New Data From Route Shows Returns Are Shaping Where Shoppers Buy and If They Come Back

97% of shoppers say a positive return experience makes them more likely to shop again, while 82% say easy returns influence their decision to try new brands

LEHI, Utah--(BUSINESS WIRE)--Route, the post-purchase platform trusted by the world's leading ecommerce brands, today released Returns under pressure: A 2026 consumer pulse check, results from a consumer survey that evaluates how returns shape consumer shopping behavior and loyalty. The survey’s findings reveal that the return experience is no longer just a post-purchase formality and has become a financial safeguard for consumers navigating today’s economic uncertainty.

As consumers’ budgets tighten and scrutiny over spending increases, shoppers are factoring return policies into the buying decision to assess value. The survey found half (50%) of consumers report increased financial stress compared to a year ago, and among those, 63% now review return policies more carefully. An overwhelming 91% of consumers also agree that return issues are more frustrating when they’re under financial pressure. Regardless of their financial situation, though, nearly all (97%) agree: a positive return experience makes them more likely to shop with a retailer again. In a cautious spending environment, trust earned after checkout is just as important as trust built before it.

Route surveyed 1,000 U.S. consumers aged 18+ who have made an online return in the past 12 months. Other highlights from the survey’s findings include:

• 93% of consumers review a retailer’s return policy at least occasionally before making a purchase.
• 82% say easy return options influence their decision to buy from a new brand.
• Shoppers are clear about what builds purchase confidence: free return shipping (57%), instant refunds (46%), and multiple return options (34%).
• When returns are denied, many consumers quietly disengage with the brand rather than escalate: 43% say they would keep an item but avoid shopping with the brand in the future.
• Top causes of stress when making a return include waiting on a refund (43%) and return fees (34%).

“Returns are no longer just an operational need, they’re a real driver of loyalty and customer trust,” said Eric Kobe, CEO of Route. “When a customer chooses to buy from a new brand, they’re placing trust in that business not just to deliver what they purchased, but to make it right if things don’t go as planned. When the experience feels complicated or uncertain, brands don’t just lose a transaction, they risk losing the relationship. A clear, fast and customer-friendly return experience reinforces that trust and gives shoppers the confidence to come back again.”

The survey’s findings also highlight generational nuances in how brands can earn shoppers’ trust. While free returns are the expectation across generations, how consumers define a good return experience varies. Older consumers lean toward minimizing effort (53% of Gen X and Baby Boomers), while 71% of Gen Z and Millennials are most motivated by fast refunds or exchanges. Across generations, however, the message is consistent: returns are not an afterthought, they are central to earning repeat business.

As ecommerce competition intensifies, these findings underline a clear opportunity for brands: treat returns not as an operational afterthought, but as a trust-building investment from the beginning. By delivering clarity before checkout, retailers can reduce uncertainty, strengthen customer relationships, and turn the post-purchase experience into a long-term driver of growth.

Access the full survey findings on Route’s blog, and click here to learn more about how Route is helping brands reimagine the post-purchase experience.

About Route

Route is the leading post-purchase platform for modern ecommerce, trusted by over 13,000 brands and protecting over $20 billion in gross merchandise value to date. Route helps merchants deliver package protection, industry-leading tracking, cash back, issue resolution, and returns and exchanges – all in one powerful platform. With Route, shoppers get more visibility and peace of mind, and merchants unlock loyalty that lasts beyond checkout.

To learn more, visit www.route.com.