Q: My social commerce return rate is way higher than my normal store. Is that normal?

Q: My social commerce return rate is way higher than my normal store. Is that normal?

A: Somewhat, yes — impulse buying drives more returns by nature. People buy fast off a fun video, then have second thoughts the product never had time to earn. But a return rate that's wildly higher usually points to an expectation gap: the video oversold, used flattering angles, or implied a result the product doesn't reliably deliver.

Audit the top-returned items against their videos. If the content promises more than the box delivers, you're buying returns with every sale.

Also worth knowing: returns don't just cost the refund — on most platforms they also claw back the creator's commission and the platform fee, and high return rates can hurt your standing in the algorithm. So tightening your content's honesty isn't just ethics, it directly protects your margin and your reach.

Got a question? Drop it in the comments.