UK retailers face a strong consumer backlash if they limit returns for customers considered frequent senders. Blue Yonder’s 2026 Consumer Retail Returns Survey found that 89% of UK shoppers would buy less often or stop shopping altogether in that situation.
The survey covered more than 5,000 consumers across five markets, including 1,001 in the UK. Some 52% of UK respondents said a better returns policy had influenced their choice of retailer, while 35% had stopped shopping with a retailer after it introduced stricter rules during the previous year.
UK consumers return goods less often than shoppers in France and Germany. A quarter make a return at least monthly, compared with 48% in France and 46% in Germany. Nevertheless, tracking return histories remains contentious: 36% regard it as a fair cost-control measure, but 22% consider it invasive and would shop elsewhere.
Retailers also need to account for differences between customer groups. If told they returned too frequently and then faced restrictions, 62% of Baby Boomers would leave the retailer, compared with 39% of Gen Z. A blanket policy could therefore damage loyalty without accurately identifying abuse.
AI recommendations add reverse-logistics risk
Nearly one in four UK respondents had bought an item after an AI recommendation. Among those shoppers, 41% returned an AI-recommended product in the past year. The leading causes were a mismatch with the description and incorrect size or fit. Only 17% of all UK consumers trust AI to recommend the right size, while 37% do not trust it at all.
For retailers, the results underline the commercial importance of accurate product information. Incomplete specifications and sizing data can increase transport, inspection and repackaging costs.
Free return shipping and rapid refunds remain the leading priorities. However, 58% of respondents had been offered the option to keep an item instead of returning it, and 67% of those consumers said the experience increased their likelihood of shopping with the retailer again. The approach can make economic sense where processing and transport cost more than the product’s recovery value. Environmental concerns are also significant, with 56% worried about returned goods reaching landfill.
A multilingual professional experienced in Europe, Canada, and China, Herbert has developed invaluable networks in the automotive and energy industries. He has led high-profile projects involving ENBW, Mercedes-Benz Group, Siemens Group, and the Fraunhofer Institute.