In 2024, nearly one in ten consumers abandoned an online purchase because the store lacked a clear returns and complaints policy. Another 8% said they avoided shopping with a retailer that did not offer free returns. The data show just how important this issue is for customers – and why retailers need to approach it from more than just a legal perspective. Experts from INEOGroup explain why returns should be seen as a core element of retail strategy and how businesses can prepare for them logistically.
Returns matter across all sales channels
Under current regulations, customers can return products purchased online within 14 days without giving a reason. These rules do not apply to brick-and-mortar stores, where the option to return goods outside of a complaint depends on company policy. Yet research shows that, regardless of the sales channel, shoppers expect favorable delivery and return conditions. According to the Polish Chamber of Digital Economy’s 2024 report, 10% of in-store shoppers, 13% of marketplace users, and 13% of online customers factor return policies into their choice of retailer.
As Michał Miśniakiewicz, Chief Technology Officer at INEO, points out, unattractive return conditions can easily send potential customers elsewhere.
“A return policy can be a decisive competitive advantage. Online retailers, for example, may choose to offer a longer no-questions-asked return period, while brick-and-mortar stores can introduce such an option even though they are not legally required to do so. For consumers, it sends a clear signal: we are confident in the quality of our products and committed to your satisfaction. It’s worth meeting customer needs rather than leaving them with the feeling that they’ve wasted their money because the product didn’t meet expectations or turned out unnecessary. Of course, certain conditions must be set to avoid financial losses. The iXpos system is designed to handle a variety of return scenarios – from partial returns made at a different point of sale to items purchased on promotion. In the latter case, the system automatically applies the discount and adjusts the refund according to the original purchase terms,” says Michał Miśniakiewicz, CTO of INEO.
How do consumers want to return products?
Research shows that return policies for online purchases can actively motivate consumers, influencing their choice of retailer. Shoppers pay particular attention to free return options: by parcel locker (41%), in-store (40%), via courier (38%), or at a partner pick-up point (32%). For 28% of customers, the ability to return goods within a period longer than the standard 14 days is also important.
Beyond cost and convenience, sustainability is playing an increasingly significant role, as highlighted in the E-commerce in Poland 2024 report. For 41% of consumers, the environmental impact of deliveries and returns is either very important or important, while one in five respondents say it does not matter to them. Customers most often point to eco-friendly packaging (66%), reusable packaging (50%), and reducing the carbon footprint (34%) as factors they value.
According to Tomasz Kondej, Head of Project Delivery at INEO, retailers need to consider not only the role of returns in their business strategy but also the logistical challenges of handling them.
“Depending on the options offered by the store, customers may choose different return methods – which raises the question of how to manage such processes effectively. The key lies in the functionality of the store’s IT system. With iXpos, returns can be handled flexibly depending on the situation. If a customer wants to exchange an item – for example, swapping a T-shirt for a different color – the seller can use the ‘Exchange Goods’ function. For a full return with a refund, it’s enough to locate the transaction in the system using the sales document and select ‘Return.’ These processes can even be completed without a receipt: the return can be registered manually once the purchase is verified, for example based on the customer’s purchase history,” explains Tomasz Kondej of INEO.
Consumers value flexibility in returns
According to the Polish Chamber of Digital Economy, shoppers increasingly expect retailers to adopt a flexible approach to returns. Nearly 30% of consumers say the biggest advantage of multichannel shopping is the ability to exchange, return, or file a complaint about an online purchase at a physical store. For the first time since 2018, this aspect has overtaken all others as the key benefit of omnichannel retail in the eyes of customers – ranking even higher than the ability to see products in person, place orders, or choose flexible delivery options.
As Anna Krajewska, Head of Business Analysis at INEO, explains, convenience in both shopping and returns is crucial for consumers, and their habits in this area will continue to evolve.
“Retail experts usually focus on consumer behaviors related to purchasing, but returns are just as important – especially with the growing popularity of multichannel sales. That’s why we integrated iXpos with e-commerce and m-commerce technologies, helping retailers put their omnichannel strategies into practice. The system provides access to both online and in-store transactions, so it’s no problem if a customer places an order online and then wants to return or partially return it in a physical store. They can also return products at any point of sale, regardless of where the purchase was made,” Krajewska says.
Returns have been, are, and will remain a part of shopping. Paradoxically, this process is not only a challenge for retailers but also an opportunity to build trust with customers. For businesses that have yet to implement an omnichannel strategy, flexible return policies can be a powerful incentive – in fact, 29% of consumers say they shop online more often specifically because of better return conditions.
