Zalando, the German online fashion giant, has recently implemented a controversial policy that blocks customer accounts for excessive returns, a move that has sparked outrage among its user base. Beginning in March 2025, the company has blocked the accounts of the first 10,500 customers without prior warning, citing this behavior as an abuse of their free return policy.
According to Zalando, approximately 0.02 percent of its 51.8 million customers are affected by this new measure. The company has stated that these customers have placed numerous orders over the past year, returning the majority of the items purchased. This decision has drawn significant backlash, particularly from those who feel they were not adequately informed about the policy change.
Many customers have taken to the Trustpilot review platform to express their frustration. One customer shared, "Without warning, my account has been blocked for an entire year. I wonder where Zalando updated their terms and conditions." Another customer, Monika M., recounted how she had placed 57 orders in the last twelve months, often returning items due to sizing issues or simply not liking the products. "I used it as 'selection shopping' for my family," she explained, highlighting how she often ordered multiple sizes or styles to find the right fit.
Critics of Zalando's new policy argue that the lack of prior notification is unacceptable. "A 12-month ban without any warning about changes to the terms is, in my opinion, outrageous," Monika M. stated. She felt that a simple heads-up would have been appropriate, especially given her long-standing relationship with the retailer. When she contacted customer service for clarification, she was met with confusion, as the representatives were unaware of the account blocking policy.
The issue of excessive returns is not unique to Zalando. A study conducted by the Lucerne University of Applied Sciences and Arts (HSLU) found that around 20 percent of goods are returned to fashion online shops, indicating a significant challenge for retailers in managing returns. Furthermore, the logistics company DPD reported that Switzerland has the highest return rate in Europe, with 27.1 percent of all ordered items being sent back.
In response to the growing problem of returns, Zalando has previously shortened its return period from 100 days to just 30 days in most countries, a move aimed at encouraging quicker decisions from customers. In Switzerland, this 30-day return window has been in place for some time, and customers must meet a minimum order value of 34.90 Swiss francs to qualify for free shipping.
The recent account blocking policy has led to discussions among consumers about the fairness of such measures. Many feel that Zalando's previous marketing campaigns, which promoted free returns with slogans like "Shout with Joy or Send It Back," have contributed to the current situation. Although the company updated its slogan in 2019 to "Free to Be," the old messaging still resonates with many customers.
Some affected customers have even resorted to creating new accounts using different email addresses to continue shopping with Zalando, despite the risk of being blocked again. This workaround highlights the frustration among customers who feel they are being penalized for utilizing a service that was heavily advertised as a benefit.
In a statement to the media, Zalando confirmed that the measure is part of a broader strategy to manage returns more effectively. The company emphasized that it is not targeting customers who return items occasionally but rather those who consistently return a significant portion of their orders. However, the exact number of returns that would trigger a block remains unclear.
As Zalando continues to grapple with the ramifications of this policy, it raises broader questions about the balance between customer satisfaction and the operational challenges posed by excessive returns. Retailers worldwide are increasingly scrutinizing return policies, with some, like Zara and Uniqlo, beginning to charge for returns to mitigate losses.
While Zalando's recent actions may help curb the volume of returns, they also risk alienating loyal customers who have relied on the company's previously lenient return policies. The backlash from customers suggests that transparency and communication will be crucial as the company navigates this new terrain.
As the online shopping landscape evolves, Zalando's experience may serve as a cautionary tale for other retailers about the potential consequences of stringent return policies. The challenge remains to find a solution that balances the needs of the business with the expectations of consumers.
In the meantime, affected customers are left to reconsider their shopping habits, weighing the convenience of online purchases against the risk of account restrictions. The landscape of online retail continues to shift, and how companies adapt to these changes will likely shape the future of e-commerce.
