Apparel brands in 2026: up to 40% return rate...

Apparel brands in 2026: up to 40% return rate.

Electronics: 8–10%.

Beauty: 4–10%.

The "buy 3, keep 1" behaviour is now a business model risk, not just a customer quirk.

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What most founders don't realise:

returns don't just cost you shipping money.

They erode your real profit at the SKU level - silently.

GMV looks fine.

ROAS looks fine.

Then you look at net profit per order after refunds and processing fees… and it's a very different number.

This is exactly the kind of thing Okiela was built to surface.

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