Popcorn Reading
Big ideas, small bites. Perfect with a bucket of popcorn (the fancy, gourmet ones if you like).
Welcome to Popcorn Reading, your monthly scroll of quick eCommerce and delivery must-knows. No long reports. Just the crunchy bits you can snack on in under 2 minutes.
October 2025
This month’s flavour? Return to Sender.
First things first, Why did We Choose to Discuss Returns this Month?
Peak shopping season is looming. Offers, promos, digital footfall — all ramping up. That means returns volumes can (and will) spike too. Better to review processes than scramble at hour N.
Customer patience continues to be thin. If delivery promises are questioned, return promises aren’t spared scrutiny either.
The wider eCommerce climate is demanding greater transparency, efficiency and choice, and returns are part of the package.
Return Mania is Real
Whether you’re purely B2C or you’ve got a hybrid B2B model, one thing is sure: returns aren’t just an afterthought. They’re becoming front and centre.
Let’s admit it, a seamless return process can be a loyalty driver. 78% of consumers consider the returns service when choosing where to shop.
At the same time only around 52% of shoppers are happy with the returns experience.
So, if your returns process is rough, slow or opaque, you’re quietly losing loyalty and wallets.
The Return Journey You Should be Mapping
Here are the key moments that matter, and how you could address them:
Quick-Win Actions: Get these done as soon as possible
- Gear up for volume
With Peak ahead (well almost here), returns will scale. Make sure your systems, carriers and partners are ready. Don’t underestimate the weightage of this step! - Communicate clear choices
Drop-off, courier collection, exchange, refund. Are you offering all that your customer wants? This could be a factor that differentiates you from competitors (scroll up to see what shoppers think about returns options)
Actions: When you can catch a breath after Peak
- Audit your returns promise
What do you say? Is it aligned with your checkout/purchase promise? - Check your inbound flow
How quickly do you inspect, process, restock returned goods? Could data capture be improved? Monitor the cost and the brand impact
Returns aren’t just a cost centre. They’re a brand moment. Brands that nail it win; those that don’t pay in loyalty (loyalty points aren’t only for shoppers after all).
Enjoy your popcorn – and make those returns work for you, not against you.
If you’re a UK B2C or B2B business and would like us to cover a specific topic in our monthly Popcorn updates, feel free to let us know.
Next month’s flavour: Last Mile, First Priority
