~ 7 min
8/21/2026
How to reduce the number of returns on Ozon?
The number of returns on Ozon decreases when a seller honestly describes the product, monitors product and packaging quality, regularly analyzes the reasons for returns, and promptly removes or improves problematic items. Systematic control in these areas reduces losses and increases margin.
Main reasons for returns on Ozon
Buyers return products when expectations don't match reality. Most often this happens for several typical reasons.
Description doesn't match the product.
When the characteristics, color, set of items, or functionality on the product listing differ from what the buyer receives, a return is almost inevitable.
Defective product.
Defects, breakages, non-working elements, poor assembly — all of this directly leads to returns and negative reviews.
Damage during delivery.
Weak or incorrect packaging makes even a quality product "problematic" already at the receiving stage.
Wrong size or set of items.
Errors in sizes, missing parts of the set, or incorrect variants are one of the common reasons for returns of clothing, footwear, and complex products.
The product didn't live up to expectations.
The buyer formally receives a working product, but it feels worse than expected: it looks different, seems cheaper, is inconvenient to use, etc.
Even a small increase in the return rate noticeably "eats up" profit: you lose money on logistics fees, commissions, order processing, and product reputation.
How to reduce the number of returns
A combination of accurate product information, quality control, and ongoing analysis of statistics helps reduce the share of returns. It's important to systematically work through each stage.
1. The most accurate product listing possible
An accurate and clear product listing reduces the risk of the buyer being "disappointed" upon receipt.
What should be in the listing:
High-quality photos
photos from different angles;
close-ups of important details;
true-to-life colors without heavy editing;
if necessary — "in real life" photos (on a model, in an interior, in use).
Product video
A short video helps show size, texture, functionality, and the usage process better than any text.
Detailed description
In simple words, explain what the product is for, who it suits, and what its limitations are. It's better to honestly point out weaknesses than to receive returns and negative feedback later.
Clear characteristics and actual sizes
exact dimensions (length, width, height, weight);
size charts with fit explanations (for clothing and footwear);
material composition, power, volume characteristics, etc.
The fewer "blind spots" a buyer has before payment, the lower the chance that the product won't suit them and will be sent back.
2. Quality control of the product and packaging
Product and packaging quality directly affects returns, even if the listing is perfect.
Useful measures:
Defect check before shipping
visual inspection for scratches, chips, stains;
functionality check (powering on, basic features);
checking the set of items against a checklist.
Reliable suppliers
Work with manufacturers and wholesalers who consistently maintain quality. If a particular supplier generates many complaints and defects, it's better to replace them.
Reliable packaging
impact protection (film, corner protectors, foam);
protection from moisture and dirt;
securing the product inside the box so it doesn't "move around" during transport.
Even a quality product will be regularly returned if it arrives damaged due to poor packaging.
3. Analyzing reviews as an early warning signal of problems
Reviews are a free source of information about why dissatisfaction and returns occur.
How to work with them:
Monitor negative comments
Recurring complaints are a sign of a systemic problem: incorrect sizes, weak hardware, fragile packaging, color mismatch, odor, etc.
Connect reviews with returns
If a product simultaneously has many returns and similar negative reviews, it needs urgent improvement: update the listing, change the packaging or supplier.
Make edits promptly
adjust photos and description text;
add warnings to the listing ("color may differ...", "suitable for...", "we recommend choosing size...");
improve the set of items or product quality.
The faster you respond to recurring complaints, the fewer orders will reach the return stage.
4. Monitoring returns for each product
Returns are rarely evenly distributed: most often there are a few items that account for the bulk of the problems.
What's important to track:
Return rate for each SKU
One item No. may have normal sales volume but still generate an abnormally high return rate and "eat up" the margin across the entire category.
Trends by period
A sharp increase in returns for a specific product or group is a signal to investigate:
has the supplier or batch changed;
has the price changed;
have packaging or logistics changed.
Response to deviations
temporarily pause promotion of the problematic product;
update the listing;
conduct additional quality control of the batch;
if necessary, remove the SKU from sale.
Regular monitoring allows you to stop the growth of losses before returns start noticeably pressuring profit.
How to track product returns
Returns are one of the key metrics, so they are available in many reports of the Torgstat service. This allows you to analyze the indicator from different angles: track overall trends, find problematic products, and assess the impact of returns on profit. Below we'll cover several main reports for monitoring returns.
Dashboard
The Returns metric on the dashboard allows you to track the volume of product returns and compare it with the previous period.
Sales report
The Returns and Return amount metrics allow you to assess the number and cost of returns for each product. They help quickly identify items with high return rates, compare them with sales volume, and determine products that require additional analysis.
Dynamics report
The "Number of returns" metric in the "Dynamics" report allows you to track how the number of returns changes for each product across different periods. This helps identify moments when returns started to grow and assess the effectiveness of measures taken to reduce them.
To effectively control returns, use the reports together. Start with the dashboard to assess the overall return level, then move to the "Sales" report to find products with the highest number and amount of returns. If you need to understand when the problem arose, use the "Dynamics" report, which will show changes in returns by period.
This approach helps identify the causes of return growth faster and take measures to reduce them.
Summary: is it possible to completely eliminate returns
It's impossible to completely eliminate returns on Ozon, but you can significantly reduce their share. To do this, you need to:
honestly and thoroughly create product listings;
ensure consistent product and packaging quality;
carefully work with buyer reviews;
regularly analyze return statistics by number and amount;
promptly respond to problematic products.
This approach helps maintain profit, avoid losing money on logistics fees, and keep a high store rating.
Frequently asked questions
What return rate is considered normal on Ozon?
There is no single "correct" percentage: it all depends on the product category. The main thing is to track the trend. If the indicator for your assortment has started to noticeably grow compared to previous periods, you need to find the cause.
Which products are most often returned?
Clothing, footwear, products with many size variants, as well as items with low-quality photos or inaccurate descriptions are most often returned.
How do I know which product generates the most returns?
You need a return report broken down by SKU, showing the number and amount of returns for each product. Such data can be obtained in an analytics service, for example, in the "Returns" report in Torgstat.
Why is it important to consider the amount of returns, not just their number?
Losses from a few returns of an expensive product can be higher than from dozens of returns of inexpensive items. Therefore, to assess the real damage, you should always look at both the number and the monetary amount of returns.