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By David García Toledo
In Spain, 46% of e-commerce buyers say they have made at least one return in the last 12 months, a figure that puts us ahead of countries such as France or Mexico, but certainly far behind countries such as India, China and Germany, which lead this practice. However, these figures are still quite high.
It is no secret that issues such as returns in e-commerce are a concern for companies. Although it is essential to make things easy for the digital customer, it is no less true that they have increased in recent times . This entails a great expense of time and money at the logistics level for brands, many of which lose between 2% and 4% of their turnover in returns. For this reason, some choose to charge a fee for returning products to customers. But is this the solution?
In this article we present some of the most important keys to effectively manage returns in your e-commerce so that both parties (customer and brand) can be satisfied.
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Returns in e-commerce: how to manage them effectively and not be a drama-1
Importance of a clear returns policy
Contrary to what many people think, the phrase “if you are not satisfied, we will give you your money back” is nothing more than an advertising claim. The law does not say anything about it. Therefore, no physical establishment is obliged to accept returns or exchanges of its products simply because the customer is no longer satisfied with them. Despite this, many brands choose to have a more consumer-friendly policy, integrating these types of practices, but the only thing that physical stores are really obliged to do is to make a return when the product is damaged.
With e-commerce returns, the situation changes, since legally and as a general rule, the customer has a 14-day withdrawal period to return the product at no additional cost and without having to specify the reason. Based on this, it is important that both this and other return policies established by the company are communicated to consumers on the website . This can be on a specific page dedicated to this and/or on the product page itself.
The reason is quite simple: on the one hand, this will generate more confidence in consumers who have doubts and will encourage them to make the purchase, and on the other hand, it will discourage interested buyers who tend to return products without justification. In other words, it will increase your chances of conversion and reduce the possible return costs that may arise. In fact, according to a report by Reveni, 93.88% of respondents say they would not make a purchase if the return policies are complicated or non-existent.
When implementing this return policy section on your website, it is important that you apply the current regulations and make clear to the consumer aspects such as: the return period, the conditions under which it will be accepted, how the process will be, what the cost will be and whether it will be a refund or an exchange.