ASOS has announced the launch of what it calls a first-of-its-kind returns transparency feature, giving UK shoppers visibility into their personal return rates and clearer information on when return fees apply, following criticism of its revised returns policy last year.
The new feature, set to go live on 6 January, will display an individual customer’s return rate within the ASOS app, alongside guidance aimed at helping shoppers avoid charges and retain access to free returns.
Under the updated policy, customers with a return rate below 70% will continue to qualify for free returns. Shoppers whose return rate exceeds 70% will be charged a return fee of US $ 5.02 if they keep items worth less than US $ 50.80 from their order. Customers with a return rate of 80% or higher will also incur an additional restocking fee of US $ 5.02, on top of the US $ 5.02 returns charge.
ASOS said the added transparency would allow customers to actively track and manage their return behaviour, rather than being surprised by deductions after purchases are completed. The app will also issue alerts when a shopper’s return rate is nearing chargeable thresholds, enabling them to adjust buying decisions before fees apply.
The retailer stressed that the changes would affect only a small proportion of its UK customer base, adding that free returns would remain available to the vast majority of shoppers.
Ben Blake, executive vice-president for customer and commercial at ASOS, said the company remained committed to maintaining free returns across its core markets in a sustainable manner. He added that providing customers with visibility into their return rates was intended to give them greater control, supported by tools to help them shop with confidence.
ASOS said the initiative builds on existing efforts to curb unnecessary returns, including improved sizing information, fit guidance, product videos and 360-degree imagery within the app.
The move marks a shift towards greater transparency following criticism of earlier changes to the retailer’s returns policy, with ASOS positioning the update as a data-driven approach to reducing return volumes without alienating customers.
