a woman sitting on a couch at home opening a box of product she ordered from ecommerce store, clearly unhappy with the product and contemplating returning it

eCommerce Product Return Rate: Statistics & Charts

E-commerce return rates have steadily increased over the past three years - driven by a mix of changing consumer behavior, shifting expectations, and the complexities of buying certain products online.

  • In 2022, the return rate for e-commerce purchases was 16.5 percent. This reflected a normalization of online shopping behavior after the pandemic-driven surge in 2020 and 2021.

  • In 2023, the e-commerce return rate increased to 17.6 percent. The rise was partly influenced by a higher share of online apparel and footwear sales, which typically see more frequent returns.

  • In 2024, the estimated return rate for e-commerce orders reached approximately 20.4 percent. This growth was driven by increased bracketing behavior, more lenient return policies, and shifting consumer expectations around free and easy returns.

3D bar chart showing the rising trend of e-commerce return rates from 2022 to 2024, increasing from 16.5% to 20.4%

Amazon’s E-commerce Return Rate

Amazon, a giant in online retail, sets a benchmark for e-commerce return trends.

In 2021, the return rate for Amazon’s online purchases reached 21 percent. This high rate highlights how lenient policies and diverse product offerings - like apparel and electronics - fuel returns across the platform.

Holiday Season Impact on Returns

Holiday shopping peaks push e-commerce return rates even higher.

In 2024, holiday season returns spiked 17 percent above the annual average. This surge amplifies the year’s 20.4 percent e-commerce rate, reflecting heightened bracketing and gift-related returns.

E-Commerce Product Return Rates by Category

Return rates for e-commerce purchases vary widely by product category, reflecting differences in how consumers shop, try, and evaluate products online.

High return rates often signal complex sizing, technical compatibility, or subjective preferences - while lower rates tend to indicate clearer expectations or less room for buyer error.

Bar chart showing e-commerce return rates by product category in 2024, with auto parts highest at 19.4% and beauty lowest at 4.3%

  • Apparel: The return rate stood at 12.2 percent. Clothing tends to have higher return volumes due to issues with fit, sizing, and personal style preferences.

  • Footwear: The return rate was 9.1 percent. Shoes are frequently returned when sizing runs inconsistent or comfort expectations aren't met.

  • Auto Parts: The return rate reached 19.4 percent, among the highest of any category. This reflects the complexity of matching parts to specific makes, models, and years.

  • Beauty: The return rate dropped to 4.3 percent, one of the lowest across categories. Beauty products tend to have clearer expectations and fewer fit-related issues.

  • Home Improvement: The return rate hit 11.5 percent. DIY purchases made online often result in changes of plan, incorrect measurements, or buyer’s remorse.

Category Spotlight: Apparel Returns

Apparel remains a top driver of e-commerce returns, fueled by fit challenges and consumer habits. In 2023, the return rate for online apparel purchases in the U.S. hit 24.4 percent.

This high rate underscores why clothing sales push e-commerce returns above in-store averages, like the 10 percent brick-and-mortar rate. Bracketing - where shoppers order multiple sizes or styles - plays a big role, with 51 percent of Gen Z engaging in this practice for apparel in 2024.

E-commerce Return Fraud Trends

Fraud and abuse in e-commerce returns have surged in recent years, contributing to rising return rates and operational challenges for retailers.

  • In 2022, the fraud rate for e-commerce returns reached 10.7 percent, highlighting a growing issue with deceptive and abusive return practices.

  • In 2023, nearly 49.7 percent of e-commerce returns were handled through in-store drop-offs (Buy Online, Return In Store, or BORIS). These returns exhibited fraud rates 48 percent higher than other return methods.

  • In 2024, bracketing behavior intensified fraud concerns, with 51 percent of Gen Z shoppers admitting to buying multiple apparel or footwear items online with the intent to return some. This behavior affected 25 percent of all e-commerce transactions, and 73 percent of retailers reported a noticeable increase in bracketing over the past year.

Consumer Behavior Driving Returns

Consumer habits play a big role in pushing e-commerce return rates higher, especially among younger shoppers.

  • In 2024, bracketing became a key driver, with 51 percent of Gen Z shoppers buying multiple apparel or footwear items online to return some later. This trend reflects a try-before-you-buy approach unique to e-commerce.

  • In contrast, Gen X shoppers bracketed at 36 percent. Their lower rate suggests less reliance on this practice as online shopping matures.

  • Among Baby Boomers, the bracketing rate dropped to 24 percent. Older consumers tend to make more deliberate online purchases, reducing return frequency.

Sources



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