In the realm of online fashion retail, a seamless and customer-friendly returns policy is a key determinant of the overall shopping experience. A recent study conducted by has conducted a comprehensive analysis of the return policies of over 25 prominent online fashion retailers in the UK, uncovering some intriguing trends and insights.

When it comes to returns, JD Sports and Motel stand out with their relatively short 14-day return window. Notably, Motel goes a step further by charging an additional £1 fee for returns, whereas JD Sports maintains a fee-free policy.

However, Motel surprisingly received high marks in the overall report, thanks in part to its lightning-fast delivery options. With a remarkably affordable next-day delivery cost of just £3.99 and a reasonable standard delivery charge of £2.95, Motel earned a perfect score of 10/10 in the delivery category and a commendable 9/10 for standard delivery.

On the other hand, a group of 11 brands offers a more generous 28-day return period to customers. These brands include ASOS, In The Style, H&M, Lavish Alice, Missguided, Nasty Gal, Next, New Look, Pretty Little Thing, River Island, and Sports Direct. It’s worth noting that while these brands extend the return period, In The Style, Nasty Gal, and Next do impose return fees, ranging from £2 to £2.50.

For shoppers seeking an even more extended return window, 13 brands provide a substantial 30-day return period. These include & Other Stories, Adidas, Bershka, Dr Martens, Mango, Monki, Nike, Nobody’s Child, Pull & Bear, Stradivarius, Urban Outfitters, Weekday, and Zara. Among these, only Zara and Adidas charge return fees, with costs of £1.95 and £2.50, respectively.

At the top of the list for generous returns policies are Shein, Oh Polly, and The North Face, offering customers an impressive 45 to 60 days to initiate returns. Notably, Shein stands out with its extensive 45-day returns window, complemented by efficient customer service, competitive pricing (including a £2 standard delivery charge), and a user-friendly free returns policy—all contributing to its high score in the overall report.

In the dynamic landscape of online fashion retail, the duration of the returns window plays a pivotal role in shaping the customer experience. These diverse return policies mirror the industry’s efforts to strike a balance between convenience and sustainability, catering to the evolving needs and preferences of online shoppers.