In the current business activities of small shops, the issue of receiving and returning goods is becoming a headache problem, not only because it causes cost losses but also greatly affects customer experience. According to statistics from logistics partners in Vietnam, there are up to 25–30% of e-commerce orders encountering return issues, causing many shop owners to be "confused" in handling without clear processes. Building a professional receiving – return process is the key point to improve operational efficiency and retain customers.
At DPS.MEDIA, we realize that small shops often skip the step of establishing a return process because they think it is a "rare situation." However, in the context of increasingly popular online shopping, a simple, transparent return experience is an essential part of customer service, helping to increase trust and repurchase rates. Without clear processes, you may lose both processing time and brand reputation.
An effective receiving – return process does not need to be complicated, but must be standardized from order confirmation, selecting transportation partners to product collection and refund. DPS.MEDIA has supported hundreds of SMEs to set up this system combined with order management software and automated chatbots, helping reduce up to 40% of order processing time and increase 20% positive customer feedback.
If you are an online shop owner, early construction and optimization of the return process will help you save operating costs, enhance professionalism, and especially maintain customer trust in the long term. in a sustainable brand building strategy, after-sales is the decisive factor, not just price or advertising.
Understand the correct role of the return receipt process in the customer service journey
Return is the final important touchpoint in the customer journey
Not a few small shop owners underestimate the return delivery step, but according to research from Harvard Business Review, 96% of customers will return to shop if the return experience is optimized. At DPS.MEDIAwe found that a clear return process, easy to understand not only helps increase satisfaction but also directly impacts operating costs and customer care efficiency..
We suggest small shops view returns as an indirect marketing tool. When customers feel that returning goods is easy – they tend to be willing to buy without worrying too much about risks of wrong size, wrong item, etc. The return process can be seen as a "psychological safety policy" for online buyers.
A specific example comes from Ms. Uyen, owner of the women's fashion shop UyClassy in Hue. After being advised to strictly manage the return process including: notification of reason → photos of defective products → confirmation of return → update of refund progress, the number of orders retained increased by 28% compared to the previous month. She shared: "Previously, customers hesitated to buy online because they worried about not being able to return items. Now I clearly explain the policy and process, customers confidently try buying the first time and then become regular customers.".
3 core factors that the return process must have
| Factors | Meaning | Suggestion from DPS.MEDIA |
|---|---|---|
| Clear | Customers know exactly the conditions, time, and method of return. | Displayed on the product page instead of a note at the end of the order. |
| Simple | The process is not complicated, easy to operate. | Use Google forms or chatbots to handle requests. |
| Transparency | Update return progress to avoid confusion. | Send confirmation emails for each step like a mini journey. |
When the above three factors are smoothly integrated, it not only improves experience but also increases repurchase rate – a survival factor for small shops without large advertising budgets..
Identify common return scenarios and build appropriate handling scenarios
List common reasons for returns
According to internal statistics from DPS.MEDIA combined with practical surveys at more than 50 online shops on e-commerce platforms like Shopee, TikTok Shop, and Facebook, there are 3 main reasons leading to returns:
- Customers "boom" orders: Not answering phone calls, changing mind after ordering.
- Incorrect information: "Unclear address, wrong phone number.
- Product not as described: Lacking detailed real photos or product quality lower than expected.
Instead of being passive, small shops should see this as a signal to optimize product information, ordering process, and customer interaction. As in the case study of the accessory brand "Be Li Store" in Ho Chi Minh City, after implementing an automatic order confirmation system via Zalo API and message templates to check delivery information, the return rate dropped from 12% to only 4% within 6 weeks.
Build appropriate interaction handling scenarios
We recommend SMEs identify "typical scenarios" early and build consistent response scripts from start to finish. This not only increases professionalism but also maintains brand image in the eyes of both old and new customers.
| Scenario | Handling action | Targets |
|---|---|---|
| Customer does not receive because of change of mind | Call to verify reason, send discount code for next time | Keep goodwill, increase return rate |
| Unclear address | Send message to confirm information again, request early customer feedback | Reduce wrong shipping costs |
| Wrong sample or size delivery | Send back the correct product, free exchange delivery | Build trust, maintain positive reviews |
A study by Harvard Business Review (2021) shows that 71% of customers tend to return if they are proactively supported with after-sales service, especially in cases of errors. This indicates that the handling scenario is not only a coping measure but also a tool to create a higher conversion rate in the long term.
Choose a suitable shipping unit that meets the return needs of small shops
Evaluate the potential to optimize costs and return time
For small shops, choosing a shipping unit is not just about “fast delivery,” but also a problem to optimize costs – minimizereturn risks. Currently, according to Nielsen's (2022) research, up to 48% of Vietnamese customers highly value easy returns/exchanges as a factor influencing their purchase decisions. Therefore, choosing a suitable delivery partner directly affects both customer experience and and profit margin.
Below is a comparison table of some key criteria to consider when selecting a suitable delivery unit for small-scale shops:
| Title | Traditional unit | Technology unit |
|---|---|---|
| Return time | 2-5 days | 1-2 days |
| Return cost | Medium – high | Low, with flexible support |
| Ability to manage via app | Limited / none | Full, realtime tracking |
| Support returns according to shop's request | Usually no | Option for personalized policies |
Use real examples to illustrate the effectiveness of the selection
From DPS.MEDIA's experience consulting local cosmetic brands GREEN SKIN, thanks to the shift from traditional delivery to using integrated delivery platforms (such as Ahamove & GHTK API), their quick return processing rate increased from 63% to 92% in just 2 months. With this model, the shop can not only track each return order's status but also intervene early in the return process based on customer feedback.
Research from Harvard Business Review (2023) also shows that an effective return process helps increase customer retention by up to 41%. Therefore, investing in a delivery unit is not just an operation – it is a smart long-term customer retention strategy.
The strategy for selecting units must be based on customer behavior and goals
- Young customers (Gen Z, Millennial): prioritize app experience, like transparent tracking, clear pricing.
- Calm customers: need units with wide networks, good on-site return support.
- Low-value products: should choose fast and cheap delivery services, avoid return costs exceeding product value.
Establish a clear internal process from receiving requests to handling returns
Clearly define roles and responsibilities at each step
For small shops, lack of clear procedures often causes delays and return order losses. DPS.MEDIA recommends businesses create a simple but strict internal procedure framework. Clearly divide each step from receiving requests to goods returning to the warehouse, while clearly assigning responsible persons for each stage. Some basic roles should be established:
- Customer Service Staff: Receive, verify return processing, keep records with forms (Google Form, CRM, etc.)
- Warehouse Department: Prepare the return goods inspection report and process
- Internal shipper or 3PL partner: perform the receipt of returned goods and deliver to the correct warehouse address
Assigning specific responsibilities helps reduce loss, increase transparency, and support evaluating the effectiveness of each step.
Build a transparent and monitorable process flowchart
From consulting experience with over 200 online retail SMEs, DPS.MEDIA has found that shops with internal process automation usually handle returns faster than 32% compared to scattered management models. Try setting up a simple process flowchart with estimated processing times:
| Step | Description | Standard time |
|---|---|---|
| 1. Receive request | Customer service records and verifies customer information | Within 24 hours |
| 2. Check reason for return | Cross-check goods, invoice, or unboxing clip | 1-2 working days |
| 3. Collect goods | Arrange return pickup order | Within 48 hours |
| 4. Inspect and store | Check the condition of returned goods, update inventory | 1 working day |
This standardization not only helps employees coordinate easily but also helps shop owners easily monitor remotely via Google Sheet or order management app.
Integrate data and feedback into process improvements
Internal processes only truly add value when regularly updated and accurately reflect customer behavior. According to MIT Sloan research (2023), small businesses improve operational efficiency by 45% when proactively updating insights from feedback data. DPS encourages small shops to:
- Record reasons for return: Create weekly reports to filter common reasons such as “product not as pictured,” “wrong model delivered,” etc.
- Adjust process or product description: If reasons repeat, review images, information, description, or packaging method
- Run A/B tests on return processes: Experiment with 2 return scenarios to select the most cost- and time-efficient option
Data is not only for analysis but also a foundation for decision-making actions. In long-term strategy, a good return process is also an important part of brand experience.
Create a friendly return experience to retain customers and increase trust
Simplify the return process to reduce psychological barriers
In a Harvard Business Review report, 92% customers said they would repurchase if the previous return experience went smoothly. For small shops, this proves investment in post-sale experience is a long-term retention strategy,not just the cost of handling wrong orders. DPS.MEDIA recommends SMEs in Vietnam optimize return processes from the smallest friction points, such as:
- Clearly display return policies on product pages and order confirmation emails
- Allow customers to select return reasons via dropdown and upload photos if needed
- Provide QR codes for customers to conveniently print return labels when buying online
Build a transparent feedback system and record return history
Businesses like Gento — a local fashion brand in Ho Chi Minh City have increased repurchase rates to 31% after integrating a dedicated customer care system for returns. Usage data based on recorded returns with specific reasons helps customer service proactively contact, collect feedback, and send promotions for next purchases.
| Actions | Benefit |
|---|---|
| Record return reasons clearly | Improve product/service quality |
| Track customer return history multiple times | Detect abnormal behavior, prevent fraud |
| Automatically send feedback request emails | Enhance the feeling of being listened to, create goodwill |
Convert return costs into marketing tools
Instead of viewing returns as losses, DPS.MEDIA suggests SMEs leverage return parcels as a brand experience channel. For example, in each return box, the shop can add a thank you card printed with a discount QR code, or scented paper carrying brand colors — creating an emotional imprint. Based on the theory of Emotional Marketing in the book Brand Seduction (Daryl Weber, 2016), this is a sophisticated strategy to turn a negative process into a positive experience that helps strengthen customer loyalty.
Integrate technology into the return process to save time and costs
Apply smart management software in the receiving and handling stages
Building an effective return process for small shops cannot lack the contribution of technology. At DPS.MEDIA, we have observed that shops applying CRM (Customer Relationship Management) combined with ERP (Enterprise Resource Planning) have shortened order processing time by up to 40% compared to manual processes. Software like Sapo, KiotViet, or Haravan currently provide flexible return modules, supporting handling customer requests directly on the management interface.
- Automated order processing: When customers send return requests, the system automatically classifies the reason and creates tickets based on priority levels.
- Real-time inventory synchronization: Minimize inventory errors, ensure clear planning data.
- Integration of chatbot and email marketing: Send timely and personalized notifications about the return order status.
Connect smart transportation to optimize logistics costs
Many small shops in Vietnam usually only collaborate with a single shipping unit. However, research presented in Harvard Business Review (2022) shows that a multi-partner "last-mile hybrid" logistics model helps reduce average delivery and return costs by 12%. From experience implementing an order management system for a mobile accessories chain in Hanoi, DPS.MEDIA designed a workflow connecting Giao Hàng Nhanh, AhaMove, and Shopify via API Gateway to automatically select the fastest and cheapest return unit depending on the receiving district.
| Based on factors | The system suggests return partners |
|---|---|
| Distance from collection point | AhaMove or Lalamove |
| Shop's return policy | GHN (if free of charge), or J&T (when charging customers) |
| Average return time | Select units with SLA < 60 hours |
Data is central to continuous improvement
DPS.MEDIA's perspective is: technology not only solves operational issues but also serves as a platform to analyze customer behavior. Continuous returns due to product defects may indicate QC issues. Reports extracted from the system like RMA Data Sheet (Return Merchandise Authorization) help management not only identify root causes but also forecast return trends by season.
In a case study of a small streetwear clothing brand in Ho Chi Minh City, integrating Power BI to visualize return data by product, reason, and area helped reduce the return rate by 22% within 3 months. This is a competitive advantage that small shops would find very difficult to achieve without applying technology.
Measure effectiveness and continuously improve based on real return data
Read return data to clearly understand reasons and buyer behavior
Instead of only handling consequences, small shops should proactively collect and analyze return data to understand the root causes of problems. From consulting experience at DPS.MEDIA, we found three main groups of causes accounting for most return cases:
- Product not as described: images not realistic, color mismatches, missing detailed information.
- Weak delivery service: late arrivals, poor packaging, delivery staff not supporting inspection.
- Impulsive buying psychology: especially common in fashion and cosmetics sectors.
Collecting return reasons can be done through short forms attached to return orders,integrated with AI chatbot systems or via automated surveys through Zalo/Email after confirming the return order.
Standardize performance indicators (KPIs) related to returns
To continuously improve, SMEs need to identify the Action-oriented KPIs, instead of simply measuring the return rate. Below is an example of a KPI table that DPS.MEDIA recommends for small shops:
| Indicators | Meaning | Warning level |
|---|---|---|
| Return rate | Number of returned orders / total orders | > 8% is noteworthy |
| Return processing time (days) | Average number of days from customer request to completion of processing | > 3 working days |
| Return rate due to incorrect description | Percentage of returns due to incorrect size | > 20% is alarming |
Continuously experiment & optimize through data feedback models
Applying the “Kaizen” mindset – continuous small-step improvements – is very suitable for SMEs. Shops should set up regular A/B testing tables to test factors that reduce returns such as:
- Updating more realistic product images
- Adding real feedback from old customers
- Testing flexible return policies from 3 to 7 days
Case Study: A data maintenance shop in Da Nang, after applying a return cause classification system (Google Forms connected to Google Sheets), detected 60% first-time customer returns. Decided to send short skincare videos and trial usage instructions for first orders. Result: return rate dropped from 12% to only 6.5% after 2 months.
At DPS.MEDIA, we believe that a smart delivery and receipt process must “learn” from return data. This is not only a way to retain customers but also to create a competitive advantage – especially for shops with limited resources.
Key takeaways
Building a return delivery process not only helps small shops improve customer experience but also demonstrates professionalism and reliability in every operational step. From establishing clear return policies, selecting suitable delivery partners, to monitoring and flexibly handling returns — all contribute to building brand trust in customers’ minds.
At DPS.MEDIA, we believe an effective return process not only reduces business risks but also provides opportunities for enterprises to improve services and optimize operational processes. Small shops should regularly review the effectiveness of their current delivery – receipt – return process, then flexibly adjust to adapt to consumer behavior and market trends.
If you are looking for ways to enhance the omnichannel customer experience, connecting the return process with customer care systems, CRM data, or remarketing strategies are worthwhile considerations. Additionally, applying automation technology and integrating data with e-commerce platforms also bring the ability to manage return orders faster and more accurately.
We always accompany SMEs on their journey to optimize digital business operations. If you have questions, unique perspectives, or interesting experiences in building return processes for your shop, please share with us by leaving comments or joining the discussion below!
