Analysis
The End of Free Returns? DTC Brands Weigh Cost vs Loyalty
Remember when free returns were the DTC cheat code? They lowered buyer anxiety, fueled “bracketing” (buying multiple sizes, planning to return most), and helped brands win first-time shoppers. But what started as a trust-builder has become a margin-eater. 63% of consumers now buy with the intention to return extras, up from 55% pre-pandemic (Axios). In 2023, U.S. shoppers sent back $743 billion in goods—14.5% of all retail sales (Financial Times). Apparel is ground zero: online return rates ave
Aleena Hassan4 min read
