Last Thursday, we organized a workshop where key insights were shared around some of the biggest challenges currently facing fashion eCommerce. We were fortunate to host brands like Scuffers, Seasons by Macabla, and Hand-over, among others, creating a space to discuss with clients some of their main challenges and concerns regarding the current eCommerce landscape. It was a highly practical session, focused on day-to-day operations, covering topics such as international logistics, returns management, and the ongoing challenge of sizing.
Here are some of the main takeaways:
International logistics: the impact of customs
One of the biggest friction points in international expansion continues to be customs management. Factors such as tariffs, import duties, and border delays, especially in markets like the UK, can even lead to order disruptions.
In addition, in markets like the US, extra charges and fees have a direct impact on the customer experience and conversion rates.
The takeaway is clear: having local or strategically located warehouses is no longer just a competitive advantage, but a necessity to reduce friction, improve delivery times, and ultimately offer a better customer experience. Equally important is having the right technology in place to support these operations, making day-to-day management easier for brands.
The sizing challenge: precision vs reality
Despite efforts to improve accuracy, such as detailed size guides or product-specific measurements, there is still a margin of error.
In fact, as highlighted in our latest returns report, sizing issues remain the main reason why customers return their purchases. This has led many brands to explore alternatives such as instant exchanges, allowing customers to quickly get the right size without going through a full return process.
This challenge is amplified by several factors:
- Differences in sizing standards across countries
- Variations depending on garment type (oversized, slim fit, etc.)
- Inconsistencies even within the same category
All of this directly impacts customer perception and product reviews.
More and more brands are focusing on clearer recommendations (for example, suggesting sizing up or down depending on the fit) and using return data to continuously improve their sizing guidance.
Returns: a delicate balance
The ease of reverse logistics has completely changed purchasing behavior. Today, many customers order multiple sizes with the intention of returning those that don’t fit.
This behavior, known as bracketing and also highlighted in our returns report, is one of the most frequent drivers of returns. It significantly increases operational costs and puts pressure on the entire logistics chain.
Additionally, returned items do not always arrive in optimal condition, forcing brands to make complex decisions in order to maintain customer satisfaction without compromising profitability.
Reducing returns largely depends on improving the information available before purchase and optimizing the overall user experience. While not all returns can be avoided, brands can implement solutions that help reduce their volume while continuing to improve the customer experience.
Towards smarter size recommendations
In this context, technology is becoming key to reducing uncertainty at the moment of purchase.
There is a growing need to support customers with real-time, personalized recommendations that take into account variables such as garment fit, preferences, and purchase history.
In this direction, we are working on solutions that help brands offer better support during the most critical moment of the buying journey: the purchase decision. The goal is to improve the overall shopping experience by helping customers choose the right size and resolve doubts instantly.
The objective is clear: to turn size selection into an assisted, more accurate, and seamless experience, benefiting both customers and operations.
Conclusion
Fashion E-commerce faces a clear challenge: balancing customer experience, operational efficiency, and profitability.
International logistics, sizing management, and returns are not isolated issues, but interconnected parts of the same system that requires constant optimization.
Brands that successfully integrate data, technology, and logistics strategy, while better supporting customers during the buying process, will be in a stronger position to compete in an increasingly demanding market.
Finally, we would like to thank all the brands that joined us in this session. These types of workshops continue to prove how valuable it is to share experiences, challenges, and solutions across the industry, helping brands better tackle the problems they face in their day-to-day operations.