ASOS Bans Serial Returners: What It Means for Consumers, Retailers, and the Future of Online Shopping

In a bold move that’s shaking up the world of e-commerce, ASOS has begun banning customers deemed "serial returners" as part of a stricter returns policy aimed at curbing unsustainable shopping habits. While the fast-fashion giant insists the crackdown affects only a small number of accounts, the decision has triggered widespread debate across the retail industry and among loyal shoppers—especially those who rely on ordering multiple sizes due to fit inconsistencies or accessibility needs.

This shift reflects a broader trend among online retailers rethinking the once-sacred policy of free, unlimited returns. But as ASOS tightens its grip, the question looms: are consumers being unfairly penalized for cautious or necessary shopping behaviour, or is this the inevitable correction for a system buckling under its own convenience?

Why are retailers banning serial returners now?

ASOS added a £3.95 fee for UK customers returning under £40 of items (Premier members now have a £15 threshold) back in September 2024. However, this has not had the desired impact ASOS wanted and returns from a select few have remain too high and financial unsustainable for the business.

https://www.theguardian.com/business/article/2024/sep/06/asos-charge-return-goods-fee?utm_source=chatgpt.com

A small group of accounts received emails warning of deactivation if return behaviour didn’t change last year. And the warnings have continued into 2025. However, now ASOS are making good of its warning and has started closing the accounts of the highest returning customers.

BBC Radio 4 interviews returns expert Al Gerrie

Al Gerrie, CEO of ZigZag, explained the business rationale behind ASOS's actions. Returns incur significant operational costs – from restocking and quality checks to diminished resale value if items are returned late. Retailers increasingly use customer lifetime value, return frequency, and speed of returns to assess whether shoppers are costing them more than they’re worth.

The discussion also raised broader concerns:

• Consumer trust is eroding due to lack of transparency and poor communication.
• Younger shoppers, who shop more online and return more frequently, are especially affected.
• Inconsistent sizing and product representation remain a core cause of high return rates.
• AI tools for sizing and personalization are emerging, but still far from solving the issue.

You can listen to the full discussion below: