- Last updated
June 11, 2026 - Reading time
2 minutes
Behind the returns 2026
A report on how product nature and shopper behaviors shape returns, and how you can turn it into a business opportunity.
What this is about
About the report
Behind the returns 2026 is a report based on 78.6 million online purchases across Sweden, Norway and Finland. We analyzed data from 1,551 integrated e-commerce merchants between August 2025 and April 2026 to see what the numbers actually tell us.
What we found? Returns do not happen by chance, and they are definitely more than just a post-purchase logistics headache. This report uncovers the real story behind return patterns and maps out exactly how age, gender and price segments shape consumer behavior.
Whether you are looking for ways to protect your margins or simply want to build a better customer journey, these insights will help you make more informed decisions.
A glimpse into the insights
A higher price doesn’t lower returns
Returns peak in fashion retail
22.8% vs. 5.9% is the average return rate in fashion vs. all categories combined
Young women return the most
More than 1/3 of what women 18–29 spend is returned, and yet, they’re one of the most valuable target groups
Loyalty and returns go hand in hand
In fashion, repeat shoppers consistently return a larger share of their purchases than new customers, but they still account for a significant portion of net order value.
Return insights in the Kustom portal
Soon, we’re expanding our dashboard lineup with a dedicated view for return insights, giving merchants the tools to turn raw data into immediate action. The new view in the Kustom portal tracks return rates over time and uncovers behavioral patterns, making it possible to spot trends earlier and drive smarter decisions for both profitability and the customer experience.
Want to build the future of return tech with us?
We are also looking ahead, exploring ways to help merchants decrease unwanted and avoidable returns, the ones that drain your margins without driving any real customer loyalty.
We’re opening up a pilot program for merchants who want early access to upcoming return tools and a chance to shape their development. By joining the pilot, you’ll get access to new features before anyone else and the opportunity to influence how they’re built from day one.
Key facts
FAQ
Ready to upgrade your checkout?
Join 24,000+ businesses delivering the buying experience shoppers expect. Get started on your own or talk to our team to find the right setup for you.
