A Change in Consumer Behavior Is Evident in the UK Returns Landscape

The Equation of Value

The financial side shows a noteworthy trend: average return values this autumn reached £106, a 7% increase from the previous year.

Changing Expectations of Customers

Given that more than one-third of consumers believe control over delivery and return methods is essential, flexibility in return options has become critical, according to DHL’s Global Online Shopper Trends Report.

This need for convenience is demonstrated by the sharp 79% increase in parcel locker usage over the previous 12 months.

Stuart Hill, the CEO of DHL e-commerce UK, observes that “returns have become integral to online shopping.” “While challenging for retailers, particularly during peak season, clear policies and streamlined logistics can benefit both parties.”

He highlights how choices like flexible drop-off locations and reasonably priced parcel lockers can improve customer satisfaction.

An Increase in Paid Returns

Partial consumer payment accounted for 46% of returns in the fall of 2024, a slight increase. Although a third of consumers complain about return costs, almost 25% agree to pay for returns of desired goods.

Serial Returns: An Ongoing Problem

According to data, serial returners account for 24% of return volumes but only represent 11% of return cohorts. It’s interesting to note that 83% of these regular customers are prepared to pay for returns.

Matthew Jacques, director of global partnerships at ZigZag, sees this as an opportunity:

“Consumer willingness to pay is rising despite record return volumes. Paid returns have already been successfully implemented by numerous large retailers.”

He warns, though, that charging for returns necessitates first-rate customer service, including tracking features, proactive communication, simple options, and prompt refunds.