> 30 to 40 per cent of all online purchases are sent back That seems almost an order of magnitude higher than I’d expect. Setting aside kids shoes (which probably do get 50% returned), I can’t imagine sending back even 5% of my online purchases, let alone 30-40%. I think I’ve sent back exactly 1 Amazon order in the last year, out of nearly 100.
Part of this is because people will buy several sizes of the same item and return the ones that don't fit. The other part is people wearing it once then returning it.