Return rates: how can PIM help?

E-commerce has radically transformed our shopping habits… but it comes with a costly consequence: the return rate. In France, this rate stood at 24 per cent in 2023–2024, according to FEVAD, as reported by The Good Goods. In the United States, it accounts for 17.6 per cent of online sales.

These returns incur high operational costs: nearly $247 million is lost for every billion in online sales, representing around 25 per cent of turnover, according to US data provided by the NRF.

Looking at these figures, one consistent pattern emerges: many returns are caused by inaccurate or incomplete product information. Here’s how to improve the quality of your product listings to reduce your return rate.

Return rate: definition, implications and calculation

The return rate is a key e-commerce indicator. It represents the ratio of the number of products returned to the total number of products sold over a given period. This rate can be calculated overall for a business, but also on a product-by-product basis to identify items that are problematic or misunderstood by customers.

A high return rate represents a major economic challenge: every item returned incurs logistics costs, disrupts stock levels, erodes profit margins and complicates the management of reverse logistics. From an environmental perspective, it also weighs on brands’ CSR performance by increasing unnecessary transport and packaging.

Beyond the financial impact, a return often signifies disappointment for the customer. It reflects unmet expectations, a misunderstanding or a misjudgement of the product. In a fully digital environment, the product description becomes the sole point of contact between the product and the buyer. It must inform, reassure and convince in the absence of physical interaction with the product. A vague or misleading product description can quickly turn a purchase into a source of frustration… and a customer into a negative advocate.

Reasons for returns linked to product information

Here are the most common causes:

• Vague descriptions: ambiguous wording, lack of concrete details on the benefits or the product’s actual use.
• Missing or imprecise technical specifications: size, dimensions, material, compatibility, … essential information that is missing or incorrectly stated.
• Misleading or insufficient visuals: altered colours, limited viewing angles, no zoom or real-life examples, resulting in an inaccurate representation of the product.
• Lack of a buying guide: no advice on choosing sizes, suitable use or assembly, which makes decision-making difficult.
• Deceptive marketing claims: overly sales-oriented language that exaggerates the benefits without providing context, creating unrealistic expectations.

As a result, the customer makes a purchase based on a misinterpretation. When they discover that the product does not meet their expectations, they are disappointed and return it.

Best practices for enriching and improving the reliability of product information

Reducing the return rate requires continuous improvement in the quality of product descriptions. This does not necessarily mean providing more information, but rather providing it better: clearly structuring the information, enriching the visual content, specifying technical attributes, refining the marketing messaging and providing genuine support for the decision-making process. Here are the most effective practices to implement.

Structuring the information

A well-structured product page makes information easier to understand and reduces misinterpretation. Users must be able to access essential information quickly and effortlessly.

• Prioritise the information: start with a clear heading, followed by a summary of the key benefits, then technical details and logistical information (delivery, availability, warranty, etc.).
• Organising content visually using bullet points, tabs or comparison tables helps to break down the data and improve readability.
• The content must be readable on both desktop and mobile devices: be careful to avoid overly dense blocks of text or tables that are poorly adapted to responsive design.

A well-structured product page is quicker to read… and to understand. It reduces impulse purchases based on a misunderstanding of the product.

Improving visuals

A picture is worth a thousand words, but it must still reflect reality. Visuals are one of the main drivers of product returns when they do not match what the customer receives.

• Include multiple angles: from the front, in profile, close-ups, and in context of use… This allows the buyer to visualise the product more accurately.
• Offer a high-definition zoom: textures, finishes, and details of stitching or assembly are key factors in building trust (or mistrust).
• Real-life photos: including images showing the product being used in an everyday setting helps the buyer visualise themselves using it more easily.
• Be mindful of discrepancies between the photo and perceived reality, particularly regarding colours (often altered by lighting or editing) and materials (wood, fabrics, metal, etc.). Clarifying this information in the text can prevent many disappointments.

A well-curated photo gallery not only showcases the product: it also protects your profit margin by reducing returns caused by unrealistic expectations.

Provide all product details

A lack of precision in technical specifications is one of the main causes of returns, particularly in sectors such as fashion, furniture, electronics and DIY.

• Always provide details of the product’s dimensions, weight, materials, compatibility and specific characteristics (power, battery life, temperature, etc.).
• Sizes must be standardised (S, M, L) and specified in measurements (e.g. chest circumference, leg length).
• Provide detailed, or even interactive, size guides with a selection aid.
• Include technical diagrams or explanatory illustrations: these meet the needs of more technically-minded or professional buyers.
• Don’t forget practical information: contents of the parcel, installation instructions, tools required, level of difficulty, etc.

The more informed a customer is, the better equipped they are to make an informed choice and therefore the less likely they are to return the product.

Make the content useful for decision-making

A product page is no longer just about description: it must guide the user through their decision-making process.

• Add a product-specific FAQ section, based on customers’ frequently asked questions.
• Include tutorials or how-to videos where relevant: assembly, configuration, commissioning, etc.
• Provide advice on use or maintenance: this reassures customers and highlights the product’s durability.
• Adopt an informative, simple and clear tone, without unnecessary technical jargon. The aim is not to persuade at all costs, but to guide with transparency.

A well-informed customer is a satisfied… and loyal customer. They are also less likely to return their product, as they made their purchase with full knowledge of the facts.

How does a PIM help reduce the return rate?

PIM (Product Information Management) software is much more than just a product content management tool. It plays a strategic role in reducing return rates by ensuring the reliability, consistency and accuracy of the information published across all channels.

Centralisation of product information

PIM acts as a single repository where all product information is centralised. This approach eliminates discrepancies between different sales channels: e-commerce sites, marketplaces, printed catalogues and sales tools. By eliminating discrepancies in information across channels, customers benefit from a consistent and reliable message.

Standardised structure

Through mandatory fields, standardised formats and validation workflows, the PIM enforces a clear and rigorous structure for product records. This ensures a stable, comprehensive and up-to-date information base, preventing errors caused by omissions or incomplete descriptions.

Automated quality controls

The PIM incorporates automatic verification mechanisms that flag up any anomalies: missing attributes, inconsistencies between categories and sizes, obsolete values, etc. These checks enhance the reliability of product content, minimising returns caused by misunderstandings or technical errors.

Adaptation to channel and target audience

A PIM enables information to be contextualised according to channels (website, mobile, marketplaces) and target audiences. Translations, adapted image formats, local legislation: each product listing can be optimised to minimise misinterpretations.

Agility when needed

In the event of an unusually high number of returns for a product, the PIM offers a high degree of responsiveness: it is possible to make bulk changes to product listings, correct errors or enrich content to prevent the problem from recurring.

How can you reduce your return rate?

Reducing the return rate in e-commerce is a key strategy for maintaining profit margins, building customer loyalty and improving environmental performance. The quality of product information plays a central role in this process.

With a PIM, brands can ensure that product listings are accurate, consistent and tailored to each channel. This minimises misinterpretations, reassures shoppers and reduces avoidable returns. Far more than just a technical tool, a PIM becomes a true strategic ally for optimising the shopping experience… and turning product rigour into a competitive advantage.