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“4 Things Shoppers Want in an Online Retailer's Return Policy (Infographic)” on Entrepreneur

06/20/2014

By Harry Whitehouse

Imagine a customer is shopping online for a new pair of sneakers and stumbles upon what seems to be the perfect pair. After skimming the reviews, he notices comments that the shoes tend to run a little small. That’s when he checks the store’s return policy, which he finds complicated and ambiguous. It could have been written in a different language.

Would he still click that “purchase” button? Probably not.

And he would not be the only one to abandon the shopping cart because of a cumbersome returns process. My company, Endicia, recently surveyed more than 1,000 consumers and found that the majority of folks who have never purchased an item online cite “returns” as the reason for cold feet.

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