The Wildberries international marketplace has quietly reshaped its approach to returns, making free returns available to more than half of its user base by expanding the loyalty program. The change targets responsible shoppers who account for a portion of returns, with Wildberries stating that return logistics fees are not charged to these customers. This shift signals a broader move toward balancing convenience with accountability in the buying process, a nuance that resonates with shoppers across North America where easy returns are a common expectation but where retailers also seek to curb misuse and excessive return volumes.
According to the retailer, the loyalty program now covers over 50 percent of customers, enabling them to return products without bearing the cost of shipping or handling. The policy is framed as a reward for consistent, trustworthy shopping behavior rather than a blanket concession. The company asserts that the return fee was originally introduced to encourage buyers to think carefully before finalizing a delivery, aiming to reduce unnecessary returns while preserving customer autonomy. In practice, this means most everyday purchases can still be returned free of charge, but a subset of transactions—particularly those lacking documented verification or associated with returns that occur with higher frequency—may see stricter terms.
As the new academic year approaches, Wildberries pledged to amplify discounts for its regular customers. Company representatives indicated that these discounts are expected to surpass the current 27 percent level, intensifying the value proposition for frequent shoppers who rely on sustained savings. For Canada and the United States markets, such incentives could translate into more aggressive loyalty rewards, promotions, and seasonal offers, encouraging repeat visits and higher cart sizes while maintaining margins through strategic pricing and customer segmentation.
In early August, the marketplace reported that a return fee of 1,000 rubles was being charged for the return of fragile and bulky items. Wildberries later clarified that these categories constitute a relatively small share of the overall assortment, representing about 2 percent of its entire product range. The policy emphasizes the risk and cost associated with specialty items, while continuing to streamline the returns experience for most customers. For shoppers in North America, the practical takeaway is that while most items remain eligible for free returns, certain product types may carry fees or stricter return rules, particularly when the item requires special handling, de-packaging, or reconditioning.