Summer is officially here—the season of sun, sand, sea, and... sales! A decade ago, this would’ve meant overcrowded high streets with never-ending queues. However, with many big retailers such as Topshop and Cath Kidston making the permanent switch to online, customers no longer have to dread leaving their house to shop and stand in line. While sales may have skyrocketed for some due to its convenience, so have customer returns.
The biggest reason for rapidly increasing online return rates
One in every three products purchased online is returned, which is substantially greater than the 9% return rate for in-store purchases. According to Statista, consumers are more likely to return apparel than any other product type, with 18% having returned shoes in the previous 12 months. The 'buy, try, return' mentality has also become more common among online shoppers, with the most common reason for clothing and shoe returns being, you guessed it, wrong sizing.
The cost of returns
While returns may be free for consumers, the entire returns process currently costs British retailers almost £7 billion annually. As a result, some companies are now implementing return fees. However, this also discourages customers from completing their order due to the frequent sizing issues that come with shopping online.
Returns will never cease to exist, but...
While returns may just be an inevitable part of e-commerce, there are ways in which retailers and customers can minimise them. From the customer's perspective, understanding their size and how to measure their own bodies and feet will allow for more accurate sizing selection. Online retailers can also help facilitate this process by optimising their websites with effective digital sizing tools for customers to use.
Want to get the right fit every time?
Worry not, we've got the perfect shoe sizing tool for you. AI Fit lets you scan your feet and be told exactly which shoes will fit. No more returns, no more hassle, just great-fitting shoes, always. You can now shop for shoes this summer without having to worry about any returns—now that's a step in the right direction!