Gen Z 'serial returners' surge as traditional returns deterrents lose impact

New data suggests a significant rise in so-called “serial returners” among Gen Z online shoppers, according to research from delivery intelligence platform Ingrid.

A survey of more than 1,000 shoppers found that 53% of Gen Z respondents have been identified as serial returners - up from 15% in 2023, a 38 percentage-point increase over three years.

The research also indicates that return-related enforcement actions are becoming more common, with half of Gen Z shoppers reporting that they have had online accounts suspended by retailers due to high return volumes (compared with 32% across all age groups).

A further 47% reported receiving warnings that their accounts could be suspended because of their return behaviour.

At the same time, the findings suggest that traditional deterrents are losing effectiveness, with 38% of all surveyed shoppers saying fees or restrictions no longer discourage them from returning items, rising to 47% among Millennials.

Among Gen Z respondents, 14% said they try to avoid return fees by reselling items on second-hand platforms such as Vinted instead of using formal return channels.

These shifts are prompting retailers to reconsider how they manage returns and associated costs. According to the survey, 57% of shoppers support the use of AI to flag products with high return rates among similar customers before purchase.

There is also interest in more flexible return fee structures: 22% said fees should be tailored to individual return behaviour, while 14% suggested lower fees for customers who return items quickly, allowing faster resale.

It comes as several major fashion retailers, including ASOS, ZARA, Boohoo and H&M, have introduced or adjusted return-related charges in recent years as they look to manage rising return volumes.

In February, ASOS introduced a returns transparency tool, providing UK customers with greater visibility over their individual return rates and clearer information about when return fees may apply.

This followed wider changes to its returns policy, including the introduction of additional return fees for some higher-returning customers in October 2024, which prompted mixed reactions from shoppers at the time.