Online shopping in Germany is booming, with e-commerce revenues expected to hit $107.85 billion in 2025. By 2029, projections suggest the market will reach $142.04 billion. What does this mean? More packages landing on doorsteps across the country.
And with this comes the inevitable – returns.
So, why do people send stuff back? And what can retailers actually do about it? Stick around – we’re breaking it all down.
Online returns in Germany? Why do they happen?
German shoppers are some of the most active online buyers in Europe, with over 93% of the population using the internet. That’s a huge customer base – and with that comes a steady flow of “nah, not for me” clicks.
The average return rate in Germany is around 11%, but it jumps to:
- 13% for shoppers aged 30 to 49,
- and 15% for younger shoppers, aged 16 to 29.
So if you’re targeting that 16–49 age group, prepare your offer better.
But what are the reasons behind these online returns?
A significant factor is sizing issues. In 2023, 67% of German online shoppers returned items because the size didn’t fit. This is especially common with clothing and footwear, where standard sizes can vary between brands.
Going further, damaged or faulty products account for 56% of returns. It is quite logical that items arriving broken or malfunctioning prompt customers to send them back. Another common reason is product dissatisfaction. About 54% of consumers returned products simply because they didn’t like them. This could be due to unmet expectations or the product not matching its online portrayal.
Misleading product descriptions also play a role. Around 41% of shoppers felt the received product didn’t match its online description or images, leading to returns.
Lastly, some consumers engage in “bracketing,” where they purchase multiple variations of a product, intending to keep the one that fits best and return the rest. This practice is common in the fashion industry and contributes to higher return rates.
See? There are so many reasons to return a product.
Most returned online purchases by category
Alright, let’s talk about the stuff Germans are sending back the most. No surprises here – clothing tops the list. In December 2024, about 31% of German shoppers said they had returned apparel bought online. Next up, shoes. They’re the second most returned items, with 20% of consumers sending them back.
Based on these two categories, we can surely say that sizing is a big headache. After all, one brand’s size 9 feels like another’s 10. And when shoes don’t fit, they’re pretty much useless.
Talking about the past, in 2023 about 20% of online retailers reported experiencing a significant number of online returns in Germany, with rates exceeding 10%. This trend was particularly pronounced during the pandemic years of 2019 and 2020.
Read about e-commerce in Germany: Top 100+ statistics about e-commerce in Germany
Comparison: online returns in Europe
Europe in general is catching up fast when it comes to returns. The whole reverse logistics market is booming. We’re talking $954.5 billion globally by 2029, up from $700 billion in 2023. That’s a lot of boxes going back.
In the EU and UK, shoppers can return stuff within 14 days, no questions asked. But here’s the twist: if the return process feels messy or expensive, people might ditch the store altogether.
In fact, most shoppers expect returns to be free, and only a small group is cool with paying extra. The top priority is to make returns easy. Drop it off, send it back, or get it picked up – just don’t make it complicated.
Fashion leads the return game in Europe too. Dresses are the #1 return item, followed by skirts and shoes. And yes – Germany and Switzerland have the highest return rates, with Germany way above the EU average.
Comparison: online returns in US
For comparison, check out how returns look in the US. Here, clothing leads the charge as well, with a sky-high 88% return rate. That’s not a margin of error – that’s nearly every other item going back. Shoes are next, too. They are at 44%. Then electronics at 43%. People return tech when it doesn’t meet expectations, malfunctions, or turns out more complicated than advertised.
Same reasons apply: inconsistent sizing, disappointing quality, or buyers changing their minds.
See the pattern? The more personal or “fit-sensitive” the product, the more likely it’s coming back. Groceries and tech accessories don’t get hit as hard.
The real issue is that these online returns aren’t slowing down. The e-commerce share of global retail sales has more than tripled since 2015 – from 7.4% to a projected 21.8% in 2024. We can suppose in 2025 the number will be bigger.
What should you do about returns in your shop?
Now you might be thinking – okay, cool… people return stuff for all kinds of reasons, but what am I supposed to do about it?
Well, if you’re a retailer, the first thing to accept is this: returns are gonna happen. It’s part of the game. But that doesn’t mean you’re powerless.
In a nutshell, here’s what you should do:
- Start by really understanding why people are sending things back. Is it sizing? Confusing product info? Items showing up damaged?
- Once you’ve got a handle on that, fix what you can. Clean up your product descriptions. Check your sizing charts. Tighten up quality control.
You can’t stop returns entirely – but you can make them way less common.
Steps to handle returns in Germany
But that is not all. Here are the detailed steps to streamline online returns in Germany.
Understand the legal framework
First things first: know the rules.
In Germany, consumers have a 14-day period to return most online purchases. This aligns with EU regulations, giving shoppers the right to cancel their order within two weeks of receiving it.
Return costs: If the return is due to a defect or error on your part, you’re on the hook for the return shipping costs. But if the customer just changed their mind, they might have to cover it – if you’ve made that clear in your terms. Transparency is key here.
Craft a clear and accessible return policy
Nobody likes hunting for information.
Make your return policy easy to find and even easier to understand. Clearly outline the steps:
- how to initiate a return,
- who pays for shipping,
- and how long refunds take.
A straightforward policy not only builds trust but can also reduce the number of returns. As FedEx says, an effective return policy balances customer satisfaction with cost-effectiveness.
Implement a user-friendly online returns portal
Let’s face it – people love convenience.
A digital returns portal lets customers initiate returns, print labels, and track the process without needing to call or email. It streamlines things for them and gives you better oversight. Plus, you can gather data on why items are coming back, helping you spot trends and make improvements.
As noted by ecosistant, a returns portal provides customers with more control and offers you better oversight.
Moreover, businesses often partner with Return Management Services that specialize in returns management. They can handle everything from customer inquiries to restocking, letting you focus on growing your business.
Analyze return data to identify patterns
Data is your friend.
Keep tabs on why products are being returned. Is there really a sizing issue with a particular item? Or are certain products frequently arriving damaged? By tracking these patterns, you can address root causes – maybe by updating product descriptions, improving packaging, or offering better size guides.
As many as 70% of retailers track return reasons to mitigate future online returns. Join them and track your returns too.
Read more about returns in DACH: Why Retailers in the DACH Region Should Embrace Returns Instead of Avoiding Them
Optimize logistics for efficient processing
Time is money.
The quicker you process online returns, the sooner you can restock and resell items. Consider setting up local centers in key markets to speed things up and cut down on shipping costs. Even DHL suggests that accessing a distributed network and domestic returns locations can make the process more efficient.
Communicate proactively with customers
Keep customers in the loop.
Send updates when their return is received, when the refund is processed, and if there are any issues. Good communication can turn a potentially negative experience into a positive one, increasing the chances they’ll shop with you again.
The bottom line? Returns are part of the game in Germany. But if you’ve got a solid system – and maybe a little help – you’ll be fine.
Why handling online returns in Germany feels harder every year
Selling online in Germany in 2025 isn’t exactly a walk in the park. According to uptain, only 18% of German shop operators say they’re happy with how things are going. And it’s not just about competition or customer demands. It’s the legal framework that’s rubbing sellers the wrong way.
Over 60% of shop owners say they’re dissatisfied with the rules they have to follow. That includes strict regulations, return policies, data protection, product transparency, and customer rights. 33% of them are very dissatisfied.
Why is that? Because all that compliance eats up time, resources, and sometimes, profit margins.
And here’s another stressor: Chinese low-cost retailers like Shein. These platforms are exploding in Germany’s fashion and household goods markets – but often don’t follow the same strict return and product rules. Half of the surveyed retailers see them as a serious threat.
So how does this tie into returns? Easy. Handling returns under such strict rules adds pressure. German sellers have to follow the book – while competitors from abroad often don’t. That leaves local businesses stuck in the middle, trying to keep customers happy while also staying compliant.
Over to you
More online shopping means more trial-and-error – and a growing mountain of returns for retailers to deal with.
Managing online returns in Germany can be daunting, but with clear policies, efficient processes, and open communication, you can turn returns into opportunities for customer loyalty and business growth.
The good news is that shoppers don’t expect perfection but honesty, flexibility, and a hassle-free experience. If you get that right, returns will be a chance to stand out in this tough market.
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