ZigZag

Online returns remains one of the most complex and costly challenges in fashion retail. For customers, the ease of returning an item can make or break a purchasing decision. For retailers, returns continue to exert pressure on profitability, supply chains, and long-term loyalty.

In 2025, expectations have escalated. Shoppers want clarity, convenience, and speed, yet many retailers are introducing friction like fees and stricter policies to attempt to offset escalating costs. Balancing cost efficiency with customer experience has become one of the defining challenges of the sector.

To bring clarity to this complex issue, ZigZag analysed the returns processes of 100 of the world’s largest clothing and footwear retailers. Each retailer was assessed using six key pillars of returns excellence: ease, cost, choice, communication, speed, and sustainability, with the pillars and scores weighted according to what consumers said was most important to them. This was further supported by a consumer survey, exploring attitudes, expectations, and tolerance thresholds.

The findings reveal a market in transition. Return rates are moderating, fees are reshaping behaviour, and leaders are setting new standards with printer-less, low-friction journeys. Yet many retailers appear to be falling short in transparency, speed, and choice that erode trust and loyalty.