Apparel Return Rate Benchmarks (And What's Normal)
"Is my return rate bad?" is the wrong first question. The right one is: how much of it is preventable? Here are the benchmarks, honestly sourced, and how to read your own number against them.
Quick answers
- What % of online sales are returned?
- 19.3% in 2025 (NRF)
- What % of all retail sales?
- 15.8% in 2025 (NRF)
- Does apparel run higher?
- Yes — fit uncertainty and bracketing push it up
- What's the #1 apparel return reason?
- Size and fit
Return Rate Reference Points
| Measure | Figure | Source |
|---|---|---|
| All retail sales returned (2025) | 15.8% | NRF 2025 Retail Returns Landscape |
| Online sales returned (2025) | 19.3% | NRF 2025 Retail Returns Landscape |
| Returns that are fraudulent | ~9% | NRF 2025 Retail Returns Landscape |
| Apparel | Higher than the online average | Category studies vary |
Notes
The honest benchmark. The National Retail Federation's 2025 Retail Returns Landscape puts total retail returns at 15.8% of sales in 2025 (around $849.9 billion) and online returns notably higher at 19.3%. Apparel sits above the online average because clothes can't be tried on before purchase.
Be careful with category figures. You'll see apparel return rates quoted anywhere from 20% to 40%, and "size is X% of returns" figures ranging from roughly 45% to 70% depending on the study. These come from different samples and methods. Treat them as a range, not gospel — and be suspicious of anyone quoting one precise number with no source.
Your rate matters less than your mix. A 25% return rate that's mostly size-driven is a fixable problem. A 25% rate that's mostly "changed my mind" is a merchandising or expectation problem. Segment your returns by reason before you chase the headline number.
Bracketing inflates everyone's rate. Many shoppers deliberately order two sizes intending to return one. The NRF report notes bracketing as a mainstream behaviour. You can't eliminate it, but better sizing reduces the need for it — which is the only real lever you have.
FAQs
What is a normal apparel return rate?
The National Retail Federation's 2025 Retail Returns Landscape puts online returns at 19.3% of sales in 2025 versus 15.8% across all retail. Apparel typically runs above the online average because of fit uncertainty. Published apparel-specific figures vary widely by study, so treat them as a range.
What is the number one reason for apparel returns?
Size and fit. Studies differ on the exact share — you'll see figures from roughly 45% to 70% depending on the sample — but they consistently rank it first. It's also the most preventable category, because it's caused by missing information rather than a bad product.
Is my return rate too high?
Judge the mix, not just the number. Segment returns by reason: a rate driven by size and fit is fixable with better sizing information, while one driven by 'changed my mind' or damage points at merchandising or quality problems instead.
Need this on your store?
Tailor Size Guide ships pre-built size charts for Shopify.