Online returns policy an influence for majority of UK shoppers, new IMRG and nShift research finds
85.6% of UK consumers say a retailer’s returns policy is very important or quite important when deciding whether to buy online (45.6% - very, 40% - quite important), according to an IMRG and nShift survey of 1,000 Brits.
42.3%, meanwhile, would be much less inclined to shop with a retailer again after a poor return, while 28.8% would stop shopping with that retailer altogether. 66.1% would be likely or very likely to accept an exchange offered when starting a return instead of requesting a refund. 47.4% expect to initiate a return within one to three minutes. A further 30.1% expect the process to take no more than five minutes. More than 70% would be likely or very likely to return an online purchase in-store instead of by post if the option were available.
The research also finds that shoppers distinguish between blanket returns fees and charges linked to specific circumstances. While 21.5% believe charging for returns is never fair, 47.6% consider a fee fair for frequent returners. Charges for international returns and non-faulty items are also accepted by around one quarter of consumers.
“It’s very interesting to note that almost half of respondents are accepting of return costs aligning with past behaviour, which is the model Asos have trialled,” says Andy Mulcahy, Strategy & Insight Director at IMRG. “Exactly how that attitude develops over time remains to be seen, but if that kind of approach becomes normalised it may open up opportunities to do something similar in other areas of the customer experience. Everything becoming more personalised to the individual feels like the direction of travel.”
“A return begins before the parcel comes back. Shoppers look at the policy before they buy, and the experience they receive afterward shapes whether they order again. Retailers need the promise at checkout to carry through into a fast, clear return flow, with an exchange offered while the customer still wants the product,” says Jurgen Leijdekker, Chief Executive Officer at nShift.
2026 RTIH Innovation Awards
Online returns will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
