Top 5 Reasons Customers Return Products (and How to Prevent Them)

Introduction

Returns are a normal part of eCommerce—but too many returns can hurt your bottom line. According to ReadyCloud, over 60% of returns happen due to size issues. Add in damaged goods, misleading descriptions, buyer’s remorse, and the popular “bracketing” trend, and you’ve got a real challenge on your hands.

At Backsy, we help merchants not only manage returns, but also understand them. Because the better you understand why customers are returning products, the better you can prevent them in the first place.

Here are the top 5 reasons customers return items—and some smart, practical tips to keep your return rates low without sacrificing customer satisfaction.

1. Size Doesn’t Fit (The Big One – 60%)

Why it happens:
Most online customers can’t try products before buying. And when sizing runs small or large—or if there’s no proper size guide—they guess. Guesswork leads to returns.

How to prevent it:

• Offer accurate and detailed size charts, ideally with body measurements and international size conversions.
• Add real-life photos or even videos showing models of various sizes.
• Show a “fit predictor” or “This fits true to size” label based on past buyer feedback.
• Include customer reviews that mention body type and size experience.

Backsy Tip: Use our analytics to track high-return SKUs by size. Spot the patterns early.

2. Item Was Damaged or Defective

Why it happens:
Sometimes the product leaves your warehouse in perfect shape—but arrives damaged. Or worse, it was already defective.

How to prevent it:

• Do final quality checks before packing.
• Use protective packaging, especially for fragile goods.
• Partner with reliable carriers and add insurance for higher-value items.

Backsy Tip: If a product type sees repeated damage, use return reason analytics to decide if repackaging or changing suppliers is needed.

3. Product Didn’t Match Description

Why it happens:
Photos that are too polished, colors that look different under studio light, or vague product descriptions can all create unrealistic expectations.

How to prevent it:

• Use clear, unfiltered images and videos—show close-ups and products in real-life settings.
• Write honest product descriptions. Mention material feel, possible variations, and exact specifications.
• List what’s included in the box (many returns happen because buyers think they’re getting more).

Backsy Tip: Add a “What you see is what you get” gallery to build trust and minimize surprises.

4. Buyer Changed Their Mind

Why it happens:
This one’s tricky. Some people impulse buy, some regret the purchase, some just realize they don’t need the item.

How to prevent it:

• Show clear return policies—make customers think twice before checking out.
• Offer wishlist features or “save for later” options to reduce impulse buys.
• Send cart reminder emails that include product highlights or reviews.
• Focus on great customer service—sometimes a return can turn into an exchange.

Backsy Tip: Customize your return reasons to learn why people change their minds. Use the insights to adjust your product offering or content.

5. Bracketing (Buying Multiple Sizes/Colors and Returning Most)

Why it happens:
“Bracketing” is when customers buy 3 sizes or colors of the same item, planning to return all but one. It’s especially common in fashion.

How to prevent it:

• Offer virtual try-on or AR fitting tools (great for clothes and glasses).
• Educate buyers with style and size guides.
• Offer personalized recommendations based on previous purchases.

Backsy Tip: If bracketing is common, consider bundling items as a “fit kit” with a discount for keeping more.

Final Thoughts: Prevention is Better Than Return

Returns aren’t going away—but you can reduce them.

When merchants take proactive steps—like improving product pages, listening to customer feedback, and using return data to adapt—returns drop, satisfaction rises, and loyalty grows.

At Backsy, we don’t just make returns easier. We help businesses like yours build smarter operations from the start.

Want to understand your return reasons better?
👉 Try our Return Analytics Dashboard for free and discover how your store compares.

Written by Backsy Content Team
https://backsy.io