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More than half of consumers consider returning online purchases before completing payment

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Some 54 % of shoppers think about returning an item before they have completed the purchase and many more would be persuaded to buy form both domestic and international retailers if there was a clear returns policy on show.

So finds The Returns Guide, a new piece of research from B2C Europe, a company that specialises in cross-border ecommerce distribution, which goes on to find that 27% of consumers will not purchase from a foreign online store if the cost of returns is high and that 23% will not purchase an item from an international website if the returns policy is unclear. 36% of European shoppers would be more likely to shop on international websites if there was certainty about the returns policies.

The Returns Guide uses the research results to help understand consumers needs when shopping online. It offers comprehensive solutions to increase customer satisfaction in order to reduce the likelihood of returns. This includes allowing customers to write reviews on products, implementing online sizing solutions and making improvements within the warehouse operations.

Sometimes returns are unavoidable, therefore the guide also includes ways that retailers can make the process smoother for consumers; and so increase customer retention rates.

“Understanding consumer preferences during their ecommerce journey is what will make or break your business. But when it comes to returns, we think a lot of retailers forget to include this as part of the journey,” says Rick Kirk, sales director at B2C Europe.

“This guide offers useful and informative information to help retailers understand customer preferences in terms of returns, and provides achievable solutions on how to satisfy their requirements.”

The survey was completed by 2,442 people across the UK, France, Spain, Italy, Belgium, Switzerland, The Netherlands and Germany. The research was conducted by Bluebeez.

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