Visualsoft and Shopify have shared new data showing that January returns have become one of the most important tests of customer experience. With peak gifting season behind them, shoppers are looking for simple and supportive journeys and retailers that get returns right can strengthen relationships at a time when customers are choosing where to spend next.
The latest findings from the One Shopper, One Journey research series reveal that 83% of shoppers feel valued when they can return an online purchase in store. This shift means a return is no longer a lost sale. It is a critical touchpoint that, when smooth and connected, builds confidence and can drive further purchases. However, 65% say they feel let down when they can’t return a purchase bought online in store – which could mean that brands miss out as once in store there’s opportunities to upsell and create an experience. This rises to 81% of 25–34-year-olds.
Six in 10 (58%) feel frustrated when they can’t see if an item is in stock before they visit a shop and 70% feel stressed when prices or promotions are different online compared to in-store. Three quarters (74%) feel confident shopping with retailers that offer a smooth, joined-up experience across all channels.
Visualsoft and Shopify are working together to help retailers improve these moments by unifying systems across online and in store journeys. A connected approach supports simple returns, accurate stock visibility and consistent service, allowing teams to recognise customers and resolve issues quickly.
Chris Fletcher, CEO of Visualsoft, said: “January puts every retailer’s systems to the test. Shoppers arrive with gifts to return, exchanges to make and questions that need fast answers. When online and in store journeys connect properly, the whole process feels effortless and human. With Shopify’s unified commerce platform and our integration expertise, retailers can turn returns into positive experiences that set the tone for the year.”
Matthias Kleven, Head of Northern Europe Partnerships at Shopify, said: “Returns are often the first interaction many people have with a retailer in the new year. It matters that it works well. By bringing together stock, payments, loyalty and service in one connected system, Shopify and Visualsoft help retailers handle these moments with confidence and care.”
As the annual wave of January returns gets underway, the message from shoppers is clear. A smooth return is a powerful moment. Unified commerce helps retailers turn it into a reason for customers to come back.
