Around the world in returns
Comparative and strategic analysis
Product returns have become the “lifeblood” of global commerce. In 2025, it is estimated that the total cost of returns for global retailers exceeded £1.1 trillion (Source: Statista 2025). But behind these global figures lie fascinating cultural and legislative disparities.
For an omnichannel retailer, the challenge is to transform this cost centre into a lever for customer loyalty. Analysis of the practices that shape retail around the world.
Global Comparison Table: Law vs Commercial Practice
This table summarises the gap between the legal obligation, the observed return rate and the commercial generosity of retailers.
Area / Country | Legal right of withdrawal (Web) | Average return rate (E-commerce) | Average practice of signs | Key Feature |
France | 14 days (Hamon Law) | 15 - 25 % | 30 days | Balance between Law and Omnichannel (BORIS). |
United Kingdom | 14 days | 20 - 30 % | 28 days | Leader of "Paperless" (QR Code). |
Germany | 14 days | 45 - 55 % | 30 to 100 days | Pay Later boosts returns. |
USA | 0 days (Federal) | 16,50% | 90 days | The return is purely a marketing tool. |
China | 7 days | 10 - 15 % | 7 to 15 days | Ultra-fast logistics (Super-Apps). |
Brazil | 7 days | 12 - 18 % | 7 to 30 days | Extreme tax complexity (Nota Fiscal). |
Japan | 0 to 8 days | < 5 % | 8 to 14 days | Impeccable quality and respect for the product. |
In-depth analysis of regional specificities
France: The balance between law and proximity
In France, the model relies on a dense territorial network. With 73% of French people preferring pick-up points for delivery (according to laFEVAD), this habit of proximity facilitates the adoption of
BORIS (Buy Online, Return In Store). By encouraging customers to return their items directly to the shop rather than to a collection point, retailers see their immediate repurchase rate climb by 35%. This flow transforms a simple product disappointment into a new sales opportunity on the shelf.
Germany: The challenge of "Pay Later"
In Germany, payment on account (Kauf auf Rechnung) is the most common method. The customer only pays for what they keep.
- The problem: This encourages “bracketing” (ordering 5 items, returning 4).
- The data: The average logistics cost of a return shipment in Germany is estimated at €15.18 per parcel (Source: University of Bamberg).
The USA: The end of "Everything Free"?
Faced with colossal losses ($743 billion worth of goods returned in 2023), 81% of American retailers began charging for postal returns in 2024 (Source: NRF).
- The trend: Label-free drop-off at partner stores (Amazon at Kohl’s or Whole Foods).
The United Kingdom: Champion of "Digital Frugality"
The United Kingdom has one of the most mature e-commerce markets in the world. Unlike Germany, which struggles with returns, England has industrialised them to make them as painless as possible, while protecting merchants’ margins.
- Paperless innovation: England was the first to roll out label-free returns across the board. 85% of British collection points now accept a simple QR code on a smartphone (Source: IMRG 2025). There is no longer any need for a printer, which drastically reduces friction for the customer.
- The end of free postage: This is the country that led the revolt against free returns. Giants such as Zara, Boohoo and Next have been charging for postal returns (between £1.95 and £2.95) since 2022.
- The effect: An immediate drop in the postal return rate of 10 to 15%, without any drop in sales volume.
- The “Local Shop” network: Thanks to networks such as Collect+ and Evri, British citizens are on average less than a 10-minute walk from a return point. This ultra-proximity reduces CO₂ emissions associated with the “last mile” of reverse logistics.
- The data: The return rate in the United Kingdom remains stable at around 25-30% (Source: IMRG), but with a processing cost per parcel that is 20% lower than the German model, thanks to automation and dematerialisation.
Brazil: The challenge of "tax bureaucracy"
In contrast to the British model, Brazil represents the most complex case due to its infrastructure and laws.
- The “Nota Fiscal” barrier: Every return to Brazil is not just a stock movement, it is a tax movement. The merchant must issue a “re-entry” invoice or face severe fines. This makes the return process three times longer administratively than in Europe.
- The weight of the “Correios”: The national postal service handles almost all returns (Logística Reversa). Given the size of the country, a parcel can take 15 to 20 days to return to the warehouse, thus tying up stock and capital.
- The cost: Returning goods to Brazil can cost up to 35% of the product’s value when logistics, non-recoverable taxes and processing fees are added together (Source: Ebit / NielsenIQ).
Strategies to increase the economic and ecological impact of repatriation
Certain geographical approaches are now considered an aberration in terms of profitability and corporate social responsibility (CSR).
The aberration of centralised "double transport" (Eastern European & Asian export model)
Many European retailers centralise their returns in single hubs, sometimes in , for labour cost reasons.
- The problem: A product purchased in Madrid and returned by the customer travels 2,500 km to be inspected, then 2,500 km back to be resold.
- The environmental impact: This flow generates a colossal amount of excess CO2. On average, an e-commerce return parcel travels 1,200 km before finding its way back onto a shelf (Source: Greenly 2024).
- Unnecessary expense: The cost of “reverse logistics” transport is often two to three times higher than the cost of the last mile delivery.
The wastefulness of "Destroy rather than Return" (US & Canadian model)
In the United States, given the vastness of the territory, the cost of repatriating a product often exceeds its residual value.
- The practice: Many web giants prefer to refund the customer and ask them to throw away or destroy the product rather than return it.
- The shocking figure: Every year in the US, around 4 million tonnes of returned products end up directly in landfill without ever having been used (Source: org 2025). This is an ecological disaster caused by a desire to avoid logistical costs.
Completely free of charge and "bracketing" (Germany & Scandinavia model)
In Germany, the legal framework and payment practices (30-day invoices) have enshrined free and systematic returns.
- The drift: Bracketing (buying five variants to keep only one).
- The cost: The average return rate in Germany in the fashion industry exceeds 50%. Retailers lose an average of 10% to 15% of their net margin solely in processing these unnecessary flows (Source: University of Bamberg).
The ideal returns policy in 2026: Dynamic & Data-Driven
To transform logistical constraints into a lever for customer loyalty, our strategy is based on three agile pillars:
- Scan-Based Refunds & Tagless Experience: Inspired by US and Chinese models, refunds are triggered as soon as the deposit is scanned. By replacing paper tags with QR codes, we simplify the customer journey while reducing our carbon footprint. The result: instant cash back for new purchases and zero customer frustration.
- Incentive-based omnichannel approach: We charge for postal returns (to cover actual costs) while promoting in-store returns. By offering free returns and a reward (e.g. a £5 voucher), we generate traffic in-store and encourage immediate repeat purchases (+35%), transforming a logistics flow into a commercial opportunity.
- Predictive & Agile Logistics “Keep It”: Rather than a single route, the product’s journey is dictated by data (item value, condition, distance). For low-value or high-transport-impact products, AI can offer the customer the option to keep or return the item for a refund. This flexibility avoids transport costs that are 30% higher than the value of the product and optimises the carbon footprint.
Conclusion: Who is the big winner of this round-the-world trip?
If we analyse pure performance, customer comfort and logistical efficiency, the winner is not necessarily who we think it is.
The winner is the British model!
Why? Because it has achieved the perfect balance. Unlike the US, which is exhausting itself with financially unsustainable generosity, or Germany, which is burdened by cumbersome logistics, the UK has focused on local technology. With widespread use of paperless technology (no more labels to print), a record density of collection points and seamless integration between the web and physical shops, the UK model is the one that best minimises customer effort while maintaining strict control over logistics data.
It is an agile, dematerialised and omnichannel model: the winning formula for sustainable retail in 2026.
Frequently Asked Questions (FAQ)
The right of withdrawal is a legal obligation (14 days in France under the Hamon Law) that applies only to distance purchases. The commercial return policy is an extension offered by the retailer (e.g. 30, 100 days or 2 years) that can apply to both online and physical stores.
Germany makes extensive use of payment on invoice (Kauf auf Rechnung). Customers only pay for what they decide to keep after trying it on. This cultural habit, coupled with highly flexible logistics, pushes the return rate to around 55% in the fashion sector, compared with around 20% in France.
Yes. In France and Europe, retailers have the right to charge customers for return shipping costs, provided that this is clearly stated in the Terms and Conditions of Sale (TCS). Retailers such as Zara and H&M have already adopted this practice to limit the environmental and financial impact of excessive returns.
BORIS (Buy Online, Return In Store) allows online customers to return their parcels to a shop. This is profitable because it eliminates return shipping costs for the retailer and generates traffic in the shop. It is estimated that around 35% of customers make an immediate new purchase when they return an item to a shop.
This is known as the “returnless refund” practice. In large countries such as the United States or Canada, the cost of transport and logistics often exceeds the value of the item. To avoid a net loss, the retailer prefers to refund the customer and ask them to donate or recycle the item.
The most effective solution is to localise returns. Instead of sending each parcel back to a central warehouse on the other side of the world, using local hubs or reselling directly in stores (omnichannel retailing) can reduce transport distances by more than 50%.
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