Warning for anyone who places online orders with ASOS
The ban focuses on those whose ‘shopping behaviour continues to breach’ its Fair Use policy, which was updated in October 2024, along with the introduction of paying for certain returns.
Warning for anyone who places online orders with ASOS
ASOS has contacted customers to announce that it would be closing and banning their accounts due to higher than average return rates. The ban focuses on those whose ‘shopping behaviour continues to breach’ its Fair Use policy, which was updated in October 2024, along with the introduction of paying for certain returns.
Lee Thompson, CEO at fulfilmentcrowd – a global fulfilment provider that supports high-growth, omnichannel brands – saidL “ASOS’ move to close accounts in relation to its Fair Use Policy is a strong signal that retailers are getting serious about tackling the growing strain of excessive returns.
“The cost of processing and managing returns has risen sharply in recent years, and this decision is a clear attempt to protect both profitability and operational efficiency. It also reflects a wider shift across the fashion and eCommerce sectors towards creating a more sustainable and manageable returns culture.
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“We expect to see more retailers adopting similar measures as the industry grapples with this challenge.” Austin Waddecar, CPO (Chief Product Officer) at fulfilmentcrowd, said: “Many retailers are cracking down on mass customer returns due to operational costs, inventory management, environmental impact, and fraud prevention.
“Common reasons that a retailer might deny a customer’s return include non-compliance with return policies (such as being unused with tags and in original packaging) and being past the return window.
“However, retailers might also deny returns for more unexpected reasons, such as high return frequency, mismatch with original condition, return of free gifts or promotional items, or suspicious return patterns.”
Non-compliance with return policies, high return frequency or suspicious return patterns can result in accounts being flagged for review, sometimes leading to account closures. However, some customers have shared online that their accounts have been banned despite low order (and subsequently, return) frequency.
A review of ASOS’ website found that (in its Premier Delivery offering description) its delivery cost options are shown as a comparison for a range of order quantities, implying that 20 orders per year might still be ‘reasonable’ use.
Paul Taylor, Chief Operations Officer at fulfilmentcrowd, said: “ASOS’ approach is a reminder that customer behaviour impacts the wider supply chain. To stay in the brand’s good books, shoppers should adopt a more mindful approach to online ordering.
“This means checking size guides, reading reviews, and only ordering items you genuinely intend to keep. It’s worth noting that repeat or excessive returns can be flagged automatically by retailers, and where a pattern emerges, action may be taken.
“At fulfilmentcrowd, we’re also tackling this challenge using technology. Through forecasting, data insights, and our Delivery Assured services, we spot trends early and help retailers understand the root causes of returns.
“By leveraging these tools, we can support brands in making more informed decisions – from refining product ranges and customer communications, to introducing self-serve returns policies that are fair, sustainable, and tailored to their business needs.
“ASOS and other retailers aren’t looking to penalise genuine customers, but rather to deter serial returners and protect the sustainability of their service. Making sure you understand their returns policy and ordering with care is the best way to stay onside and continue enjoying a seamless online shopping experience.”
