Does a high return rate influence purchase decision on Shopify?

Yes, a high return rate signals a low customer satisfaction rate that directly influences customers' purchase decisions.

Think about it from a customer's perspective; why would a huge customer base return their purchases from a store? It could only be because there is something wrong with the seller, the product they sell, their customer service, or the fulfillment processes. A high return rate indicates that the customers' expectations are left unmet, and the products they receive are an incorrect fit, damaged, or defective.

These disorders prove to be a major turn-off for customers and make them switch to your competitors. Hence, eCommerce merchants should always aim for a low product return and refund rate, so the customer satisfaction rate remains high.