ZigZag took to the streets to ask shoppers why they return purchases

It is vital for eCommerce retailers to understand why customers are returning and use that data to make smart business decisions. Knowledge is power. Finding out why shoppers are making a return improves the customer experience by identifying problem products, highlighting the need for updated sizing guides, product photos, and descriptions; reducing returns, cutting costs, and even helping uncover fraudulent returners.

So, we decided to explore the streets of London during the hustle and bustle of peak season sales to ask shoppers why they return purchases made online. We were lucky enough to catch a range of different eCommerce returners, from the high-returning Fast Fashionistas to the return cautious Eco Warriors.  

Whilst shoppers largely agreed with our survey findings that sizing issues is the biggest contributing factor for making an online return (with 56% of consumers making a return due to poor fit), there was plenty of additional interesting insight we took back to our tech development team…


We’ll be featuring more interviews with shoppers over the coming weeks and months but if you can’t wait, you can read our tips on how to build a customer-centric returns policy and explore our in-depth research into the UK eCommerce reverse logistics market by downloading our Retail Returns Study now.