Nearly 40% of American consumers return online purchases at least once a month

It is learned that according to foreign media reports, Narvar's 2024 Return Status Report shows that 39% of American online consumers return products every month.

It is understood that the report surveyed 1,924 American consumers aged 18 to 75. Overall, 46% of American consumers shop online weekly or more frequently, and 87% of consumers do at least half of their shopping online. As e-commerce continues to dominate consumer shopping behavior, the return rate continues to rise. Data shows that 39% of consumers return online shopping items at least once a month. In 2023 alone, the value of returned goods in the United States reached a staggering $744 billion.

The report points out that in addition to the increase in return volume, return fraud is also becoming more serious. 57% of consumers said they have experienced return fraud at least once. This year, return fraud incidents have risen by 16 percentage points to 52%, making it a critical issue that retailers need to address as soon as possible.

Although returns are often seen as a cost burden, by improving the return experience, retailers can effectively increase customer satisfaction and thus drive repeat purchases. Narvar data shows that if the process is quick and convenient, 60% of consumers are willing to accept an exchange or store credit return instead of a full refund. In addition, young consumers aged 18-29 are more likely to prefer an immediate refund or exchange, while older consumers prioritize convenient and low-cost return methods.

Amit Sharma, CEO of Narvar, said: "The returns process is often overlooked, but it has great potential to increase customer loyalty and lifetime value. The report shows that retailers who invest in optimizing the returns experience can turn a traditionally costly and cumbersome process into a significant growth opportunity.

Author ✎ Rayna/

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