Return Fees Could Change How Europeans Shop Online

For online retailers, that creates a difficult trade-off. Returns are expensive, but charging for them could hurt sales just as quickly.

Most Shoppers Expect Free Returns

The study found that 76% of German consumers consider free returns important when shopping online. Only a small portion of respondents said return policies do not affect their decisions.

That expectation is particularly strong in fashion e-commerce, where customers often order multiple sizes or colours to try at home before deciding what to keep.

For retailers, this creates significant costs behind the scenes. Shipping, processing, repackaging and unsellable stock all add pressure to already tight margins.

Customers Are Reluctant To Pay Extra

Only 45% of shoppers said they would be willing to pay for returns at all. The research also showed that lower-income consumers are much less open to return fees, while higher earners are slightly more accepting.

There were also small differences between men and women. Around 37% of men would accept return fees above €4, compared to 32% of women.

Many online shoppers now expect free returns as a standard part of e-commerce.

Return Policies Now Affect Conversion Rates

The data shows that return policies are no longer just an operational issue for e-commerce companies. They directly influence conversion, customer loyalty and even how often people shop online.

At a time when many European retailers are trying to reduce costs, charging for returns may seem like an obvious step. But the German figures suggest even small changes could push customers toward competitors.

For brands competing in crowded e-commerce markets, the return experience may matter more than ever.