As shoppers shift from in store to online, the challenge of processing returns has become a growing cost for brands and retailers. This is particularly true for apparel, where return rates are often higher.
Coresight Research estimates that the average return rate for online apparel orders in the United States is 24.4%. With the fashion eCommerce market projected to reach $145 billion in 2024, this return rate could translate to $35 billion, with $23.3 billion going toward processing costs.
Unsurprisingly, fit is the top reason for returns, and pants are the most frequently returned item. Many brands offer free shipping and returns, which often leads to shoppers purchasing multiple sizes with the intent of returning at least one. While this may give customers peace of mind, it presents a challenge for retailers as they grapple with the financial and operational strain of processing those returns.
The good news is there are ways to reduce returns using the commerce tools you already have. While fit-focused tools can be pricey and out of reach for many businesses, there are practical solutions that are both accessible and effective.
Leverage customer ratings and reviews for fit accuracy
If you're already using ratings and reviews on your eCommerce site, you're sitting on an underutilized asset that can help reduce returns. Ratings and reviews not only drive sales, but they also provide valuable insights into how items fit, which can influence future purchases.
For instance, if you're not collecting data on sizing and fit, now is the perfect time to start. Many review platforms allow you to ask specific fit-related questions, like “Does this run true to size?”
Displaying this information on a scale (such as 1-5) near the "Add to Cart" button can guide shoppers to make more confident size selections. At Emplifi, we offer an easy-to-implement widget that allows you to surface this data outside of the reviews section, placing it strategically near the size selector or Add to Cart buttons on product detail pages.
Collect contextual information from reviewers
While a general "true to size" scale is helpful, you can gather even more impactful data by asking reviewers for their typical size and what size they ended up keeping. This context helps future shoppers understand whether they may need to size up or down.
You can also ask reviewers to provide details like their height, weight, age, and body type, which are key factors in how a product fits. However, be mindful that these questions might not apply to every product category. For example, height and weight may not be relevant when reviewing accessories or shoes, so make sure your review platform allows you to tailor fit-related questions by product category.
Use visual content to improve confidence
Visual content, such as customer-submitted photos or user-generated content (UGC) from social media and visuals submitted with reviews, is another effective way to reduce returns. Images showing how products fit on different body types, in various lighting, or styled in multiple ways can give potential buyers a better sense of how the item will fit and how it will look on them.
According to Forbes, 60% of consumers believe that adding more post-purchase content, like reviews and UGC, would help reduce returns. At Emplifi, we help brands collect UGC and permissioned social content, then strategically display it throughout the buyer's journey to build confidence and reduce the likelihood of returns.
Our research shows that consumers trust content from other consumers more than they trust content produced by brands. On the path to purchase, 87% of consumers consider user reviews and ratings to be the most authentic interaction they have with brands, and 56% wouldn’t buy from a brand without first checking ratings and reviews. The key for confidence, though, is visual content, as 54% always or regularly research online pictures or videos of real people prior to purchasing an item.
Community Q&A: A shopper's best friend
Another often-overlooked tool is community questions and answers. This feature allows potential buyers to ask specific fit questions, such as "What size should I get if I'm between sizes?" or "How does this fit on a curvier body type?" Shoppers who own the product can respond with firsthand experience, helping others make more informed decisions.
This exchange is published on the product page, making the information available to all future shoppers. It's a great way to leverage your customer base to reduce returns while enhancing the shopping experience.
Live video shopping is a key connection between in-store and online
For higher-priced, high-consideration items, offering live one-to-one shopping can be a game-changer. It’s especially useful for customers who may not live near a store or want more personalized advice before making a purchase. By connecting with a product expert in real time, shoppers can get tailored recommendations and fit advice. At Emplifi, we've seen that live shopping can reduce returns by 10-40%, as it helps shoppers find the best size or product from the start.
Additionally, live shopping offers the opportunity for cross-sell suggestions, increasing the likelihood of a satisfied customer while also boosting your sales.
How to get started reducing returns and increasing consumer confidence
Minimizing returns isn't just about saving money – it's about improving the overall customer experience. By leveraging tools like ratings & reviews, visual UGC, community Q&A, and live shopping, you can reduce returns, increase buyer confidence, and ultimately drive higher customer satisfaction. If you’re ready to learn more, we’d be happy to connect.
Monica Maltby is a Director, Commerce Strategy at Emplifi. She can be reached at monica.maltby@emplifi.io.
