Returns. It's the topic every webshop owner has an opinion about — and usually not a positive one. Yet your return policy is one of the most important factors in your customer's purchasing decision.
Research shows time and again: consumers check the return policy before they order. An unclear or strict policy scares them off. A policy that's too lenient costs you a fortune. The art is finding the balance.
Why returns are inevitable
Let's be honest: returns are part of online selling. Your customer can't hold the product, try it on, or smell it. No matter how good your product page is, some orders will always come back.
In the Netherlands, the average return rate for online purchases is around 15 to 30%, depending on the industry. For clothing, this can go up to 40%. That's not a flaw in your business — that's the reality of e-commerce.
The question isn't how to eliminate returns, but how to handle them smartly.
The basics: what does the law say?
If you sell to consumers in the EU, you're dealing with the right of withdrawal. Customers have a 14-day cooling-off period after receiving the product. That's not a choice — it's legally required.
Within those 14 days, the customer may return the product for any reason. You're obligated to refund the purchase amount. You may charge the customer for return shipping costs, provided you communicate this clearly in advance.
5 tips for a smart return policy
1. Be crystal clear in your communication
Don't hide your return policy in an unfindable FAQ. Make it visible on your product pages, in your checkout, and in the confirmation email. The clearer you are, the less discussion afterward.
2. Make the process easy (but not too easy)
A return form or return portal is smart. It lowers the barrier for customers (good for conversion) but also gives you data on why products come back. That data is worth its weight in gold for improving your product pages and assortment.
3. Invest in good product information
The best return is the one that doesn't happen. Detailed size charts, honest product photos (not just one styled photo but multiple from different angles), and clear material and usage information significantly reduce the return rate.
4. Consider sharing return costs
Free returns are great for the customer, but can eat into your margin. A middle ground: offer free returns above a certain order amount, or charge a small fixed fee for return shipments. Be transparent about this.
5. Automate the handling
Manually processing returns takes enormous amounts of time. Every return shipment means an email, a check, a refund, an inventory booking. With professional fulfillment, this process is automated: the return package arrives at the fulfillment partner, gets inspected, and your inventory is automatically updated.
How fulfillment simplifies your return process
This is where many small webshop owners notice the difference. If you handle your own fulfillment, every return means: a package delivered to your home, unpacking, inspecting, re-booking, refunding. That easily takes 15 to 30 minutes per return.
With professional fulfillment — like through WeUniteBrands — the return package goes directly to the fulfillment partner's warehouse. They process the return, update the inventory, and you see it in your dashboard. The only action left for you: approving the refund.
Returns as an opportunity
A smooth return process isn't a cost — it's an investment in customer trust. Customers who have a good return experience order again more often. They leave positive reviews. They recommend you.
The secret isn't to prevent returns, but to handle them as smartly and efficiently as possible. With the right policy and the right partners, a return isn't a problem but a moment where you show how professional you are.
Want to know how WeUniteBrands can help you with an efficient return process? Get in touch — we're happy to look at the best approach for your webshop.