Research finds 70% of consumers are more likely to visit the high street after online retailers introduce return fees.
With more than half of major online retailers now charging consumers for returns, new research suggests this shift could spell good news for the high street. According to the findings from consumer insights platform Vypr, 70% of shoppers say they are now more likely to visit bricks and mortar stores rather than shop online due to the added costs of returning unwanted items.
The research highlights a growing dissatisfaction with the rise of online return fees, with 47% of consumers stating they would avoid purchasing from retailers that charge for returns as they don’t believe their products are unique enough. A further 27% said they would stop shopping with such retailers as a matter of principle.
While online shopping continues to be a dominant force, the research signals potential cracks in its convenience. Brands like Boohoo and ASOS, which have recently introduced return charges, may be particularly vulnerable as shoppers lack strong brand loyalty. 27% of consumers said they think these retailers offer similar products to their competitors, making it easier to shop around for better deals. 53% of those surveyed will be buying less from ASOS after the charges were introduced and 51% shop less with Boohoo.
The growing frustration with online shopping is further exacerbated by issues with sizing and quality. According to Vypr’s survey, the most common reasons consumers return online purchases are due to items being smaller than expected (26%), lower quality than anticipated (17%), and larger-than-expected sizing (14%).
Ben Davies, founder of Vypr, commented: “The rise in return charges reflects a broader shift in consumer sentiment. As confidence in online sizing and quality inconsistencies drops, many shoppers are reconsidering where they spend their money. One in 10 consumers say they typically order multiple sizes of the same item, knowing they’ll return some. Retailers must do more to improve size guides and product descriptions to help shoppers make better-informed decisions from the outset. As online shopping becomes more expensive and less distinct, it’s possible we could be witnessing a return to high street shopping — not only as a more reliable option but also as a more sustainable one, given the reduced packaging waste compared to online purchases.”
The research also reveals growing support for independent retailers, with 60% of consumers now preferring to shop with smaller, independent brands over larger, fast-fashion retailers. Additionally, 64% of respondents reported receiving better customer service from independents, compared to the experience with major online retailers.
While consumers are generally less tolerant of return charges at high-end retailers (41% are open to this idea), they seem more accepting of return fees at lower to mid-range retailers (37%).
Amazon and M&S, two online retailers that offer free returns, are the most popular choices among shoppers, with 17% of consumers selecting each as their preferred destination for online clothing.
Vypr helps businesses to understand consumer behaviour quickly. The findings depict the views of 2,000 people from a nationally representative sample of Vypr’s community of 80,000 UK consumers.
