Reducing Product Returns in E-Commerce

Product returns are a persistent problem for many e-commerce businesses. Although they make online shopping convenient, they also lead to additional transport, waste and significant costs. Existing solutions tend to focus primarily on logistics and return policies, while consumer behaviour and psychological drivers receive far less attention. This research project therefore examines how digital marketing can be used to reduce product returns in e-commerce. By gaining a better understanding of why consumers make impulsive purchases and return products, online shopping can become more sustainable. This benefits consumers, businesses and the environment.

Target group

Consumers who frequently return online purchases, small and medium-sized businesses, sector and consumer organisations seeking sustainable solutions, and students and teachers in marketing, business and sustainability programmes.

Research methods

A mixed-methods approach:

• Focus groups and concept evaluation interviews with consumers.
• Large-scale quantitative survey research among online shoppers.
• Co-creation and design thinking sessions with sector partners.
• A/B testing of digital marketing interventions in a real e-commerce environment.

Results

• Tested and validated digital marketing interventions that reduce the return rate.
• Consumer profiles based on psychological characteristics (impulsivity) and return behaviour.
• Insights into triggers such as impulsive buying and post-purchase regret.
• Practical guidelines and tools for e-commerce businesses.

Duration 

January 2025 to October 2025

Team 

The project is led by the Data Driven Marketing research group of The Hague University of Applied Sciences with a multidisciplinary research team.

• Maria Angeles Aragon 
• Hongli Joosten Ma 
• Diana Perra

Commissioned by

KIEM 

Partners

BBB Cycling, Thuiswinkel.org, Consumers' Association and the Data Driven Marketing Research Group of The Hague University of Applied Sciences. 

Funded by

Taskforce for Applied Research SIA, part of the Dutch Research Council (NWO), through the KIEM funding scheme.

Degree programme involved

The project is primarily embedded in education through the Purposeful Marketing minor.

Read more

Interview with Maria Angeles Aragon: Fewer Returns Through Better Choices

Contact

Would you like to learn more about the research? Please contact Maria Angeles Aragon.