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Consumers Welcome Controversial New ASOS Returns Policy

eCommerce Insights News & Insights
Stuart McQueen
Stuart McQueen
 

In April 2019, online fashion retailer ASOS announced changes to its returns policy, aiming to crack down on so‑called “serial returners”. The updated approach focused on closing accounts where customers were suspected of wear‑and‑return behaviour or consistently ordering and returning excessive volumes of items.

At the time, the announcement sparked debate across the retail industry. However, UK‑wide consumer research from the Whistl Group suggests the policy was far more widely accepted than many retailers might expect.

Majority of consumers support tougher returns rules

The research found that 76% of consumers welcome the changes introduced by ASOS. Support was slightly lower among younger shoppers (63%) and those in lower income brackets (66%), but overall sentiment remained strongly positive.

Only 8% of consumers disagreed with the policy in principle. Among ASOS shoppers specifically, opposition rose to 16%, while Argos shoppers showed the most negative sentiment, with 19% against the changes.

Why some shoppers remain concerned

  • Those who opposed the policy highlighted concerns around fairness. In particular, respondents felt that:

  • Returns are a fundamental part of online shopping

  • Genuine customers could be unfairly penalised

  • Automated decision‑making might lack transparency

These concerns underline the importance of clear communication and balanced policy design when retailers look to manage returns more effectively.

Serial returners back the policy too

Perhaps most surprisingly, the research revealed that consumers who regularly engage in return‑heavy behaviour were among the strongest supporters of the changes.

Percentage in favour of the ASOS policy:

  • 79% – Bought an item with the intention to return it

  • 77% – Kept an unwanted item because it was too much trouble to return

  • 71% – Used a ‘try before you buy’ service

  • 67% – Bought multiple colours or sizes with the intention to return

  • 66% – Ordered extra items to avoid a delivery charge

This suggests that even frequent returners recognise the need for retailers to put reasonable controls in place.

A clear lesson for retailers

Commenting on the findings, Melanie Darvall, Marketing and Communications Director at the Whistl Group, said:

“Although the changes brought in by ASOS created a lot of debate at the time, our research indicates that the changes are widely welcomed, even by those who are considered to be serial returners. It’s a valuable lesson for retailers developing returns policies for online purchases. If changes are explained clearly and seen as fair, the general public will support them – no matter how controversial they may initially appear.”

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