Asos Sparks Outrage with New Return Fee for Frequent Shoppers
Asos has introduced a new return fee policy, sparking outrage among some customers. The online fashion giant is now charging a £3.95 fee for returns if shoppers don’t keep at least £40 worth of items. Asos Premier members, who pay £9.95 annually, only need to hold onto £15 worth of products to avoid the charge.
This change targets a "small group" of customers with high return rates, a move Asos claims is necessary to maintain free returns for the majority of its shoppers. The new rule, effective from October 8, follows similar policies adopted by brands like Zara and Boohoo.
Many shoppers voiced their frustration on social media, with some highlighting the retailer’s inconsistent sizing as a key reason for frequent returns. “If you don't want returns, open physical stores,” one shopper wrote. Others criticised Asos for penalising customers for returning items that don’t fit properly.
Asos, which has long offered free returns as a major selling point, said the policy aims to curb unsustainable shopping habits. Influencers’ large “haul” purchases, often followed by mass returns, were noted as a potential factor driving the change.
The retailer has faced rising return rates, especially during peak shopping periods like Black Friday. Industry insiders suggest that returns cost both financially and environmentally, with many unwanted items ending up in landfills.
Despite the backlash, Asos remains committed to this strategy, with hopes that the fee will encourage shoppers to be more mindful when placing large orders. As competition heats up with rivals like Shein and Temu, this new policy could help Asos control costs while continuing to serve its core customer base of Gen Z and millennials.
Asos joins other major retailers such as H&M, Boohoo, and Uniqlo, which have all introduced similar return fees in recent years. With the fast fashion industry under pressure to reduce waste and improve profitability, paid returns may become the new norm for online shopping.
