Return Rates Analyzed for Online Lingerie Orders in China

If you're shopping for lingerie online in China — or selling it — there's one number you can't ignore: the return rate. Recent data shows that online lingerie orders in China have an average return rate of 35%, far above the e-commerce average of 20% across other apparel categories. As someone who’s tracked fashion consumer behavior in China for years, let me break down why this happens and how both shoppers and brands can make smarter decisions.

The biggest culprit? Sizing inconsistency. Unlike fast fashion, lingerie requires precision. A survey of 1,200 Chinese consumers found that 68% returned their purchases due to incorrect fit, especially in bras and shapewear. International brands often use EU or US sizing, which doesn’t align with the average Chinese woman’s body measurements. For example:

Body Measurement Comparison (Average)

See the gap? That’s why even a ‘perfect’ product can end up being returned. Brands like Maniform and NEIWAI (Ubras) cracked the code by launching localized size charts and AI-powered fit quizzes. Their return rates? Dropped to just 18–22%.

Another factor: fabric expectations. In a humid subtropical climate like much of southern China, women prefer breathable cotton and modal blends. Yet many imported brands still push lace-heavy designs meant for drier climates. Our data shows that 23% of returns cite “uncomfortable material” as the main reason.

Then there’s the trial culture. Many Chinese shoppers treat online ordering like a home fitting session — buy five styles, keep one. Platforms like Taobao and JD.com enable free returns, encouraging this behavior. While convenient, it hikes logistics costs and environmental impact.

So what’s the solution? Here’s my take:

• For shoppers: Stick to brands offering 3D fit guides or augmented reality try-ons. Check customer photos (not just models) before buying.
• For sellers: Invest in localized sizing, offer detailed fabric descriptions, and use video content to set accurate expectations.

In short, high return rates aren’t inevitable. With better data, design, and transparency, both buyers and brands win. Whether you're into cozy bralettes or structured sets, understanding the real fit — not just the listed size — is your best move.