< All Posts

How to Improve Reverse Logistics in Online Retail

How to Improve Reverse Logistics in Online Retail
How to Improve Reverse Logistics in Online Retail
Written by:
Tim Fagan
Publish Date:
Jan 2026
Topic Tag:
Planning, Forecasting, S&OP and IBP

Ready to turn insight into action?

We help organisations transform ideas into measurable results with strategies that work in the real world. Let’s talk about how we can solve your most complex supply chain challenges.

Trace Logo

How to Improve Reverse Logistics in Online Retail

Online retail has transformed customer expectations across Australia and New Zealand. Fast delivery, flexible fulfilment options, and frictionless returns are no longer differentiators — they are baseline expectations.

While most retailers have invested heavily in forward logistics capabilities such as fulfilment centres, last-mile delivery, and order management systems, reverse logistics has often lagged behind. Returns are frequently treated as an unavoidable cost of doing business rather than a supply chain capability that can be actively designed, optimised, and improved.

As return volumes grow, particularly in categories such as apparel, consumer electronics, homewares, and health products, reverse logistics has become one of the largest hidden cost drivers in online retail. It impacts warehousing efficiency, inventory accuracy, transport spend, labour productivity, sustainability outcomes, and — critically — customer experience.

This article explores how online retailers can improve reverse logistics performance, reduce cost-to-serve, and design returns processes that support both commercial outcomes and customer loyalty.

Why reverse logistics matters more than ever in online retail

Return rates in online retail are materially higher than in physical stores. Customers buy multiple sizes, colours, or variants with the intention of returning items that do not meet expectations. Generous returns policies are often necessary to compete, but they come at a cost.

Poorly designed reverse logistics leads to:

  • High manual handling and rework
  • Congestion in warehouses not designed for returns
  • Inventory sitting in limbo and unavailable for sale
  • Increased transport and handling costs
  • Write-offs due to slow processing or damage
  • Poor visibility of return reasons and root causes

At the same time, returns play a major role in shaping customer perception. A slow, confusing, or inflexible returns experience can undermine an otherwise strong brand and fulfilment proposition.

Improving reverse logistics is therefore not just a supply chain issue — it is a commercial, operational, and customer experience priority.

Understanding reverse logistics beyond “returns”

Reverse logistics is often used interchangeably with “returns,” but in practice it is broader and more complex.

Reverse logistics can include:

  • Customer returns
  • Exchanges
  • Repairs and refurbishments
  • Warranty claims
  • Recalls
  • End-of-life or recycling flows
  • Unsold inventory moving back through the network

Each of these flows has different handling requirements, cost profiles, and decision points. Treating all returned products the same way is one of the most common and costly mistakes retailers make.

The true cost of poor reverse logistics

Many retailers underestimate the total cost of reverse logistics because it is spread across multiple functions.

Costs typically sit in:

  • Transport (returns freight, consolidation, cross-dock movements)
  • Warehousing (handling, storage, congestion, space utilisation)
  • Labour (manual inspection, sorting, repacking)
  • Inventory (markdowns, write-offs, obsolescence)
  • Customer service (queries, disputes, refunds)
  • Technology (workarounds, manual processing)

When these costs are not visible end-to-end, decision-making becomes reactive and fragmented.

Retailers that take a structured approach to reverse logistics often find that returns erode margin far more than initially assumed, particularly when return volumes spike during peak trading periods.

Common challenges in online retail reverse logistics

Across Australia and New Zealand, several challenges appear consistently in online retail environments.

Returns designed around policy, not operations

Returns policies are often created by commercial or marketing teams without fully considering operational implications. This can result in:

  • Unpredictable return volumes
  • Inconsistent handling rules
  • Manual decision-making on the warehouse floor

Warehouses not designed for returns

Many fulfilment centres are optimised for outbound flow, not inbound inspection and sorting. This leads to:

  • Congestion at receiving docks
  • Inefficient layouts
  • Disruption to forward picking operations

Poor inventory visibility

Returned stock often sits in quarantine or limbo locations with limited system visibility, delaying resale and increasing markdown risk.

One-size-fits-all handling

High-value, low-value, resellable, damaged, and unsellable items are frequently processed through the same workflow, driving unnecessary cost.

Limited insight into return drivers

Without structured data on why items are returned, retailers struggle to address root causes such as product quality issues, inaccurate descriptions, or sizing problems.

Designing a better reverse logistics strategy

Improving reverse logistics starts with treating it as a designed capability, not an afterthought.

Segment reverse flows by value and outcome

Not all returns deserve the same treatment. Retailers should segment returns based on factors such as:

  • Product value
  • Condition on return
  • Speed-to-resale requirement
  • Likelihood of refurbishment or repair
  • Sustainability considerations

This enables differentiated handling paths rather than a single, inefficient process.

Decide where returns should flow

Returns do not always need to return to the original fulfilment centre.

Options may include:

  • Dedicated returns processing facilities
  • Store-based consolidation
  • Third-party returns hubs
  • Direct-to-supplier or refurbisher flows

Network design plays a major role in reverse logistics cost and responsiveness.

Warehouse and fulfilment considerations for returns

Reverse logistics places very different demands on warehouse operations compared to outbound fulfilment.

Key considerations include:

  • Dedicated space for returns receiving and inspection
  • Clear segregation between sellable and non-sellable stock
  • Fast-track paths for items suitable for immediate resale
  • Ergonomic workstations for inspection and repacking
  • Labour models that can flex with return volume variability

Retailers that explicitly design returns into warehouse layouts typically achieve faster cycle times and lower handling costs.

Inventory management and speed to resale

One of the biggest opportunities in reverse logistics is reducing the time between return and resale.

Delays lead to:

  • Missed sales opportunities
  • Increased markdowns
  • Higher obsolescence risk

Improvement levers include:

  • Clear decision rules for resale vs write-off
  • Immediate system updates when condition is confirmed
  • Priority processing for fast-moving SKUs
  • Alignment between returns teams and inventory planners

When returns are processed quickly and accurately, they become a source of recovered value rather than margin erosion.

Using data to reduce returns at the source

Improving reverse logistics is not only about processing returns better — it is also about preventing avoidable returns.

Data from returns can be used to:

  • Identify product quality issues
  • Improve product descriptions and imagery
  • Address sizing or specification inaccuracies
  • Highlight packaging weaknesses
  • Inform supplier performance discussions

Retailers that actively analyse return reasons often see improvements not just in logistics costs, but in customer satisfaction and conversion rates.

Sustainability and reverse logistics

Returns have a material environmental impact due to additional transport, packaging, and waste.

Improving reverse logistics can support sustainability objectives by:

  • Reducing unnecessary transport movements
  • Increasing resale and refurbishment rates
  • Improving recycling and end-of-life pathways
  • Minimising landfill through better sorting and recovery

For many organisations, reverse logistics is an increasingly important part of their broader sustainability narrative.

Technology and systems enablement

Technology plays a critical role in enabling efficient reverse logistics, but only when aligned to process and operating model design.

Key system considerations include:

  • Clear visibility of returned inventory status
  • Integration between customer service, warehouse, and finance systems
  • Simple workflows for inspection and disposition decisions
  • Data capture on return reasons and condition
  • Reporting that supports continuous improvement

Technology should support faster decisions and clearer accountability, not add complexity.

Governance and ownership

One of the reasons reverse logistics underperforms is unclear ownership. Responsibilities are often split across:

  • Ecommerce
  • Customer service
  • Warehousing
  • Transport
  • Finance

Improvement requires:

  • Clear accountability for reverse logistics performance
  • Defined KPIs covering cost, speed, recovery, and customer experience
  • Regular review of return drivers and trends

Without governance, reverse logistics remains reactive and fragmented.

How Trace Consultants can help

Trace Consultants works with online retailers to design and improve reverse logistics capabilities that balance customer experience, cost-to-serve, and operational efficiency.

Our support commonly includes:

  • Reviewing current reverse logistics processes and cost drivers
  • Mapping end-to-end returns flows across transport, warehousing, and systems
  • Designing segmented reverse logistics strategies
  • Supporting warehouse layout and operating model changes
  • Improving inventory visibility and speed to resale
  • Developing performance metrics and governance frameworks
  • Supporting technology and system alignment

Our approach is practical and grounded in how supply chains actually operate, helping retailers move beyond reactive returns handling to deliberate, data-driven reverse logistics design.

Turning reverse logistics into a competitive advantage

As online retail continues to grow across Australia and New Zealand, reverse logistics will only increase in scale and importance.

Retailers that treat returns as a necessary evil will continue to see margin leakage, operational disruption, and frustrated customers. Those that invest in structured reverse logistics design will be better positioned to:

  • Control cost-to-serve
  • Improve inventory recovery
  • Support sustainability objectives
  • Enhance customer trust and loyalty

Reverse logistics is no longer just about managing returns — it is about unlocking value from what comes back.

The question is not whether reverse logistics deserves attention, but whether it is being designed with the same rigour as the forward supply chain.

Ready to turn insight into action?

We help organisations transform ideas into measurable results with strategies that work in the real world. Let’s talk about how we can solve your most complex supply chain challenges.

Trace Logo