Analyzing Consumer Patterns and Travel Behavior in E-Commerce Returns

The rise of e-commerce has fundamentally transformed consumer behavior and logistics systems, leading to an increase in parcel volumes and, consequently, returns. Returns management is particularly significant, as it generates additional logistical demand and environmental impacts. Fashion items, often returned due to size and fit issues, dominate return volumes. Additionally, policies like "free returns" encourage this behavior, raising questions about long-term sustainability. Despite its prevalence, little is known about the transport behavior associated with returns, including trip patterns and environmental implications. This study aims to address this research gap by analyzing the characteristics of returns and drop-off trips based on a user-based e-commerce survey. The resulting data allows the estimation of microscopic models, extending current agent-based models to simulate the effects of reverse logistics processes and inform policymakers about their environmental impacts.

The analysis is based on a survey conducted with N=1,650 respondents, designed to be representative in terms of age, gender, and spatial distribution across Baden-Württemberg, Germany. ... mehrKey survey topics included online shopping frequency (buying, selling, returning), types of purchased and returned items, reasons for returns, returning parcel size and weight, as well as delivery location and drop-off preferences. Additionally, the survey gathered reports on return behaviors, including the selection of drop-off options and characteristics of drop-off trips, such as timing and mode choices. To ensure data quality, plausibility checks were applied, which resulted in a total dataset of 1,537 responses and 1,608 reported trips, providing a robust basis for descriptive analysis.

The results highlight several key trends in online shopping and return behaviors. Clothing and footwear account for about one-third of all online orders, while electronics make up about one-sixth. Approximately one of five shipments are returned, with 60% of these returns consisting of fashion items. The concept of "free returns" is highly valued by consumers, indicating its significant role in shaping return behaviour. From a logistical perspective, 90% of returns involve small or medium-sized packages weighing under 5 kg. About 75% of these returns are dropped off at branches or parcel shops, and 15% at parcel lockers. Proximity to drop-off locations and their opening hours are the most critical factors influencing consumer preferences. DHL and Hermes handle approximately 90% of returns, with specific conditions for drop-offs set by courier, express, and parcel (CEP) services for around half of all returns. Return activity is highest from Tuesday to Thursday, typically during the morning or afternoon. Transport patterns associated with returns reveal that 40% of trips are exclusively induced by the need to drop off a return. About one-third of return trips involve no additional activities immediately before or after the return drop-off, while nearly 40% are associated with shopping, and around 25% occur immediately before or after work. Regarding transport modes, about 50% of these trips are made by car, followed by 33% conducted on foot.

The findings offer valuable insights into the interplay between online shopping, return probabilities, and associated trips. Returns are a critical component of e-commerce, driven largely by the “free returns” policy and the popularity of fashion-related items. The high share of induced drop off trips highlights the environmental impact of return processes, particularly given the dominance of private car use. Policy and logistical interventions are needed to promote sustainable practices, such as consolidating drop-off points, incentivizing alternative modes of transportation, and improving parcel locker accessibility. To examine these concepts, microscopic freight return models should be developed based on the results of this study.