Page 17 - CBM10

WHAT

EUROPEAN

CONSUMERS ARE

SAYING ABOUT

RETURNS :

THEN AND NOW –

HOW EXPECTATIONS

HAVE GROWN ON

AN INTERNATIONAL

RETURN

Text: Wouter de Haan // Photos: iStock

In the world of e-commerce, a lot can change in 3
years. The fast pace of this ever-evolving industry
means that online retailers must constantly keep up
with new technologies, new markets and the growing
demands of their customers. Returns are a much-
discussed issue for retailers and consumers alike. So,
it’s never been more important for retailers, especially

those selling across borders, to keep track of the
changing behaviours of their international customers.

2C Europe conducted 2 surveys across 6 of the biggest e-
commerce countries in Europe, 3 years apart, to discover just
Bhow much the attitudes and behaviours of European consum-
ers have changed towards e-commerce returns. The results highlight
significant increases between 2015 and 2018 in what European
consumers expect, as standard, in a returns service.

Who’s Checking?
Before exploring what consumers expect from a returns service, it is important
to understand the role of a returns policy in the decision-making process before
the consumer even contemplates a purchase. The most recent survey indicated
that over 68% of European consumers take the ease of a return into account
when purchasing an item. This number has risen from 55% in 2015, meaning
that more and more consumers are checking the returns policies and procedures
before they commit to their purchase.

While in the past it may have been common place for online stores to want to
hide away a returns policy in the depths of their website, nowadays it is com-
17