Akeneo’s 2025 Consumer Returns Report found that 43% of consumers have returned a product in the past year after pre-purchase information was incorrect.
On average, consumers return two products each year for this reason alone.
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Clothing topped Akeneo’s list of most-returned items, with 60% of shoppers saying they are most likely to send apparel back. The most frequently cited reason behind these returns was sizing, with 58% of consumers reporting concerns here.
Gen Z and Millennial consumers often reported buying multiple sizes with the intent of returning at least one.
Akeneo says clear size charts, fit guides and customer reviews can help consumers ensure they are purchasing the right size and reduce returns.
The cost of these returns is huge. The National Retail Federation says the average retail return rate is approaching 17% costing almost $900 billion annually.
When product information is clear, accurate and detailed 62% of consumers say they are “far more likely” to keep the products they buy.
“Many companies still haven’t connected the dots between product data quality and return rates,” explained Romain Fouache, CEO of Akeneo.
“When product information is incomplete, unclear or inconsistent, customers are far more likely to receive something that doesn’t meet their expectations and that leads directly to returns. But when data is accurate, consistent, detailed and easy to understand, shoppers buy with confidence. Better product data doesn’t just lift conversion; it protects margins, loyalty and brand credibility.”
When information is missing, retailers may miss out on sales. 70% of consumers said they would buy a different product due to a lack of information, and 65% said they would abandon a purchase entirely.
Restrictive return policies are also a concern for consumers, with 60% saying they avoid brands that make returns too difficult.
