ASOS faces customer backlash after suspending accounts for excessive returns.
Numerous customers have reported receiving account suspension notices, citing violations of the online retailer’s fair use policy.
This follows ASOS’s introduction of a controversial £3.95 return fee for orders where less than £40 worth of goods are retained.
In a statement, ASOS confirmed account closures for a “small group” of customers with “inconsistent” return activity, maintaining that this measure supports their commitment to free returns across core markets.
ASOS’s fair use policy outlines potential account closure for “unusual or suspicious activity,” including frequent returns and signs of item wear.
While warnings regarding potential account deactivation were issued in 2019, customers report a recent intensification of enforcement.
Lucy Britnell, a frequent ASOS customer, had her account suspended despite spending considerable sums monthly. She attributes her returns to inconsistent sizing across ASOS’s own brands.
ASOS’s email to Britnell cited “return activity” that “no longer aligns with our current policy,” including a 30-day account closure and a ban on future account creation.
Ironically, Britnell received an Instagram request from ASOS to repost a photo of her wearing ASOS clothing on the same day, leading to feelings of betrayal.
Britnell, among others, expressed dissatisfaction and plans to use alternative retailers in the future.
ASOS, a UK-based company, shipped 67.2 million orders globally last fiscal year. Their extensive product range includes their own brands and many others.
Customers report difficulties appealing account bans, with some experiencing abrupt disconnections during live chat support.
Louise Gowrie and Frankie Allen shared similar experiences, describing the communication as dismissive and unhelpful.
Allen, a long-time ASOS customer, acknowledges the necessity of curbing return abuse but criticizes the impersonal handling of the situation.
Industry insiders highlight the unsustainable nature of high return volumes, given the costs of processing and shipping returned goods.
Retail expert Medi Parry-Williams notes the inadequacy of the £3.95 fee to offset these costs. Retail analyst John Stevenson describes account closure as a severe measure.
Following a surge in returns during Covid lockdowns, many retailers, including Next, Zara, H&M, and Pretty Little Thing, introduced return fees or account suspension policies, generating significant customer backlash.
ASOS did not respond to further requests for comment. A petition launched by Tskenya-Sarah Frazer, who was also banned, calls for a halt to punitive measures against customers for returns.
Frazer emphasizes the importance of online shopping accessibility, particularly for individuals facing mobility or sizing challenges.
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