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Returns & Refunds Analysis
Use Sales to review returns, refunds, and trends by discount and customer type, and Items for SKU/variant return rates to improve quality and product pages.
Author: Cascade
Returns & Refunds Analysis lets you review returns and refunds in your ecommerce store. Identify products with high return rates or uneven return patterns to improve quality and review the wording on your product pages.
Returns & Refunds Analysis is split across 2 pages. To view store-wide return rates, refund amounts, and comparisons by discount status and new or returning customers, open the Returns & Refunds Analysis card in EC > Sales in the left menu. For return rates by SKU and variant, use the Return Rate by Product (SKU / Variant) card in EC > Items.
Prerequisites
Available on the Business plan. Owners, Admins, Editors, and Viewers can view the analysis.
Supported stores are Shopify, Shopline, Colorme Shop, BASE, and TikTok Shop.
For Amazon Sales, use the Returns card in Sales to view returned units and return rates instead. Amazon does not provide refund amounts or returns by product.
Metrics available in Sales
KPIs
Metric | Description |
|---|---|
Overall Return Rate | The percentage of all orders with a return |
Total Refund Amount | The total amount processed as returns and refunds |
Both metrics show the change compared with the previous period of the same length.
Return Rate: Discount × New/Repeat
Compare return trends across 4 segments that combine discount status and customer type. The table and chart help you assess how discounts affect return rates.
Segment | Displayed values |
|---|---|
Discount · New | Orders, Returns, Return Rate |
Discount · Repeat | Orders, Returns, Return Rate |
No Discount · New | Orders, Returns, Return Rate |
No Discount · Repeat | Orders, Returns, Return Rate |
Metrics available in Items
The Return Rate by Product (SKU / Variant) card shows return rates for each variant.
Column | Description |
|---|---|
Product Name | The product's name |
SKU | An identifier used to manage products |
Variant | Variations of the same product, such as size or color |
Units Sold | Units sold during the period |
Returns | Number of returns during the period |
Return Rate | Returns as a percentage of units sold |
Return Amount | Refund amount for the variant |
Main Reason | The most frequently selected return reason (shown exactly as provided by the store) |
Use Filter above the table to filter by product name and SKU. The list shows 7 rows per page, and you can choose 5 / 7 / 10 / 20 / 50 rows.
Steps
1. Open EC > Sales and select a store tab
View overall return rates and refund amounts in the Returns & Refunds Analysis card in Sales.
2. Select a date range
Use the date range selector in the upper right to change the period for analysis.
3. Review the overall picture with KPIs
Check whether returns during the period are within expectations and whether they have increased sharply compared with the previous period.
4. Compare segments to identify trends
Check whether return rates differ significantly by discount status or customer type.
5. Check individual products in Return Rate by Product in Items
If you notice an anomaly in Sales, open EC > Items with the same store tab and date range. Use Return Rate by Product (SKU / Variant) to identify the affected products.
Usage notes
For Shopify, calculation exclusions configured in Items apply to both Return Rate by Product and the Returns & Refunds Analysis card in Sales.
For TikTok Shop, approved return requests are aggregated by request date. Return amounts in Sales Trend use the settlement date, so the amounts do not match even for the same period.
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