Online returns in Europe

By Ecommerce News - last updated on July 23, 2026.

Every online seller will need to deal with returns. Customers have the right to cancel and return their order within 14 days. Returns need to be processed, and your inventory needs to be updated after receiving the return. Luckily, there are tools that can help you with this.

Return rates in Europe

Consumers in Europe have a right to change their mind about their online purchase, even after using it to try it out, within 14 days. According to recent research, around 18 to 22 percent of online orders were returned between 2025 and 2026 in Europe. The global average is 17 to 18 percent, which means that the return rate in Europe is higher than the global average. Some countries are even in the 25 to 40 percent range.

Germany, for example, has a return rate of 30 to 35 percent across all categories. When looking at fashion only, it is 44 percent. In other countries, fashion is often also the category with the highest return rates. As many customers order items in several sizes or colors, to try out, it is not surprising that a large amount of these items get returned.

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Measures to discourage returns

On many large platforms, returning products used to be free. As a result, customers got used to ordering a high amount of items while expecting to return most of them after trying them out at home. Since then, many online stores have imposed return fees to curb the high return rates.

Asos, for example, has imposed return fees only for customers who tend to return a significant share of their orders. Both these measures can stimulate customers to be more conscious about their order, and make them less inclined to return a large portion of it.

Preventing returns

However, the best way to reduce returns is preventing them. This can be done before a customer has even placed an order. The better informed a visitor is about your product, the less likely a return is. Because of that, there are several things that you can implement in your online store to prevent returns.

Steps to take before a product is sold

One of the most important steps in preventing returns is including a detailed product description in your online store. Think of the materials that it is made of, the sizing, color, but also a description of what the product can be used for and in which settings. For example, if you are selling a dress, customers will want to know whether it is an evening gown or suited for casual wear. Including that in the description can prevent unpleasant surprises.

Adding 3D-visualizations of your products can help in preventing returns

Including detailed product photos can also prevent returns. Include clear pictures and close-ups, which can give customers a better idea of the material of the product. Many online stores now also have 3D-visualizations of their products. Customers can then look at it from many angles, and get a better idea of the product size.

Another option is including a ‘lifestyle’ photo, which shows customers how a product can be used, or what it will look like in a setting at home or outside, for example. This can give customers an indication of whether or not a product fits with their style, of with the usage they intended.

Additionally, including information about when a customer can expect the product to be delivered, before they buy it, can also prevent returns. Think of a customer who buys an item that they need in two days. If the product arrives a week later, the customer is likely to return it if they have no need for it anymore.

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Steps you can take in the process after selling

There is another measure that prevents returns, which has less to do with your products. For example, as mentioned before, consumers in Europe have a right to a cooling-off period of 14 days after receiving their online order. During this time, they can try out the product and still return it. According to studies, return rates get lower if you give customers a longer period, like 30 or even 60 days. Often, if given a longer time, customers decide to keep the product anyway.

Another measure that can prevent returns is investing in the right packaging materials. This will prevent your product from getting damaged during the delivery process. And in turn, that can prevent the product from getting returned.

Giving your customers more time to consider whether they want to keep a product, results in less returns

Processing returns

Of course, not all returns can be prevented. Online stores will need to process some of them. This means that returned items need to be inspected, in order to see whether or not they can be resold. If so, they will need to be stored somewhere and stock levels will need to be adjusted. Retailers often choose to resell these items for a lower price, which means an additional step.

Processing returns can quickly become a time-consuming task, especially when the amounts of returns are high. It also takes up space, as most sellers need to set aside part of their warehouse for receiving and inspecting returns. In addition to the revenue loss from the returned order, this also means that sellers miss out on revenue because they have less space for products that have not been sold yet.

Outsourcing returns

Some online sellers make arrangements with their suppliers or manufacturers for their returns. Customers then return the product to the supplier, who takes care of the inspection and repurposing of the item. This can save the seller time, space and costs.

When sellers use a fulfillment company, they usually also outsource their returns to this party. A fulfillment business will handle the order picking, packing, shipping and returns. If you are selling internationally, outsourcing to a fulfillment company will save you from a lot of operational hassle. If a French customer returns something, while your online store is based in Germany, the return will be processed by the local French warehouse from your fulfillment provider, instead of it getting sent back all the way to Germany.