Purpose: The purpose of this study is to explore whether customers’ return reasons differ between product groups and if their e-commerce experience is related to the return reasons. Moreover, we test if customers’ e-commerce experience is related to whether they refrain from ordering apparel when there is a perceived absence of information, and what product-oriented tools they prefer when purchasing apparel online.

Design/methodology/approach: This is an exploratory mixed methods research within a fashion e-commerce context. We initiated the study by a systematic literature review to identify an underdeveloped area in the literature. As a result, it details an investigation of return reasons and product-oriented tools based on a focus group and customer survey.

Findings: Results show that return reasons to some extent were similar between the product groups, where size and fit were the most common reasons for returns. However, the given share of the return reasons differed between the product groups. It became evident that some product-oriented tools are more preferred than others, namely product reviews and model-related tools (i.e. specified measurements and pictures on different sized models). Findings further show that a majority of respondents would completely or sometimes refrain from purchasing when there is an absence of information online. These findings were also investigated in relation to customers’ e-commerce experience, where we found a relationship between the variables.

Practical implications: Several meaningful insights for fashion online retailers are developed from the results of this study, which can help them minimise unnecessary returns. While return reasons among apparel have, in the past, been analysed on an aggregated level, this study contradicts this practice. This study further suggests retailers to determine whether and how to manage, maintain and prioritise product-oriented tools on their website while still being in line with customers’ preferences and expectations.

Originality/value of paper: This study contributes toward the literature of returns management in the fashion e-commerce context by, firstly, examining whether customers’ return reasons differ between product groups and secondly by investigating their preferences of product-oriented tools when purchasing apparel online. Lastly, it contributes through taking customers’ e-commerce experience of purchasing apparel online into consideration.