How Poor Product Information Drives Returns (and How to Fix It)

Poor product information is one of the most preventable causes of online returns. When a listing gets size, colour, material, compatibility or what is included wrong, or leaves it out, shoppers buy on a false expectation and send the item back. Surveys in 2025 found that most shoppers have returned something because the description was inaccurate. Fixing the listing is usually far cheaper than processing the return.

How big the problem is

Returns are a large cost for retailers. The National Retail Federation and Happy Returns estimated that US retailers expected 16.9% of their annual sales in 2024 to be returned, worth about US$890 billion (NRF, 2024). In apparel the rate is higher: Coresight Research estimated the average US online apparel return rate at 24.4%, with size and fit the top reason (Coresight Research, 2023).

Product information is a major driver:

• Salsify's 2025 consumer research found 71% of shoppers returned items over inaccurate descriptions (Salsify, 2025).
• Akeneo found 59% had made a return specifically because the online description was misleading or inaccurate, and 62% said more accurate information upfront would reduce their likelihood of returning (Akeneo, 2025).
• Syndigo's 2025 global survey found 21% had returned a product that did not meet expectations set by product content, rising to 31% in the US (Syndigo, 2025).

These are surveys of US, UK and global shoppers rather than Australian data, and the figures measure different things, but the direction is consistent.

Which information failures cause returns

Akeneo's respondents ranked sizing issues as the top reason for returns (58%), followed by conflicting or missing reviews (35%), misleading product images (34%) and inaccurate product information online (29%) (Akeneo, 2025). In practice, the common listing failures are:

• Missing or vague dimensions. "Large" is not a size. Furniture, homewares and storage products need exact measurements, ideally with a scale reference image.
• Sizing without a size chart or with a chart that does not match the brand's actual fit.
• Colour mismatches between the photo, the title and the variant name.
• Compatibility gaps. Phone cases, filters, spare parts and chargers returned because the model list was incomplete.
• Unclear contents. Shoppers expecting accessories, batteries or assembly hardware that are not included.
• Inconsistent information across channels. The same product described differently on Amazon, eBay and your own store. Salsify also found 54% of shoppers dropped purchases due to conflicting information (Salsify, 2025).
• Overstated claims. "Waterproof" when the product is water resistant. In Australia, the ACCC requires that descriptions and claims about qualities or performance be accurate and truthful (ACCC).

A returns-reduction workflow for listings

1. Tag return reasons properly. Marketplace return codes are blunt. Add your own categories: wrong size, not as described, colour, compatibility, missing parts, damaged.
2. Rank SKUs by preventable returns. Focus on products where "not as described" or sizing reasons dominate.
3. Read the evidence. Reviews, customer questions and return comments tell you exactly what shoppers misunderstood.
4. Fix the master record, not one channel. Correct dimensions, add the missing attribute, clarify what is included, then push the fix to every marketplace.
5. Fix images too. Add a dimensions infographic, a scale shot or a true-colour photo where images misled.
6. Measure again. Compare the return rate for the same SKU before and after. See measuring listing performance.

Accuracy beats persuasion

It is tempting to make listings more persuasive to lift conversion. But a sale that comes back costs shipping both ways, handling, possible write-off of the item and, on marketplaces, can affect seller metrics. The better goal is accurate conversion: the shopper who buys is the shopper who keeps it. That is also why AI-generated copy needs review against real product data. See human-in-the-loop AI for product content.

Key figures

• 71% of shoppers have returned items over inaccurate descriptions (Salsify, 2025).
• 59% of consumers returned an item because the online description was misleading or inaccurate; 62% say better information would reduce returns (Akeneo, 2025).
• Retailers expected 16.9% of 2024 sales to be returned (NRF, 2024).
• US online apparel returns averaged 24.4% (Coresight Research, 2023).

How eComChannels helps

eComChannels AI listing optimisation reduces the information gaps that cause returns. It works from one master product record, so dimensions, materials, compatibility and contents are the same on every channel. The AI, already trained on each marketplace's listing rules, flags missing required attributes and vague size or colour information, and drafts clearer bullets and descriptions for people to approve. When return comments reveal a misunderstanding, one bulk update corrects the listing on every marketplace at once.

AI graphics adds dimension infographics and consistent image sets per marketplace, so photos set the right expectation. And for the parcels themselves, AI auto shipping books labels, pushes tracking back to each marketplace and helps you lodge carrier claims for damaged items, with less manual work. Fewer mismatched expectations means fewer returns, lower handling costs and better marketplace metrics.

Book a demo or start a 30-day free trial to find the listings driving your returns.

FAQ

What return rate is normal for online stores?

It varies widely by category. Apparel and footwear run far higher than homewares or consumables. Track your own rate by SKU and by reason rather than relying on industry averages.

Can better listings reduce sizing returns?

They can reduce them, not eliminate them. Accurate size charts, fit notes, exact measurements and photos showing scale help shoppers choose correctly the first time.

Do returns affect marketplace rankings?

Marketplaces track customer experience metrics, and high "not as described" rates can affect account health and visibility. Check each marketplace's performance standards.