Gratis returer för nätshoppare – inte hållbart i längden

Affärerna Shoppare, återförsäljare och miljön vinner när returerna minimeras. Det menar Sarita Runeberg som är affärsutvecklingschef på den globala design- och teknikbyrån Reaktor. Här ger hon några råd kring hur återförsäljare kan minimera returer online samtidigt som de engagerar sina konsumenter kring medveten shopping.

Gratis returer för nätshoppare – inte hållbart i längden
Sarita Runeberg Foto: Anni Koponen

Inför julhelgen i december förra året var det många nätbutiker som erbjöd gratis returer och utökade returperioder. Avsikten var att sänka tröskeln för köp. I genomsnitt returneras 20 procent av alla onlineköp, medan det i fysiska butiker bara är omkring nio procent som återlämnas.

Någonting är fel

Du är inloggad som prenumerant hos förlaget Pauser Media, men nånting är fel. På din profilsida ser du vilka av våra produkter som du har tillgång till. Skulle uppgifterna inte stämma på din profilsida – vänligen kontakta vår kundtjänst.

I vissa branscher, som mode – där passform är av största vikt och svårare att mäta online – är andelen returer ännu högre. Hos onlinemodejätten Zalando, till exempel, returneras 50 procent av försäljningen, vilket innebär att varannan såld vara kommer tillbaka.

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