67% of consumers say returnless refunds would make them shop again
More than half of shoppers won’t make an online purchase with a brand that doesn’t have a free returns policy, and 33 per cent are checking for such policies before they hit a “buy” button, according to research published by Ryder System Inc.
The Miami-based provider of logistics and transportation services surveyed more than 1,000 U.S. online shoppers to produce its report, Beyond Price: What’s Driving Consumer Shopping Behavior?
Ryder found 79 per cent of shoppers said a poor returns experience prevented them from shopping with a brand again. The most returned products were clothing, cited by 45 per cent, and 54 per cent said it was due to a poor fit, though 39 per cent also said the quality of the items they purchased was not what they expected.
Shipping fees were the top complaint among those who had a bad returns experience at 55 per cent. This was followed by 40 per cent who said they were only offered exchange or store credit instead of a refund. Another 33 per cent said the window of time to return an item was too small. More than a quarter didn’t like having to print their own return label.
“The retail landscape is becoming increasingly complex, but also more opportunity-rich,” Ryder said in a statement accompanying the report’s release. “Brands that succeed will balance price with customer experience, deliver seamless omnichannel fulfillment, and leverage AI and data-driven insights to meet rising expectations for personalization, visibility, and ease.”
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This is Ryder’s 12th edition of this report, and while there have been some fluctuations, consumers’ preference for returnless refunds has risen sharply from 51 per cent in 2022.
There were 12 per cent of those surveyed who said not having to return an item make them feel uncomfortable, but far more (37 per cent) said it would make them want to donate unwanted products, and the same proportion said it would make them feel a brand cared about the environment.
Even if they bought online, making returns in person can boost brands’s bottom line. Of the 86 per cent who said they’ve picked up or returned an item at a physical location, 52 per cent said they often make additional purchases.
Return policies are only one aspect of Ryder’s report that showed how perceptions around online shopping experiences are changing. For example, 76 per cent said delivery speed was more important than receiving purchases on a scheduled date, which was cited by only 24 per cent.
Surprisingly, free shipping’s role in determining a purchase dropped from 76 per cent in 2025 to 62 per cent.
This gated 53-page report also includes some obligatory data on AI’s impact on shopping decisions, the use of options like remote pickup and the use of mobile devices while shopping in stores.
