| Metric | Benchmark | Notes |
|---|---|---|
| Returns from sizing/fit | 40-50% (apparel) | The largest single cause for apparel. Better size guides and fit data attack it directly. |
| Product didn't match expectations | 20-30% | Usually a PDP and imagery problem. The product page set the wrong expectation. |
| Quality/defect returns | 10-15% | Above this, treat it as a QA and supplier problem, not a returns problem - supplier QC and reverse logistics are covered in Supply Chain & Operations. |
| Buyer's remorse | 10-20% | Hardest to eliminate, but post-purchase reassurance and accurate delivery timing reduce it. |
| Chargeback rate | <0.5% | Keep under 0.5% as your working ceiling; processors get uncomfortable near 0.9% and the card networks' monitoring programmes trigger above that (full thresholds in Compliance & Regulatory). Defend this hard. |
How to use these benchmarks
These ranges are directional, not guarantees. They are drawn from The DTC Playbook and Rob Ward's operating experience taking Quad Lock from $0 to a $500M exit, cross-checked against widely cited DTC data. The point is not the exact number - it is whether you sit above or below it, and what to do about the gap. Judge yourself against your own category and trend as well.
Last reviewed: 2026. Benchmarks are refreshed as the playbook is updated.
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Term Contribution Margin
Term Customer Satisfaction Score
Term Third-Party Logistics
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