Free returns policies, once a standard feature of UK ecommerce, are increasingly coming under strain as retailers grapple with rising operational costs, evolving customer behaviour and logistics pressures.
Retail research shows that unlimited free returns may no longer be sustainable in their current form, prompting brands to trial fair use limits and other changes aimed at protecting margins while retaining broad customer appeal.
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Rising cost pressures and changing shopper behaviour
Online retailers have long relied on free returns to drive sales and boost customer confidence.
According to recent research, a majority of UK shoppers continue to view free returns as an important part of their purchase decision, with around 69 per cent saying such policies should always be available and 62 per cent reporting that return options influence where they shop.
However, the cost of processing returns is growing. Rising shipping and reverse logistics expenses, alongside behaviours such as “wardrobing” — where customers order items, wear them briefly and return them — have accentuated the financial burden on retailers.
Nearly one in three UK shoppers admit to this practice, with higher rates among younger consumers.
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By GlobalDataHow UK retailers are testing limits on free returns
Some UK retailers have begun to redefine free returns rather than eliminate them outright.
For example, a fair use policy trial introduced by a major fashion brand limits free returns to customers who keep a defined share of purchases; those returning more than 70 per cent of items may be charged a fee per return and additional restocking charges if thresholds are exceeded. Shoppers can track their return rates via retailer apps, increasing transparency.
Early survey data suggests that most respondents view this targeted approach as fair, although a small share say they might reduce their shopping with the retailer.
This approach reflects a broader UK retail returns strategy that seeks to balance customer expectations with necessary cost recovery.
By addressing outlier behaviours rather than penalising the majority of shoppers, brands hope to maintain the attraction of free returns while curbing extreme use that drives costs.
Communication and future direction for returns policies
Research indicates that how retailers communicate changes to returns policies may be critical. Most UK consumers are open to limits on free returns if they understand that these measures are designed to protect the majority of shoppers and ensure fairness.
Around 72 per cent of respondents agree that restrictions are acceptable when framed as protecting most customers.
Industry data also shows that a growing number of UK retailers are introducing charges or stricter rules for returns as logistics costs spiral, with many leading brands now differentiating return options by channel or imposing fees for postal returns.
Going forward, free returns in the UK may evolve from a blanket offer to a behaviour-based and sustainability-focused service, where clear thresholds, transparent policies and customer education help ensure that most shoppers retain the benefit while excessive use is managed.
These developments suggest that free returns, as previously understood, could soon be a thing of the past in UK retail.
