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  • Has e-commerce turned us into entitled consumers?
  • Has e-commerce turned us into entitled consumers?
    Disruptivo (2019) ©
Thought leader

What makes online shoppers become ‘serial returners’?

While most people consider the ability to return any purchase a consumer right, the rise of ‘serial returning’ is becoming a problem for many retailers. Canvas8 spoke to Dr. Jason Sit, a marketing lecturer at the University of Portsmouth, to understand the drivers behind this phenomenon.

Location Global

E-commerce has not only transformed the ways that people discover and buy items, it’s also changed how they deal with unwanted purchases, giving rise to a new type of consumer dubbed the ‘serial returner’. These individuals are usually identified by the high frequency and value of their returns, with some sending back more items than they keep.

According to research from Barclaycard, almost half of all online consumer spending on clothing in the UK ends up being refunded by retailers. [1] This habit reportedly costs retailers £60 billion a year, with 29% having increased their prices to ...



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