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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Natalia Trzewik
Senior Business Development Executive

She has over 15 years of experience in sales, key account management, and business relations, gained at leading companies such as Lyreco, Sodexo, and Fiserv. She is passionate about growth, collaboration, and driving digital transformation in logistics and e-commerce. An experienced sales leader with a strong background in B2B business development, e-commerce, and logistics innovation, she now works at Alsendo Innoship, where she supports retailers and brands in optimizing last-mile delivery processes across Europe — building partnerships that connect technology with efficiency.