Customers return products for various reasons: the item is defective, the size is wrong, there was a warehouse mix-up, or the delivery was delayed. Sometimes, they simply change their minds or find a better deal elsewhere.

Here are the 5 most common reasons why customers initiate returns:

1. Poor product quality. For example, a jacket with a broken zipper or an iron where the steam function doesn’t work.

2. Wrong size or fit. This is especially common with clothing, shoes, and accessories.

3. The product didn’t meet expectations. Perhaps the customer didn’t like the scent of a perfume or found the phone’s camera quality disappointing.

4. Impulse purchase. Sometimes customers buy on a whim and later regret their decision.

5. Packing or delivery errors. The customer received the wrong item — for instance, a Lego set instead of the jacket they ordered.

By understanding why customers return products, online store owners can address these issues proactively. For example, if a customer is unhappy with a phone’s camera quality, you could include more detailed product specifications and publish reviews to set clearer expectations.

Returns are a common part of online retail. However, with the right approach — detailed product descriptions, customer reviews, and an optimized support team — you can reduce return rates. This not only saves time and money but also helps maintain customer loyalty.

4Partners has already helped over 20 businesses, including Shopotam, Eqsla, Dadamart, Happybunny, Navisale, Alimart, and Electrodela, launch successful dropshipping businesses. Using their experiences, we’ll take a closer look at return statistics over the past year.

The return rate for 4Partners' online stores in 2023-2024 is minimal — just 0.49%, which translates to 460 returns out of 93,767 orders.

All of our partners work under the terms of the Return Policy. The Return Policy for all 4Partners affiliates is the same and aligns with 4Partners' Terms of Service. According to this policy, customers:

• Can cancel an order as long as 4Partners hasn’t purchased the item from the supplier yet.

• Can return a product if it is defective.

• Can return a product of satisfactory quality if the supplier allows it and the return is within their terms.

• Cannot return health-related, hygiene products, or any other items listed as non-returnable.

• Cannot cancel an order once it has been delivered; they must receive the item and initiate a return.

• If a customer doesn't pick up an order, it will be canceled, but no refund will be issued.

• Agrees that the purchase is made in another country. Once the item of satisfactory quality clears customs, it cannot be returned.

In the UAE, the USA, and EU countries, online stores are required to inform customers about their return policies. The Return Policy outlines the rules under which customers can return items.

Let's take a look at how the return system works in 4Partners online stores:

The customer contacts support with an issue. The manager requests the customer to send photos of the product, a video of the unboxing, and a description of what went wrong with the order. The store will not accept a return request without photos or video evidence.

The manager reviews the request within 3-5 days. During this time, they decide whether to approve or deny the return:

• If the item cannot be resold or if the return shipping cost exceeds the value of the product, the return is approved based on the photos or video, and the item is not retrieved. For example, if a jar of dietary supplements is broken.

• If the photos or video don’t clearly show a defect or damage, the item is collected for inspection. The supplier’s representative will provide a decision within 5 days. If the mistake is on our end, we cover the return cost via the shipping company.

• If the customer doubts the authenticity of the item, and we confirm it's genuine, we ask the customer to have it checked for authenticity at a service center and provide the results with a stamp and conclusion.

If the return is approved, the item is either collected or left with the customer. In both cases, the customer receives a refund. If the return is denied, we explain why.

Example: if the customer doesn’t like the size but we sent the correct item, we provide a justified refusal.

We compensate:

• 15% of the item price if there’s minor damage that doesn’t affect its usability. For example, a small scratch on a jacket.
• 30% of the item price if the damage impacts the wearability of the item, but it’s still usable. For example, a shirt with an incorrect seam.

• 50% of the item price if the damage is debatable. For example, if the sole of a shoe starts to come off.

We refund the full cost if:

• The item is unusable.

• The wrong item was delivered.

To return an item, the customer must contact support. If the return is approved, the refund is processed. If the return is denied, we provide an explanation. We offer a full refund if the product is unusable or if the wrong item was delivered.

3. EU

In the European Union, consumer protection laws are strong, but there are exceptions to return rights for certain products. Common non-returnable categories include:

• Perishable goods: Food, flowers, or any items that would spoil quickly.

• Personal hygiene products: Cosmetics, toiletries, and grooming products that have been opened.

• Sealed goods: If the seal on products like DVDs, CDs, or software has been broken.

• Custom-made or personalized goods: Products made to order or customized for the buyer.

• Digital content: Software, downloadable content, or subscriptions once they’ve been accessed or downloaded.

• Health and safety reasons: Items like underwear, swimwear, or mattresses might be non-returnable after opening for hygiene purposes.

• Products sold under "as-is" or "final sale" conditions: These may be exempt from the right of return under certain conditions.

2. UAE

In the UAE, stores must clearly display non-returnable items in their policies. Common non-returnable categories include:

• Perfumes and cosmetics: Once the seal is broken or the item has been opened.

• Hygiene products: Items like personal care products, toothbrushes, or grooming kits.

• Food and beverages: Once opened or if perishable.

• Electronics: If the packaging seal is broken (though defective items can still be returned).

• Underwear, swimwear, and intimate apparel: Due to hygiene reasons.

• Items sold at a discount: Products marked as “final sale” or “as-is” may be non-returnable.

According to consumer protection laws, there is a list of non-returnable items. The specific list can vary depending on the country:

1. USA

In the United States, retailers can set their own return policies, but there are common exceptions for specific product categories:

• Perishable goods: Food, flowers, or any perishable items that might spoil quickly.

• Hygiene and personal care products: Items like cosmetics, perfumes, skincare products, and toiletries that have been opened or used.

• Custom or personalized items: Custom-made products that are tailored specifically to a customer’s preferences are generally non-returnable unless defective.

• Software or digital products: Downloadable software, eBooks, or digital content that has been opened or accessed (depending on the retailer's policy).

• Health-related items: Items like mattresses, underwear, and hearing aids can be non-returnable for hygiene reasons, especially if they’ve been used.

• Gift cards: Generally non-returnable or refundable.

• Intimate clothing: Lingerie, swimwear, and similar items may not be returnable due to hygiene concerns.

Publish your return policy in the "Guarantees and Returns" section. Your return policy is essentially a contract with the customer. When a customer sees clear, transparent rules, they are more likely to make a more informed purchase.

Your return policy should answer the following questions:

• Which items can be returned or exchanged?

• Which items cannot be returned or exchanged?

• How long does the store allow for returns of satisfactory-quality items?

• In what condition should the item be returned?

• How to initiate a return?

• How long do customers have to return an item?

• Who covers the return shipping costs?

"Guarantees and Returns" Section for the "Alimart" Online Store

Provide as much detail as possible about the product. The more information you include, the better the customer will understand its unique features. Be sure to mention specifications, characteristics, and benefits.

Product description from “Alimart” online store.

When an online store describes a product, it's essentially advertising it. This is the text that explains what the product is and why it’s worth buying

Here are 5 tips for writing a great product description:

1. Clearly explain its purpose. If you're selling a smartwatch, mention that it tracks physical activity, monitors heart rate, and receives notifications from the phone.

2. Describe when and how it can be used. For a travel backpack, explain that it’s ideal for hiking, traveling, and daily use. It can be worn in rainy weather thanks to its water-resistant fabric, as well as on sunny days.

3. Highlight the benefits. For a blender, mention that it has sharp blades and a 1000W motor. Additionally, its compact design makes it easy to store on the kitchen counter and saves space in the cupboard.

4. Provide relevant information for the target audience. For example, younger generations may value products made from recycled materials, while older customers might focus more on durability and quality.

5. Use SEO. If you're selling sports sneakers, include keywords like "comfortable running shoes," "lightweight training shoes," and "water-resistant sneakers." Incorporate these phrases into the title, subheadings, and body of the description. This helps search engines discover the product in your online store.

Bad example of product description:

The description includes the name, image, and size, but lacks features or benefits that would explain to the customer why they should buy this product. It’s worth adding information about what the item can be paired with, as well as its features: material, cut, length, width, and color.

Example of a good product description:

Description from “Alimart” online store

Publish Customer Reviews. 9 out of 10 customers check reviews before making a purchase. The more reviews there are, the better customers will understand the features of the product. This means there’s a lower chance that the order will be returned.

To build trust with customers, reviews should be:

• Relevant;

• Include photos;

• Both positive and negative.

QR Code: Create a QR code linking directly to your review page and include it on receipts or product packaging. This makes it easy for customers to leave feedback with just a scan.

Email Campaigns: Send customers a friendly reminder via email asking for a review. Mention the specific product they purchased, thank them for their purchase, and reassure them that leaving a review will only take a minute.

Push Notifications: If your online store has a mobile app, send push notifications thanking customers for their purchase and encouraging them to leave a review. Offer an incentive or emphasize how their review will help other customers make informed decisions.

Reducing return rates is possible by clearly outlining your "Guarantees and Returns" policy, providing detailed product descriptions, and showcasing customer reviews.

Customers may reach out with different questions about returns, such as what to do if the product is defective or doesn’t fit. The key is to respond quickly and guide them through the resolution process.

Use ready-made scripts from our team to handle these situations effectively: