Netthandelsgruppen, home to brands like Tights.no, Comfyballs, and Aware Nutrition — is a leader in Norway’s e-commerce scene.
However, with return rates in online retail reaching 50% and 80% of customers hesitant to shop again after a bad returns experience — managing returns has become a major challenge for many retailers — Netthandelsgruppen included.
They realized it was time for a change.
We spoke with Aga Sajan, Return Specialist & Brand Purchaser at Netthandelsgruppen, about how partnering with Ingrid transformed their entire return process, creating a seamless returns management solution that turned a pain point into a competitive edge.
Returns have traditionally been one of the biggest challenges in e-commerce. What difficulties did Netthandelsgruppen face before partnering with Ingrid?
“We were facing several challenges,” Aga Sajan explained. “Operational inefficiency on our side and a process that didn’t prioritize the customer experience.”
A lack of visibility into incoming returns made it difficult to manage returns effectively, causing bottlenecks and disrupting the supply chain, while manual tasks drained resources and left little room for strategic work.
High return rates were driven by inconsistent size guides, unclear product descriptions, and bracketing — where customers order multiple sizes and return the rest. Free shipping encouraged higher purchase volumes, leading to more returns.
Shoppers also faced a complicated return registration process, often paying for shipping upfront and waiting for refunds with no clear timelines. “Exchanges were even more frustrating,” Aga added. “Customers often had to place a new order at potentially higher prices.”
To tackle these issues, the team recognized the need for returns management software to streamline operations, reduce costs, optimize reverse logistics, and minimize the environmental impact of returns, including waste from packaging and emissions.
How did your approach to returns change after partnering with Ingrid?
“Ingrid helped us rethink our returns process,” says Aga Sajan. “Automation played a big role — it reduced a lot of the manual work and gave us better visibility into incoming customer returns, making it easier to plan and avoid bottlenecks.”
“One-click returns have been a game-changer,” Aga explains. “Customers can generate labels instantly and handle returns, exchanges, or claims with just a few clicks.”
AI-driven recommendations also encouraged exchanges over refunds. “Shoppers can quickly find alternatives without the hassle of placing a new order, which improved both customer satisfaction and retention,” she adds.
Real-time tracking was another key feature. Both Netthandelsgruppen and their customers could see exactly where returns were in the process. “It gave customers confidence and reduced inquiries to our support team,” Aga explains.
The results speak for themselves: a return rate reduction from 15% to just 4%. Beyond this, automation and insights from Ingrid helped the team reduce processing time by 30%, lower costs, and improve their inventory management system.
“We don’t even talk about returns at the office anymore, which means they run smoothly. For those of us who manage them daily, the workflow has become much easier.”
What’s your advice for other e-commerce businesses struggling with returns?
“Don’t underestimate how much returns matter to your customers,” says Aga Sajan. “For them, it’s often their last impression of your brand. If the process is messy or unclear, that’s what they’ll remember.”
Aga emphasizes the importance of simplicity and transparency. “Customers need options like exchanges, store credits, or refunds that are easy to navigate,” she explains. “For example, offering bonus store credits to customers who choose store credit over a refund.”
Operational improvements are also fundamental. “Automation reduced manual tasks, improved visibility into incoming returns, and helped us plan more effectively,” she says. “Without it, we’d still be stuck in inefficiencies that slow down returns management processes.”
Data insights played a crucial role in refining Netthandelsgruppen’s approach. “Analyzing why returns happen allowed us to improve sizing guides and product descriptions,” Aga notes. “This proactive approach reduced unnecessary returns and strengthened our returns management process.”
Finally, Aga encourages businesses to consider sustainability. “Returns will never be 100% sustainable, but reducing waste and emissions—whether through fewer shipments or better product accuracy—benefits both the planet and your customers,” she says.
“Return optimization isn’t just about solving problems — it’s an opportunity to build trust and long-term customer loyalty,” Aga concludes.
Where do you see the future of returns heading?
Aga Sajan believes returns will become more focused on personalization and sustainability. “Shoppers want more convenience, but they’re also more aware of the environmental impact of returns,” she explains.
Aga predicts a rise in AI-driven tools to reduce unnecessary returns. Tools like AI-driven product recommendations and virtual try-ons will play a vital role in helping customers make better purchasing decisions. “When shoppers get it right the first time, returns naturally decrease,” Aga notes.
Sustainability will also take center stage. “Returns create waste — packaging, emissions, and sometimes unsellable products,” Aga says. “Ingrid Returns helped us tackle this by minimizing unnecessary shipments and promoting eco-friendly practices. It’s about finding smarter, greener solutions, like encouraging exchanges or improving product durability.”
Ultimately, Aga sees returns becoming more predictive and data-driven. “The ability to use real-time data and customer feedback to anticipate returns and make smarter decisions is going to be essential,” she says. “It’s about creating a process that evolves with both customer expectations and industry demands.”
Transforming returns management together
At Ingrid, we see returns as an opportunity to improve the customer experience and create meaningful change in e-commerce. Netthandelsgruppen is a great example of how innovation and collaboration can make a difference.
Known for brands like Tights.no, Comfyballs, and Aware Nutrition — Netthandelsgruppen serves over 1 million customers across Norway, Sweden, and Finland through 3 online stores and 9 brands. Like many retailers, they faced high return rates and operational challenges that needed a new approach.
By implementing Ingrid Returns, they introduced one-click returns, streamlined exchanges, and smarter data insights. This helped reduce return rates from 15% to 4%, simplify operations, and offer customers a more seamless experience. The changes also minimized environmental impact, reflecting a more thoughtful way of managing returns.
Netthandelsgruppen’s journey shows how focusing on transparency, flexibility, and efficiency can drive customer retention — and turn returns into a better experience. For both businesses and customers.
Looking to improve your returns process? Book a demo to see how Ingrid can help you create solutions that work for everyone.
