As Liam Neeson might say, it needs a specific set of skills. Many of the challenges of digitization are entirely different to store retail and require expertise. Still, that same physical infrastructure does not necessarily translate to e-commerce. The acceleration of the COVID-19 pandemic pushed more businesses online, forcing the pace of transition for these brick-and-mortar retailers to embrace digital commerce. Historically, MENA has built a robust brick-and-mortar ecosystem. Video shopping augmented reality and even the metaverse could provide more of a concierge experience for online customers and help keep returns down.īehind the scenes, effective warehousing and stockkeeping by professionals reduce the likelihood of customers receiving incorrect or damaged products by 90 percent, with a high-quality fast delivery process acting as the essential connector between brand and consumer.
Technology advancements can also improve this experience with innovations such as virtual try-on enhancing purchasing decisions across fashion and beauty. On marketplaces, online retail stores, and brand websites, improving the accuracy of item descriptions, imagery, and size charting is a helpful exercise to guarantee customers know precisely what they are getting. In comparison, 20 percent identified damage or faulty product as the reason for return, which is unacceptable to customers.Ĭompanies must resolve these return issues before purchase by improving the e-commerce journey. Twenty-three percent of products are returned because customers received the wrong item, and 22 percent said the product received looked different from the one they had ordered. Sixty-five percent of the time, returns happen because of the merchant’s fault.
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Statista research, amongst other studies, suggests around half of the shoppers in the region prioritize the ease of returns and refunds, with free returns especially crucial.īut further global studies by Invesprco uncovered why people are returning items. Refining the returns process to become frictionless and straightforward can help brands improve profitability. Returns are an increasingly important touch point for brands, as the process is essential for consumer purchases and loyalty.
Across MENA, this equates to around $4 billion of goods that are returned and refunded yearly. Local studies by the Dubai Chamber of Commerce and Industry put the return rate of e-commerce between 15-40 percent, dependent on the category. However, it’s estimated that around 30 percent of all consumer retail items bought online in MENA are returned each year. These rates vary considerably by location and product category.
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