The e-commerce fashion industry has always been dynamic, but recent trends have significantly amplified the challenges related to product returns. High return rates in fashion e-commerce not only affect a brand’s operational efficiency but also its profitability and customer satisfaction. This post explores these challenges and discusses innovative solutions, drawing insights from industry experts Sarah Karanasha and Astrid Lado from TrueFit.

The Return Rate Dilemma in Fashion E-Commerce

Returns in fashion e-commerce are considerably higher than in other sectors. Various factors contribute to this, including inconsistent sizing, the disparity between online images and the actual products, and the evolving customer expectations of the online shopping experience.

Operational Impact of Returns

Returns in fashion e-commerce have a multi-faceted impact on operations. Every returned item must be processed, which may involve re-steaming, inspection for wear, and reintegration into inventory, all of which eat into the product’s profit margin. Additionally, returns can disrupt inventory management and skew size ratio accuracy.

Customer Experience and Returns

A negative returns experience can deter customers from revisiting a brand. Statistics show that a majority of customers trying a new brand for the first time do not return if their experience is not up to par. This highlights the importance of a personalized and accurate shopping experience, extending beyond mere size and fit.

TrueFit’s Role in Reducing Return Rates

TrueFit, a size and fit personalization platform, assists in normalizing and translating a brand’s sizing structure to a shopper’s unique dimensions. It leverages a comprehensive data set, the Fashion Genome, comprising consumer profiles, connected product data, and transaction history to offer personalized recommendations. This approach helps reduce size sampling behavior, a major contributor to returns.

Advanced Solutions: AI and Data Analytics

AI can detect size sampling behavior, prompting customers to use TrueFit for accurate size recommendations. This proactive approach has led to a notable reduction in size sampling rates among various brands. Furthermore, TrueFit’s Fit Insights Analytics Dashboard enables brands to identify and address fit-related issues, contributing to a decrease in return rates.

The Future of E-commerce Returns

Looking ahead, e-commerce returns are expected to evolve with increased personalization and customer-centric approaches. Retailers need to be agile and responsive to customer needs, focusing on providing an immersive and efficient shopping experience. The use of AI and data analytics will play a significant role in this evolution, making the shopping experience more tailored and reducing unnecessary returns.


Managing returns in fashion e-commerce requires a multifaceted approach, combining technology, data analytics, and an understanding of customer behavior. Solutions like TrueFit provide valuable tools in this endeavor, helping brands align their offerings with customer expectations, thereby reducing returns and enhancing customer loyalty.

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