Returns policy: the forgotten opportunity for loyalty in eCommerce

In e-commerce, a RETURNS POLICY clear, agile and well managed can make the difference between losing a customer or building lasting customer loyalty. Far from being a simple legal formality, it has become a key element of the shopping experience. In this article, we analyse why it is so important, how to optimise it and how an appropriate logistics strategy can transform it into a competitive advantage for your eCommerce.

Why is return policy key in eCommerce?

An inconvenient truth: what happens after the purchase matters more than you think

The shopping experience does not end with the delivery of the order. For many consumers, the real thermometer of an online shop is how it handles returns. According to the Metapack's eCommerce Delivery Benchmark Report 202565% of shoppers say they would not buy from an online shop again after a bad return experience.

What does the law say about refunds in Spain?

Spanish law protects the consumer with a 14 calendar day right of withdrawal to return any product purchased online without justification. The returns policy must be clear and accessible in order to comply with the General Law for the Defence of Consumers and Users.

From legal obligation to competitive advantage: the paradigm shift

Complying with the law is only the starting point. In an increasingly competitive market, a transparent and customer-focused returns policy can be a key differentiator. Brands that understand this transform a potential cost into a powerful loyalty and differentiation tool.

Impact of the returns policy on customer satisfaction

Key data: returns as a purchasing decision factor

According to a study by Invesp (2020), 67% of shoppers consult the returns policy before purchasing, considering it a determining factor in their decision.

Source: UVaDOC

In addition, a report by Reversso indicates that 92% of customers say that, given a good return or exchange experience, they would buy again from the same retailer.

Source: Reversso® : Simple returns and exchanges

How does a bad returns policy affect your brand?

Complicated returns or returns with hidden costs lead to mistrust and frustration. This results in negative feedback, cart abandonment and, in the worst case, the loss of the customer for good.

The complete experience: beyond delivery

For the customer, delivery and return are part of the same experience. Managing both processes well is key to transmit professionalism, trust and commitment to service.

How can Celeritas help you improve your value proposition?

At Celeritas, we offer return logistics solutions adapted to the needs of each eCommerce. Our network of convenience points, technological integrations and traceability systems allow us to offer a smooth, agile and secure returns experience.

How to design an effective returns policy?

Clarity, simplicity and accessibility: pillars for building trust and confidence

A good policy should answer simple questions such as: How long do I have to return? Which products are excluded? Who pays the costs? Avoid ambiguity and make the process clear.

What to include: deadlines, conditions, refunds, changes

• Repayment period.
• Condition of the product (use, original packaging, etc.).
• Step-by-step procedure.
• Time and form of reimbursement.
• Option to exchange or replace the product.

Common mistakes to avoid:

• Hidden charges for returns.
• Lack of clear information.
• Overly bureaucratic processes.
• Do not offer changes or alternatives.

Strategies to optimise returns logistics

Pick-up and drop-off points: customer convenience

Integrate a network of delivery points such as the Celeritas Points or the residential smart mailboxes of Citibox improves accessibility for returning products and reduces user effort.

Automation and traceability: keys to reducing friction

Allowing the customer to manage the return from their profile and track the process creates peace of mind and enhances the experience.

How to improve time and costs with an efficient logistics network?

Reducing harvesting and processing times avoids loss of commercial value of the product. In addition, a reverse logistics optimised reduces operating costs.

Celeritas solutions for agile and cost-effective reverse logistics

Thanks to our experience in eCommerce, at Celeritas we connect the return with profitability thanks to our network of points, full traceability and a structure designed to streamline the process and improve customer perception.

Return policy trends for eCommerce in Spain

Post-pandemic consumer expectations

In the wake of the pandemic, customers expect returns processes to be as streamlined and straightforward as a purchase. This includes ease of initiating returns from the user account, automated notifications and speed of refund. The trend is that a frictionless returns experience is perceived as an essential part of the service.

Sustainability and returns: how to balance them?

The challenge of sustainability has also reached returns. Every package returned involves transportation, additional packaging and potential waste. To reduce their environmental impact, some brands are implementing policies such as:

• "No refund on low-cost products.
• Reusable or recyclable packaging.
• Optimisation of logistics routes.
• Reconditioning and resale of returned products.

Moreover, consumers increasingly value these initiatives and are willing to cooperate if the process is clear and convenient.

Success stories: brands that build loyalty thanks to their return policy

Zalando is one of the most representative examples: its 100-day, no-questions-asked, free returns policy was one of the keys to its expansion in Europe. Decathlon, for its part, combines easy returns with a sustainable policy, reconditioning returned products for resale. These brands have understood that offering an excellent returns process not only reduces fear of purchase, but also builds trust and repeat business.

At Celeritas we collaborate with both eCommerce, supporting their returns strategy with logistics solutions aligned to their needs. The experience of these brands shows that a well-managed returns policy can be a relationship marketing and active loyalty tool.

Conclusion: building loyalty starts with a good returns policy.

Returns should not just be seen as an operational expense. With the right strategy, they can be an opportunity to increase satisfaction, build trust and differentiate yourself. At Celeritas, we help you turn your returns into a strategic loyalty asset.