How to Control Return Rates to Maximize Your Store’s Revenue

Owning a sporting goods e-commerce store is demanding, isn’t it? Between managing inventory, marketing your products, and keeping customers happy, there’s always something requiring your attention. But have you stopped to consider how much product returns might be eating into your profits?

Returns are a headache for every online retailer, but they hit some industries harder than others. Do you know that 30% of all e-commerce orders are returned? That’s a huge number compared to brick-and-mortar stores. For sporting goods, the return rates get even higher because items like shoes, clothing, and protective gear often have issues with size or fit. Research even shows that 41% of returns are due to size problems.

The good news? You don’t have to resign yourself to sky-high return rates. With the right strategies in place, you can reduce returns while making your customers happier. Let’s walk through some practical ways to tackle this problem and boost your revenue.

1. How are returns affecting your profits?
2. Do your product descriptions prevent confusion?
3. Are size guides helping reduce returns?
4. Could AR tools improve shopper confidence?
5. Is live chat helping customers choose wisely?
6. Does your sizing process work for your audience?
7. Are you tracking patterns in return data?
8. Is your return policy customer-friendly and clear?
9. Do reviews help clarify product details?
10. Are AI tools guiding buyers to the right products?

Why Returns are a Bigger Problem Than They Seem

Returns aren’t just about the hassle of getting an item back. Each return costs you money. Think about it: besides return shipping, you might need to restock the product, and sometimes you can’t even resell it at full price. If the product is damaged or personalized, you might lose the entire cost.

Beyond the financial hit, frequent returns can hurt your reputation. If customers feel like what they see on your site isn’t reflected in the products they receive, your credibility takes a hit.

For sporting goods like jerseys, shoes, or gym equipment, returns can be even worse if the items have been used or customized. That’s why curbing your return rates should be one of your key goals.

1. Make Your Product Pages Crystal Clear

A lot of returns happen because the product didn’t match the customer’s expectations. This usually comes down to poor product descriptions, missing details, or vague images. The goal is to give your customers absolutely no reason to second-guess what they’re buying.

Here’s how to do it:

• Write detailed product descriptions so customers know exactly what they’re getting. For example, instead of “athletic shoes,” say “Men’s lightweight running shoes with arch support, recommended for road and trail running.”
• Include size guides. This is a must for clothing and gear. Add measurements, fit guides (e.g., slim fit vs. regular fit), and even brand-specific advice like “This brand runs smaller; size up one size.”
• Use high-quality images and videos. Show products in use and from every angle. If you’re selling items like golf clubs or baseball bats, add close-up shots of the grip and finish. Videos showing products in action can also lower hesitation.

When customers have all the information they need up front, they’re far less likely to be disappointed, and therefore, less likely to return.

2. Add Virtual Try-Ons and AR Tools

What if shoppers could “try on” that pair of ski goggles or see how a bike fits in their garage without leaving their homes? Thanks to technology, they can. Augmented reality (AR) and virtual try-on tools are game-changers for reducing returns.

For example, AR can help customers visualize what that yoga mat or punching bag will look like in their home gym. Clothing retailers have also started using tools that allow shoppers to see how gear, like running shorts or sunglasses, will look when worn.

Stores that offer AR tools have seen their return rates drop by 25% and customers become much more confident in their purchases. If you’re on BigCommerce, you can integrate third-party apps like Obsess or Threekit to add these features to your site.

3. Simplify Sizing

Sizing is one of the most common reasons behind returns, especially for apparel and footwear. Improving your sizing process can go a long way toward reducing those return requests.

• Use smart sizing tools. Platforms like True Fit personalize recommendations based on customer data, so someone buying basketball shoes can get a size recommendation based on what they’ve purchased before.
• Capitalize on customer reviews. Create a space for customers to share feedback on how your products fit. Comments like “These compression shorts run small, order a size up” can save future buyers from making the wrong choice.

A solid sizing process builds customer trust and makes it easier for them to pick the right items.

4. Be There When Customers Need Help

How often do shoppers abandon a cart or make a poor purchase just because they have a question that went unanswered? Miscommunication causes mistakes, and mistakes lead to returns.

Here’s how you can address this:

• Add live chat to your site. If a customer is considering buying a set of tennis rackets but isn’t sure if they’re suitable for beginners, live chat can answer their question instantly and guide them to the right item.
• Use AI-powered product recommendation tools to suggest items that match a customer’s preferences or past purchases.

By offering personalized support, you minimize those “oops” moments that result in a returned product.

5. Keep Your Return Policy Flexible but Clear

It might feel like creating an easy return process would encourage more returns, but actually, the opposite can happen. A clear and generous return policy builds trust and lessens purchase hesitations.

Here’s how to structure it:

• Clearly outline return conditions. For example, “Items must be returned unworn, with tags, within 30 days.”
• Make exchanges an option. If someone ordered the wrong size of cleats, suggest exchanging instead of outright returning the item.
• Focus on transparency. If customers know what to expect, they’re less likely to return something out of frustration or confusion.

A simple, customer-friendly policy might even make buyers think twice about purchasing something they’re unsure of because they’ll be more thoughtful about their decision.

6. Use Return Data to Improve

Finally, analyze your returns to identify patterns. Are customers returning certain products over and over? Is there feedback about items being misrepresented or poor fitting? Track areas where problems keep coming up and use that information to make adjustments.

BigCommerce gives you tools to track which items are frequently returned and why. For instance, if customers are complaining that a certain brand of hiking boots doesn’t fit as expected, update the product description with a note about sizing.

Wrapping Things Up

Returns might be a frustrating part of e-commerce, but they’re not entirely unavoidable. By putting strategies like better product pages, sizing tools, and AR experiences in place, you’ll create a smoother shopping experience that makes customers happy while helping your business thrive.

Remember, reducing returns isn’t just about saving money. It’s about fostering trust, boosting customer satisfaction, and ensuring your sporting goods store stays competitive. By controlling your return rates, you’re setting up your business for better profits and a stronger connection with your buyers. Now that’s a win-win.