E-commerce return rate : how can a PIM make the difference?

Product returns represent one of major challenges of e-commerce. With an average rate of 20% in fashion and up to 30% for some sectors, these returns generate considerable costs and impact the customer satisfaction. But did you know that 80% of avoidable returns are directly linked to a faulty product information ?

This article explores how to optimize the management of product data via a PIM (Product Information Management) can transform your e-commerce performance. We will analyze the main causes of returns, their consequences on your business, and especially the concrete levers for action to reduce them effectively.

👉 Are you looking for better control of your product data? Find out how SolidPepper PIM can help you right now.

Understanding the e-commerce return rate

The return rate is the percentage of products returned in relation to the total sales volume. The calculation is simple: (Number of returns/Total number of orders) × 100.

Sectoral benchmarks

Return rates vary considerably by sector:

• Fashion and accessories : 15-30%
• Electronics : 8-15%
• Furniture and decoration : 10-20%
• Cosmetics : 5-12%
• Books and media : 3-8%

Returns vs complaints

It is necessary to distinguish Product returns (exercise of the right of withdrawal) of claims (defective or non-compliant product). The former are often avoidable thanks to better product information, while complaints concern the quality or conformity of the product received. Good management of these two aspects is essential to improve the customer experience and limit dissatisfaction.

Current trends

The development of e-commerce has mechanically increased return rates. Consumers, who cannot touch or test the product before buying, rely solely on information available online. This dependence makes The quality of product sheets is crucial and visuals. A clear and complete product sheet is becoming a key tool in reducing returns.

The main causes of product returns

Imprecise or incomplete descriptions

Descriptions that are too vague or lack technical details create unclear expectations. A poorly informed customer may be frustrated with the product received. For example, ordering furniture without a precise indication of dimensions can lead to major delivery disappointment. It is essential to provide accurate and detailed information, such as exact dimensions, materials, or functionalities.

Photos that do not conform to the real product

Poor quality or unrepresentative visuals create a disconnect between expectations and reality. Lighting, viewing angles, and color fidelity are key factors in convincing the customer. A photo that beautifies the product excessively, or that does not show important details, can lead to frequent returns.

Wrong or misleading data

Errors in technical characteristics, such as dimensions, weight, materials, or functionalities, remain one of the major causes of customer disappointment. Incorrect information may make the product unusable for its intended purpose, which inevitably leads to a return. Rigorous verification of product sheets is essential to avoid this type of error.

Compatibility issues

In technical sectors, the lack of information on compatibility (accessories, software, spare parts) generates a lot of returns. For example, a customer who buys a device without knowing if it is compatible with their existing equipment may end up with an unusable product. Compatibility details should be clearly included in the descriptions to avoid these situations.

In summary, a product sheet that is clear, accurate, and true to reality is essential to limit returns and improve customer satisfaction. Investing in the quality of descriptions, visuals and product data is a priority for any e-commerce player.

💡 80% of avoidable returns are linked to poor product information.

👉 Centralize, enrich and validate your data with SolidPepper PIM.

Consequences of returns for e-retailers

Direct financial impact

Returns generate multiple costs which weigh heavily on business profitability:

• Reverse logistics : each return requires a complex process including transporting, receiving and sorting the products.
• After-sales service : the processing of requests, administrative management and exchanges with the customer require time and resources.
• Reconditioning : Returned products often need to be refurbished, quality checked, and sometimes refurbished to be put back on sale.
• Depreciation : returned products lose their value, especially when their resale requires a price reduction.

On average, the cost of a return represents between 15% and 25% of the selling price of a product, an impact that can heavily affect business margins.

Reducing the return rate thanks to a good PIM

Impact on customer experience

Frequent returns may worsen consumer confidence. When a customer receives a product that does not meet their expectations, they may be hesitant to place a new order. This loss of trust has a direct impact on:

• Conversion rates : potential buyers become more cautious or abandon their carts.
• Customer lifetime value (CLV) : a disappointed customer is less likely to become loyal, impacting revenue in the long run.

Poor return management is therefore not limited to a financial impact, but also affects the overall perception of the brand.

Automated enrichment of product sheets

Environmental impact

Returns are not only costly financially, but also for the planet:

• Increase in transport : the back and forth between the customer and the company considerably increases the carbon footprint.
• Overconsumption of packaging : each return often requires new packaging, compounding the waste problem.
• Waste : some returned products cannot be put back on sale and end up being destroyed, generating avoidable waste.

In a context where concerns related to the CSR (Corporate Social Responsibility) are becoming more and more important, poor returns management can damage a company's sustainable image.

A PIM centralizes and structures all product information. It allows you to automatically enrich the forms with:

Loss of internal productivity

Returns management involves significant human and material resources :

• Logistics and after-sales teams must devote valuable time to dealing with returns, anomalies, and complaints.
• Precise dimensions and standardized units
• High quality visuals From every angle
• Informative pictograms (certifications, use, maintenance)
• Technical instructions and user guides
• This workload diverts employees from their main mission: commercial development and the improvement of the overall performance of the company.

So, returns are a real obstacle to productivity and operational efficiency, while increasing internal frustration.

Omnichannel consistency

To minimize these impacts, it is essential to rethink returns management and adopt more sustainable, effective and customer-oriented solutions.

The PIM guarantees the consistency of information across all sales channels:

• E-commerce website
• Marketplaces (Amazon, Cdiscount, Fnac)
• Mobile applications
• Paper catalogs

This consistency avoids inconsistencies that cause customer confusion.

Collaborative validation

PIM facilitates collaboration between product, marketing, and customer service teams. Each department can enrich the sheets according to its expertise:

• Product team : technical specifications
• Marketing : commercial arguments
• AFTER-SALES SERVICE : feedback from field experience

Real-time update

Changes are delivered instantly across all channels. This reactivity makes it possible to quickly correct identified errors and to enrich the files continuously.

Use cases and ROI: when a good PIM causes a drop in returns

Concrete example: furniture sector

An online furniture company was facing a 25% return rate. The analysis revealed that 60% of returns were due to problems with dimensions or style that did not meet expectations.

Before implementing the PIM:

• Incomplete product sheets
• Visuals of varying quality
• Approximate dimensions
• Lack of overview

After implementing SolidPepper PIM:

• Enriched product sheets with exact dimensions
• 360° visuals and situation views
• Integrated assembly guides
• Accurate delivery information

Results obtained:

• Return rate reduced from 25% to 9%
• Customer satisfaction increased by 30%
• Conversion rate up by 15%
• Logistic savings of €150,000 per year

Checklist: 7 best practices to improve your product sheets

1. Integrate 360° visuals

Offer views from every angle to allow for a complete virtual inspection of the product.

2. Standardize sizes and units

Standardize measurement units and display formats to avoid confusion.

3. Add technical FAQs

Anticipate recurring questions by integrating the answers directly into the product sheets.

4. Structure information according to customer uses

Organize information according to the real needs of users rather than according to internal technical logic.

5. Use after-sales service feedback to enrich the sheets

Analyze the reasons for return to identify missing information and enrich the forms accordingly.

6. Check the quality before broadcast

Put in place a systematic validation process before going online.

7. Automate updates via PIM

Use automation features to keep information fresh without manual intervention.

💡 If you are looking for a PIM at the best quality/price ratio, SolidPepper is the place to be!

Transform your e-commerce performance now

Reducing return rates is a essential growth driver for e-retailers.

Beyond the simple reduction of logistics costs, offer a quality product information significantly improves the customer experience, builds trust in your brand, and optimizes your conversion rates. A clear and accurate description reduces uncertainty and encourages your customers to make the purchase with confidence.

This is where PIM (Product Information Management) comes in as a essential solution.

By centralizing the management, structuring and enrichment of your product data, a PIM not only simplifies your internal processes: it transforms a cost item into a major competitive advantage. Thanks to an effective and consistent distribution of your information across all your channels, you ensure a smooth and consistent user experience while increasing your productivity.

Investing in a PIM is investing in the future of your e-commerce. The benefits are numerous: reduced return rates, better customer satisfaction, increased conversions and optimized management of your product data.

Don't wait any longer to take your business to the next level.

Explore the benefits of a PIM solution today and turn your product data into a growth driver!