Asos comes under fire as disgruntled customers' accounts are closed due to their online returns activity

Online fast fashion giant Asos has recently been deleting customers' accounts due to high levels of return activity. This is the result of an update to its fair use policy.

Somewhat unsurprisingly, disgruntled customers have taken to social media to vent spleen.

For instance, Rhea Sangha, Senior Marketing Manager at John Lewis Partnership, said in a LinkedIn post: "This morning I received an email from Asos to inform me they were closing my account. I was pretty gobsmacked as I am die hard, loyal fan and have been a regular customer for years. It’s my go to for holidays, weddings, parties and I bloody love Topshop!!"

"Yes, I’m a big shopper so yes as a result I probably do send a fair amount of returns (which I pay for!) but isn’t that the nature of online shopping? Isn’t that what happens when you can’t feel the material/see the quality/check the sizing/try on the clothes to see how a style suits your figure. And as a curvy girl - NOT easy! Clothes unfortunately do not fit me like a glove…"

She added: “I spend hundreds of pounds year with Asos, in the last month alone I’ve purchased 12 items and spent £350+. I know quite a few other friends this has happened to who have complained for several months to Asos with no real clarity or solution. Is this really how retailers should be treating their best customers? Is this what loyalty should feel like?"

"Very disappointing. Working in fashion retail myself I know how important it is to protect and reward your most frequent, loyal shoppers so I’m pretty disappointed (hence the post!) Please engage with my post if you agree and let me know what you think?"

I went through my account - must be because I returned more than I kept. But over a 12 month period I only placed 11 orders (23 items) and returned 15 items (average 1 item a month). I paid for the returns myself and paid for Premier delivery. I don’t think that’s unreasonable.

— Magpieontherun (@Magpie_ontherun) June 21, 2025

A number of people did just that. Sample reply: "I know people this has happened to also. I also know many who order every item they like in three sizes and then return the other two (or sometimes all of them). I once saw one of my friend order ten items and reject all of them.”

“Whilst this is handy for consumers, this is obviously unsustainable for a retailer. We all know that the levels of returns are a real problem for pureplay retailers and we don’t want them to go bust either. I assume the real issue is that most people do max out the Premier membership and it doesn’t cover their costs.”

“In that case, Asos need to either increase costs or create delivery tiers depending on your expected level of returns (sure AI can tot that up!). Or both. I think it’s purely financial, so I hope they read this and realise how it’s impacted your loyalty and brand love. It’s a bit like saying to someone in a shop, sorry you’re not coming in...But I’ve got a VIP card!"

Meanwhile, New Balance's Jake Klass came to the defence of Asos.

"I understand and acknowledge your frustration about the way this is communicated. I think for context you should include the inital communication about the fair use policy. Regardless of the communication, this is a business decision which is centred around profitability,” he commented.

“You mentioned how you’re a high “spending” customer. But from their side there is a clear distinction between gross sales and net margin. Your returning habits have clearly eroded the margin they make off you. I think they are acutely aware this will cost them all of your future business, which seems like a financially prudent decision."

Asos did not respond to our request for comment.

2025 RTIH INNOVATION AWARDS

Online returns will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.