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CANCELLATION / RETURN PROCESS MANAGEMENT

Cancellations and returns are inevitable in the e-commerce ecosystem. It can be difficult to manage the return and cancellation process, especially in large e-commerce platforms that offer omnichannel services. If the front-end and back-end systems are not integrated, it may be necessary to manually record return and cancellation information. This takes a lot of time and risks errors. At this point, it comes to the fore to manage the cancellation and return processes in accordance with the marketing and sales objectives of the institution.

Return/cancellation process management removes the complexity of issuing a customer a refund for a return and cancellation online. It ensures that all the information needed in the process is transmitted quickly between the systems. Thus, customers can be refunded immediately and in the right amount, without touching any button.

Return and Cancellation Processes in E-Commerce

Managing returns and cancellations for e-commerce sites can pose significant problems. E-commerce managers are extremely happy with the increase in sales; however, cancellations and refunds also cause unhappiness. The more advantageous aspects of online stores than physical stores are undeniable; but there are also disadvantages.

E.g; In a physical store, the customer can examine the product, try it, touch it, find faults and instantly get information about the product and ask questions. So there is no confusion about product sales processes. The customer does not receive a product that he does not like or has a problem; that is, it can cancel the purchase process spontaneously without paying any money; he can turn to a new product or order the product he wants if it is not available in the store. This whole process takes place and ends in minutes.

The same is not true for online stores. The fact that e-commerce sites face cancellations and returns is a challenging process for e-commerce sites. Managing this process is also complex. The customer who buys the product from the e-commerce site can only try the product when it reaches it. In case of any problem, it initiates the return process or can cancel the order before the product is received after purchasing.

In return processes, the customer returns the product delivered to his address with the same cargo company. When the product reaches the e-commerce store, its suitability for return is checked and at the end of the process, the money paid to the customer is returned. This process, described in a few sentences, is not as easy as it seems; It is necessary to use administrative applications and tools.

Management of Return and Cancellation Processes and Customer Satisfaction in E-Commerce

Returns and cancellations, which are part of the e-commerce ecosystem, can result in customer satisfaction with effective management.

There are ways to increase customer satisfaction in cancellations and returns;

Flexible return policy: One of the important points for return / cancellation management is to create a flexible return policy. The terms and conditions in the policy should be clear and written in understandable language. While creating the return policy, the articles of the Consumer Protection Law No. 6502 on returns should also be taken into account. Under what conditions returns and cancellations are accepted; It should be clearly stated what the product replacement conditions are. In addition, the time period in which the refund will take place should also be specified. A flexible return policy helps the user better understand the return procedure.

Return selection: E-commerce returns management is also giving customers the opportunity to choose. It should be ensured that they decide what to do about the product they want to return. Options such as product exchange, full refund of the fee, points or gift vouchers for the amount of the product should be offered instead of the return. Offering return options will keep customers coming back to the store.

Automatic return process: Cancellations and returns are processes that require professionalism and automation. Especially in large e-commerce stores, return automation is of great importance. Manually registering product returns is difficult, risky and time consuming. For this reason, return and cancellation process management should be automated. This will save both labor and time. Automation in cancellations and refunds allows all transactions to be carried out automatically, from receiving a refund request to paying the refund fee.

Fast returns: Speeding up the return and cancellation processes is a vital point for e-commerce sites. A customer wants their money back in a short time after a return or cancellation request. The longer the return process takes, the longer the customer thinks that the e-commerce company is keeping their money consciously. Ideally, the return process is done within a few days. If it takes longer, it will lead to disappointment in customers, and they do not want to order from the e-shop again.

Free shipping: Customers expect a full refund after returning an item they purchased. In addition, the customer cannot be charged a shipping fee for the product to be returned by law!

Right of Withdrawal: Pursuant to the Law No. 6502 on the Protection of the Consumer, consumers may refuse to purchase the product within 14 days from the receipt of the product and without any reason.