Analysis of the Influencing Factors and Consequences of E-commerce Return Rate

E-commerce, as an important component of the global retail market, has deeply integrated into modern people's lives. However, in recent years, the issue of high return rates has become a major challenge faced by the e-commerce industry. This not only directly affects the sales profits and brand image of retailers, but also impacts the operational efficiency and customer satisfaction of e-commerce platforms. Therefore, this article analyzes the main factors that lead to an increase in e-commerce return rates from the perspectives of retailers and consumers and reveals the consequences that high return rates will bring to the future development of the e-commerce industry—for example, high hidden costs, unsolvable vicious cycles, and distorted business models. Meanwhile, based on the above analysis and thinking, relevant coping strategies have been compiled. This includes recommending a probability sales strategy to merchants and a Buy Online and Return in Store (BORS) strategy, proposing to the platform to establish consumer trust, targeted supervision of its merchants, and developing relevant incentive measures.