Online fashion retailer Asos is introducing a £3.95 fee for UK shoppers who frequently return large amounts of goods, unless they keep at least £40 worth of their order. The policy, effective from 8 October, targets customers with a high returns rate, which the industry defines as returning more than nine in ten items over an extended period.
Premier subscription members will need to keep at least £15 of their order to avoid the fee, while non-subscribers must keep £40. Asos has not specified the exact threshold for a frequent returns rate but has sent letters to affected customers, stating that the change is part of an updated 'fair use' policy.
The move comes as Asos seeks to cut costs and improve profitability. Last year, the retailer reported that 6% of shoppers caused a £100m hit to profits due to high return rates. The company has previously warned problem returners that their accounts could be deactivated, affecting fewer than 0.5% of customers.
Asos is not alone in charging for returns; H&M, Boohoo, New Look, and Uniqlo already impose fees unless items are returned in-store. Industry experts note a market shift towards paid returns, with other retailers expected to follow suit. Asos already charges for returns in some countries, including the US and Australia.
A spokesperson for Asos said the change ensures the company can continue offering free returns to all customers, while making it sustainable for those with 'frequently high return rates.' The policy applies to orders placed from 8 October onwards.
