ASOS rolls out first-of-its-kind returns transparency tool after introducing fees

ASOS has told TheIndustry.fashion it is introducing what it describes as a first-of-its-kind returns transparency experience, giving UK shoppers visibility over their personal return rate and clearer insight into when return fees apply. This comes after the retailer faced backlash for introducing additional fees for customers with higher return rates in October 2024.

The new feature, which will go live on 6 January, will display a customer’s individual return rate within the ASOS app, alongside guidance designed to help shoppers avoid charges and retain access to free returns.

Under the updated approach, customers with a return rate below 70% will continue to benefit from free returns. Shoppers whose return rate exceeds 70% will face a £3.95 returns fee if they keep less than £40 worth of items from their order. Customers with a return rate of 80% or higher will also be subject to an additional restocking fee of £3.95, on top of the £3.95 returns charge.

ASOS said the transparency element allows customers to actively monitor and control their return behaviour, rather than being surprised by deductions after the fact. The app will also issue warnings when return rates are approaching chargeable thresholds, giving shoppers the opportunity to adjust their purchasing habits before fees apply.

The retailer stressed that the changes affect only a small proportion of its UK customer base and that free returns remain available for the majority of shoppers.

Ben Blake, EVP Customer and Commercial at ASOS, told TheIndustry.fashion: "We’re committed to keeping free returns available for all customers in all core markets, while ensuring we do so sustainably. By showing customers their return rate, we’re giving them greater visibility and control, alongside helpful hints for shopping with confidence."

ASOS added that the initiative builds on existing efforts to reduce unnecessary returns, including clearer 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 returns policy changes, with ASOS positioning the update as a data-led approach aimed at reducing return volumes without alienating customers.