As any ecommerce retailer will know, it’s important to minimise returns wherever possible. But as more and more goods are bought online, it’s inevitable that consumers will make mistakes with their orders, or that certain items get damaged in transit. 

In addition, there are consumers – particularly in sectors like fashion – who order multiple sizes or colours of different items, knowing that they intend to return many of their purchases. All of this can add up to big costs for ecommerce retailers. 

Of those consumers, it is the people who are dubbed “serial returners” who cost retailers the most. Although these people only make up eight per cent of consumers, they account for over one-quarter of all returns. 

How much do returns cost retailers?

This cost UK retailers a staggering £6.6 billion in 2024. This is why many retailers are re-evaluating their free returns policies to discourage consumers from making purchases with the full knowledge that the items are unlikely to be kept. 

But returns don’t only happen because shoppers decide they no longer want their orders. Damaged parcels also lead to consumer returns, which is another cost that retailers have to bear.

However, with returns due to damage, the cost is higher, because often the product cannot be resold. That means not only are retailers paying for the return process, they are also losing the product too.

Research from the US estimated that just over half of customers (56 per cent) returned goods because they were damaged or faulty, highlighting the potential scale of this problem. 

How can I prevent damage to my parcels?

There are various steps you can take as a retailer to prevent your goods from becoming damaged on-route to consumers. These include:

• Clear labelling if your parcel contains a fragile item.

• Appropriate protective packaging.

• Using boxes that are designed for the items they contain.

Let’s look at each one to see how this could make the difference to the rate of returns you’re seeing due to goods being damaged during transit. 

Clear labelling

It’s essential that everyone from those working in your distribution warehouse to you delivery drivers know what’s in the parcels – or at the very least whether they are transporting a breakable or fragile item.

That means having stickers on packaging denoting that the goods inside are fragile, in addition to a sticker showing the right way up to store the package while it’s in transit will help. This will make everyone who handles the package take greater care with it.

While you clear labelling on its own won’t solve the problem, it will hopefully help to prevent accidental damage that could otherwise occur due to improper handling of a parcel. 

Appropriate protective packaging

You wouldn’t ship a glass vase in a box with no protective packaging around it (or we hope you wouldn’t!) and it’s no different for any other goods that could break on their way to consumers.

There are various forms of protective packaging available, ranging from traditional bubble wrap through to eco-friendly packing peanuts. In addition, you can use edge guards or corner protectors on the likes of photoframes to protect particularly vulnerable areas.

One of the best ways to prevent any items from being damaged in transit is to prevent them from moving around in their box. Natural wood wool, cardboard protective matting and protective air pillow films can all provide padding in a box that is not quite the right size. 

These kinds of protection can also be a good choice if you have multiple items in the same shipment, as it allows you to fit them all into a single, convenient box, while minimising the risk of those items breaking by hitting one another. 

Custom boxes

A further step you can take is to use custom cardboard boxes, which are produced to suit the specific dimensions of a product. 

This means you can design your own packaging that will not only be on brand, but also properly protect your goods while they are on their way to your customers. A custom cardboard box doesn’t negate the need for additional protection, however. 

You will likely want to use appropriate protective packaging in conjunction with a custom box that minimises the movement of your goods during transit. This adds an extra layer of protection and reduces the risk of damage. 

Shipping your goods in custom boxes also shows your customers that you care both about your products and about their satisfaction, helping to build loyalty and trust with your brand.