Observed Signal · Sep 30, 2026 · Study Release · Source: Retail-News · Impact: 2/5 · Sentiment: Neutral
EHI Study: Returns Remain Persistent Cost Issue in E-commerce
An EHI study on returns management in German e-commerce shows a mixed picture. Most retailers (66.7%) have return rates of 10% or less, but the share of retailers reporting rising return rates increased from 14.7% to 18.7%. The fashion sector remains particularly affected, with 67.8% of fashion retailers reporting return rates above 20%. Notably, free returns are becoming more common again: 60.6% of retailers now cover return costs fully, up from 49.2% the previous year. Retailers increasingly view returns as a customer retention tool, with 76.2% citing customer satisfaction and loyalty as a reason for cost absorption. Return shipping remains the biggest cost driver, cited by 70.6% of retailers. The study highlights a trend towards analyzing return causes and using data to manage returns more strategically.
The study provides valuable data on e-commerce returns, a key cost factor for online retailers, but is not a major industry shift.
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Key Takeaways & Evidence Grounding
- 66.7% of retailers have a return rate of 10% or less.
- 18.7% of retailers report rising return rates, up from 14.7% in 2025.
- 67.8% of fashion retailers report return rates above 20%.
- 60.6% of retailers fully cover return costs, up from 49.2% the previous year.
- 70.6% of retailers cite return shipping as the biggest cost driver.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Brands Adjust Return Policies for Q4 Holiday Season
Retailers are preparing for the holiday season by adjusting return policies to meet consumer expectations and reduce return-related friction. A survey by Happy Returns and the National Retail Federation predicts that about 17% of holiday sales will be returned. Brands are experimenting with longer return windows, free returns, and exchanges to improve customer acquisition and retention. Some are testing return policy messaging in ads and product pages. Additionally, brands are using returns as an opportunity to upsell, as seen with beauty brand Jones Road, which generated extra revenue from customers engaging during the return process. The newsletter also covers new Canadian retaliatory tariffs effective September 8, and highlights recent retail news including Quince's sample sale and Simon Property Group's launch of Simon Media Network.
JD.com Delivers 30,000 iPhones Within First Hour of Launch
JD.com reported delivering over 30,000 units of the iPhone 18 Pro series within the first hour of its launch in China, with some deliveries arriving minutes after the official 8 AM start. The company attributed this performance to pre-distributing inventory across its logistics network, including over 10,000 front warehouses, local fulfillment centers, and service stations, enabling rapid delivery in major cities like Beijing, Shanghai, Guangzhou, Shenzhen, and Wuhan. JD.com also offers additional services such as trade-in, device activation, data transfer, screen protection, and eSIM support, with over 3,000 service stations for Apple products and more than 20,000 service appointments booked before launch. This logistics capability is positioned as a key competitive advantage, supported by a survey indicating that over 60% of respondents prefer JD.com for purchasing new Apple products.
German e-commerce report: AI now powers most customer chats
The EHI Retail Institute's latest E-Commerce Report, analyzing 1,000 German online shops and marketplaces, reveals widespread adoption of mobile wallets: 97.2% support them, with PayPal leading at 96.3%. Apple Pay grew to 49% (from 37.8%) and Google Pay to 32% (from 23.1%). Invoice purchase remains a German staple at 81.7%. AI is dominant in customer service: 77.9% of existing chat functions are AI-powered, though only 40.8% of shops offer chat at all, meaning 31.8% of all shops have an AI chat. Click & Collect is offered by 34.6% of shops, with 56% of those allowing online payment. The report also highlights that Shopware leads the shop systems market at 12.5%, ahead of Shopify (9.8%) and Magento (7.2%).
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