Shopping online can be an uncertain experience for many consumers—are those shoes going to fit? Will that bookshelf really go well with my other furniture?
There's always the option to return any unwanted purchases, but new data from National Public Radio (NPR) and The Marist Poll found that many consumers would rather keep items they don't want instead of returning them.
In fact, just 2% of total US digital buyers surveyed said they return digital purchases "very often," while another 7% said they do so "often."
Even Amazon Prime members aren't into returning their online purchases. Over two-thirds said they do so "only rarely," while roughly a quarter said they "never" do.
According to Stephanie Calvano, director of data management and technology at The Marist Poll, the decision to keep an online purchase instead of returning it comes down to time and cost. "The very factors that tend to drive online shoppers to the digital marketplace," she said.