How eCommerce brands can combat haul culture returns

The retail industry has long accepted that returns are a cost of doing business. Yet in recent years, that cost has been quietly compounded by a new kind of consumer behaviour, one fuelled not by necessity, but by content.

Haul culture, popularised by influencers showcasing large-scale purchases in a single video or post, continues to normalise the practice of over-ordering with the expectation (sometimes the intention) of returning most of it. For brands, especially in sectors such as fashion and beauty, the implications are significant.

According to The Retail Bulletin, UK return rates rose by 26% in 2023, with many retailers seeing return volumes nearing those of peak pandemic levels. The issue is no longer marginal. It is material and is causing businesses to rethink their strategies.

Why haul culture returns are different

Not all returns are equal. Some stem from sizing issues or genuine dissatisfaction. Others are deliberate and premeditated, driven by trends that treat online orders as temporary try-ons for content.

What makes haul culture returns particularly complex is their unpredictability. Standard forecasting models often fall short, and traditional policies (such as charging for returns or reducing return windows) can harm brand loyalty when applied too bluntly. 

It is not just about deterring returns, but about refining the customer journey to reduce the likelihood of them occurring in the first place.

Empowering the customer to rethink their order

One effective approach is to enable customers to make adjustments before their order even leaves the warehouse.

Order Editing, a native Shopify solution, allows customers to amend purchases after they checkout. Whether changing a size, removing an impulsive addition, or updating an address, these small additions to your customer journey can significantly reduce return risk. 

Many retailers overlook this window of opportunity, yet it can be one of the most powerful levers for change. Equally, by offering flexibility upfront, brands can signal to customers that changes are welcome, but that returns do not need to be the first resort.

Reframing the return as an exchange

Another strategic shift is encouraging exchanges rather than refunds. Loop Returns, a Shopify-integrated platform, facilitates this by presenting exchange options more prominently than a straightforward refund. 

Customers are prompted to consider alternatives - a different size, style, or colour, before proceeding with a full return.

The results are intriguing. Loop reports that brands using an exchange-first model see up to 40% fewer refunds, helping to retain revenue while maintaining a positive customer experience. This model also reduces warehouse issues and shortens return cycles.

Addressing product issues quickly and proactively

Where returns do result from damage or error, the key is speed and simplicity.

SWAP Commerce allows customers to request product replacements with minimal friction. Rather than submitting tickets or waiting on support teams, buyers can initiate a replacement instantly, reducing frustration and increasing the likelihood of a repeat purchase.

For retailers, this is not just about efficiency. It is about demonstrating accountability in a way that builds trust, especially with first-time buyers.

Speed matters even when the product hasn't come back yet

In cases where refunds are the only appropriate outcome, brands can still differentiate through the speed at which they process their returns.

Reveni, for example, offers real-time refunds, processed before the returned item has even arrived. While this may feel counterintuitive, the platform uses data-driven confidence scoring to manage risk. In practice, this approach not only enhances trust, but also reduces inbound customer service queries and improves overall post-purchase satisfaction.

Particularly in high-consideration categories, a rapid refund can be the difference between a lost customer and a retained one.

How brands can turn these challenges into a competitive advantage

Ultimately, the impact of haul culture cannot be reversed overnight. Consumer habits are slow to change, especially when convenience is the expectation.

However, for brands (particularly those on Shopify) willing to rethink their post-purchase strategy, there is an opportunity to turn what is often seen as a logistical pain point into a win for your business. 

By utilising the solutions available to you, retailers can create more flexible, customer-centric journeys, and in doing so, protect their margins without harming their brand.

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