By Helen Scurfield, CEO Global Returns, Asendia
The e-commerce returns landscape is undergoing a significant transformation. As retailers face mounting pressure to balance customer satisfaction with operational efficiency and sustainability goals, a new approach has been gaining traction amongst retail giants in the likes of Amazon, Walmart, and Shein: returnless returns.
Our recent Beyond Borders 2025 survey of 1,000 global retailers reveals that 33% are already offering returnless returns – where shoppers receive refunds without sending items back – and another 28% plan to adopt this model within two years. This shift is driven by a perfect storm of rising logistics costs, sustainability pressures, and evolving customer expectations.
But as someone who has spent two decades immersed in the world of cross-border logistics, I can tell you that returnless returns aren’t a silver bullet. They’re one valuable tool in what must be a much more sophisticated returns strategy.
The true cost equation
When implemented strategically, returnless returns can deliver significant benefits. For low-value items, the cost of processing a return often exceeds the product’s worth. By eliminating reverse logistics for these items, retailers can reduce operational costs while delivering a frictionless customer experience.
The sustainability angle presents a complex trade-off. With 41% of businesses feeling pressure to reduce emissions according to our research, eliminating unnecessary transportation can certainly help reduce carbon footprints – indeed, 33% of retailers are already consolidating shipments to improve their sustainability credentials.
However, I’ve observed that this approach shifts the disposal burden to consumers, who may lack appropriate recycling options or simply discard unwanted items into landfill. The true environmental benefit depends on responsible end-of-life product management, not just reduced transport emissions.
Beyond environmental considerations, returnless returns come with other substantial risks. Fraud is perhaps the most obvious concern. I’ve worked with fashion retailers (52% of whom have been affected by tariffs), homewares brands (55%), and electronics companies (51%) who’ve all experienced policy exploitation. There’s also the potential for damaged brand perception if customers begin to expect returnless refunds as standard; a slippery slope I’ve watched several retailers slide down.
Building a smarter returns ecosystem
In my experience, the most successful retailers are those viewing returns not as a singular process but as an ecosystem requiring multiple solutions working in harmony. Our research shows that 30% of retailers handle returns in-house, 29% use third-party services, and 24% have established local return centres – demonstrating there’s no one-size-fits-all approach.
For cross-border commerce, this complexity multiplies exponentially. Different regions have markedly different preferences: European retailers prefer centralised returns processing (37%), while in Asia, third-party returns management is more common. Nearly one in five global retailers (16%) still refuse returns on international orders entirely – a strategy that’s increasingly untenable as consumer expectations rise.
The key is flexibility. I advise retailers to develop returns strategies that adapt to product category (expensive, bulky, or easily resellable?), customer segment (first-time buyer or loyal customer?), geographic location (what are the logistical realities?), and environmental impact (what’s the carbon footprint of different options?). This nuanced approach transforms returns from a necessary evil into a strategic advantage.
Data: the foundation of returns innovation
Perhaps the most overlooked aspect of returns management – and one I’m particularly passionate about – is the wealth of data it generates. Every return tells a story about product quality, description accuracy, customer expectations, or user experience. This intelligence is invaluable for reducing future returns at source.
I’ve seen advanced returns platforms transform retailers’ understanding of their business, offering unprecedented visibility into returns patterns and enabling them to identify problematic products, improve descriptions, or adjust sizing guides. This proactive approach addresses the root causes of returns rather than just managing symptoms – something I’ve advocated for throughout my career.
The future of returns
As we look ahead, I believe the most successful retailers will be those who view returns not as a cost centre but as a strategic opportunity. This means implementing flexible policies that include returnless options where appropriate; creating localised return experiences that meet regional expectations; leveraging returns data to drive continuous improvement; and balancing customer experience with operational efficiency and sustainability.
While I suspect returnless returns will continue to grow in popularity, they represent just one component of what must be a comprehensive, data-driven approach to returns management. The retailers who thrive will be those who master this complexity, turning what was once seen as a pure cost into a source of competitive advantage.
In an era where 72% of retailers are confident about expanding their international e-commerce despite challenges, getting returns right isn’t just about operational efficiency, it’s about unlocking global growth potential. And that’s something worth returning to again and again.
Helen Scurfield is CEO Global Returns at Asendia
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