Asos shoppers are expressing frustration over the retailer’s new policy that imposes a £3.95 fee on returns for those who do not keep a certain amount of their order. This change, aimed at curbing high return rates, has stirred considerable backlash among customers who view it as an unfair burden.
New Returns Policy and Customer Backlash
Asos recently announced that customers identified with a “frequently high return rate” will now face a £3.95 deduction from their refunds if they return items that total less than £40. This policy change was communicated to affected customers via email over the weekend. While Asos has not specified what constitutes a high return rate, the company asserts that the majority of its customers will not be affected by this new rule.
The retailer defended the decision by stating, “We’re making this change so that we can continue offering free returns to all our customers. For a small group of UK customers with a frequently high return rate whose shopping habits make offering them unconditional free returns unsustainable, they can still get free returns when they keep £40 or more of their order.”
For customers subscribed to Asos Premier, the threshold for free returns is set at £15. This policy aligns with similar measures introduced earlier this year in France, Germany, and the US.
Customer Reactions and Impact
The new policy has drawn sharp criticism from many Asos customers. Sowda, a London resident and regular Asos shopper, expressed disappointment, stating that the change would make her less inclined to shop with Asos. “The point of online shopping is that it is a risk but you can claim all your money back if you’re not satisfied,” the 22-year-old said. She also criticized Asos for inconsistent sizing, noting that she had to reorder the same jeans multiple times to get the right fit. “I would never have been that committed to the jeans if there was a £3.95 fee every time I sent them back,” she added.
Charlotte, another customer, took to X (formerly Twitter) to voice her frustration: “The problem for large returns is the fact half of your stock is ill-fitting and poor quality. I’ll take my custom somewhere else.”
Media analyst Kayley Cornelius suggested that the rise of influencer-led “haul” videos, where large purchases are often returned, might have contributed to Asos’s decision. “Regular shoppers probably followed suit, leading to an influx of returns after the initial purchase, which might have forced Asos to tighten their return policy,” Cornelius noted.
Industry Trends and Similar Policies
The new returns policy comes amid broader challenges facing online-only clothing retailers. Asos, along with its peers, has struggled with normalizing return rates, facing stiff competition from fast fashion brands like Shein, and dealing with the impact of rising living costs on customer budgets.
Earlier this year, PrettyLittleThing (PLT) faced backlash for deactivating accounts of frequent returners and imposing a £1.99 return fee, even for members of its “royalty” service. Similarly, fashion giant H&M reversed a controversial returns fee policy last year following customer criticism.
In response to these challenges, Asos has recently made efforts to improve its sizing and product display on its website. The retailer also announced the sale of its majority stake in the Topshop and Topman brands for £135 million, aiming to streamline operations and focus on core areas of its business.
Conclusion
Asos’s new £3.95 returns fee has sparked significant discontent among its customers, many of whom see the policy as an unfair and unnecessary expense. While the retailer aims to manage high return rates and maintain free returns for most customers, the backlash highlights the delicate balance online retailers must strike between operational sustainability and customer satisfaction. Asos’s ongoing efforts to enhance sizing accuracy and product presentation may help mitigate some of these issues, but the company will need to carefully navigate customer concerns as it adapts to the evolving retail landscape.
I am Aparna Sahu
Investment Specialist and Financial Writer
With 2 years of experience in the financial sector, Aparna brings a wealth of knowledge and insight to Investor Welcome. As an accomplished author and investment specialist, Aparna has a passion for demystifying complex financial concepts and empowering investors with actionable strategies. She has been featured in relevant publications, if any, and is dedicated to providing clear, evidence-based analysis that helps clients make informed investment decisions. Aparna holds a relevant degree or certification and is committed to staying ahead of market trends to deliver the most up-to-date advice.