In one sentence
Return rate is the share of orders, or items sold, that customers send back, and it shows how often your product pages, sizing or products themselves don't match what shoppers expected.
How to calculate return rate
Return rate = items returned divided by items sold, for the same period.
If you sold 1,000 items last quarter and 80 came back, your return rate is 8%.
Some stores count orders instead of items. Pick one and use it consistently, especially when comparing products.
Common reasons for ecommerce returns
- Wrong size or fit
- Looked different than in the photos
- Didn't match the description or specs
- Arrived damaged
- Changed their mind
Most of these are information problems. The shopper bought something they wouldn't have if the page had told them more.
How to reduce your return rate
- Track return reasons per product and fix the worst offenders first.
- Add size guides, fit notes and measurements to product pages.
- Show accurate photos, including close-ups and the product in use.
- Answer common questions on the page before shoppers buy.
Clear product detail pages help AI assistants describe your products accurately too, which sets the right expectations from the first click.
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