Return rate benchmarks show what share of sales gets returned and how that differs between online and overall retail. This page provides citable
reference benchmarks plus practical segmentation so you can benchmark like-for-like instead of relying on a single blended number.
Back to the hub:
E-commerce Statistics.
For operational context, pair return rates with
delivery methods share
and funnel impact from
cart abandonment rate.
Key benchmarks (quick reference)
If you cite one number, cite the scope. “Online returns rate” is typically higher than “overall retail returns rate”.
For “what to do next” context in an article: return rates are tightly connected to delivery expectations and policy design.
See delivery methods share and
returns policy impact.
Breakdowns (online vs overall, seasonal & category)
Use these comparisons when you want to explain why “e-commerce returns feel higher” than overall retail, and why category mix matters.
Online vs overall returns (benchmark)
| Segment | Return rate | How to cite |
|---|---|---|
| Online sales (e-commerce) | 19.3% | “Estimated share of online sales returned in 2025.” |
| Overall retail (all sales) | 15.8% | “Estimated share of annual retail sales returned in 2025.” |
| Overall retail (all sales) | 13.21% | “Overall retail return rate in 2024 (report key finding).” |
Seasonal example (holiday returns)
| Period | Return rate | How to use |
|---|---|---|
| Holiday sales (example benchmark) | 17% | Use to explain post-holiday reverse logistics pressure and staffing needs. |
Category signal (apparel vs overall)
| Category / segment | Return rate | Interpretation |
|---|---|---|
| Apparel (e-commerce channels) | 25% | Higher returns are often linked to sizing/fit and bracketing behavior. |
| Overall retail (all categories) | 15.8% | Blended benchmark across categories and channels. |
If you need an operational complement to return rates, link to:
reverse logistics time and
return cost per order.
What drives return rates
Short, research-friendly notes you can reuse in reports and content briefs.
- Category mix: apparel typically returns more than many other categories (fit/sizing and “try at home” behavior).
- Delivery experience: slow or uncertain delivery increases “buyer’s remorse” and cancellation/return behavior.
- Policy design: free returns increase conversion but can raise return volume; stricter policies can reduce returns but risk lower CVR.
- Fraud & abuse: a non-trivial share of returns can be fraudulent or policy-abusive in large retail panels.
- Generational behavior: some consumer segments return more frequently and influence overall volume.
How to connect returns to funnel outcomes
Returns don’t only affect margin—they also shape conversion. If a store tightens returns, it can lower conversion if shoppers feel less safe.
In content, pair return benchmarks with
CR benchmarks
and cart abandonment.
Definition
Be explicit: “return rate” can be reported as share of sales value or share of orders/items.
Return rate is most commonly reported in one of two ways:
- Share of sales value returned: returned sales value ÷ total sales value × 100
- Share of orders returned: returned orders ÷ total orders × 100
Always include the scope in citations (online vs total retail, market, category mix, and time window). Reference pages:
Glossary • Methodology
Sources
Primary sources for the benchmark values cited on this page.
-
NRF — 2025 Retail Returns Landscape (online returns benchmark: 19.3% of online sales expected to be returned in 2025):
nrf.com/research/2025-retail-returns-landscape -
NRF press release (overall returns rate 15.8% in 2025; holiday sales return rate 17%; additional context):
nrf.com/media-center/press-releases/…-in-2025 -
Appriss Retail + Deloitte (overall retail return rate 13.21% in 2024):
apprissretail.com/resources/2024-consumer-returns-report/ -
McKinsey (apparel e-commerce return rate reference point: 25% return rate for apparel on e-commerce channels):
mckinsey.com/…/improving-returns-management-for-apparel-companies
Hub-wide pages:
Sources •
Methodology •
Glossary
Cite this page
Copy and paste (adjust date if needed).
Suggested citation (APA style):
Best for Ecommerce. (2026). Return rate benchmarks (e-commerce). Retrieved from
/ecommerce-statistics/delivery-returns/return-rate-benchmarks/