Why Product Returns Don't Have to Be a Nightmare

Returns can generate a multitude of questions for an e-tailer: Are the set-up instructions too confusing? Is it a doll house that's missing parts? Is it a pair of rain boots that are being returned because the cut is too narrow? There can be numerous reasons why products are returned, but rather than assume that these reasons are illegitimate, online merchants would be smarter to pay attention to and identify product improvements that can eventually reduce their return rates across the board.