Consumption studies at Black Friday already forecast the long lines in boxes and testers on commercial surfaces.In fact, anyone who has walked this weekend through a commercial area will have realized that the Spaniards are increasingly regular to promotions in November and even advance Christmas purchases.

However, online trade has also had great prominence during these days.And after the purchases of Black Friday and Cyber Monday, the returns arrive.It is one of the great challenges of electronic commerce and is that in the face of the comfort of buying from any device connected to the Internet and sometimes without shipping costs, consumers tend to buy more and this harms the billing of brands.

According to Usizy, a specialized platform in solving problems for distributors, more than 25% of clothing garments and more than 10% of footwear “acquired during the Christmas campaign will be returned, with the consequent loss at the level of sales andThe corresponding inverse logistics costs ".

But these figures are not fixed.According to the CEO of the platform, Iñaki García, “the return ratio depends great return.On the contrary, the trade that does not offer them free of charge will face more undecided users who do not end the purchase process for fear of processing a return and its costs, and therefore, to an important loss of sales ”.

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From the Logistics One employer, they point out that the average return rate is 24.5%, a figure that has grown since last year by the increase in online purchases.However, the percentage can increase "between 5% and 10%" in times of offers and sales peak such as Black Friday or Reyes, according to Francisco Aranda, president of one.

Other aspects, such as market maturity also influence return ratios.This was explained by the Director General of Mango, Toni Ruiz, during the presentation of the company's logistics center.Ruiz said that ratios move in a fan less than 10% in countries with greater maturity up to more than 50% for markets where electronic commerce does not have so much penetration."We try that people get used to and buy conscientiously," he said.

Returns of clothing and footwear

Aranda explains that clothing, footwear and complements and sporting articles are the products that are most returned.In fact, according to data from one, 40% of textile buyers buy the same garment in several sizes and then return.

They also indicate from Usizy that the main cause of return is size, an aspect that affects fashion and footwear.According to Iñaki García, the reason is that clothing has "greater uncertainty" in online purchase since "the sizes guides are generic, they are not updated and do not solve the problem to the user".

In addition, the CEO of the platform indicates that during the times of promotions consumers usually buy in less common stores."The price acquires a more important factor and helps motivation towards purchase, even in stores where we had less confidence or that are less common," he explains.On the other hand, when the price becomes a priority factor, "customers prefer to buy and try whether a size feels good or not because the price is so good that it is worth trying to feel good", so thenumber of returns, according to Garcia.

Thus, in fashion the return ratio can reach 50%.On the other hand, in technology there are static variables and less uncertainty."The user usually knows what technology he buys and his validation of the purchase does not depend on dynamic variables such as body measures, how he feels," says the Usizy CEO.

From consumer awareness to a better purchase experience, brands work to reduce these return ratios.In addition, from one they explain that there are already companies that are penalizing the “returns”, making them pay for the cost.“The Big Data allows these profiles to be detected and differentiate from those who return out of necessity.It is a delicate issue but already applied, ”summarizes Aranda.

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