations harder.

This may sound like a technical adjustment, but the impact will be real: online retailers will need to update not only their interfaces, but also their logistics workflows, customer communication, and store policies.

The era of easy returns – why customers set the rules?

Returns are no longer an exception, they are part of everyday online shopping. Globally, the average e-commerce return rate is 16.9%, while in Poland it’s around 10%. In fashion, where size fit is critical, it can reach up to 40%.

Over 50% of online shoppers say free returns are a key factor when choosing a store. Moreover, 90% of consumers claim a positive return experience encourages them to buy again. Each return, however, costs an average of €15 per parcel, representing 20–40% of the product’s value — plus logistics, handling and repackaging costs. Without automation, this quickly adds up to a major financial burden.

See also: how to reduce cross-border return costs?

Returns are not the end of a transaction – they’re the start of a relationship

Until recently, returns marked the end of the customer journey. Today, they are a key moment to prove credibility and build trust. Forward-thinking e-commerce businesses treat returns not as a cost but as a strategic touchpoint that enhances customer experience and brand loyalty.

Studies show that 75% of returns come from existing customers — those who already purchased from the store before. They also generate the largest share of revenue. A smooth return process keeps them coming back. Conversely, 64% of Polish consumers abandon purchases if the return policy is unclear or too complicated.

How to prepare your business for change?

The upcoming legal shift is not just a compliance requirement, it’s a chance to streamline operations and enhance the customer experience. Start preparing now for the “one-click return” era, step by step, focusing on simplicity and automation.

1. Audit your current processes

Assess how returns are handled today. Are instructions clear? Is the process transparent and easy to follow? Can customers submit withdrawal requests online? Review your communication for clarity and trustworthiness.

2. Update policies and user interface

Directive (EU) 2023/2673 requires a visible, easily accessible “Withdraw here” button or equivalent. Design a simple, intuitive feature and remove any dark patterns that might confuse users.

3. Embrace automation

Manual return handling causes errors and costs. Solutions like Alsendo Innoship automate the entire workflow:

Customers can initiate returns independently.
Shipping labels and confirmations are generated automatically.
Multiple carriers are integrated in one platform.
Return status is tracked in real time.

4. Simplify customer communication

Be transparent about return policies from the moment of purchase. Send clear notifications — confirmation of withdrawal, refund timeline, and tracking links to build trust and credibility.

With Alsendo Business Pro, you gain complete control over the post-purchase experience — from return request to refund completion. Automated communication and shipment tracking enhance transparency, improve customer satisfaction, and reduce return rates.

Return automation with Alsendo – benefits you can measure

Implementing Alsendo solutions delivers more than just a technical upgrade. Automation reduces costs, accelerates operations, and enhances customer loyalty.

1. Less manual work, more control

Alsendo Business Pro and Innoship eliminate manual return management.

Each request is automatically logged into the system.
Customers receive real-time confirmation and status updates.
Teams can monitor the entire process from one dashboard — from withdrawal to refund.
The system integrates multiple carriers and collects analytics that help optimize service quality and customer experience.

2. Lower operational costs

Return handling is one of the most expensive stages in online sales. Automation reduces costs by minimizing manual tasks, auto-labeling shipments, and improving inventory flow. The result — compliance and annual savings.

3. Higher customer satisfaction

Automated notifications and real-time tracking increase transparency and reduce frustration, strengthening trust and loyalty.

4. Fewer errors and lost shipments

Designate a single return address for all packages to eliminate mistakes and unnecessary logistics costs.

5. Seamless carrier integration

Alsendo offers 400+ integrations with e-commerce systems and major carriers — including InPost, DPD, DHL, UPS, and Poczta Polska — allowing retailers to manage all returns in one place.

6. Data-driven insights

Business Pro provides analytics on return frequency, reasons, and processing times. These reports help retailers make informed decisions and improve both product quality and customer experience.

Return automation is the new trust currency

Automating returns is not just about efficiency, it’s about building trust. A structured, predictable returns process directly impacts margins, cash flow, and customer relationships. Where sales used to end, true customer care now begins.

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The processes shaping the future of e-commerce – discover the Innoship Returns Module

2025-10-30 przez Natalia Trzewik

Returns as the shared language between e-commerce and the customer

According to industry analyses, in 2025 the average return rate in European e-commerce exceeds 20%, and in the fashion sector it reaches as high as 40%. For large retailers, that means thousands of parcels a day, hundreds of thousands of logistics decisions, and millions of zlotys tied up in the process. At this scale, the efficiency and transparency of returns become strategically critical – both financially and for brand reputation.

In mature e-commerce, returns have become a language customers use to communicate with a brand. By analysing returns, you gain real data on:

which parts of your offer or process need improvement,
how customer expectations are changing,
how people perceive the value of the purchase and post-purchase service.

That’s why it’s worth remembering that every parcel coming back to the warehouse carries data and decisions, and within them lies the potential to grow your business.

How can we turn this potential into real business value?

The most forward-thinking organisations are seeing that how you manage returns is becoming the new frontier of e-commerce efficiency. It’s no longer just about how quickly you refund a customer, but about building a process that:

strengthens customers’ sense of security and trust,
provides valuable operational data,
supports cost optimisation and logistics planning,
becomes another meaningful touchpoint with your brand.

Natalia Trzewik, Business Development Executive w Alsendo

“A return is a moment of truth in the relationship with the customer. If we can organize it so it’s fast, transparent, and consistent with the brand, then instead of a loss we gain a second purchase. That’s the real business value of a returns module: turning a problem into an experience that keeps the customer coming back. At Alsendo, we see that companies which integrate a returns module with their marketing and analytics processes are able to translate it into tangible sales growth and lower service costs.”

When does the returns process show how a company really operates?

In the traditional view, each department “touches” the return from a different angle, but in practice, all of these perspectives are interdependent. That’s why returns should be analysed not as a single process, but as a multi-layered system that impacts the business. The summary below shows how different departments experience the returns process and how improving it translates into their day-to-day efficiency.

Department	Challenges	What does streamlining the returns process deliver?
Logistics	Lack of visibility into parcel status, inefficient flow between warehouses and carriers.	Centralized parcel information, automatic label generation, precise operational reports.
Customer Service (CX)	Repeated status inquiries, manual confirmations, extended response times.	Customer self-service, automated notifications, lower contact volume.
Finance / Settlements	Manual refunds, accounting errors, unclear refund statuses.	Automated refunds, transparent financial flows, cash flow control.
Marketing / Sales	Lack of data on return reasons, loss of customer contact after the transaction.	Insights into buyer behavior, ability to run personalized communication even during the return process.

See how the Innoship Returns Module works and what your company can gain with it

Returns have now become one of the core operational processes – they require a consistent approach that combines data, automation, and scalability. The Innoship Returns Module was built to provide structure to this process, organising the flow of information, eliminating manual work, and turning data into operational insights accessible across the entire organisation. In large e-commerce setups, what determines advantage is not speed of execution, but its predictability and transparency. That’s why effective returns management begins with a single, integrated system that connects all departments into a cohesive process.

Returns automation that cuts costs and speeds up service

Returns automation turns a fragmented process into an organised, repeatable workflow. The system automatically handles every stage – from the customer’s request, through approval and generating a shipping label or pickup order, to confirming the return and settling it in the financial system.

As a result:

the customer can register a return on their own at any time, without needing to contact customer service,
the system automatically generates a return label or pickup code and passes the data to the relevant carrier,
all notifications and statuses update in real time,
the shop team has full visibility of every stage and can respond faster to any issues.

This solution significantly shortens handling time, reduces operational errors, and increases satisfaction for both customers and the team. As a result, the company gains better control over the process, while customers feel a greater sense of security and convenience.

What benefits will your company gain?

shorter returns handling time,
fewer errors and fewer enquiries to the support team,
higher customer satisfaction and a greater chance of repeat purchases.

Tip: use automation to set up internal notifications for your team – for example, an automatic alert when a return hasn’t been sent back within 7 days of being registered. This lets you contact customers proactively before an issue arises, rather than reacting after the fact.

One portal – hundreds of positive customer experiences

The customer experience doesn’t end at the point of purchase — it’s how a brand handles a return that often determines whether a customer comes back. A personalised module helps take the shopping journey to the next level by offering an intuitive, well-designed returns process fully aligned with your brand.

In one place, the customer can:

navigate a page that looks and feels exactly like your main shop — with the same logo, colour scheme, and tone of voice.

As a result, the customer doesn’t feel like they’re “leaving the shop” — the whole process happens in a familiar, trusted environment. According to data, as many as 86% of customers say that a positive returns experience increases their likelihood of making another purchase.

What benefits will your company gain?

a consistent brand image at every customer touchpoint,
higher customer satisfaction and loyalty,
fewer errors and support enquiries thanks to a simple, intuitive interface,
the ability to introduce your own return rules and options in line with your store policy.

Tip: use the returns portal as a marketing communication channel — add a section with current promotions, product recommendations, or a discount code for customers making a return. It’s a subtle but effective way to win the customer back and increase conversion, even at the moment they’re sending a product back..

Reports that show what really works in your e-commerce.

In the world of e-commerce, data is the best source of insight into what truly works — and what needs improving. A returns module not only organises the logistics process, but also collects and analyses key information from every stage. This enables retailers to make decisions based on facts.

The system automatically generates reports on:

reasons for returns (e.g. size, appearance, product damage),
the time taken for each step of the process,
return and delivery costs,
the performance of individual carriers, as well as the countries generating the highest number of returns.

This kind of data helps companies spot patterns quickly and respond proactively — for example, by improving product descriptions, adding better photos, or optimising cooperation with a supplier. As a result, businesses can reduce return volumes, lower costs, and better understand customer behaviour.

What benefits will your company gain?

a complete view of return drivers and process efficiency,
stronger strategic decisions grounded in data,
the ability to optimise your offering, logistics, and communication,
improved profitability across your entire e-commerce channel

Tip: regularly analyse the most common reasons for returns and link them to specific product categories. For instance, if “wrong size” comes up frequently, you can introduce better size charts or an interactive size calculator.

Full control over returns – regardless of market or carrier

In modern e-commerce, one order rarely means one parcel. Customers increasingly receive products from different warehouses and return only some of them. The returns module has been designed to match this reality — it allows for multiple returns within a single order and offers flexible choice of carrier and delivery method for each shipment. As a result, both the customer and the shop team have full control over the process, regardless of the number of parcels or their location.

The system automatically recognises which products come from which shipment, and enables customers to:

make multiple returns at different times,
generate separate labels for each parcel,
automatically select a carrier depending on the country, weight, or product type,
track the status of all shipments in a single dashboard.

This gives both customers and operational teams full control over the process. Customers don’t have to work out where and how to send back individual items — the system guides them step by step, choosing the best logistics option along the way.

What benefits will your company gain?

complete flexibility in handling returns — including partial and international ones,
fewer errors and lower logistics costs thanks to automatic carrier selection,
simplified management of returns across different markets and brands in one panel,
higher customer satisfaction through a clear and fast process.

Tip: use the module’s data to optimise your carrier strategy. Based on the reports, you can set automatic selection rules — for example, favouring local operators for domestic or economy shipments, and international networks for cross-border returns.

Traditional process vs the Innoship Returns Module

Returns have become a new point of balance between technology and the customer experience. How a company manages them increasingly reflects its operational maturity and whether it can turn everyday processes into a source of competitive advantage. The Innoship Returns Module is not an add-on to e-commerce. It’s an example of how systems thinking and automation can support a culture of collaboration, transparency, and faster decision-making across the entire organisation.

See how the Innoship Returns Module works.

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How to reduce return costs in cross-border e-commerce?

2025-06-05 przez Adam Zając

Returns: an underestimated cost driver in global expansion

According to data from Alsendo’s industry report, 48% of e-commerce businesses identify return management as one of the key benefits of implementing IT solutions. This indicates that nearly half of the market recognizes the operational and customer experience value of a well-designed, automated return process. Yet before such systems are implemented, businesses face a series of hidden challenges that can significantly impact profitability and resource allocation.

Lack of transparency for the customer

Unclear or overly complex return processes are one of the most common reasons customers abandon repeat purchases. If buyers are unsure how to initiate a return or face impractical instructions (such as downloadable PDFs and manual form-filling), the likelihood of dissatisfaction grows.

Alsendo’s solution: An intuitive, multilingual online return form allows customers to initiate a return in just a few steps, without needing to contact customer support.

High operational resource Involvement

Manual return processing burdens teams with repetitive, low-value tasks like responding to status inquiries or guiding return procedures. This reduces the organisation’s ability to allocate resources toward strategic areas such as customer retention, product development, or expansion planning.

Alsendo’s solution: automated return systems handle label generation, email notifications, and real-time tracking updates, streamlining the workload for customer service and operations teams.

Lack of standardized logistics processes

Cross-border returns often suffer from inconsistencies: different courier systems, limited local drop-off points, and manual parcel handling. These issues increase the risk of errors, delays, and lost packages, undermining both logistics performance and customer confidence.

Alsendo’s solution: returns are processed through a robust network of over 250,000 PUDO points across Europe, with integrations to local carriers, improving predictability and logistical control.

Unpredictable return costs

When the cost of processing a single return exceeds the product’s value, it puts profitability at risk, especially at scale. Without optimisation, this area becomes a significant cost center in the cross-border model.

Alsendo’s solution: localized return handling, optimised logistics routes, and process automation directly reduce return-related costs, freeing up time and budget for core business priorities.

Loss of customer lifetime value and brand trust

Poor return experiences erode trust and reduce the likelihood of repeat purchases. In a competitive e-commerce environment, a subpar return journey can cost more than a failed marketing campaign.

Alsendo’s solution: a transparent, user-friendly return process ensures customers feel supported throughout the post-purchase journey, resulting in higher retention and improved satisfaction ratings.

Operational benefits of return automation

Implementing an automated return model, such as the one offered by Alsendo Business Pro, brings measurable improvements across key operational metrics:

Faster return processing times – automation and local infrastructure reduce turnaround from initiation to completion.
Lower operational costs – less manual intervention, optimised logistics flows, and efficient resource allocation lead to cost savings.
Reduced pressure on customer support – automated communication and self-service tools minimize the volume of support requests.
Enhanced customer experience – a seamless, predictable return process builds trust and long-term loyalty.
Greater process transparency – both retailers and customers gain visibility into every step of the return journey, improving accountability and reporting.

In mature e-commerce organisations, return management is increasingly viewed not as a cost, but as a strategic investment in customer experience and long-term brand value. An effective, automated, and transparent returns process minimizes friction, improves operational resilience, and enhances competitiveness in cross-border commerce.

Solutions like Alsendo Business Pro, which combine technology, local logistics infrastructure, and standardized workflows, are becoming a benchmark for businesses aiming to scale internationally without compromising service quality.

Discover how to automate international returns

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Raport Alsendo 2025: Wsparcie IT w logistyce, marketingu i obsłudze klienta w e-commerce

How return data reveals the true motivations of e-commerce customers

2025-06-02 przez Natalia Trzewik

How market leaders treat returns as an investment

The traditional approach to returns focuses on minimizing losses. The modern approach concentrates on maximizing knowledge. Each package returning to the warehouse is not only a loss in margin, but above all an answer to key business questions. It allows verification of whether marketing creates realistic expectations, whether product descriptions and photos reflect reality, whether the size chart is credible, and whether product quality from a new supplier meets standards.

Companies that understand this stop treating returns as a logistics department problem and start analyzing them as a key indicator of business health and a new definition of customer experience.

5 key return metrics you must track

For return analysis to be effective, detailed data is needed. The general return rate alone doesn’t give a complete picture. Real knowledge lies in the details, and obtaining it requires thoughtful organization of the return process and proper configuration of forms. Here are the most important metrics:

Detailed return reasons – the “wrong size” category is too general. Break it down into specific causes, e.g., “too small in the waist,” “too large in the shoulders,” “sleeve too short.” Such data allows designers and buyers to better align the offering with customer expectations.
Analysis of customers frequently making returns – identify people who regularly return part of their orders. Instead of treating them negatively, analyze their behaviors. They may provide valuable information about preferences and ways of testing the assortment.
Correlation of returns with marketing campaigns – check whether specific promotional activities, e.g., influencer collaborations, generate a higher number of returns. Combining return data with information about discount codes and traffic sources (UTM) allows for more accurate evaluation of campaign effectiveness.
Return speed (time-to-return) – monitor the time from delivery to return notification. Returns made within 24 hours may indicate a quality problem or product mismatch with the description.
Return rate per SKU/supplier – tracking returns for individual products enables quick detection of assortment generating the most problems and provides data for optimizing the offering or renegotiating terms with suppliers.

Form architecture and conditional logic

The quality of analytical data is directly proportional to the quality of the process the customer goes through when reporting a return. If the digital form (RMA) is archaic or complicated, customers strive to close it as quickly as possible, selecting random reasons just to recover their funds. This phenomenon of “data contamination” causes business intelligence systems to receive a false picture of reality.

The solution is to abandon static lists in favor of conditional logic. In this model, when a customer selects the general reason “size problem,” the system automatically displays detailed clarifying questions about whether the product is too small or too large, and then indicates the critical point, such as waist, bust, or inseam length.

Equally important is semantic separation in the interface, allowing differentiation between shipping packaging damage and a product defect inside an intact package. Forcing such clarification allows automatic allocation of loss costs to appropriate centers – the courier company or the quality control department.

Data verification and integration with WMS

The knowledge acquisition process must be completed with full API integration with warehouse management systems (WMS) and ERP. The customer’s declaration is only a hypothesis that requires verification in reality. An essential element here is implementing the photo upload function in the reporting process (mobile-first), which allows rejecting unjustified claims even before shipping the goods and provides hard evidence in negotiations with suppliers. In the optimal scenario, this data goes to the warehouse in real time.

The employee accepting the return, after scanning the code from the package, sees on the terminal the reason reported by the consumer and attached photos, which allows them to confirm with one click the compliance of the actual state with the description. This eliminates manual data entry errors and drastically shortens the time of goods acceptance into inventory, which is crucial for maintaining product flow.

How data analysis affects financial results

Each percentage point reduction in the return rate has a direct impact on financial results (EBITDA). Properly managed return data affects key financial indicators.

Net margin increase: fewer returns mean more completed transactions and lower logistics handling costs (transportation, repackaging), which directly increases profitability.
Inventory holding cost reduction: faster processing of returns and reintroduction of full-value products into sales shortens the inventory rotation cycle and reduces storage costs.
Customer lifetime value (LTV) increase: A positive return experience (ease, speed) builds trust and makes the customer return, making subsequent purchases. This is significantly cheaper than acquiring a new customer (CAC). Return process optimization is therefore a direct investment in profitability.

Technology isn’t everything: the role of teams in building data quality

Even the best analytics platform is useless without good input data. Success depends on creating a cohesive ecosystem where technology and people work together. The customer service department must be trained to ask in-depth questions about return reasons during conversations with customers and precisely note this information.

Warehouse staff, in turn, is responsible for physical verification of returned goods and correct designation of the reason in the system, distinguishing a manufacturing defect from damage in transit.

Everything is tied together by solutions for large companies that provide the product and purchasing department with constant access to analytical dashboards to make ongoing decisions regarding assortment and suppliers.

Looking to the future: AI, prediction, and return hyperpersonalization

Return management is entering the era of artificial intelligence. Market leaders today are already using predictive algorithms to forecast the probability of a product return by a specific customer even before making a purchase. Systems analyze purchase history, size preferences, website browsing behaviors, and product reviews to determine which products have the highest return risk. This allows taking preventive actions, e.g., suggesting a better size, showing more accurate dimensions, or recommending alternative products.

Hyperpersonalization of return policies is becoming increasingly common. The most loyal customers may receive immediate refund options, while those who make purchases less frequently receive personalized instructions and tips minimizing the risk of incorrect product selection.

Simultaneously, AI allows dynamic optimization of return logistics in real time. Return packages can be directed to distribution centers where their processing is fastest, or to warehouses where a given product is most needed. This allows companies to reduce transportation costs, shorten the time of product reintroduction to sales, and improve customer experience.

Turn knowledge into action with Alsendo Innoship

Treating returns as a source of strategic knowledge is the first step to success. The second is implementing technology that will allow effective use of this knowledge. The Innoship Returns Module from Alsendo is a tool that transforms complicated logistics operations into a coherent, automated process, eliminating the chaos of manual handling.

Innoship goes beyond standard label generation. It’s a system that integrates logistics, finance, and customer service in one place. Thanks to full automation – from carrier selection to status communication – your teams regain time, and the company gains full control over the flow of goods and cash. Crucially, the module allows maintaining brand image consistency. The customer makes a return in a dedicated, aesthetic portal, which builds a sense of security and professionalism.

Implementation of the Innoship Returns Module is an investment in e-commerce operational maturity. It allows transforming a necessary cost into a precise mechanism for building loyalty and competitive advantage.

Sources

https://www.capstonelogistics.com/blog/reverse-logistics-by-the-numbers/

Optimising return processes – how to streamline logistics and reduce operational costs?

2025-04-25 przez Natalia Trzewik

The challenge of returns – how to make them your advantage?

In some industries, returns account for a significant portion of all orders. Instead of seeing them solely as a cost, consider them an opportunity to improve operations and strengthen customer relationships. Efficient return management helps lower expenses and foster customer loyalty. The main areas to focus on include:

Return shipping and handling costs

Smart logistics management can significantly reduce expenses related to shipping, warehousing, and reintroducing products to the market. Automating processes and integrating return points can lead to substantial savings.

Process standardization

A simple and transparent return system encourages customers to return to your store. Companies that offer user-friendly return processes can build stronger relationships with their customers.

Easy access to return points

The simpler the return process, the higher the customer satisfaction. Many consumers prefer returning items at local drop-off points instead of mailing them back.

Better control over return flows

Modern analytics tools help track the reasons for returns, optimise product offerings, and improve product quality, reducing future return rates and boosting operational efficiency.

How to streamline return logistics and turn it into a business asset?

To improve your return process, you need solutions that enable automation and flexibility in shipment management. The use of advanced tools helps minimise errors, speed up handling times, and improve the experience for both customers and logistics teams.

Automation and digitalisation – the key to efficient return management

Modern return management systems automate processes and integrate with ERP and WMS platforms, making returns faster and more cost-effective. One such solution is Alsendo Business Pro, which helps businesses:

Minimising errors caused by manual return handling,
Automating the return process,
The ability to analyse factors leading to returns,
Efficient management of returned goods, enabling faster resale or recycling.

An efficient network of drop-off and Pickup Points (PUDO) – convenience for customers and businesses

Customers are more likely to return to stores that offer a simple and flexible return process. This factor strongly influences purchasing decisions, prompting companies to invest in solutions that improve this aspect of operations. A well-organised network of drop-off and pickup points has become a strategic element in return logistics.

Alsendo Business Pro integrates over 250,000 PUDO points, enabling businesses to:

Process returns faster and more predictably, eliminating unnecessary delays,
Optimise transportation costs through dynamic return route management,
Increase customer convenience, directly enhancing loyalty and repeat purchases.

With such infrastructure, you can reduce logistical issues, improve the customer experience, and streamline return operations while lowering operational costs.

Route optimisation and operational cost reduction

To achieve these benefits, businesses increasingly invest in advanced tools for route optimisation and return consolidation. These systems help lower logistics costs and speed up the return of goods to the warehouse, which is key to resale efficiency. Intelligent return flow management also reduces the number of transports and minimises the environmental impact.

An example of a solution that enhances both operational efficiency and sustainability is Alsendo Business Pro, which offers:

Smart consolidation of returns, reducing the number of transports and logistics costs,
Automated assignment of optimal return routes, accelerating processing,

Standardising and simplifying return procedures – returns without unnecessary complexity

Eliminating excessive formalities and streamlining processes is key to effective return handling. To meet customer expectations for a simple return process, businesses implement digital tools. One such system is Alsendo Business Pro, which enables:

Easy implementation of an intuitive online return request system,
Self-service label generation by customers, reducing customer service involvement,
Automated carrier assignment, eliminating manual management and optimising costs.

Turning returns into a competitive advantage

Efficient return logistics relies on modern tools and a well-planned strategy. The key is to balance operational costs with customer convenience. Businesses that manage returns effectively can reduce expenses and increase customer satisfaction, which translates into stronger loyalty.

Simplifying return procedures and automating processes noticeably accelerates handling times and reduces operational workloads, while also cutting transportation and storage costs. Moreover, leveraging return data helps with demand forecasting and inventory optimisation. Ultimately, well-managed returns are not just about reducing costs – they build customer trust and provide a competitive edge.

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Sources: