Returns in E-commerce – Customer Experience and a Logistics Challenge
Modern e-commerce is no longer just about a seamless sales process – it’s above all about comprehensive customer experience management at every stage of interaction with the brand. One of the key touchpoints that significantly impacts consumer loyalty and satisfaction today is the return process. Its quality affects not only purchasing decisions but also the store’s reputation, conversion rates, and long-term customer relationships.
As highlighted in the “E-commerce in Poland 2024” report, consumers increasingly expect simple, fast, and fully automated solutions. Transparent return policies, 24/7 availability, and the ability to initiate a return without printing labels or contacting customer service are quickly becoming market standards. Mobile apps and tools like Szybkie Zwroty ("Quick Returns") greatly enhance user convenience by streamlining and simplifying the entire process. Furthermore, not requiring a reason for the return builds trust and a sense of security already at the decision-making stage.
In practice, a well-designed return process translates into higher conversion rates, more frequent purchases, and greater customer loyalty. In industries such as fashion or electronics, where returns are particularly frequent, efficient return handling is no longer optional – it is a necessity both from an operational and brand perspective.
Logistics Under Pressure from Rising Customer Expectations
For companies, this means the need to implement flexible and scalable logistics solutions that can handle the growing volume of returns. The challenges are complex: picking up the parcel, verifying its condition, deciding whether to reintegrate it into stock or dispose of it – each step requires the integration of multiple systems and clear information flow. Moreover, logistics must meet expectations related to speed, customer communication, and refund processing.
Digital technologies play a crucial role here. Automated return portals, ERP and CRM system integrations, and the use of artificial intelligence to analyze data and predict customer behavior all contribute to faster and more accurate returns management. Mobile solutions allow customers to initiate a return, track its status, and receive a refund – often within just 2–3 business days.
The environmental aspect is also becoming increasingly important. Smart logistics, packaging reduction, development of local return drop-off points, and elimination of unnecessary paperwork not only increase operational efficiency but also enhance a brand’s image in the eyes of increasingly eco-conscious consumers.
Returns in e-commerce are no longer just a costly obligation, but a fully-fledged component of customer-centric strategies. They also represent a powerful tool for gaining a competitive edge – provided they are effectively integrated with a company's logistics and technological processes.
Returns and Complaints in Focus at MODERNLOG
The topic of returns and complaints was also extensively discussed during the “Logistics for E-commerce powered by Allegro” conference held as part of MODERNLOG 2025. Experts including Olga Antczak from Allegro, Malwina Głowacka from DHL eCommerce Poland, and Malwina Kostałkowska from ORLEN Paczka shared practical insights into managing both consumer and operational returns.
Key discussion topics included: automation of logistics-related complaints, building trust in crisis situations, risk mitigation, and leveraging customer service quality as a tool for customer loyalty.
The session attracted a large audience, confirming that returns and complaints in e-commerce remain highly relevant – and are increasingly gaining strategic importance for the entire logistics sector.
During the recent edition of the MODERNLOG Trade Fair, this topic was thoroughly explored, but certainly not exhausted. In response to the strong interest and the significance of returns for companies operating in the e-commerce space and the wider logistics industry, we will return to this topic in 2026. It will be an excellent opportunity to continue the conversation, exchange experiences, and jointly seek answers to the questions shaping the future of logistics and customer service in online retail.