E -commerce has transformed shopping habits and the way returns are handled in Latin America. 57% of users prefer to exchange items compared to 43% who opt for a refund in the region, according to the report “Predictive After-Sales: How AI and Personalization are Redefining E-commerce in Latin America ,” conducted by the software company Reversso 2025, which analyzed consumer behavior in Chile, Colombia, and Mexico during 2025
According to the report, fashion accounts for the largest proportion of returns at 65.01% , followed by shoes at 28.27%; accessories at 4.20%; and electronics at 1.54%. The main reasons for returns are for receiving a different or unexpected product (75.8%), changing one’s mind (20.2%), and receiving a damaged product (2.6%).
The report indicated user preferences in the region between exchanges and refunds, and in which country each prevails. 57% of users prefer exchanges , and of that total, 26% generated upsells ; while 43% prefer refunds. In Mexico , refunds are preferred at 52.9% , while Chile and Colombia prioritize exchanges, at 55.6% and 61.2%, respectively
Regarding return processing times, the report indicated that 28.89% of customers request a refund between one and five days after purchase , while 32.52% do so after 15 days. Only 0.98% request a refund between days 10 and 15, showing a split between early and late resolution. Return peaks are concentrated midweek and between 10:00 AM and 8:00 PM, coinciding with peak online activity times.
The study also recorded customer behavior when requesting a refund, with 76.4% preferring to receive the refund via the same payment method used , while 23.6% opted for a gift card . Regarding exchanges, 77.9% of users chose to replace the product with the same item, while 22.1% preferred to exchange it for a different one.
In returns logistics, the choice is split between Pick Up (50.04%) and Drop Off ( 49.96%), while Out Of Home grows to between 30% and 40% when available. 72% of consumers expect returns to be as fast as delivery, driving the growth of on-demand returns with pickups in under 30 minutes .
In addition, the report noted that during events such as Cyber , Hot Sale , Buen Fin and Black Friday , returns increase by up to 40% and extend for more than three weeks.
After-sales service, key to returns
The study emphasized that after-sales service is a decisive factor in repeat purchases and customer perception. The biggest negative impacts on the Net Promoter Score (NPS) come from slow resolution times, refund delays, and unclear policies .
A good returns experience, with fast, transparent and flexible processes, can increase the likelihood of repurchase by up to 35%, showing the consumer’s sensitivity to clarity and speed in the resolution.
The report indicated that after-sales service is projected to be a strategic lever this year, with exchanges, gift cards , and personalized workflows surpassing simple refunds in terms of value retention . Omnichannel integration and the use of technologies such as experience-oriented Artificial Intelligence (AI) are emerging as trends that will shape the evolution of the sector.
In 2025, the global value of returns reached $850 billion , with 15.8% of retail sales and 19% of online sales ending in returns. Global e-commerce reached $6.8 trillion, with Latin America playing a significant role, contributing between $150 and $160 billion, representing a 12.2% growth and a 21.8% increase in order volume.
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