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Retail and e-commerce
Takeaways
Protect margin per order while lifting conversion and shrinking return costs.
Key findings
- Pre-checkout add-ons boosted AOV and preserved GM% despite promos.
- Fit/size returns remain the largest cost driver.
- Routing to store credit reduced cash refunds.
Signals
Conversion %
3.2%
from ~2.1%
AOV→margin
+5%
margin per order
Return cost / order
−€2
via sizing tools and policy
What we would do next
- Size help + model shots on top-10 return SKUs.
- Auto-A/B free ship threshold vs margin hold.
- Refund policy incentives: credit > cash.