[FR] Management of order returns in e-commerce: key figures, 2023 trends, solutions

Returns are a major issue for e-tailers. According to a recent study, they are a central element of customer satisfaction. 46% of consumers always look at the return policy before making a purchase. For sellers, offering a bad experience means a low conversion rate. A Forbes survey shows that 89% of French people say they face barriers to returning their packages. Faced with this observation, it is urgent to act.

Key figures on order returns in e-commerce

Forbes also shows that in France and in Europe, logistics is becoming one of the key sectors of the economy. For their part, e-retailers need to become more efficient throughout their value chain. From purchase to return, it is necessary tooffer a seamless customer experience.

E-commerce: a fast-growing market in Europe and in France

In 2021, Fevad reports that European e-commerce has grown by 13%. The market reached 718 billion euros. In France, the 2022 balance sheet is positive. During the year, the French spent nearly 147 billion euros on the Internet, an increase of 13.8% over one year. According to Fevad, 2.3 billion online transactions were recorded, with an average shopping basket of around 65 euros.

The rate of return orders by European country

Statista, and lsa-conso, allow us to have more information on the proportion of buyers who have returned a product ordered online:

• In Germany: 51% ;
• In Switzerland: 51%;
• In Spain: 42%;
• In Italy: 39%;
• France: 39%.
  Generations Y/Z make more use of returns (15%) than older people (2%). To return products, 62% of the French prefer to use a relay point, ahead of forwarding by post, pick-up and return in shop.

Product returns: a significant environmental impact

In the context of e-commerce, the transport of goods is multimodal. The products make an initial journey from their place of manufacture to the storage warehouse. During this journey, they may be transported by plane, boat or truck. The final leg of the journey, to the final buyers, is usually by road.

When the products are sent back, they make a second journey. In many cases this is similar in nature and duration to the first journey. However, it may be longer. This is the case if the seller decides to direct the returned products to a third-party platform. There they are checked before being returned to the original warehouse. In this case, the greenhouse gas emissions (GHG) associated with transport are doubled.

What you need to know The environmental impact of a return shipment

According toestimates by The Good Goods, a product ordered online and returned can have up to 2.3 times the environmental impact compared to a non-returned item.

What are the main levers for improving product returns?

Here is an overview of the solutions implemented by e-tailers to better manage customer returns.

A clear and transparent returns policy

For 48% of French people, a simplified returns policy is one of the key criteria when shopping online. To stand out from other e-commerce players, it is essential tobe transparent about costs. Make sure you specify the return costs in your returns policy. Pricing policies can vary depending on the reason for return.

Make every effort to makethe process of returning a product quick and easy. To this end, you can offer your customers ready-made return labels. To reinforce your eco-friendly image, you can also :

• Provide a QR code for returns;
• Offer consumers the possibility to generate a QR Code directly online.

RAJA tip Tip: Take the opportunity to ask them to indicate the reason for the return. What’s the point? To improve the quality of your services.

Even if European legislation requires a refund within 14 days, don’t hesitate to reduce this period. Indeed, a sendcloud study shows that the French are not prepared to wait more than 5.3 days on average, the Germans 5.9 and the Spanish 4.3.

Finally, it should be noted that extending the return period boosts conversions. 44% of consumers would not place an order if it were not for 30 days. This figure drops to 30% for a period of less than 60 days. And again according to Sendcloud, brands like Zappos allow 365 days to return a package. Others like Oscaro.com or Crocs allow 90 days for customers to return an item.

Discover the key elements of a return policy for e-buyers, in order of importance:

• Return costs: 57% ;
• Ready-to-use return labels: 50% ;
• Refund period: 43% ;
• Online return form: 39%;
• Return period: 39%;
• Return follow-up: 36%.

Smart parcel lockers

Connected parcel lockers facilitate the receipt and return of orders. They are mainly located in shopping centres, railway stations or airports. By centralising a large number of deliveries and collections, they reduce the environmental impact of the “last mile”. By 2024, Statista expects the size of this market to exceed US$1 billion.

The trend towards paid returns

One of the major e-commerce trends in 2023 is the paid return trend. Retailers such as Decathlon are making their customers pay for returns. 25% of consumers say they are willing to pay to return products.

For brands, the aim is to cover their real costs, but also to slow down the flow of customer returns. 81% of European online shoppers regularly return an item if they are not satisfied.

The result? Shops have been struggling to manage returns for many years. By limiting the number of returns, they hope to reduce their carbon footprint and counteract the negative impact on their ecological efforts.

RAJA, the partner to optimise your return policy

Asthe European specialist in e-commerce product returns, RAJA offers a wide range of solutions for your packaging needs. Our teams help you to better manage your returns, improve the customer experience and implement environmentally friendly alternatives.

Committed to a sustainable approach, the group is ISO 14001 certified. This certification rewards the environmental policy implemented within the framework of its activity as well as the management of its site. RAJA is a member of FSC® France, which takes action to preserve forests. The leading packaging retailer is also a partner of PEFC France. In 2022, it obtained the EcoVadis GOLD label.

Good to know RAJA was voted Customer Service of the Year 2023.

This selection distinguishes French companies that place the quality of customer relations at the heart of their priorities. Our advisors answer 98% of telephone calls within 20 seconds. E-mails are answered within 24 hours in 88% of cases. Finally, all chats are answered by an advisor in less than 30 seconds.

Round trip packaging

Return packaging is a very practical solution for simplifying the return of goods. Designed to be robust, the boxes, pouches and crates are equipped with :

• A first adhesive strip on the outside. This is used by the order picker during shipping;
• A second adhesive strip on the inside of the package. This is the return tape, to be used by the customer;
• Between the two, a tear-off strip. This allows the customer to open the package cleanly, without scissors or a knife.

Cardboard boxes and cases with protection

To limit the number of returns of damaged parcels, opt for packaging with protection. They allow you to send your most fragile products in complete safety. Available in several formats, they can be adapted to all objects: books, files, multimedia, CDs, DVDs, etc. For example, the brown slipcase with recycled foam padding is ideal for shipping a tablet, a camera or a drone.

Cushioning and protection solutions

To ensure the safe transport of your goods, while avoiding breakage, use recycled paper cushioning particles. They effectively cushion the products by filling in the empty spaces. Their advantage? They are made of 100% recycled paper, 170 g/m².

RAJA bubble wrap is also environmentally friendly. Made of 100% recycled paper, it wraps easily around goods, regardless of their shape. It conveys a positive brand image. Its opacity guarantees complete confidentiality. For its ecological innovation, this product was awarded theOscar for Packaging 2021.

Do you need to transport food products at room temperature, refrigerated or frozen? RANPAK’s Recycold™ Climaliner 85% recycled thermal insulation paper provides 10-48 hours of thermal protection. All without increasing transportation costs.


The 3 key points to remember:

• For e-tailers, parcel returns have an economic cost, but also an environmental cost;
• To optimise your returns policy, it is essential to focus on transparency and clarity;
• Packaging can help e-tailers simplify the management of their returns, while reducing the number of damaged parcels.