Returns are an unavoidable part of eCommerce. But international returns can be a particularly thorny problem for brands owing to their cost and complexity.
While you'll never eliminate returns, you can take steps to reduce their frequency and make the process less costly when they do occur. An effective international returns strategy will also build the kind of cross-border experience that keeps customers coming back. Here’s everything you need to know.
Are international returns really a big problem?
The short answer is yes — and no.
International consumers return online purchases just as often, if not more frequently, than UK shoppers. While 69% of UK consumers have returned an online purchase, return rates are significantly higher in Austria (80%), Germany (78%), India (83%) and the UAE (75%).
Some product categories have higher return rates than others. Fashion retailers operating in the DACH region see return rates of up to 50%, for example.
But there’s also evidence that international orders see fewer returns than domestic ones because the cost and complexity involved deters customers from returning goods.
That’s not a good thing, though. If true, it means customers are absorbing dissatisfaction silently rather than returning, which is equally damaging to repeat purchase rates and brand perception. In either case, cross-border brands need to keep their return rates under control.
Why do international returns occur?
Understanding what causes returns is the first step to reducing the volume. Here are the most common reasons for returns on cross-border orders:
Sizing and fit issues
A product sized for the UK market may not translate directly to EU sizing conventions. Europeans use different sizing systems for clothing and footwear, and if your product descriptions don't bridge that gap, returns are inevitable.
Products that don’t match descriptions or images
It doesn’t matter where they’re based, no online shopper can touch or try your goods before buying, unless you also sell in retail stores. So when product descriptions aren't translated into local languages and images don't accurately represent the product, unmet expectations can drive returns.
Unexpected customs charges
If you send goods using the Delivered at Place (DAP) incoterm, local customs authorities will require customers to pay a VAT or import duty bill before they release goods. There’s no obligation for customers to pay, though. If they weren’t expecting a customs bill and don’t want to pay it, they can simply refuse delivery and return the products to you.
Damaged goods
When products have further to travel, the risk of damage increases. Given that cross-border deliveries typically travel via at least three carriers, inadequate packaging can result in significant damage. If goods arrive damaged, customers have no option but to return them.
Late delivery
If seasonal items, gifts or other time-specific purchases arrive too late because of slow delivery, there’s every chance customers will return them.
How to reduce returns before the sale
Your best opportunities to reduce international returns occur before customers place an order. There are several on-site improvements you can make to more accurately set consumer expectations and decrease the chances of a return.
Localise your product descriptions and sizing guides
Don't assume UK sizing translates. Publish size guides in local measurements, along with conversion charts, so shoppers can confirm they’re buying the right size. This is particularly important for fashion and footwear retailers.
Go further by including detailed information about materials, fit and product dimensions. The more accurately you set expectations, the less frequently reality disappoints.
Invest in high-quality imagery and video
Show your products from multiple angles, in different lighting conditions and on a range of body types if possible. Lifestyle imagery that reflects the target market increases confidence, while video dramatically reduces uncertainty about size and fit.
Display the total landed cost at checkout
Unexpected charges are one of the leading causes of both cart abandonment and post-delivery disputes. Use DDP shipping so that you can calculate and collect all duties and taxes at checkout, and display an accurate price. Customers who know exactly what they'll pay are more likely to complete the purchase and less likely to dispute charges later.
Gather and display customer reviews in local languages
International shoppers love to read reviews in their local language before purchasing. Reviews from customers in the same country, who can speak to local sizing, delivery experience and product quality from a relevant perspective, are significantly more persuasive and reduce purchase uncertainty. Display these alongside English language reviews to give customers as much information as possible.
Use returns data to reduce future returns
Every return contains information about what went wrong. Retailers who analyse return reasons by SKU, market and carrier can identify patterns and rectify issues, whether it’s inaccurate product descriptions, unclear sizing guidelines or poor product imagery.
Build return reason collection into your returns process as a standard step. Over time, this data is one of the most actionable sources of insight available to an eCommerce retailer.
Manage international returns with Pro Carrier
Whether you want to reduce international returns or provide a first-class return service, Pro Carrier’s end-to-end cross-border eCommerce service can help.
Our global final-mile carrier network means customers can always choose the fastest or best delivery service in each market, reducing delivery exceptions and time-related returns. If customers still need to return a product, our branded customer returns portal provides a fully-branded, centralised experience that lets customers quickly create and send a return.
Once we collect your returns, we inspect the products and take care of folding, bagging and relabelling before returning them to you, ready for resale. Alternatively, we can hold quality-checked returns at our facilities and reship them directly when a new order comes in. For EU returns, we can even use the customs data we already hold for the outbound delivery to automatically reclaim import duties on your behalf.
Our end-to-end cross-border eCommerce solution handles the complexity of cross-border logistics, so you don't have to. Speak to an expert today to find out more.