Return fees push consumers to adopt free methods, reduce returns

Key stat: 60% of US retail professionals say charging customers for returns has resulted in an increase of adoption in their free return methods, while 54% say it has cut down on return rates, according to a September 2024 survey from the National Retail Federation (NRF) and Happy Returns.

Beyond the chart:

• Over three-quarters (76%) of US consumers say free returns are an important consideration when shopping with a retailer online, per NRF/Happy Returns.
• 66% say they’re more likely to return an online purchase in person if it means they receive their refund at the time of drop-off.

Use this chart: Retailers can use this chart to illustrate how implementing return fees can impact customer behavior and adjust return policies to mitigate consumer dissatisfaction while minimizing return costs.

Related EMARKETER reports:

• US Retail Ecommerce Returns 2024 (EMARKETER subscription required)
• US Ecommerce Forecast 2024 (EMARKETER subscription required)

Methodology: Data is from the December 2024 National Retail Federation (NRF) and Happy Returns report titled "2024 Consumer Returns in the Retail Industry." 249 US ecommerce and finance professionals from large US retailers (with $500+ million in revenue) were surveyed during August-September 2024.