A report from post-purchase customer experience provider parcelLab and e-commerce customer care and fulfilment specialist Salesupply has found that 40% of UK retailers are not communicating with customers during the returns process.

The report, titled "Inside the UK’s Top 100 Retailers’ Post-Purchase Secrets", finds that almost half of retailers take more than a week to process refunds, with an average refund time of eight days.

Only 9% allow item exchanges through their returns portals, missing a crucial chance to boost repeat business and make up for lost customer loyalty.

28% of retailers do not offer free returns, which may deter customers who prioritise flexible returns policies.

64% offer a return period of up to 30 days, 15% allow periods longer than 30 days, and 21% provide up to 14-day returns.

Homeware retailers offer the longest return periods, averaging 73 days, followed by DIY (42 days) and fashion and apparel (41 days).

Return methods vary, with more than a quarter (26%) of retailers using retailer-owned portals and the same amount relying on third-party portals, while 19% of retailers use carrier portals. Less common methods include customer service queries, paper labels and self-organised postage.

parcelLab CEO Tobias Buxhoidt commented: “These report findings underscore a critical need for UK retailers to rethink their returns management and sustainability strategies. They must create an improved post-purchase experience for the consumer, building stronger customer trust and loyalty which will ultimately drive repeat business and customer retention.”

Fashion retailer Oh Polly recently made headlines with its updated returns policy, which charges repeat returners increased fees.