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    Flipping the Script: The Role of Consumers in Retail Returns

    Lakisha DavisBy Lakisha DavisAugust 2, 2025
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    Flipping the Script The Role of Consumers in Retail Returns
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    Every time we ship back a shirt that didn’t quite fit or a gadget we bought on impulse, we set off a chain reaction. What feels like a simple return is often the start of a hidden supply chain — one that generates waste, emissions, and rising costs that retailers can no longer afford to ignore.

    In 2024, returns accounted for approximately 30% for online sales and roughly 13% of all U.S. retail sales, totaling more than $800 billion. But the bigger story isn’t just about money lost — it’s about where those items end up. A staggering amount of returned merchandise isn’t resold. Instead, it’s discarded, generating millions of metric tons of carbon emissions and pushing landfills to capacity.

    In 2022 alone, an estimated 9.5 billion pounds of returned goods were sent to landfills in the U.S., releasing nearly 24 million metric tons of CO₂, according to Optoro. But signs of progress are beginning to show. In 2023, Optoro reported that 43.8 million pounds of returned products were diverted from landfill through smarter sorting and routing strategies — a small but encouraging shift driven by innovation.

    “Every returned item is a potential resource,” says Sam Scoten, co-founder and CEO of CheckSammy, a company working to reimagine how retailers handle returns. “We built our ZeroPoint Facilities because excess inventory shouldn’t just vanish into a landfill. With the right processes and tech, those returns can create value instead of incurring expense.”

    With annual return volumes now topping $800 billion, that value can’t be ignored — and the pressure to innovate has never been more urgent.

    When Returns Become Waste

    For years, retailers absorbed the cost of returns as a tradeoff for customer loyalty. But the math no longer works — and neither does the waste. Roughly 20–30% of all products purchased online are returned, yet 44% of those items are never resold. In many cases, it’s cheaper to dispose of them than to inspect, repackage, and restock.

    Consumers — many of whom now order multiple sizes or versions of a product with the intention of sending most back (a practice called “bracketing”) — unintentionally worsen the problem.

    “Most people don’t realize that every return sets off a mini supply chain,” Scoten says. “It’s trucks, warehouses, extra fuel, repackaging — and unfortunately, a lot of it ends with products being trashed because it’s cheaper than reselling.

    Smarter Systems, Smarter Choices

    Despite the scale of the challenge, some retailers are starting to rethink the returns process — not as a sunk cost, but as a circular opportunity. Companies like CheckSammy are building infrastructure for exactly that.

    Their ZeroPoint Facilities use automation and data to scan, weigh, and sort returned items in real time. Rather than defaulting to landfill, products are routed to donation centers, recycling partners, refurbishers, or secondary markets.

    “Returns don’t have to be a dead end,” says Scoten. “With the right tech, they can be a second chance.”

    The approach also trims emissions. By consolidating and processing returns closer to the point of origin, CheckSammy cuts down the miles those goods travel — and the fuel they burn.

    Critically, every item is logged and audited. That transparency gives retailers — and consumers — a clearer view of how returns are handled and what impact those decisions have. It turns sustainability from a vague goal into something measurable.

    What Consumers Can Do

    Retailers are building smarter systems. But none of it works without smarter decisions from consumers. Here’s how we can reduce the impact of our own returns:

    1. Buy Thoughtfully

    Before you click Add to Cart, ask: do I really need this — and will I keep it?

    Many retailers now offer AI-powered fit tools and personalized sizing recommendations to reduce return rates. Use them. Bracketing may be convenient, but it comes with downstream costs.

    2. Extend Product Lifecycles

    If you no longer want an item, consider reselling or donating it directly instead of sending it back. Once an item is returned, its resale chances drop dramatically — especially if it’s seasonal or lightly used.

    3. Choose Retailers Who Prioritize Sustainability

    Some brands now offer recycling or donation programs for returns, while others use platforms like CheckSammy to manage reverse logistics sustainably. Do a quick check before you buy — and reward companies doing the right thing.

    A Shared Responsibility

    Sustainability isn’t someone else’s job. It’s a shared responsibility between retailers building better systems and consumers making better choices. The good news? Change doesn’t always have to start with governments or sweeping regulation — it can start with the next item you choose not to return.

    “Consumers often underestimate their influence,” Scoten says. “Every thoughtful purchase, every responsible return, every time you choose a brand doing it the right way — it sends a signal. And when enough people make those choices, companies listen. Change scales up faster than we think.”

    While returns may be inevitable, waste isn’t. The more intentional we are — cart by cart, item by item — the more likely we are to flip the script on one of retail’s most overlooked crises.

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    Lakisha Davis

      Lakisha Davis is a tech enthusiast with a passion for innovation and digital transformation. With her extensive knowledge in software development and a keen interest in emerging tech trends, Lakisha strives to make technology accessible and understandable to everyone.

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