A former Net‑a‑Porter customer revealed that the luxury e‑retailer shut her account after years of high return rates, citing a personal return rate of 80%. The move underscores rising scrutiny over generous return policies that strain margins.

Net‑a‑Porter’s decision follows industry data showing serial returners account for 11% of shoppers, generating nearly a quarter of the £27 bn worth of merchandise sent back in the UK annually. The retailer’s free‑shipping, free‑return model, once a competitive edge, now pressures profitability.

Other brands, including REI and H&M, are tightening return rules, while analysts note that the shift could reshape consumer expectations. For investors, the trend signals that luxury e‑commerce must balance customer convenience with cost control, as ongoing returns erode revenue.

In short, Net‑a‑Porter’s account closure reflects broader industry pressure to curb high return rates and protect margins.