The Zeta generation already returns half of the clothes you buy online. And that is a serious problem
Returns in electronic commerce are still increasing, and a new Rever analysis, a platform specialized in returning management, reveals that generation Z leads this phenomenon. According to the data collected during 2024, almost half (44.6%) of purchases made by this group end up in return, a significantly higher percentage than other generations.
It is followed by millennials, with a return rate of 36%, while the baby boomers and generation X record lower percentages, with 24%and 21%, respectively.
Fashion, the sector most affected by returns
According to the study data, The fashion sector is the most impacted by returns in ecommerce. In total, 38%of clothing purchases end up being returned, followed by shoes (27%) and accessories (24%).
Generational differences are also evident in this category:
Gene generation: practically half (49%) of turned clothes, 38% in shoes and accessories
Millennials: 39% in clothing, 33% in shoes and 27% in accessories.
X Generation: 35% in clothing, 19% in shoes and 11% in accessories.
Baby Boomers: 31% in clothing, 17% in shoes and just 6% in accessories.
These data show that younger generations are the ones that most return products, which represents a challenge for brands and forces to optimize reverse logistics.
As he points out Oriol Hernàndez I Fajulaco -founder of Rever, “these data show how new generations, especially in generation Z and millennials, are the ones who return more products compared to previous generations. This trend underlines the need to adapt the purchase and return strategies to improve consumer experience according to your needs and consumption habits. ”
Bracketing, a scourge in eCommerce
At the time we talk to you about bracketinga trend that consumes that consumers buy several versions of the same product, either in different sizes, colors or styles, to try them at home and then return those that do not convenient them. This behavior has been driven by the ease of flexible and free return policies, as well as the difficulty of hitting the right size when buying online.
While this practice improves the customer experience and reduces uncertainty when buying without trying clothes, it also involves a great challenge for ecommerce and has A strong environmental impact. Each return implies additional transport, which generates higher CO₂ emissions and an increase in logistics costs for companies. In addition, not all returned products can be sold again, either due to wear, reconditioning costs or simple inefficiencies in the supply chain, which contributes to the waste of resources.
To address this problem, many brands are implementing solutions such as virtual testersmore precise sizes guides and artificial intelligence -based technologies, which help customers make more successful decisions before buying. More sustainable models are also being explored, such as the rental of clothing or repurchase systems, which seek to reduce the need for returns and promote more responsible consumption.
Returns and the sustainability paradox
Data on the high percentage of returns in ecommerce, especially among generation Z, collide their alleged concern for sustainability. This group of consumers has been identified in numerous studies as the most committed to responsible consumption and environmental impact. However, the ease of returning products in online purchases generates an obvious contradiction. It seems clear that easy access to free and fast returns encourages a culture of impulsive purchasein which comfort on real sustainability is prioritized.
This is especially significant in a framework such as the sale of fashion, one of the most pollutants, and in which in the last year a tendency towards Fast Fashion has been accentuated, the fashion of using and throwing, with cases of remarkable impact on the sector as Shein or Temu.
Although bracketing seems to have consolidated as a purchasing habit in the digital age, it is essential to find a balance between consumer comfort and the sustainability of electronic commerce. Brands that reduce the dependence of this practice without compromising the user experience will have A competitive advantage in an increasingly demanding market.
Image: Flux Schnell
