Revolve could also be one of many few holdouts within the e-commerce panorama nonetheless providing free delivery each methods, however its beneficiant coverage appears to be working: Final week, the e-tailer stated its return fee dropped for the primary time in three years within the newest quarter.
That progress, together with decreasing prices in logistics and advertising — together with spending $7.5 million much less on its Coachella-adjacent Revolve Competition this yr — helped Revolve greater than double its web earnings versus the identical interval in 2023 to $15.4 million. Web gross sales, in the meantime, returned to development after 5 quarters of decline.
Throughout the business, retailers from Zara and Uniqlo to REI have imposed some type of online-returns price lately, signalling a quiet revolution within the e-commerce panorama the place customers can now not assume delivery is free each methods. Revolve, nonetheless, is leveraging an arsenal of instruments together with sizing expertise and personalisation to fight returns and keep away from the prospect of pushing customers away with further charges.
“The stuff that [Revolve is] engaged on now’s extra targeted on making the client need to hold [the item] moderately than stopping them from making returns,” stated Wedbush analyst Tom Nikic.
Whereas the decline in returns is only one quarter up to now, the outcomes are a win for the corporate, which like the remainder of the retail business has been inundated by a tide of e-commerce returns. Within the US final yr, 17.6 % of merchandise purchased on-line was returned to retailers, in comparison with simply 10 % of brick-and-mortar purchases, in keeping with the Nationwide Retail Federation and Appriss Retail. Each return can incur delivery charges, prices of processing the merchandise and losses on merchandise that may’t be resold, all of which weigh on an organization’s profitability.
Revolve is especially vulnerable to excessive returns, Nikic stated. It has a buyer base made up of younger, fashion-focused customers who received’t accept a product that doesn’t have the correct look or match. Usually they’ll purchase a number of sizes of an merchandise to strive them on. Based mostly on Nikic’s evaluation of Revolve’s publicly disclosed knowledge, the corporate’s return fee was 60 % within the second quarter of 2023. It ticked all the way down to 59.5 % within the second quarter of 2024 — a small enchancment however progress nonetheless.
To get its returns down, the corporate has applied numerous measures since final yr that it stated have begun to take maintain. For one, it reverted again to its pre-Covid timeframe for returns, shortening the window to obtain a money refund from 60 days to 30 days. (For retailer credit score, customers nonetheless have 60 days.) It turned to expertise and knowledge for extra personalised merchandising of merchandise {that a} buyer could be much less more likely to return. And it has launched strategies to stop wardrobing, during which a buyer buys a product to put on to an occasion and returns it afterward.
Importantly, Revolve improved the sizing steerage it provides customers. In a survey final yr, the corporate discovered that two-thirds of returns associated to dimension and match. To deal with the difficulty, it has launched options comparable to product match guides, a size-comparison software to offer sizing suggestions and digital try-on. It additionally launched product movies for sure manufacturers.
“We see early indicators of progress from these checks and initiatives that we intend to scale within the coming quarters,” Mike Karanikolas, the corporate’s co-founder and co-chief government officer, instructed traders and analysts on the corporate’s earnings name final week.
Revolve cautioned that it’s too early to issue that progress into its outlook for the yr, and Nikic famous that Revolve’s return fee remains to be excessive in comparison with the place it’s been traditionally. In 2019, it was about 53.5 %, in keeping with his evaluation, or six proportion factors under its present fee.
However firm executives expressed optimism on the corporate’s latest earnings name that the enhancements would proceed. In reality, the general business could also be seeing a drop in returns because of charges, match expertise and customers returning to brick-and-mortar procuring.
Insider Intelligence estimated that the amount of returned e-commerce purchases totalled $203 billion in 2022, a big sum however down 2.5 % from 2021. That dip in on-line returns got here after what it described as “large spikes” in e-commerce returns in the course of the previous years. The agency predicted the share of on-line purchases returned will proceed to tick down as extra prospects store once more in shops and as on-line retailers introduce return charges and undertake applied sciences to assist customers discover the correct dimension within the first place.
If Revolve’s returns have certainly peaked, it could actually be welcome information for the corporate.
“If that’s the case and you’ll carry the return fee down, then you can begin to regain the revenue margin that Revolve has misplaced the final couple of years,” Nikic stated. Between 2021 and 2023, Revolve’s web earnings fell from almost $100 million to $28 million.
The monetary advantages may very well be vital. Karanikolas famous on a name final November that each one-point lower within the return fee interprets to a drop of 30 to 50 foundation factors within the firm’s mixed success and promoting and distribution prices.
Revolve will need all of the financial savings it could actually get whereas it retains giving customers free delivery and returns.
