The Billion-pound Question in Fashion E-commerce: Investigating the Anatomy of Returns

Marriott, Joshua, Bektas, Tolga ORCID: 0000-0003-0634-144X, Leung, Ka Ho ORCID: 0000-0003-2058-0287 and Lyons, Andrew ORCID: 0000-0003-3105-1567 (2025) The Billion-pound Question in Fashion E-commerce: Investigating the Anatomy of Returns Transportation Research Part E: Logistics and Transportation Review, 194. 103904-. ISSN 1366-5545, 1878-5794

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Abstract

This study explores a critically under-researched aspect of Supply Chain Management (SCM), e-commerce returns in the fashion sector. By combining a comprehensive literature review with empirical data from the UK’s second-largest pure-play fashion retailer, the research offers new insights into the scale and drivers of fashion e-commerce returns. Using a mixed-methods approach, the study uncovers detailed patterns in returned items and the reasons behind consumer return behaviours, revealing the operational complexities these returns impose on reverse logistics processes. In 2022 alone, fashion returns cost the UK industry an estimated £7 billion, while contributing to 750,000 tonnes of CO₂ emissions from discarded apparel. A novel framework is proposed to address the challenges associated with high-volume returns, providing practical strategies for improving returns management efficiency. The findings contribute significantly to the SCM field by offering empirical evidence on the specifics of fashion returns, an area previously lacking robust data. This paper not only fills this gap but also provides actionable insights for both academic research and industry practice. By focusing on the management of returns within fashion e-commerce, the study contributes to the development of more sustainable and efficient supply chain strategies, advancing current knowledge within SCM research.

Item Type:	Article
Uncontrolled Keywords:	E-commerce, E-commerce returns, Fast-fashion, Fashion supply chains, Reverse logistics, Sustainable supply chain management
Divisions:	Faculty of Humanities & Social Sciences Faculty of Humanities & Social Sciences > School of Management
Depositing User:	Symplectic Admin
Date Deposited:	03 Dec 2024 09:50
Last Modified:	16 Jun 2026 17:10
DOI:	10.1016/j.tre.2024.103904
Related Websites:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3188988
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