When the company started with e-commerce in 2020, the percentage of returns was around ten percent. Today it stands at just over five per cent. An effect of the "tougher" return policy, which means that the customer pays for the return himself.
More uniform sizes
But the low return rate is also due to the target group that buys their clothes, the type of garment and that they have worked actively to make the sizes more uniform and easy to understand, Jonas Karlsson believes.
"The buying pattern is that you click home a lot of products and try them at home.
Right from the start, the company has invested in a sustainable profile, with more environmentally friendly materials in the rainwear and they repair garments that are returned due to some defect instead of sending new ones.
Return cost is added to the price
Looking at transporting the goods was a natural next step. The fact that the majority of customers are located abroad also makes return handling expensive – something that ultimately affects the customer.
"Then we would have to add that cost to the price. Now we share the cost of returns with the customer instead. So it's a matter of justice but also an environmental thing, so you shouldn't send back so much but try to choose the right garment.
A survey conducted by SVT shows that up to 40 percent of all e-commerce garments in Sweden are returned.
Listen to Jonas Carlsson talk about how e-retailers can work to reduce the amount of returns.