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Sandra Halliday Published
July 25, 2025
With major players in the hugely competitive online fashion industry sometimes having little to differentiate themselves style-wise, it’s the shopping experience that becomes the key USP and a new study shows some are doing better than others when it comes to things like deliveries and returns.
Webretailer analysed data from multiple sources to identify the e-tailers performing most strongly in the area of delivery and returns and said Motel comes out on top.
The vintage-inspired label scored 97.9 out of a potential 120 for the best delivery and returns policies in the UK.
This was down to factors such as its “extremely cheap next-day delivery cost” of £3.99, while its standard delivery cost of £2.95 also saw it getting nine out 10 and its £1 return fee scoring 8.9 out of 10.
Next was Chinese giant Shein, scoring 90 overall. In fact, while its overall position was only second, some of its delivery and return features put it top in certain areas. For instance, its cost of standard delivery at £2 meant it was ranked 10 out of 10 on this front, while free returns also gave it top marks. And a 45-day returns window scored 9.6 out of 10.
And ASOS may be struggling on some fronts but it still scores highly in this study. It’s in third place with an overall score of 89.6. Its “very respectable” subscription price of £9.95 gave it 9.7 out of 10 and made it cheaper than Shein’s £23.96 and Motel’s £9.99. The length of the subscription (12 months) also allowed it to score 10 out 10 here, “highlighting ASOS’s dedication to ensuring customers remain loyal”.
Behind the top three were New Look on 86.3 points, JD Sports on 85.4, Boohoo Group’s Nasty Gal on 81, Next on 78.2, In The Style on 77.9, River Island on 77.6 and Oh Polly on 71.8.
That was the top 10. But it’s interesting that the wider top 25 included another Boohoo-owned brand — PrettyLittleThing — only in 12th position on 68.1.
Other brands owned by the same companies also saw very different scores. For instance, H&M Group’s Monki was 14th on 61.4, while & Other Stories was 19th on 51.2 and H&M itself was only in lowly 24th spot on 46.8.
As for Inditex, Bershka was 11th on 69.6, Stradivarius 14th on 67.2, Zara 15th on 61, and Pull & Bear 20th on 49.1.
Between these we have Dr Martens, Urban Outfitters and Mango in 16th-18th places; The North Face, Nike and Nobody’s Child at numbers 21-23; and Adidas trailing in bottom place with a score of only 45.
Of course, it’s very clear that scoring low on deliveries and returns isn’t necessarily a sign of failure as some of the most successful businesses are lower down the list. This perhaps suggests that their strength in overall product and general desirability are more than enough to counter some of the negatives.