The Return Reality
Returns are an unavoidable part of reselling. Online buyers can’t physically inspect items before purchase, leading to inevitable mismatches between expectations and reality. How you handle returns directly impacts your profitability, reputation, and long-term success.
The goal isn’t to eliminate returns—it’s to manage them strategically.
Understanding Return Types
Legitimate Returns
Buyer concerns that warrant returns:
- Item not as described (your responsibility)
- Damaged in shipping (carrier/packaging issue)
- Wrong item sent (fulfillment error)
- Defective item (missed during inspection)
Strategy: Accept gracefully, learn from mistakes, improve processes.
Buyer’s Remorse
Buyer simply changed their mind:
- Found better deal elsewhere
- Impulse purchase regretted
- No longer needed
Strategy: Platform-dependent policies apply. On eBay, you set your return policy; on Amazon, returns are more buyer-friendly.
Problematic Returns
Potentially fraudulent or abusive:
- Item swap (return different item than purchased)
- Excessive use before return
- False “not as described” claims
- Serial returners
Strategy: Document everything, push back when appropriate, block repeat offenders.
Setting Return Policies
eBay Return Policy Options
No Returns:
- Allowed for many categories
- Reduces return volume
- May discourage some buyers
- Still required to accept “not as described” returns
30-Day Returns:
- Buyer pays return shipping (buyer remorse)
- Seller pays return shipping (not as described)
- Standard for most sellers
60-Day Returns:
- Extended window
- Better for holiday shopping season
- May increase conversion
Amazon Return Policies
Amazon heavily favors buyers. Most categories require:
- 30-day return window minimum
- Free return shipping for many categories
- A-to-Z guarantee as buyer backstop
You have less control on Amazon—factor returns into pricing.
Strategic Policy Selection
Stricter policies:
- Lower return rates
- Potentially lower sales (some buyers filter by policy)
- Better for unique/high-value items
Generous policies:
- Higher conversion rates
- More returns to manage
- Better for competitive commodity categories
Preventing Returns
The best return is one that never happens.
Accurate Descriptions
Over-describe condition: If something is “good,” describe every flaw. Under-promising and over-delivering prevents disappointment.
Clear Photos: Show the actual item from multiple angles. Include any defects, wear, or damage visibly.
Specific Measurements: For clothing, provide exact measurements. “Size M” varies wildly between brands.
Realistic Expectations
Honest Grading: Don’t call “very good” items “excellent.” Buyers know the difference.
Appropriate Categories: List items in the correct category. Wrong category = wrong buyer expectations.
Quality Photography
Professional-quality photos set appropriate expectations:
- Accurate color representation
- True condition visibility
- Scale reference when helpful
Processing Returns Efficiently
The Return Workflow
- Receive request: Review reason and buyer history
- Respond promptly: Within 24 hours
- Issue return label: If accepting
- Inspect returned item: When received
- Process refund: Based on inspection
- Relist if possible: Recoup value
Partial Refunds
Sometimes appropriate when:
- Item returned in worse condition
- Buyer kept some components
- Mutual agreement on reduced refund
Always get buyer agreement before issuing partial refunds.
Restocking Fees
eBay allows restocking fees up to 20% for buyer remorse returns. Use when:
- Item is truly in same condition
- You’ve incurred real costs
- Policy is clearly stated upfront
Handling Disputes
”Not As Described” Challenges
If you believe your description was accurate:
- Review your original listing
- Document condition of returned item
- Communicate professionally with buyer
- Escalate to platform if necessary
- Accept platform decision
Fighting every dispute isn’t worth the time. Pick your battles.
Fraudulent Return Attempts
Signs of potential fraud:
- Different item returned than purchased
- Item shows excessive use/damage
- Serial number doesn’t match
- Weight discrepancy in shipping
Documentation is key:
- Photo items before shipping
- Record serial numbers
- Video high-value item packaging
- Save shipping weight records
Platform Escalation
When you have clear evidence of fraud:
- Document everything thoroughly
- Contact platform support
- Provide photos, tracking, serial numbers
- Follow up persistently
- Accept that platforms often favor buyers
Turning Returns Into Opportunities
Customer Retention
A well-handled return can create a loyal customer:
- Fast, no-hassle processing
- Professional communication
- Generous resolution when appropriate
Many buyers judge sellers by how problems are handled, not by perfection.
Feedback Management
Request feedback removal for returns:
- eBay allows feedback revision requests
- Professional handling can lead to updated positive feedback
- Document your excellent service
Learning From Returns
Track return reasons:
- Which items have highest return rates?
- Which descriptions need improvement?
- Are certain categories problematic?
Use data to prevent future returns.
Financial Planning for Returns
Building Return Costs Into Pricing
Assume a percentage of sales will return:
- Factor return shipping into margin calculations
- Price for expected return rate
- Higher return categories need higher margins
Return Rate Targets
Healthy return rates:
- Under 5%: Excellent
- 5-10%: Normal for most categories
- Over 10%: Review listings and policies
Categories with visual assessment (clothing, collectibles) typically have higher rates than functional items.
Communication Templates
Accepting a Return
“Hi [Buyer], I’m sorry this item didn’t work out for you. I’ve approved your return request and you’ll receive a prepaid shipping label shortly. Please ship within 5 days. Once I receive the item, I’ll process your refund immediately. Thanks for your understanding.”
Requesting More Information
“Hi [Buyer], thanks for reaching out. Before I can process your return, could you provide some additional details about the issue? Specifically, [question]. This will help me resolve this quickly for you.”
Pushing Back (Professionally)
“Hi [Buyer], I’ve reviewed your return request and my original listing. The item was described as [description], which matches the condition it was sent in. While I understand this may not be what you were hoping for, the item was accurately represented. That said, I value your satisfaction—would you consider [alternative solution]?”
Blocking Problem Buyers
When to Block
- Serial returners who abuse policies
- Buyers who leave unfair feedback
- Anyone who makes threats or demands
- Buyers who’ve committed fraud
How to Block
On eBay, use the Buyer Requirements settings and Block Bidder/Buyer list. On Amazon, options are more limited but extreme cases can be reported.
The Bottom Line
Returns are a cost of doing business, not a crisis. The most successful resellers:
- Prevent returns through accurate listings
- Process necessary returns efficiently
- Push back on abuse professionally
- Learn from return patterns
- Build return costs into business planning
Handle returns well, and they become a manageable operational detail rather than a profit-destroying problem.