Online fashion giant ASOS has implemented a significant update to its returns process, urging all customers to check their accounts immediately. The change, which came into effect on 6th January 2026, aims to tackle unsustainable volumes of returned items and could leave some shoppers out of pocket if they are not aware of the new rules.
What Has Changed in the ASOS Returns Policy?
The retailer, which ships globally from its London headquarters, has refined its approach to returns fees. While ASOS once offered free returns for everyone, it introduced a £3.95 fee in 2024 for customers with high return rates who kept less than £40 worth of their order. The latest adjustment provides an exemption to this charge for a specific group.
Customers whose historical returns exceed 70% of the total value of their past orders will now be exempt from the £3.95 deduction if they return less than £40 worth of items from a single order. This move is designed to offer more flexibility to frequent returners who ultimately keep the majority of the items they purchase.
New Transparency Tool and Return Rate Calculations
A key feature of the update is a new transparency tool within the ASOS app. Shoppers can now view their personal return rate, which is calculated by comparing the value of items returned against the total amount spent over the past 12 months. The rate updates with each new order placed.
ASOS clarifies that a return rate of 70% or lower means you will not be charged for returns. The policy is not aimed at the occasional return but at shoppers who frequently order large hauls and send almost everything back. Customers were notified of their status via email on the morning of the 6th of January.
Potential Charges and the 30-Day Grace Period
In what ASOS terms 'extreme cases', an additional £3.95 handling fee – separate from standard delivery charges – may be applied at checkout for shoppers with a return rate of 80% or higher. This will be clearly indicated before payment is completed.
To prevent shocks, the company has built in a 30-day delay before any changes to a customer's returns status take effect. This allows time for a shopper's return rate score to update after they keep more items. The app also now includes tips on choosing the correct size and fit to help customers make more informed purchases.
The overall goal, according to ASOS, is to give customers greater visibility and control over their shopping habits, ensuring any potential charges are not a surprise.
