The larger the city, the lower the likelihood of online purchases being returned. Research conducted by Dutch online department store Wehkamp into purchasing and return behaviour reveals this trend. Residents of the Netherlands’ five largest cities return 14.6% fewer items compared to the national average. On average, residents of Amsterdam return the fewest products.
Wehkamp analysed over 7.5 million orders for this research. Among other findings, it showed that the population size of a municipality influences return rates.
City dwellers return less
The five largest cities in the Netherlands deviate significantly from the average. Amsterdam (-18%), Rotterdam (-17%), The Hague (-18%), Utrecht (-9%), and Eindhoven (-4%) all show substantially lower return rates than the national average.
“For Wehkamp, reducing the number of returns is a key focus, both from a societal and business-economic perspective. Since introducing our new returns policy in 2023, we’ve seen very positive results, with a 14% reduction in returns,” said Frans Falize, Chief Operating Officer of Wehkamp Retail Group. “Using the data from this study, we will now explore ways to further reduce returns in smaller municipalities.”
This trend of fewer returns by city residents also holds true for cities outside the five largest ones. On average, residents of these medium-sized cities (roughly 130,000 to 250,000 inhabitants) return 6.3% less than the national average. In municipalities with populations of 40,000 to 130,000, the difference nearly disappears, with return rates being only slightly lower (-0.1%).
More returns in smaller municipalities
In smaller municipalities (12,500 to 40,000 inhabitants), return rates are higher—5.7% above the national average. “This group represents nearly 5 million Dutch people, who make relatively frequent online purchases. By better understanding the factors that influence return rates through data analysis, we can work on further limiting returns, for example, by raising awareness,” Falize concluded.
Returns policy
In 2023, Wehkamp introduced a new returns policy. By implementing a small fee of 50 cents per returned item, continuously improving photography, and offering size advice tailored to each brand’s fit, return rates have already been reduced by 14%. Over the coming years, further investment in reducing returns will include data analysis focused on demographic differences.
About the research
This research analysed data from more than 7.5 million orders. For each municipality, return behaviour was compared to the average return percentage across the Netherlands. Approximately one-third of all ordered (fashion) products are returned, with beachwear being the most returned item, followed by women’s clothing. Return rates for non-fashion items are significantly lower.
The full research findings are available at: Wehkamp Research
About Wehkamp
Wehkamp has been a trusted name in the Netherlands for over 70 years and a pioneer in e-commerce. As early as 1995, customers could place online orders with this Dutch department store. Offering a wide assortment of fashion, home, personal care, and more, Wehkamp aims to enrich customers’ daily lives with carefully selected products and fast, reliable delivery. The company is committed to sustainable growth, innovation, and creating value for customers, employees, and partners. Operating from a state-of-the-art distribution centre in Zwolle, Wehkamp serves millions of customers across the Netherlands daily.
The editors cannot accept responsibility for the content of this press release. Any questions or concerns about the findings should be directed to the original publisher Wehkamp.
