The verdict in three sentences
A visible returns policy reassures the buyer and lifts conversion by 5 to 12 %. But without mastered reverse logistics and fast mobile-money refunds, each return becomes a dead loss. The 2026 answer: favour store credit, which recovers 60 to 70 % of the refunded value, and target a refund SLA of 48 to 72 hours.
Three returns policies compared
"No returns" maximises short-term margin but caps conversion. Store credit is the best compromise. Full refunds inspire the most trust but cost the most.
| Policy | Conversion effect | Cost per return | Value recovered | Customer trust |
|---|---|---|---|---|
| No returns | Baseline (caps) | GHS 0 | 0 % | Low |
| Store credit | +4 to 8 % | GHS 12 to 30 | 60 to 70 % | Medium |
| Product exchange | +5 to 10 % | GHS 18 to 36 | 80 to 90 % | Good |
| Full refund | +6 to 12 % | GHS 18 to 42 | 0 % (cash out) | Very good |
The right mix depends on category: fashion returns a lot, electronics very little.
Return rates and reasons by category (2026)
Anticipating the return rate avoids nasty cash-flow surprises. Fashion is the most exposed category.
| Category | Return rate | Main reason | Typical refund |
|---|---|---|---|
| Fashion & apparel | 15 to 30 % | Wrong size | Credit or exchange |
| Footwear | 12 to 25 % | Shoe size | Exchange |
| Cosmetics | 5 to 10 % | Shade / allergy | Store credit |
| Electronics | 5 to 10 % | Technical defect | Refund |
| Home & decor | 8 to 15 % | Not as pictured | Store credit |
Cost of a reverse pickup in Accra in 2026: GHS 12 to 30 by zone. Factor it into your margin from the start.
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Mini case study
Ama runs an online apparel store in Accra. Return rate: 22 %, across 400 orders/month at GHS 220 basket. She displays a clear "exchange or store credit within 7 days" policy: conversion climbs 8 %, meaning 32 extra orders (GHS 7 040 more). Across 88 monthly returns, store credit recovers 65 % of value instead of paying cash. Pickup costs (~GHS 1 900) are amply covered by the additional revenue.
FAQ
Does a returns policy really sell more? Yes: making it visible on the product page and at checkout lifts conversion by 5 to 12 % in 2026. Buyers hesitate less when perceived risk drops.
Store credit or cash refund? Store credit recovers 60 to 70 % of the refunded value and keeps the customer in your ecosystem. Reserve full refunds for defective products and legal requirements.
How do I refund via mobile money without errors? Verify the number, log every transaction and target a 48-to-72-hour SLA. A slow refund generates more complaints than the return itself.
Who pays for the reverse pickup? At GHS 12 to 30 per trip, pass it to the customer except for product defects. State the rule clearly to avoid disputes.
How do I cut the return rate in fashion? Precise size guides, multiple photos and verified reviews reduce the "wrong size" reason, which weighs heaviest in the 15-to-30 % return band.
Let's talk about your project. We set up your returns policy, automated store credit and mobile-money refunds. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
