Size Stumps Sales Of Apparel Online

Return of goods is mainly due to wrong size

- Vidya S

Sizing-related issues are one of the biggest reasons behind returns in fashion and apparels, a category that accounts for the largest chunk of items being sent back on e-commerce portals in India by unsatisfied customers.

“When we look at reasons for returns, a bulk of it is not, ‘We don’t want the product’, but it is, ‘We want an alternative size in the same item’. Colour and detail are among the several reasons that lead to returns. But sizing is a slightly more difficult issue to crack in terms of providing an accurate representation online,” said Arun Sirdeshmukh, business head at Amazon Fashion India.

Studies show that about 20-30 percent of all fashion products bought online are returned. This is a category that accounts for about $6 billion (Rs 40,000 crore) of the total $32 billion gross merchandise value of online retail in India as of 2019, according to data from RedSeer Consulting.