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“Online returns are such a pain that more than 40% of consumers say they would prefer to sit in rush-hour traffic.”

Online shopping hit a new peak over the 2023 holiday season — and now the returns are upon us. But as online shopping gets increasingly competitive, there are new struggles around return policies. That may be an area for increased competition:

As consumers begin factoring in how time-consuming and costly making returns can be, they skip over buying goods from certain online stores altogether. According to the NRF and Happy Returns survey, 50% of shoppers have abandoned a purchase because the return policy was too bothersome.