The Environmental Impact of Online Returns: How 'Free Returns' Harm the Planet

Have you ever ordered two sizes of the same dress because you weren’t sure which one would fit? Or bought a flashy outfit online, thinking you’d wear it once and then return it? Maybe you’ve filled your cart with items in different colors, intending to try them all on and keep just one. These scenarios are so common that they feel harmless—after all, free returns make it easy. But what happens to the items you send back?

For a long time, most of us assumed returned goods would be inspected and resold, just like items returned to physical stores. The reality, however, is far more troubling.

Where Do Online Returns Really Go?

In 2023, many articles shed light on what really happens to the items we return from online shopping. These reports uncovered an unsettling truth: a significant portion of returns either ends up in landfills or is incinerated. If companies cannot find a solution for an item quickly and economically, its fate is often the trash.

This is especially true for low-cost items, where the cost of reprocessing exceeds their value, and for high-end items, where brands prioritize exclusivity over sustainability, avoiding donations or resale.

Think about it: that trendy shirt you sent back might never be worn by someone else. Instead, it could sit in a landfill for years or be burned, releasing harmful emissions. This hidden cost of free returns is something few shoppers consider—but it’s time we start.

For more about fast fashion’s impact on the environment, check out How Fast Fashion Affects the Environment .

Why Are Free Returns So Popular in e-commerce?

Retailers benefit immensely from easy returns, as they encourage sales—especially online. Many consumers feel more comfortable making impulsive purchases when they know returning items is hassle-free. But this convenience has fostered problematic shopping behaviors, such as:

• Wardrobing: Buying an item to wear once before returning it.
• Bracketing: Purchasing multiple sizes or colors to try on, keeping only one and returning the rest.

These practices have become a common part of modern consumer behavior. While they make shopping easier, they also create significant waste and environmental harm.

The Unseen Costs of e-commerce Returns

The numbers are staggering, according to an article on the environmental impact of online returns , from Inside Ecology:

• In 2022 alone, retailers sent over 9.5 billion pounds of returned goods to landfills.
• Fast fashion returns contribute emissions equivalent to 3 million US cars annually.
• The fashion industry generates 92 million tons of textile waste annually, much of which ends up in landfills or is incinerated.

And it doesn’t stop there. Many returned goods travel thousands of miles—often internationally—before reaching their final destination, adding to greenhouse gas emissions. Packaging waste, which is nearly five times greater for online shopping than in-store purchases, further compounds the problem.

How to Shop Sustainably and Reduce Online Returns

The good news is that consumers have the power to drive change. By adopting a few mindful shopping habits, we can significantly reduce the environmental impact of our purchases.

Quick Tips for Sustainable Shopping:

• Research before you buy using online tools.
• Avoid impulsive shopping decisions.
• Support sustainable brands with eco-friendly policies.
• Choose rental or secondhand options for occasional needs.
• Visit physical stores to minimize returns.
• Buy Quality Over Quantity.

1. Research Thoroughly Before Buying Online

Instead of purchasing multiple sizes or colors, use online tools like size charts, fit guides, and customer reviews. Many brands now offer virtual try-ons or augmented reality tools to help ensure a good fit. Taking the time to research upfront can save you the hassle of returns—and help the planet. Learning how to reduce returns in e-commerce benefits not only retailers but also the environment.

2. Minimize Impulsive Buys

Impulsive shopping often leads to regret and returns. Taking some time to pause and reflect before completing a purchase can help you determine whether you truly need the item or if it’s just an emotional decision.

For more tips on how to curb impulsive buying and make thoughtful shopping decisions, check out Buyer’s Remorse and Retail Therapy Solutions .

3. Support Sustainable Brands

Look for companies that prioritize eco-friendly practices. Some brands have transparent return policies and handle items responsibly, through recycling or reselling gently used goods locally. Shopping from a sustainable online thrift shop is another excellent way to reduce waste while still finding unique, high-quality items.

4. Consider Rental or Secondhand Options

For one-time needs, like a special occasion outfit, renting is an excellent alternative. Platforms like Rent the Runway or local secondhand stores offer stylish options without adding to waste. Similarly, buying pre-loved items reduces the demand for new production and keeps goods out of landfills. These sustainable alternatives help cut down on waste and make a significant impact on reducing returns.

5. Shop In-Store When Possible

If you’re unsure about fit or style, visiting a physical store can save you the hassle of returns, reduce packaging waste, and, most importantly, help avoid the significant environmental impact of returned items. By trying things on in person, you can make confident decisions, reducing the need for “bracketing” and the wasteful practices that come with online shopping returns.

6. Buy Quality Over Quantity

Investing in high-quality, versatile pieces can reduce the need for frequent replacements and, ultimately, returns. Durable items tend to last longer and perform better over time, helping you avoid the waste and hassle of replacing worn-out or poorly made products.

Choosing quality over quantity also encourages more thoughtful shopping habits, as you focus on pieces that truly add value to your wardrobe or home. While the upfront cost may be higher, the long-term benefits—both financially and environmentally—are well worth it.

Every Choice Matters: Building a Sustainable Shopping Future

By becoming more mindful about how we shop, we can significantly reduce the waste and emissions caused by online returns. Whether it’s researching thoroughly, waiting before making a purchase, or choosing sustainable brands, every small step adds up to meaningful change.

Imagine a world where fewer items end up in landfills, where brands adopt greener practices, and where we, as consumers, make choices that prioritize the planet over convenience. This vision is within reach—one intentional purchase at a time. Together, we can create a future where shopping aligns with sustainability, leaving a healthier planet for generations to come.

Sources & Further Reading

1. What Happens to All the Stuff We Return ? - New Yorker - August 2023
2. Buy. Return. Repeat … What really happens when we send back unwanted clothes? - The Guardian - March 2023
3. Your brand new returns end up in landfill - BBC Earth - December 2023