In a bid to reduce the high level of returns, Flipkart subsidiary Myntra is now offering customers additional discounts on purchases under the non-returnable option.

This is similar to that of another Walmart-owned US-based e-commerce firm Jet.com where buyers would get a discount if they opt out of free returns.

Customers can opt for “make (the product) non-returnable” during checkout and avail a a maximum 4 per cent additional discount that varies from product to product. The offer is available on most products of apparel, lifestyle, electronics and home décor and other categories.

The scheme will not only help the fashion online shopping websites but will also benefit the consumers as part of the cost saved on reverse logistics is shared with customers, a person aware of the offer said.

 “We are constantly innovating to enhance our customer experience while shopping on Myntra. As a part of this, we keep experimenting with new features from time to time and scale them based on performance and user adoption.” – Amar Nagaram, Head, Myntra Jabong

E-commerce fashion websites typically get 15-20 per cent return rate for apparel as it is easy to return product and also there is no cost attached to it, according to Wazir Advisors, a consultancy firm which tracks the retail industry in India.

The Flipkart group, which sells fashion products under Myntra, Jabong and Flipkart Fashion, is trying to build synergies between Myntra and Flipkart and leverage its combined strength in the space.