Zalando introduces new measures to curb excessive returns and enhance sustainable shopping practices

Zalando introduces new measures to curb excessive returns and enhance sustainable shopping practices

(IN BRIEF) Zalando is taking new steps to address excessive return rates by introducing a warning system and potential restrictions for the small number of customers who misuse its returns policy, including a possible 12-month account pause in severe cases. The majority of customers will not be affected. To reduce returns more broadly, Zalando is investing in smarter tools such as enhanced product pages, size guidance, personalized recommendations, and the development of a virtual fitting room with 3D avatars. These innovations have already cut size-related returns by 10%. The company emphasizes that the initiative is about fairness, sustainability, and maintaining the convenience of returns for responsible shoppers.

(PRESS RELEASE) BERLIN, 22-Sep-2025 — /EuropaWire/ — Zalando has announced new measures to address disproportionately high return rates among a small fraction of its customers, reinforcing its commitment to providing a seamless shopping experience while supporting sustainability. Since its foundation in 2008, Zalando has offered easy and convenient returns as part of its “fitting room at home” concept, a service valued by millions of customers across Europe. However, a minority of users have been misusing the policy, prompting the company to take action.

The challenge of excessive returns is not unique to Zalando but affects the wider fashion e-commerce industry, impacting product availability, straining operations and partners, and contributing to unnecessary environmental costs. To tackle the issue, Zalando is introducing a warning and restriction system aimed at improving fairness and accountability. Customers who show disproportionately high return activity will first receive a warning email, giving them the chance to reflect and make changes. If the behavior continues, restrictions may be placed on their shopping activity, and in the most severe cases, accounts will be paused for up to 12 months. These steps affect only a very small portion of the customer base, ensuring that the majority continue to enjoy convenient and flexible returns without disruption.

Beyond implementing these controls, Zalando is focused on reducing avoidable returns through smarter shopping tools and advanced product representation. Customers can now benefit from enhanced product pages featuring videos, 360° images, detailed descriptions, and augmented reality try-on options. To address the leading cause of returns—sizing—the company provides guidance on whether items run small or large, offers personalized size recommendations, and is developing a virtual fitting room where customers can create 3D avatars to visualize fit before purchasing. By updating their size profiles with body measurements, fit feedback, and reference items, customers help improve Zalando’s algorithms and receive more accurate recommendations.

According to Zalando, these innovations have already reduced size-related returns by 10%. The company views these steps as part of a broader responsibility shared between itself, customers, and partners. By increasing transparency, encouraging responsible behavior, and investing in technology, Zalando aims to ensure that convenient returns remain available for the vast majority of customers while reducing waste and advancing sustainability goals across the fashion industry.

SOURCE: Zalando