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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