Returns are one of the biggest challenges in e-commerce. In 2025, online transactions saw a 19.3% return rate across the board, and in the fashion category in Europe, that figure can even exceed 20%. The scale in Poland looks a bit different: as noted in the Alsendo report “Returns in Polish E-commerce 2026”, the average return rate is 3.5% of sales, with the cost of processing a single return typically ranging from 10–15 PLN. Significantly, a full 1/3 of online stores have no idea how many returns their business is actually generating. For a small e-commerce brand, every return represents more than just a lost sale. It means extra work for the team, logistics costs, tied-up inventory, the risk of product damage, and the burden of customer support fielding the dreaded “what’s the status of my return?” inquiry. If your process is manual, fragmented, and unclear, returns will quickly eat up all your time. The good news is that many returns can be prevented. In this article, you will find the 10 most common causes of returns, concrete actions to minimize them, and a ready-to-use 30-day checklist.

Why do customers return products?

Returns are rarely random. Most often, they stem from a discrepancy between what the customer expected of a product and what they actually received. Sometimes the issue lies with the product itself, while other times it’s the description, images, shipping, packaging, or post-purchase communication that falls short.

Customers expect convenience, predictability, and clear information. If a store doesn’t give them control over the process, friction points emerge: uncertain delivery dates, the lack of a preferred pickup method, a difficult return process, or the need to constantly check on shipment status. The same mechanisms affect returns. A customer who isn’t sure what they are buying or how the post-purchase process works is more likely to abandon their cart or return the product later. According to the Alsendo report, companies most frequently reduce returns at this stage: 92% of stores use detailed product descriptions, 88% perform quality control before shipping, and 78% provide pre-purchase customer support (chat, hotline).

Returns can be divided into several main categories:

• Product mismatch, • Inconsistency with the description, • Damage during transport, • Long or unpredictable delivery times, • Incorrectly fulfilled orders, • Buying multiple variants “just to choose from,” • Lack of post-purchase information, • Complicated return process.

Each of these categories requires a slightly different approach from the e-commerce side.

Cause 1: The product doesn’t meet customer expectations

This is one of the most common reasons for returns. A customer orders a product that looks great in the photo, but upon receiving it, finds it’s too big, too small, too bright, too dark, feels different, or just isn’t what they imagined.

This most often affects clothing, footwear, accessories, cosmetics, home decor, furniture, electronics, and baby products. The problem doesn’t always stem from product quality, but rather from a lack of information that would have helped the customer make a better decision before buying.

What to improve on the product page?

Elements that have the biggest impact on reducing returns (must-haves):

• Exact product dimensions measured flat, • A size chart tailored to the specific product, not a general one from the manufacturer, • Product photos from various perspectives, • Photos in use — e.g., a photograph with a model and the model’s measurements listed, • Information on the material and weight of the product.

Additional elements that make the offer stand out (nice-to-haves):

• 360° product video, • Side-by-side variant comparison, • FAQ section based on actual customer questions, • Information on “who this product is for” and “when it might not be a good choice,” • Care instructions, • Augmented reality (AR try-on) where possible — e.g., glasses, jewelry, furniture.

Checklist: how to improve product-customer fit?

• Check the 20 products with the highest number of returns.
• Compare their descriptions with the stated reasons for return.
• Add missing dimensions, photos, or technical specifications.
• Update the size chart if you sell clothing or footwear.
• Add a “Who is this product for?” section.
• Analyze customer questions and turn them into a product page FAQ.

Cause 2: The product looks different than in the photos

Photos sell, but they can also generate returns. If the color, size, texture, or proportions are shown inaccurately, the customer may feel disappointed upon opening the package. This problem often arises when a store uses only manufacturer images. They may be aesthetic, but they don’t always show the product in a real-world context. The customer sees a perfect shot, but receives an item that looks different in everyday lighting. It is no coincidence that 73% of companies in the Alsendo report point to investing in high-quality photos and video materials (e.g., 360°, product in use) as a way to reduce returns.

How do good photos reduce the number of returns?

Realistic photos work best. They don’t have to be perfect like in an ad campaign, but they should help the customer evaluate the product.

It’s worth showing:

• The product on a neutral background, • The product in use, • The scale of the product relative to a hand, a silhouette, or an interior, • Close-ups of the material, • Real colors in natural light, • All variants side-by-side, • Details that may be important for the decision.

Checklist: product photos that reduce returns

• Check if images show the actual color of the product.
• Add a photo showing scale.
• Add a close-up of the texture or material.
• Show differences between variants.
• Avoid heavy photo editing/retouching.
• Add a note that colors may vary slightly depending on screen settings.
• For premium products, add photos of details and packaging.

Cause 3: Incorrect size or product variant

Sizing returns are a major issue in the sale of footwear, sports accessories, baby products, and home furnishings. Customers often order multiple sizes because they don’t know which will fit, then return the rest. For the store, this is a cost: the goods come back, must be received, checked, re-inventoried, and the refund processed. Decision-support tools—configurators, size recommendation systems, or virtual fitting rooms—help here. According to the Alsendo report, 53% of companies use them, with shops experiencing higher return rates being the most likely to adopt advanced solutions of this type.

How to help the customer choose the right size?

Size charts should be concrete and specific to the product. A general manufacturer’s table is often insufficient. If a product has a non-standard cut, state it clearly.

Examples of helpful messaging:

• “Model runs large — if you’re between sizes, choose the smaller one.” • “Fitted cut — if you have wider feet, choose one size up.” • “Product is 68 cm long in size M.” • “Model is 174 cm tall and wears size S.”

Checklist: sizing and variants that help find the right fit

• Add real product dimensions measured flat.
• Describe whether the sizing is standard, oversized, or undersized.
• Add info on the height and size of the person in the photo.
• Include customer reviews regarding sizing.
• Add a simple sizing guide.
• Check which sizes are returned most frequently.
• For high return rates, consider changing the variant description.

Cause 4: Too long or unclear delivery time

A return may stem not from the product, but from the delivery. If the package arrives too late, the customer may no longer need it. This especially applies to gifts, seasonal items, spare parts, event accessories, cosmetics needed for a vacation, or products bought “for immediate use.”

The Gemius report “E-commerce in Poland 2025” emphasizes the importance of predictability and punctuality — fast delivery is one of the most important factors in choosing a store. As many as 88% of respondents consider delivery within 12 hours a strong purchasing motivator. The customer wants to know when the package will arrive and have the option to choose a delivery method that fits their situation. A lack of this control increases frustration and can impact both cart abandonment and subsequent returns.

How to shorten delivery time and increase predictability?

It is better to provide a realistic delivery date than to declare immediate shipping if the warehouse isn’t capable of handling it.

Be clear about:

• Order fulfillment time, • Expected delivery time, • Same-day shipping cut-off time, • Differences between delivery methods, • Lead times for made-to-order products, • Delays during peak periods.

Checklist: delivery timing as a purchasing factor

• Add realistic delivery dates on the product page.
• Show the delivery date in the shopping cart.
• Separate fulfillment time from carrier transit time.
• Add “order by X o’clock, we’ll ship today” if you can actually meet it.
• Send automatic order status updates.
• Inform the customer about delays before they have to ask.
• Monitor which delivery methods generate the most delays.

Cause 5: Lack of preferred pickup method

Customers might abandon an order; they might also pick up a package reluctantly and return it faster if the process wasn’t tailored to their needs from the start. Home delivery isn’t always the best choice.

As many as 83% of Polish e-shoppers indicate parcel lockers (automated parcel machines) as their most chosen method. The OOH (out-of-home) model is standard for many customers who don’t want to wait at home all day for a courier. They want to pick up the package on the go: after work, while shopping, or on the way home. The same logic applies to returns: the Alsendo report shows that 56% of companies already allow products to be returned via parcel lockers, 64% via courier pickup, and 37% via drop-off points (PUDO). The more convenient the return channel, the lower the friction on both sides of the transaction.

How to adapt delivery methods to customer needs?

Give the customer a choice. One delivery method is rarely enough, as different groups of customers have different needs. Some will choose the lowest price, others speed, and still others a specific locker location or pickup point.

Checklist: OOH delivery as an e-commerce standard

• Add several delivery methods: courier, parcel locker, pickup point.
• Show the cost and expected time for each method.
• Allow the customer to select a point or locker on a map.
• Monitor which methods are chosen most often.
• Check if a lack of OOH methods increases cart abandonment.
• Test the order of delivery methods in checkout.
• For higher-priced products, consider an express delivery option.

Cause 6: Product arrived damaged

Most often, this problem stems from ill-fitting packaging, too much empty space in the carton, lack of filler, poor quality tape, or packing multiple products without separation. As a result, the customer is disappointed, the store must handle a complaint, the product might not be suitable for resale, and there is the added risk of a negative review. According to the Alsendo report, 76% of firms declare improvements to their packing processes — this is one of the most common preventive measures, right after detailed descriptions and quality control.

How to secure shipments against damage?

Packaging should be matched to the product, not one-size-fits-all. Delicate ceramics, electronics, glass-bottled cosmetics, books, textiles, and food products all require different safeguards.

Checklist: packaging and securing goods before shipping

• Check which products are returned as damaged most often.
• Establish separate packaging standards for delicate categories.
• Fill empty spaces in boxes.
• Separate products from each other with dividers.
• Reinforce the bottoms of heavy boxes.
• Do not ship fragile items in overly large boxes.
• Take photos of packages for expensive or damage-prone products.
• Test your packaging: shake the box before sending — the contents shouldn’t move.

Cause 7: Fulfillment errors

The customer ordered a black product, got white. Ordered size M, got L. Ordered a set, and one piece is missing. Such errors generate returns, complaints, and unnecessary work for support staff. In a small store, this often happens during manual fulfillment without proper mapping between the order, the warehouse, and the shipping label. The Alsendo report indicates that 56% of companies integrate with operators for automatic label generation and shipment tracking — and reducing manual data entry is one of the easiest ways to reduce mistakes.

How to reduce fulfillment errors?

The most important thing is process control before shipping. Even a simple warehouse checklist can significantly reduce the number of errors.

Checklist: order control before shipping

• Implement SKU verification before packing.
• Check the variant: size, color, model, set components.
• Mark similar products in the warehouse with clear labels.
• Separate easily confused products.
• Implement a “second pair of eyes” rule for expensive orders.
• Automate labels to limit manual re-typing.
• Analyze fulfillment errors once a month.

Cause 8: Customer orders multiple products “for comparison”

This is especially common in footwear, color cosmetics, accessories, and home decor. The customer orders several variants because they don’t know which will be best, planning from the start to return some. You can’t entirely eliminate these, but you can limit the scale by helping the customer choose better before buying.

Customers order multiple variants more often when returns are free. The store must decide what is more important — limiting free returns (which protects margins but may lower conversion) or strengthening tools that help the customer make the right decision while browsing. Data from the Alsendo report shows how this plays out: 46% of companies pass return costs to the customer, 33% offer free returns, and 8% offer returns conditional on order value thresholds. In practice, tools like virtual fitting rooms, consultant chats, outcome quizzes, and detailed variant comparisons yield better long-term results.

How to help the customer choose without ordering multiple variants?

Buying guides, comparison tools, recommendations, and better descriptions of differences between products help.

Checklist: pre-purchase decision tools

• Add a variant comparison table on the product page.
• Describe how similar models differ.
• Add recommendations: “choose this product if…”.
• Create a buying guide for the most frequently returned categories.
• Introduce a product quiz if you have a wide assortment.
• Analyze carts containing multiple variants of the same product.
• For problematic items, add warnings or tips before purchase.

Cause 9: Unclear return policy

Customers are more likely to buy from a store where they know how returns work. Paradoxically, a clear return policy doesn’t necessarily increase the number of returns; it often increases trust and reduces the number of support inquiries. The problem arises when policies are hidden, written in difficult language, or differ by sales channel. The customer doesn’t know how long they have, how to ship the package, if they need to print a form, or when they will get their money back. Remember that the market standard is the statutory 14-day withdrawal period (offered by 90% of firms), and return rules are most often communicated on the store’s website (82%) and via email (81%) — less often where the purchase decision is made, i.e., directly on the product card (54%).

Legal changes add extra weight here: from June 19, 2026, online stores in the EU must provide an electronic withdrawal function in their interface. Meanwhile, the Alsendo report on returns shows that 57% of companies heard about this obligation for the first time during the survey, and only about 10% declare full readiness to implement it. A transparent and easily accessible return policy today is a matter of both customer trust and legal compliance.

Checklist: what should return communication look like?

• Add a link to the return policy in the footer, cart, and FAQ.
• Describe the return process step-by-step.
• State the deadline for refunds.
• Explain who pays for return shipping.
• List products that are not eligible for returns.
• Prepare templates for return-related communication.
• Automatically inform the customer about return status.

Cause 10: Lack of post-purchase and post-return status updates

Customers don’t like silence after a purchase. If they don’t receive info about order acceptance, shipping, delivery status, or returns, they lose control over the process. The Gemius “E-commerce in Poland 2025” report notes that predictability and clear status updates are key elements of the delivery experience. For small e-commerce, this isn’t a detail, but an element of building brand trust. This is confirmed by the Alsendo report: automatic notifications about return status are the most commonly used tool in this area — used by 83% of companies. Speed matters, too: 49% of shops refund money within 5 days, but 40% take at least 11 days, which directly impacts how the customer rates the entire process.

How to inform the customer at every stage?

Send communications before the customer asks. This can be an automated email, SMS, status in the customer panel, or a tracking link.

Checklist: post-purchase communication

• Send order confirmation.
• Send shipping notification.
• Include a tracking link.
• Inform about delays.
• Confirm receipt of return requests.
• Confirm receipt of returned packages.
• Notify about return approval and fund issuance.
• Establish a single communication standard for the entire team.

Action checklist: how to reduce returns in 30 days?

Week 1: Diagnosis

• Export a list of returns from the last 3 months.
• Tag the reasons for returns.
• Choose the 10 products with the highest return rates.
• Audit the descriptions, photos, and variants of these products.
• Check which delivery methods generate the most issues.
• Collect the most common customer questions about these products.

Week 2: Improving product pages

• Add missing dimensions.
• Update/add size charts.
• Add detail photos.
• Describe differences between variants.
• Add an FAQ section.
• Add info on who the product is best for.
• Improve descriptions for the most returned items.

Week 3: Delivery and packing

• Check if the customer has a choice of delivery methods.
• Add OOH options if missing.
• Make delivery times realistic.
• Review packing standards.
• Introduce separate rules for delicate products.
• Add shipment tracking links.
• Set up automatic order status notifications.

Week 4: Returns and automation

• Simplify the return form.
• Add clear return instructions.
• Prepare return status communication templates.
• Set clear deadlines for responses and refunds.
• Introduce a return cause report.
• Flag products needing updates.
• Automate repetitive stages if possible.
• Check if your store is ready for the electronic withdrawal function obligation coming into effect June 19, 2026.

How does the Alsendo Business Pro platform help reduce returns?

Reducing returns isn’t just about polishing product descriptions. It’s also about operations: delivery, statuses, automation, labels, tracking shipments, and post-purchase handling.

For small e-commerce, the biggest problem is often not a lack of knowledge, but a lack of time and tools. A store owner often juggles sales, packing, complaints, returns, invoices, and ad campaigns all in one day. If every process operates in a separate panel and requires manual work, errors are inevitable.

Alsendo Business Pro helps organize these areas that directly impact the customer experience and return rates.

With it, your store can ship packages faster, communicate better with customers, and handle returns more efficiently. This reduces the number of friction points that often lead to frustration, abandonment, or returns. Crucially, the Alsendo report shows that while 56% of companies integrate with operators for returns, only 48% use a dedicated management platform — there is still real room to tidy up the process. Full data, trends, and conclusions can be found in the “Returns in Polish E-commerce 2026” report.

Sources

• Alsendo & SW Research, “Returns in Polish e-commerce 2026” — https://alsendo.com/raport-zwroty-w-biznesie/ • Gemius, “E-commerce in Poland 2025” — https://gemius.com/documents/81/RAPORT_E-COMMERCE_2025.pdf • National Retail Federation (NRF), data on retail returns 2025 — via: fashionbiznes.pl

Rafał Urbanek