When making online purchases, it often happens that the item that seemed appealing during ordering turns out to be different from what is shown in the photos upon receipt. There may be discrepancies in color, fitting issues, or simply a feeling of unnecessary possession. Some buyers return goods after almost every second online purchase, whether it's clothing, shoes, or bags. This raises the question of what underlies this behavior: a tendency toward impulsive decisions, quick decision-making, or a change in mood after the purchase?
Research in psychology and consumer behavior indicates that there can be many factors contributing to this behavior. These factors range from a habit of spontaneous buying to the product not meeting expectations. Nevertheless, one cannot conclude a person's character based solely on the habit of returning items.
Some shoppers are not inclined to think deeply while browsing. They might like an item—a dress, gadget, or pair of shoes—and immediately place an order. Often, the purchase decision is influenced by discounts, sales, or an attractive image. This type of purchasing is called impulsive, meaning it is made suddenly and without prior planning. At the moment of purchase, the delight in the item is so strong that the person does not consider the actual necessity of the item.
However, when the item arrives home, the initial enthusiasm fades, and the person may realize their mistake. They might feel they spent too much money or that the item will not be useful. As a result, they decide to return it.
Does it happen that an item was very appealing at the time of purchase, but later the thought arises that it shouldn't have been bought? In psychology, this phenomenon is called post-purchase regret. It can occur if a person feels they made a hasty decision or that the money could have been better spent elsewhere. For example, if someone buys a dress for 2000 rubles online and then finds a similar model on another site for a lower price, they might decide they overpaid. Similarly, after the purchase, a feeling of not needing the item may arise. In such cases, returning the item might seem like a simple way to change one's mind. However, the return is not always motivated by regret.
In online shopping, the customer cannot touch, try on, or use the item. The decision is made based on photos, videos, product descriptions, and reviews from other buyers. Often, the color of the item in reality differs from what is presented in the pictures. The size of the clothing may not fit, the fabric quality may be lower than expected, or the electronic device may not work as anticipated. In such circumstances, returning the item is a natural step for the customer. A study published in the Journal of Retailing and Consumer Services in 2024 identified reasons for returns such as incorrect fit, delivery problems, misleading advertising, and post-purchase disappointment. Therefore, one cannot automatically assume that a person who frequently returns items is spoiled; often, the problem lies not with the customer's decision, but with the quality of the product or the provided information.
Some people tend to look at many alternatives when choosing an item. They might choose one dress and then look at another that seems more suitable, and so on. Sometimes they order two or three identical items to compare them at home and decide which one to keep. This is especially common when buying clothes, given the potential discrepancy between the online image and the actual fit. It is important to understand why a person compares options. Perhaps they are trying to make the right choice. But if they constantly order many things and return most of them, this approach to shopping can take up a lot of time and effort.
Many buyers like the item, but after payment, they start to doubt the expediency of the expense. Consider this example: a person buys shoes worth 3000 rubles. During the order, they felt the shoes were good and the price was acceptable. However, after receiving the item, they begin to ponder whether they could have purchased a higher-quality pair for that money. In this situation, two thoughts may conflict in the person's mind: on one hand, they like the item itself, and on the other, they are trying to justify their spending.