Forter research: many consumers deliberately abusing online returns policies amid tough times

Consumers are flouting retailers' return policies more than ever before, with 52% of Brits admitting to deliberately abusing online retail policies in the last 12 months, according to research by Forter.

On top of this, 18% say if a retailer doesn’t have a policy they can abuse, they will never buy from them again. In their eyes, retailers are now making it so easy to game the system and get free stuff.

The research found: 

• 6% deliberately send the wrong items back 

• 22% buy in bulk to avoid delivery costs 

• 21% create their own unauthorised "try before you buy" service through bulk purchasing and free returns  

• 31% abuse flexible return policies to try or wear expensive items they couldn’t otherwise afford 

• 12% create multiple online accounts  with the same retailer to receive promotions and perks 

Seven in ten of the 2,000 UK and 2,000 US consumers surveyed believe retailers are at fault for making it easy to abuse flexible return policies. 58% say retailers make it easy to open multiple accounts to take advantage of promotions. Identifying money as the key driver, 29% of shoppers who have taken advantage of companies’ policies when shopping online in the last 12 months admitted to doing so to avoid paying full price.  

The cost-of-living crisis has had a marked impact on shoppers’ relationships with retailers. 49% of UK consumers buy more from retailers with lenient return policies due to financial concerns. 25% of those surveyed cited rising costs due to inflation as a motivator. What’s more, 63% of Brits rely on retailers’ promotions and free perks more now than in the past.  

Doriel Abrahams, Principal Technologist at Forter, says: “Policy abuse is costing retailers billions of pounds. Our report found that a one-size-fits-all approach to any policy - whether it’s returns, promotions or loyalty programmes - will leave today’s retailers exposed. Instead, by knowing who they’re doing business with, retailers can strike the crucial balance between customer-friendly policies and protection against serial abuse." 

2025 RTIH INNOVATION AWARDS

Online returns will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.