Myntra experiments with tweaks in returns policy ahead of festive season

economictimes.indiatimes.com:

Myntra is starting a new experiment with its fee for product returns imposed on customers with high return rates, people in the know said.

The experiment, under a project called «return-as-a-service», comes a few months after Myntra instituted a flat «convenience fee» of between Rs 199 and Rs 299 on every order made by customers with a high rate of product returns. These customers usually made twice as many or more product returns as the average customer, a person in the know told ET.

Elevate Your Tech Prowess with High-Value Skill Courses

The firm is now softening its stance on returns and, over the next few weeks, will experiment with a fee of Rs 15-30 per return after these high return-rate customers exhaust a set amount of free returns.

“Myntra feels that the flat charge of Rs 199 to Rs 299 per order may negatively impact user behaviour, not only among these users but also in their wider circle… although this is a small percentage of the overall cohort, it is still a sizable number of people,” the person said.

The “convenience fee” was applicable on 2% to 5% of the platform’s customers base, which stands at roughly 50 million active users. Active users are those who were active on the platform at least once in the previous 12 months, and are different from transacting users.

A spokesperson for Myntra said it keeps experimenting on the platform. “In our endeavour to enhance customers’ shopping experience, we are trying to solve how customers can choose to make