Reports
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.
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
is the average return rate in fashion vs. all categories combined
Young women return the most
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.
Behind the returns 2026
Return insights in the Kustom portal
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.
