Asos Deletes Accounts of Shoppers With Excessive Returns

As of June, Asos has begun enforcing its fair use policy by permanently deleting accounts of customers who return items at a rate significantly higher than average. The crackdown has gone viral on TikTok, where shoppers have been sharing screenshots of their account closure notices.

“Your Asos account is being closed,” says the account closure notice emails shared on social media. “Some time ago, we contacted you to inform you of certain changes made to our Fair Use Policy. After reviewing your recent return activity again, you are still part of a small group of customers whose shopping behavior continues to breach our Fair Use Policy. For this reason, we have decided to close your account.”

The email also informs the shopper that any other accounts they currently have or may try to open in the future will also be closed.

In a statement to WWD, the company explained its decision to tighten its customer policy, saying, “This helps us maintain our commitment to offering free returns to all customers across all core markets.”

Asos reinforced that its fair policy gives the majority of its customers free returns without any conditions. However, for a small group of customers with high returns, they have to keep above a net order threshold — $50 — to qualify for free returns. Otherwise, they will pay $4.99 to return their orders. The decision to delete accounts only affect “an even smaller group.”

To ensure customers have a better experience while shopping and reduce the number of returns, Asos is also promoting its Fit Assistant tool. “We recognize that finding the right fit can sometimes be challenging, which is why we’ve invested in tools like our Fit Assistant. This uses AI and customer data to recommend sizes based on individual preferences and previous purchases, helping customers make more confident choices,” the company said.

In June, the British online fashion retailer opened its first pop-up in the U.S. The temporary retail space, named “Summer, Styled by Asos,” was located in New York City’s SoHo and featured a selection of men’s and women’s clothing and accessories across two floors. The pop-up was seen as a test-and-learn moment for Asos, according to Sean Trend, Asos’ managing director. The company will now host a retail takeover at Surf Lodge in Montauk, N.Y., from Tuesday through Sunday.