幸运飞行艇官方开奖记录查询 'Serial returners' create £7bn hole for online retailers

Online retailers are being hit by a major surge in people returning orders, with the TikTok “shopping haul” phenomenon being blamed in part for a rise in so-called “serial returners” who are set to send back almost £7bn worth of items this year.

According to the Annual Returns Benchmark Report 2024, conducted by ZigZag in partnership with Retail Economics, serial returners account for 11% online shoppers that make returns, but are generating 24% of all online non-food returns.

They are projected to generate £6.6bn of online returns in 2024, as total UK returns across non-food are forecast to tip £27.3bn.

It comes amid the rise of TikTok “haul” trends, where social media users will post videos of themselves trying items on and asking their viewers which items to keep and which to return.

More than 11 million videos have been posted on the platform with the hashtag #KeepOrReturn. More than two thirds of Gen Z shoppers admit to deliberately over-ordering clothes online with a view to returning items.

Slow returners represent another key segment retailers need to focus on to reduce the impact of returns.

Slow and serial returners together account for less than a quarter of all returners (22%) but generate almost half of returns (45.5%). While serial and slow returners share similarities such as being younger consumers who shop predominantly online, serial returners make returns with deliberate intent, while slow returners are more impulsive buyers, often making returns out of buyer’s remorse.

The move has forced some fast fashion brands such as H&M, Zara, and PrettyLittleThing to introduce fees for online returns to discourage excessive returns and offset expenses. Others, including Asos, have introduced higher returns fees for individual customers and deactivated accounts altogether.

However, it is a delicate balancing act. Nearly half (49%) of online shoppers have abandoned purchases due to unfavourable return policies.
The report indicates that consumers are willing to pay £2 for returns on average, with only minor differences between the least affluent (£1.70) and the most affluent (£2.25) customers.

Additionally, although over half (55%) of online shoppers are unwilling to pay a small sum at purchase to guarantee cheaper or free returns later, serial returners are most open to paying an upfront fee for this benefit.

This insight is further supported by ZigZag’s recent research with YouGov which found that 71% of consumers would prefer to pay a flat fee for returns rather than facing higher product prices.

Retail Economics chief executive Richard Lim said: “Serial returners are quietly eroding retail profitability in ways many retailers are only just beginning to understand. The rise of opportunistic shopping behaviours, where many people intentionally buy large quantities of goods with the intention of returning most of them, is placing an unprecedented strain on retailers.

“This not only impacts the bottom line through increased operational costs but also creates significant challenges in inventory management and sustainability efforts.

“Retailers are facing thinner margins and must urgently rethink their approach to returns management by integrating advanced returns solutions and educating consumers about the implications of their returns, balancing customer satisfaction with profitability.”