Asos Faces Backlash Over New Returns Fee

Asos customers are expressing frustration over a newly introduced £3.95 return fee, which is applied to orders if they do not meet a minimum value threshold. This new policy has sparked significant anger among shoppers who feel it unfairly penalizes them for returning items.

Over the past weekend, some Asos customers received notifications indicating they had been flagged for having a “frequently high return rate.” According to the new policy, these customers will face a £3.95 deduction from their refund if they keep less than £40 worth of their order. Asos has not specified what qualifies as a high return rate but maintains that this change is designed to help them sustain their free returns policy for most customers.

The company explained, “We’re implementing this change to ensure we can continue offering free returns to all our customers. For a small group of UK customers with a frequently high return rate, we’re adjusting the policy so that they can still enjoy free returns when they keep £40 or more of their order.”

Additionally, customers who subscribe to Asos Premier will be eligible for free returns if they retain at least £15 worth of their order. This threshold for free returns was recently introduced for Asos customers in France, Germany, and the US.

Sowda, a London-based Asos shopper, expressed her discontent with the new fee. “The essence of online shopping is the ability to return items if they don’t meet expectations without extra cost,” said the 22-year-old. She added, “While £3.95 might not seem significant, it could accumulate over the year, making it a waste of money.”

Sowda also criticized Asos for its inconsistent sizing. She recounted a recent experience where she had to order the same jeans three times to get the right fit, stating, “If there had been a £3.95 fee each time I returned them, I wouldn’t have persisted.”

Another customer, Charlotte, shared her frustration on social media platform X (formerly Twitter), saying, “The problem is that much of the stock is poorly fitting and of low quality. I’ll be taking my business elsewhere.”

Media analyst Kayley Cornelius suggested that the rise in return rates might be linked to the influence of online content creators and influencers who often showcase large shopping hauls and then return items. “Influencers’ purchasing habits could have contributed to an increase in returns,” Cornelius noted. “This might have prompted Asos to revise its policy to encourage more thoughtful buying.”

The shift in return policy comes at a time when online-only fashion retailers like Asos face increasing challenges. The normalization of high return rates, intensified competition from fast-fashion brands such as Shein, and the financial strain on customers due to the rising cost of living have all contributed to the need for policy changes.

Earlier this year, PrettyLittleThing faced backlash when it deactivated accounts of customers who frequently returned items, shortly after introducing a £1.99 return fee. Similarly, fashion retailer H&M reversed a comparable policy last year following criticism.

In response to the backlash, Asos stated in a recent trading update that they have made strides in improving sizing accuracy and the presentation of clothing and accessories on their product pages. Additionally, the company recently announced the sale of its majority stake in the Topshop and Topman brands for £135 million.

Despite these efforts, the new returns fee has sparked considerable discontent among Asos customers, who are concerned that it undermines the convenience of online shopping and penalizes them for the retailer’s own product inconsistencies.