Industry Benchmarks for Clothing Return Rates by Product Category and Country
Return rates vary significantly due to factors like sizing standards, return policies, and cultural norms. This comprehensive guide provides detailed benchmarks by category and country to reveal the importance of return rate solutions for both business efficiency and environmental concern.
Global Overview
Global return rates for apparel average 26%, with shoes slightly higher at 27% for online purchases. However, these figures vary significantly by product category and region. Europe consistently records the highest return rates globally, with Switzerland leading at a staggering 62% for fashion purchases, while Italy sees the lowest in the region at 22%.
In 2022, Switzerland recorded the highest online return rates for fashion purchases in Europe, with nearly 45% of orders returned by consumers. Germany and Austria followed closely, with return rates of 44% and 36%, respectively. (Statista)
When examining specific fashion items, dresses experienced the highest return rates, with approximately 54% of purchases returned. Skirts followed at roughly 47%. (Statista)
Worldwide Regional Trends
- Europe: Return rates range from 22% to 58%, driven by liberal return policies and consumer behaviours like bracketing.
- United States: Return rates hover between 20% and 25%, rising above 30% during holiday seasons (National Retail Federation).
- Asia-Pacific: Return rates are the lowest globally, ranging from 5% to 15%, due to cultural norms that discourage returns and logistical challenges (Statista).
These statistics emphasise the significant challenges faced by retailers, particularly in high-return regions and product categories, underscoring the need for innovative solutions like personalised sizing tools to reduce return rates.
Key insights:
- 90% of consumers are more likely to shop online when offered free shipping. Source
- 78% of shoppers would buy more if there are free returns. Source
- 67% of shoppers check the return page before making a purchase. Source
- Dresses and shoes consistently have the highest return rates, often exceeding 50% in Western markets.
- Fit issues account for 53% of apparel returns globally. Source
- 93% of shoppers cited incorrect sizing or fit as a reason for returns Source
- Product misrepresentation leads to over 40% of returns. Source
- Approximately 48% of online shoppers engage in “bracketing” – purchasing multiple sizes with the intent to return ill-fitting items. Source
- Returns cost e-commerce businesses approximately $816 billion annually worldwide. Source
- The environmental impact of e-commerce returns is substantial. In 2020, shipping returned items resulted in approximately 16 million metric tonnes of carbon dioxide (CO₂) emissions, equivalent to the emissions generated by powering two million homes for a year. Source
Return Rates by Product Category
While precise figures can vary by source, numerous studies and industry data provide reliable benchmarks for return rates across product categories. These insights help retailers understand trends and address the key challenges driving returns.
Return Rates by Product Category
Return Rates by Country and Region
Understanding regional variations in return rates is crucial for e-commerce retailers operating globally. Below, we present a detailed breakdown of return rates across major markets, highlighting key product categories and local factors influencing consumer behavior.
Overall Return Rates by Country/Region
Europe
United Kingdom
Overall Return Rate: ~35%
United Kingdom Return Rates
Insights: Liberal “try-before-you-buy” policies and next-day delivery encourage bracketing.
Germany
Overall Return Rate: ~50%
Germany Return Rates
Insights: Free return policies and a culture of bracketing drive high return rates.
France
Overall Return Rate: ~29%
France Return Rates
Insights: Focus on accurate product descriptions results in lower return rates than the UK or Germany.
Italy
Overall Return Rate: ~22%
Italy Return Rates
Insights: Conservative shopping habits and cultural reluctance to return items keep rates low.
North America
United States
Overall Return Rate: 25-30% (rising during holidays)
United States Return Rates
Insights: Bracketing is widespread due to free shipping policies. Major retailers like Amazon offer “try-before-you-buy” options, increasing returns.
Asia-Pacific (APAC)
China
Overall Return Rate: ~15%
China Return Rates
Insights: Affordable fast fashion options minimise returns; cumbersome logistics discourage casual returns.
India
Overall Return Rate: 15-20%
India Return Rates
Key Insights: Cash-on-delivery systems often result in rejected orders rather than traditional returns.
Sotheast Asia
Overall Return Rate: ~10%
South East Asia Rates
Key Insights: Logistic costs and cautious purchasing habits keep return rates relatively low..
Japan
Overall Return Rate: ~8%
Japan Asia Rates
Key Insights: Cultural norms discourage returning items; high trust in local brands ensures fewer dissatisfied customers.
Why These Statistics Matter
Key Drivers of Returns
Sizing Issues
Sizing inconsistencies across brands remain the primary driver of apparel returns globally, accounting for 53% of returns. This issue not only frustrates customers but also directly impacts brand loyalty. According to PwC, 32% of customers would stop shopping with a brand they love after a single bad experience, such as receiving ill-fitting clothing. This underscores the importance of accurate and personalised sizing solutions in reducing returns and fostering long-term customer loyalty.
For further insights, see PwC’s report on customer experience: https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/future-of-customer-experience.html.
Product Misrepresentation
A significant portion of returns stems from discrepancies between product descriptions and the actual items received. Complaints about material quality, colour differences, and style mismatches are common and undermine trust in e-commerce brands.
Bracketing Behaviour
Bracketing – where customers order multiple sizes of the same product with the intention of returning those that don’t fit – is particularly prevalent in markets with free shipping and liberal return policies. While this behaviour offers convenience, it creates significant challenges for retailers in terms of costs and sustainability.
Cultural Norms Driving Behaviour
Cultural attitudes and norms greatly influence return behaviours across regions, with notable contrasts between Western and Asian markets:
Western Markets (e.g., UK, US, Germany):
Higher return rates are driven by:
- Liberal return policies that prioritise customer satisfaction.
- A consumer culture that emphasises convenience and flexibility.
Germany’s ingrained shopping behaviour:
- Before e-commerce, catalogue shopping via post was highly popular.
- Shoppers frequently ordered multiple sizes and colours of products to try on at home.
- This behaviour—keeping one item and returning the rest—has persisted among older generations, shaping current habits.
Bracketing is widespread:
- Customers intentionally order multiple sizes or variations of a product.
- Encouraged by free shipping and “try-before-you-buy” policies, further driving return rates.
Asian Markets (e.g., China, Japan, India):
- Lower return rates due to cultural norms that discourage returns, often viewing them as a failure in the purchasing decision.
- In Japan, for instance, consumers expect personalised service pre-purchase, reducing the need for easy returns.
- Indian shoppers are influenced by cash-on-delivery systems, often rejecting items rather than returning them.
Specific Cultural Factors Affecting Returns
- In some cultures, “saving face” discourages customers from returning items, even if they’re dissatisfied.
- The perception of returns as an inconvenience or a failure in judgment further lowers return rates in certain regions.
Regional Differences in Return Behaviours
- Italian consumers are cautious and place importance on protective return policies.
- Russian customers, similar to the Japanese, value personalised customer service over hassle-free returns.
Impacts on E-commerce Retailers
Returns present significant challenges for e-commerce retailers, both financially and environmentally:
- Financial Costs:
Returns cost e-commerce businesses approximately $816 billion annually worldwide. In the U.S. alone, reverse logistics for returns contribute an additional $10–15 billion annually. - Sustainability Concerns:
Over 5 billion pounds of returned products end up in landfills each year in the U.S., contributing to immense environmental waste. Furthermore, shipping-related emissions from returns account for over 16 million metric tonnes of CO2 globally every year. - Customer Loyalty:
Poor return experiences can lead to customer churn, with 92% of consumers indicating they would repurchase if the return process is seamless. This emphasises the need for retailers to strike a balance between convenience, cost-effectiveness, and sustainability in managing returns.
By addressing these drivers with advanced tools like AI-driven sizing solutions, retailers can reduce return rates, enhance customer trust, and minimise their environmental footprint.
Transforming Returns into Opportunities
The global e-commerce landscape reveals a critical challenge: clothing returns are not just a logistical issue, but a strategic opportunity for innovation. With return rates ranging from 5% in Japan to 58% in Germany, retailers face a complex ecosystem of consumer behaviors, sizing challenges, and technological solutions.
Key Takeaways
- Financial Impact: Returns cost e-commerce businesses $816 billion annually
- Sustainability Concern: Returns generate 16 million metric tonnes of CO2 yearly
- Consumer Behavior: 53% of returns stem from fit issues
- AI Potential: Targeted solutions can reduce returns by 20-30%
Reducing return rates by just 10% globally could save over 2.4 million metric tonnes of CO2 emissions annually.
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- Comprehensive return rate analysis by product category and region
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