Return rates: how can PIM help?

E-commerce has profoundly transformed our consumer habits... but with it comes a costly phenomenon: the return rate. In France, this rate will be 24% by 2023-2024, according to FEVAD, reported by The Good Goods. In the United States, it reached 17.6% of online sales. 

These returns have a high operational cost: nearly $247 million is lost for every billion in online sales, or around 25% of sales, according to US data provided by NRF.

In the face of these figures, one constant emerges: many returns are caused by inaccurate or incomplete product information. Here's how you can improve the quality of your product data sheets to lower your return rate.

Return rate: definition, challenges and calculation

The returns rate is a key e-commerce indicator. It corresponds to the ratio between the number of products returned and the total number of products sold over a given period. This rate can be calculated for a company as a whole, or on a product-by-product basis, in order to identify problematic references or those misunderstood by customers.

A high returns rate represents a major economic challenge: each returned item generates logistics costs, disorganizes inventories, worsens margins and adds to the burden of managing reverse flows. In environmental terms, it also weighs on brands' CSR performance, by multiplying unnecessary transport and packaging.

Beyond the financial impact, a return is often synonymous with disappointment for the customer. It reflects an unfulfilled expectation, a lack of understanding or a poor projection of the product. In a 100% digital context, the product sheet becomes the only point of contact between the product and the buyer. It must inform, reassure and convince in the absence of physical handling. A blurred or misleading product sheet can quickly turn a purchase into a frustration... and a customer into a negative ambassador.

Causes of returns linked to product information

Here are the most common causes: 

• Unclear descriptions: vague wording, lack of concrete details on the benefits or actual use of the product.
• Missing or imprecise technical attributes: size, dimensions, material, compatibility, etc. Essential information missing or incorrectly entered.
• Misleading or inadequate visuals: altered colors, few angles of view, lack of zoom or setting, resulting in a poor representation of the product.
• No buyer's guide: no advice on size selection, appropriate use or assembly, making it difficult to make the right decision.
• Deceptive marketing promises: a sales pitch that exaggerates benefits without contextualization, and creates unrealistic expectations.

As a result, the customer buys based on a misinterpretation. When they discover that the product does not meet their expectations, they are disappointed and return it.

Best practices for enriching product information and making it more reliable

Reducing the return rate requires continuous improvement in the quality of product data sheets. This doesn't necessarily mean saying more, but rather saying it better: clearly structuring information, enriching visual content, clarifying technical attributes, adjusting the marketing pitch and providing real decision support. Here are the most effective practices to implement.

Structuring information

A well-structured product sheet facilitates understanding and reduces misinterpretation. Users need to be able to access essential information quickly and effortlessly.

• Prioritize information: start with a clear title, followed by a summary of key benefits, then technical details and logistical information (delivery, availability, warranty...).
• Visually organizing content with bullets, tabs or comparative tables helps to segment data and enhance readability.
• Content must be readable on both desktop and mobile devices: beware of overly dense text blocks or tables ill-suited to responsive design.

A well-organized information sheet is quicker to read... and understand. It reduces impulse buying based on a misunderstanding of the product.

Improve visuals

A picture is worth a thousand words, but it has to reflect reality. Visuals are one of the main drivers of product returns when they don't match what the customer receives.

• Multiply the angles of view: from the front, in profile, in detail, in the context of use... This allows the buyer to imagine the product more accurately.
• Offer a high-definition zoom: textures, finishes, sewing or assembly details are all triggers for confidence (or mistrust).
• Real-life photos: incorporating visuals showing the product in use in a real-life environment makes it easier for the buyer to see the product in action.
• Beware of discrepancies between the photo and the perceived reality, especially when it comes to colors (often altered by lighting or retouching) and materials (wood, fabric, metal, etc.). Clarifying this information in the text can help avoid disappointment.

A well-crafted photo gallery not only enhances the product's value: it also protects your margin by reducing returns due to false expectations.

Fill in all attributes

The lack of precision in technical attributes is one of the main factors of return, especially in sectors such as fashion, furniture, electronics or DIY.

• Always include dimensions, weights, materials, compatibilities and specific product features (power, autonomy, temperature, etc.).
• Sizes must be standardized (S, M, L) and explained in measurements (e.g. chest circumference, leg length).
• Offer detailed, even interactive sizing guides, with a selection assistance system.
• Include technical diagrams or explanatory illustrations: they meet the needs of more technical or professional buyers.
• Don't forget the practical information: package contents, installation conditions, tools required, level of difficulty, etc.

The more informed a customer is, the more likely they are to make an informed choice, and therefore return the product.

Making content useful for decision-making

A product sheet is no longer just a description: it must help the user make the right decision.

• Add a product-specific FAQ, fed by frequently asked questions from customers.
• Include tutorials or how-to videos where relevant: assembly, setup, commissioning...
• Provide advice on use and maintenance: this reassures customers and enhances the product's durability.
• Adopt an educational tone, simple and clear, without unnecessary technical jargon. The aim is not to convince at all costs, but to guide with transparency.

A well-informed customer is a satisfied customer... and a loyal one. They're also less likely to return a product, because they've made an informed purchase.

How can PIM help reduce the return rate?

PIM (Product Information Management) software is much more than a simple product content management tool. It plays a strategic role in reducing return rates by guaranteeing the reliability, consistency and appropriateness of information distributed across all channels.

Centralized product information

The PIM is a single repository where all product information is centralized. This approach eliminates discrepancies between the various points of sale: e-commerce site, marketplaces, paper catalogs or sales tools. By eliminating information discrepancies from one channel to another, customers benefit from a unified, reliable message.

Standardized structuring

Thanks to mandatory fields, harmonized formats and validation workflows, PIM imposes a clear, rigorous structure on product data sheets. This guarantees a stable, complete and up-to-date information base, avoiding errors due to omissions or incomplete descriptions.

Automated quality control

The PIM integrates automatic verification mechanisms that alert you to any anomalies: missing attributes, inconsistencies between categories and sizes, obsolete values, etc. These checks reinforce the reliability of the content produced, limiting returns due to misunderstandings or technical errors. These checks reinforce the reliability of the content produced, limiting returns due to misunderstandings or technical errors.

Adapting to channel and target

A PIM makes it possible to contextualize information according to channels (website, mobile, marketplaces) and target audiences. Translations, adapted image formats, local legislation: each file can be optimized to reduce misinterpretations.

Agility when you need it

In the event of an abnormal return on a product, the PIM offers a high level of reactivity: it is possible to massively modify files, correct errors or enrich content to prevent the problem recurring.

How can you reduce your return rate?

Reducing return rates in e-commerce is an essential lever for preserving margins, building customer loyalty and improving environmental performance. The quality of product information plays a central role in this process. 

Thanks to a PIM, brands can guarantee accurate, coherent records adapted to each channel. This limits misinterpretation, reassures buyers and reduces avoidable returns. Much more than a technical tool, the PIM becomes a genuine strategic ally for optimizing the shopping experience... and transforming product rigor into a competitive advantage.