Gitnux/Report 2026

Ecommerce Returns Statistics

US ecommerce returns reached 24.4% in 2023, up from 20.8% in 2021, and retailers paid $743 billion to absorb the fallout. See how free returns expectations, fit and size problems, and smarter tools like AI sizing can swing return rates by double digits and reshape costs fast.
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July 5, 2026Updated
Ecommerce Returns Statistics
Elif DemirciWritten by Elif Demirci·Edited by Katherine Brennan·Fact-checked by Jonathan Hale
Published ·Updated
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In the US, the average ecommerce return rate climbed to 24.4% in 2023, up from 20.8% in 2021, even as shoppers increasingly expect frictionless policies. Between free returns shaping cart behavior and fit issues still driving a large share of fashion returns, the economics behind each package are getting harder to ignore. Let’s break down the stats that retailers are using to cut costs, improve sizing accuracy, and rethink reverse logistics before returns escalate further.

Key Takeaways

  • 67% of consumers expect free returns in ecommerce 2023 survey
  • 54% of shoppers abandon carts if no free returns offered 2022
  • Millennials return 24% of purchases vs 10% Boomers 2023 data
  • US ecommerce returns cost retailers $743 billion in 2023
  • Apparel returns alone cost US ecommerce $33 billion annually in 2022
  • Average cost per ecommerce return to process is $17 in 2023
  • AI-powered size recommendation reduces returns by 40% 2023 pilots
  • Free returns increased adoption by 90% among top retailers 2022
  • Resale platforms for returns grew 25% YoY 2023
  • In 2022, 30% of online apparel purchases were returned primarily due to fit issues
  • 24% of ecommerce returns in fashion were cited as 'didn't like it' in 2023 US survey
  • Wrong size accounted for 35% of all online clothing returns globally in 2022
  • In 2023, the average ecommerce return rate in the US reached 24.4%, up from 20.8% in 2021
  • Globally, ecommerce fashion returns averaged 24.4% in 2022, compared to 8.9% for physical retail
  • Amazon's return rate for apparel was approximately 40% in 2022, significantly higher than electronics at 5%

Free, easy returns strongly influence shoppers, while high return rates drive major US and apparel costs.

Related reading

01 · Category

Consumer Behavior25 stats

01
67% of consumers expect free returns in ecommerce 2023 survey
02
54% of shoppers abandon carts if no free returns offered 2022
03
Millennials return 24% of purchases vs 10% Boomers 2023 data
04
82% prefer brands with easy return policies 2022 global survey
05
Mobile shoppers return 15% more than desktop 2023
06
41% use buy-online-return-in-store (BORIS) option 2022
07
Women return clothing 20% more frequently than men 2023
08
70% check return policy before purchase 2022 US
09
Gen Z expects 30-day returns standard, 65% won't buy otherwise 2023
10
55% keep items if returns too hassle 2022 survey
11
Impulse buyers return 28% of purchases 2023 data
12
76% influenced by free shipping/returns in decision 2022
13
International shoppers return 18% higher rate 2023
14
62% use returns to try multiple sizes/colors 2022 fashion
15
Loyal customers return 12% less than new ones 2023
16
49% delay returns due to environmental guilt 2022 survey
17
Parents return kids' items 25% more post-purchase 2023
18
71% prefer self-service return portals 2022
19
Frequent online shoppers (weekly) return 22% avg 2023
20
58% influenced by social proof on return ease 2022
21
Elderly consumers return 8% rate, prefer in-store 2023
22
Subscription box returns average 15% cancellation returns 2022
23
64% use returns for 'wardrobing' occasionally 2023 admit
24
Eco-conscious buyers return 10% less 2022 data
25
Holiday shoppers return 30% gifts received 2023
Interpretation

Consumer Behavior Interpretation

For Consumer Behavior, free and easy returns are shaping shopping decisions, with 67% of consumers expecting free returns and 54% abandoning carts when none are offered, while Millennials also drive higher return rates at 24% compared with 10% for Boomers.

02 · Category

Financial Impact24 stats

01
US ecommerce returns cost retailers $743 billion in 2023
02
Apparel returns alone cost US ecommerce $33 billion annually in 2022
03
Average cost per ecommerce return to process is $17 in 2023
04
Reverse logistics costs represent 60% of total return expenses for retailers 2022
05
Lost inventory value from returns hit $101 billion in US fashion 2023
06
Ecommerce returns reduce profit margins by 20-30% for high-return categories 2022
07
UK online returns cost £7 billion in unpaid return shipping 2023
08
Fraudulent returns cost ecommerce $48 billion globally in 2022
09
Processing one return costs retailers 15-20% of product value 2023
10
Furniture returns cost US industry $10 billion yearly 2022
11
Beauty returns lead to $5.2 billion losses in North America 2023
12
Electronics returns cost $8.7 billion in restocking fees 2022
13
Holiday returns cost retailers $90 billion post-2022 season
14
Average resale value after return is 65% of original price 2023
15
Labor costs for returns processing average $10 per item 2022
16
Shipping returns unpaid by customers costs $20 billion yearly US 2023
17
Wardrobing fraud costs fashion $2.9 billion annually 2022
18
Liquidation of returned goods loses 35% value on average 2023
19
Small businesses lose 18% revenue to returns costs 2022
20
EU ecommerce returns cost €20 billion in logistics 2023
21
Toys returns post-holiday cost $4 billion US 2022
22
Pet products returns financial hit $1.5 billion 2023
23
Jewelry returns cost luxury brands $3 billion yearly 2022
24
Home improvement returns $6.8 billion losses 2023
Interpretation

Financial Impact Interpretation

From a Financial Impact perspective, ecommerce returns are a massive hit, with US retailers losing $743 billion in 2023 and returns cutting profit margins by 20 to 30 percent in high return categories.

More related reading

04 · Category

Reasons For Returns26 stats

01
In 2022, 30% of online apparel purchases were returned primarily due to fit issues
02
24% of ecommerce returns in fashion were cited as 'didn't like it' in 2023 US survey
03
Wrong size accounted for 35% of all online clothing returns globally in 2022
04
Color not matching expectations caused 18% of beauty product returns in 2023
05
Defective or damaged items represented 15% of ecommerce returns in US 2022
06
Ordered wrong item led to 12% of returns across categories in 2023
07
Poor quality materials caused 22% of home goods returns online 2022
08
Sizing charts inaccurate for 28% of footwear returns in EU 2023
09
Late delivery prompted 8% of returns in 2022 surveys
10
Product not as described was reason for 20% of electronics returns 2023
11
Allergies or sensitivities caused 10% of beauty and personal care returns 2022
12
Fit issues dominated 40% of athletic wear returns globally 2023
13
Changed mind accounted for 25% of toy returns post-holiday 2022
14
Assembly difficulties led to 16% furniture returns online 2023
15
Scent mismatch for 14% of fragrance ecommerce returns 2022
16
Texture issues caused 11% of skincare returns in 2023
17
Weight or size wrong for 19% pet product returns 2022
18
Duplicate orders resulted in 9% returns US ecommerce 2023
19
Gift returns due to unwanted item 21% holiday 2022
20
Fabric feel disappointing for 23% apparel returns 2023
21
Package damaged in transit 13% all categories 2022
22
Style not flattering 27% fashion returns EU 2023
23
Functionality failure 17% electronics 2022
24
Baby product safety concerns 15% returns 2023
25
Garden tool malfunction 12% outdoor returns 2022
26
Jewelry sizing wrong 26% luxury returns 2023
Interpretation

Reasons For Returns Interpretation

Across the Reasons For Returns category, sizing and preference problems dominate, with fit issues driving 30% of apparel returns in 2022 and wrong size making up 35% of online clothing returns globally that same year.

05 · Category

Return Rates29 stats

01
In 2023, the average ecommerce return rate in the US reached 24.4%, up from 20.8% in 2021
02
Globally, ecommerce fashion returns averaged 24.4% in 2022, compared to 8.9% for physical retail
03
Amazon's return rate for apparel was approximately 40% in 2022, significantly higher than electronics at 5%
04
UK online returns rate hit 27.4% during 2022 holiday season
05
In 2023, beauty product returns in ecommerce averaged 12%, driven by color mismatches
06
Ecommerce returns in Europe averaged 25% in 2022, with Germany at 30%
07
US apparel ecommerce return rate was 30% in 2023
08
Footwear returns in online sales reached 28% globally in 2022
09
Home goods ecommerce returns averaged 15% in 2023 US market
10
Electronics online returns were 9% in 2022, lower than fashion
11
During Black Friday 2022, US ecommerce returns peaked at 26.6%
12
Australian online retail returns averaged 22% in 2023
13
Luxury fashion ecommerce returns hit 35% in 2022 due to fit issues
14
Grocery ecommerce returns were under 2% in 2023
15
Toys and games online returns averaged 18% post-holidays 2022
16
Furniture ecommerce returns reached 25% in US 2023 due to size mismatches
17
Sportswear online returns were 32% in 2022 EU market
18
Jewelry ecommerce returns averaged 10% in 2023
19
Books and media returns were 5% in online sales 2022
20
Accessories like bags averaged 20% returns in fashion ecommerce 2023
21
Health and beauty ecommerce returns hit 14% in 2022 UK
22
Automotive parts online returns were 12% in US 2023
23
Pet supplies ecommerce returns averaged 11% in 2022
24
Office supplies online returns were 7% globally 2023
25
Baby products returns reached 22% in ecommerce 2022
26
Garden and outdoor goods averaged 19% returns online US 2023
27
Handbags in luxury ecommerce had 28% return rate 2022
28
Watches online returns were 8% in 2023 market
29
Sunglasses ecommerce returns averaged 25% due to fit 2022
Interpretation

Return Rates Interpretation

For the Return Rates category, the data shows ecommerce returns are climbing and staying high, with the US average rising to 24.4% in 2023 from 20.8% in 2021 while fashion alone sits at about 24.4% globally in 2022, far above physical retail at 8.9%.
report visual · Key figures

Ecommerce return rates are climbing

The average US ecommerce return rate increased from 2021 to 2023, highlighting a growing returns challenge for retailers.

24.4%
In 2023, the average ecommerce return rate in the US reached 24.4%, up from 20.8% in 2021
67%
67% of consumers expect free returns in ecommerce 2023 survey
54%
54% of shoppers abandon carts if no free returns offered 2022
Reference

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Elif Demirci. (2026, February 13). Ecommerce Returns Statistics. Gitnux. https://gitnux.org/ecommerce-returns-statistics
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Elif Demirci. "Ecommerce Returns Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/ecommerce-returns-statistics.
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Elif Demirci. 2026. "Ecommerce Returns Statistics." Gitnux. https://gitnux.org/ecommerce-returns-statistics.

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