Digital Marketing Statistics & Metrics

Digital Buyers Most Returned Product Categories, 2019

E-Commerce & Retail | UK

While many retail brands have seen increased sales as a result of online shopping, a significant amount of these sales are being affected by excessive returns. When online shoppers buy goods online they have additional rights to return them. This is because their decision may be based on a brief description or a photograph so what they receive isn’t always quite what they would expect. Under the consumer contracts regulations, they are allowed to return an item if they simply changed their mind. Nowadays, free shipping and easy or free returns are increasingly expected by consumers.

Take a glance at the most returned products categories, 2019:

  • Clothing/shoes are ranked as the most returned product category by surveyed online shoppers with a rate of 56%.
  • Electronics is ranked as the second most product category returned by digital buyers with a rate of 42%.
  • Accessories, watches, and jewelry come at next as product category returned by digital shoppers with a rate of 30%.
  • Health & beauty category also listed as a product category returned by surveyed online shoppers with a rate of 22%.
The Most Returned Products Categories, 2019.

A Figure Shows The Most Returned Products Categories, 2019.


Market Research & Data Technology

GlobalWebIndex is a leading market research company headquartered in London that provides digital consumer insights across 44 countries to the world's largest brands, marketing agencies and media organizations. Maintaining a global panel of more than 22 million connected consumers which leverage to create 25,000 data points to profile internet users around the world. Providing a combination of survey and analytics data. Since launching in 2009, GlobalWebIndex has become one of the UK’s fastest-growing data technology companies.

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