Returns can be a frustrating and costly challenge for any Shopify merchant. Not only do they eat into your profits, but they can also impact customer satisfaction and trust. The average return rate for ecommerce was 16.9% in 2024, according to a report by the National Retail Federation (NRF) and Happy Returns.
While some returns are inevitable, many can be prevented with the right strategies. If you want to reduce returns, focus on setting the right expectations, improving your shipping process, and ensuring customers receive what they expect. Here are five essential tips to help you lower your return rate and keep your customers happy.
1. Provide accurate and detailed product descriptions
One of the biggest reasons customers return products is that the item doesn’t match their expectations. DealNews found that 65% of online shoppers said they have returned items that didn’t fit. Whether it’s the wrong size, color, or functionality, inaccurate product descriptions lead to disappointment and unnecessary returns.
To reduce returns, make sure your product descriptions are clear, detailed, and honest. Include important details like size, materials, weight, and special features. If you sell clothing, a size chart with exact measurements can help customers choose the right fit. For electronics or furniture, listing specifications and compatibility information is essential.
Beyond text, high-quality images and videos can further clarify what customers are buying. Show products from different angles, include close-up shots of textures and details, and use lifestyle images to give shoppers a sense of scale. A short product demonstration video can also help customers understand how the product works, preventing returns due to confusion.
2. Improve packaging to avoid damages
Damaged goods are one of the most preventable causes of returns. A product that arrives broken or scratched not only results in a return but can also lead to negative reviews and lost customer trust. Proper packaging is key to ensuring that items reach customers in perfect condition.
Choose packaging materials based on the fragility of your products. Fragile items should be wrapped securely with padding like bubble wrap, foam, or sturdy inserts. Boxes should be strong enough to handle shipping stress, and all packages should be sealed properly to prevent exposure to moisture or rough handling.
If you're unsure whether your packaging is secure, consider shipping a test order to yourself or a trusted person. This will help you identify weak points in the packaging before your customers experience any issues. Investing in high-quality packaging may seem like an extra cost, but it can reduce returns and save money in the long run.
3. Reduce shipping errors
Nothing frustrates a customer more than receiving the wrong item, size, or color. Shipping errors are a common reason for returns, but they can be minimized with proper order management.
Before shipping an order, double-check that the correct product, variant, and quantity are selected. Using an automated fulfillment system like Packrooster Shipping can help reduce human errors by ensuring accurate label printing and order processing. Keeping your inventory well-organized and clearly labeled also helps prevent mix-ups.
Customers should also have an easy way to verify their order details before finalizing a purchase. A confirmation page or email that lists the selected items gives them a chance to correct mistakes before the order is shipped.
When mistakes do happen, handling them quickly and professionally can make a big difference. A smooth resolution process, such as offering a replacement or a discount on a future purchase, can turn a frustrated customer into a loyal one.
4. Set realistic expectations for delivery time
Long shipping times or unexpected delays can lead to canceled orders and returns. If customers expect their package sooner than it arrives, they may refuse delivery or request a refund. Setting clear expectations about shipping times is crucial to reducing returns.
Be transparent about estimated delivery times on your product pages and checkout process. If you ship internationally, inform customers about possible customs processing delays. For time-sensitive purchases, offer express shipping options so customers can choose faster delivery if needed.
Keeping your customers updated throughout the shipping process can also help manage expectations. If a delay occurs, notify them immediately with an explanation and an estimated new delivery date. A well-informed customer is less likely to get frustrated and return an order just because it took longer than expected.
5. Make sure your customer is informed about their shipment
Many returns happen simply because customers don’t know where their package is or when it will arrive. When a shipment takes longer than expected, some customers assume it’s lost and order a replacement only to return the original when it finally arrives.
To reduce returns, keep your customers informed at every stage of the shipping process. Send automated emails or SMS notifications when the order is confirmed, shipped, and out for delivery. Provide tracking links so customers can monitor their shipment in real time. If possible, allow them to sign up for delivery alerts from your shipping carrier. In Packrooster Shipping tracking links are automatically added to your shipping confirmation email. You can also opt in for additional information for your customer shipment if your shipping carrier allows it.
Another common issue is failed deliveries due to incorrect addresses. Giving customers the option to double-check and update their shipping address before finalizing their order can prevent this. If a package is undeliverable, reaching out to the customer quickly can help resolve the issue before the item gets sent back.
Returns may be an unavoidable part of e-commerce, but taking the right steps can significantly reduce returns and improve customer satisfaction.
