To reduce returns on fashion marketplace listings, first tag returns by reason and SKU, then fix the biggest cause. Typically that means size charts with garment measurements, photos and videos that show true colour and fabric, accurate titles and attributes, and pre-dispatch quality checks. Keep RTO separate from customer returns, and verify return-related deductions and claims against your agreement.
Start with return reasons, not the overall return rate
A single return percentage hides the cause. Two SKUs can have the same rate for very different reasons, and each needs a different fix.
- Download the return report from your marketplace panel. Column names and reason codes differ by marketplace, so check what yours provides.
- Group returns by reason: size or fit, colour or look different, defect or damage, wrong item, changed mind.
- Cut the data by SKU, style and size, then rank the top ten SKUs by returned units.
A SKU returned for defects needs QC, not new photos. A SKU returned for size needs better fit information. Fix one cause per SKU at a time so you can see what worked.
Fix size and fit information first
For apparel, fit is usually the first thing to check. Do not assume the generic size chart works for every style.
- Give garment measurements (chest, waist, length, shoulder), not only body sizes.
- State the model's height and the size she or he is wearing.
- Mention fit type (regular, relaxed, slim), stretch and whether the style runs small or large.
- Put the size chart in an image as well as in text, so it is visible on mobile.
If a size keeps coming back as too small or too large, measure a sample from the current batch and compare it with the chart. Mismatches between the chart and the factory's actual grading are common and easy to miss.
Make images, video and text match what arrives
Customers who receive something different from what they saw are likely to return it, and they often say so in the return reason.
- Shoot in natural or neutral light so colour is true. Check how it looks on a phone screen.
- Add a fabric close-up, and show whether the fabric is sheer, thick or stretchy.
- Show the actual length on a model, and add a short video if the marketplace supports it.
- State what is included. A kurta listed with a styled dupatta that is not in the pack invites returns.
- Fill in attributes (fabric, pattern, fit, occasion) accurately, following the marketplace's content guidelines.
Tighten QC and packing before dispatch
Defect, damage and wrong-item returns start in your warehouse, so no listing change will fix them.
- Inspect stitching, stains, loose threads and missing buttons or components before packing.
- Check that the size label, tag and SKU barcode match the item and the order.
- Pack to prevent damage and moisture in transit.
- Keep packing photos or video for high-value items. They help in disputes and claims.
Review defect-tagged returns weekly by vendor or production batch. A pattern usually points to one batch or supplier.
Keep RTO separate from customer returns
RTO (return to origin) happens when a shipment is not delivered and comes back. A customer return happens after delivery. They have different causes and different fixes, so do not blend them in one number.
- RTO causes: incomplete addresses, unreachable customers, refusal at the door, and delivery failures. Your levers depend on whether you ship yourself or use marketplace logistics.
- Customer return causes: fit, look, quality and expectation gaps, which the listing and QC steps above address.
Report both by SKU, pincode cluster and payment mode where your data allows, and compare each against its own history.
Check that every return is settled correctly
Reducing returns lowers volume. You also need to confirm that the returns you do get are charged and credited correctly. Compare return-related deductions, reverse logistics fees and credits in your settlement reports against your seller agreement and rate card, and confirm the latest terms with the marketplace.
For items returned damaged, missing or swapped, check the claim window and evidence requirements in your agreement, and raise cases on time. MarketplaceMetrics by Fundle reconciles sales and settlements, checks fees against agreed terms, and tracks returns and recovery cases. Myntra Excel reports are reviewed, and other marketplaces are in scope discussion.
Worked example
Illustrative example only. These figures are not real results or benchmarks.
Suppose one kurta SKU sells 1,000 units and 250 come back. Tagging by reason shows:
| Reason | Units |
|---|---|
| Size or fit | 110 |
| Colour or look different | 60 |
| Defect or damage | 40 |
| Changed mind | 30 |
| Wrong item | 10 |
Size and fit is the biggest block, so you rework the size chart with garment measurements first. If that cut those 110 returns by 30 units, and each return costs ₹250 all-in (illustrative, covering reverse freight, fees, handling and unsellable stock), the saving is 30 × ₹250 = ₹7,500 on this SKU. Use your own rate card and settlement data for the real cost per return.
Questions and answers
What is a good return rate for fashion on marketplaces?
There is no single figure that fits every brand. Return rates vary by category, price point and fit complexity. Compare each SKU with your own history first, and check whether your marketplace panel shares category-level data. Treat any outside benchmark with caution.
Do size charts really reduce fashion returns?
They can, when they use actual garment measurements and match the finished product. Test it by tracking size and fit returns for a SKU before and after you change the chart. Change one thing at a time so the result is clear.
Can I recover the cost of items returned damaged or swapped?
Sometimes. It depends on your seller agreement, the claim window and the evidence you hold. Read the relevant clauses, keep packing and inspection records, and raise cases within the stated time. Confirm the latest terms with the marketplace.
What is the difference between RTO and a customer return?
RTO is a shipment that comes back undelivered, for example because of a refused order or a bad address. A customer return happens after delivery, when the buyer sends the item back. Track them separately because the fixes differ.