Difficult returns processes are turning consumers away from international retailers, with one in four avoiding international purchases according to a new survey from ESW and Asendia.

The report, based on data from over 18,000 respondents across 18 countries, highlights key customer concerns related to shipping and returns, offering insights into consumer sentiment regarding transparency around fees and return policies.

The research reveals that approximately half of shoppers are willing to purchase products even if there is a nominal charge to make a return. Gen Z shoppers are nearly twice as likely as Baby Boomers to accept a returns fee. A quarter of consumers would be more likely to shop cross-border if all import charges, taxes and duties were disclosed upfront.

In terms of delivery times, 40% of shoppers are willing to wait up to a week for their international purchases to be delivered.

"In today’s global marketplace, a robust cross-border returns strategy isn’t just another box to tick, it’s a strategic imperative. Prioritising a seamless, customer-centric return process enhances satisfaction, builds trust, and ultimately fuels long-term success. Each market is a unique ecosystem, with distinct customer behaviours and preferences," said Asendia CEO Global Returns, Helen Scurfield.

The report also provides insights into consumer willingness to pay for membership schemes that offer free returns. 27% of respondents said they are inclined to pay for a membership if it means they can return their purchases for free, while another 27% would pay return shipping charges.

The survey also revealed regional differences in consumer attitudes towards membership fees that include free returns. More than four in 10 shoppers in India, China and Mexico would pay a membership fee that includes free returns, yet only 15% of UK, German, and Swiss shoppers would do the same.

ESW Global Logistics & Returns, Nick Cranney, said: "By removing the friction from cross-border returns brands can open routes to higher spend and new customers. But global reverse logistics are complex and managing them requires considerable expertise. By partnering with ESW and Asendia, brands and retailers have access to our industry leading solutions allowing them to enter new markets in a matter of weeks and create exceptional customer experiences that foster brand loyalty and deliver revenue growth."

Asendia is a global e-commerce and mail solutions company, delivering packages, parcels and documents to more than 200 destinations across the globe. ESW is a global and domestic direct-to-consumer (DTC) e-commerce company.