The ease of product returns and exchanges is ranked among the most important factors in the online retail customer experience, according to a study by comScore and UPS.

Asked directly which aspects of e-tail shopping they'd like retailers to improve, 58% of online shoppers cite free or discounted shipping, while 42% cite ease of returns and exchanges and 38% cite the variety of brands and products available.

Providing options such as multiple shipping (28%) and carbon-neutral shipping (23%) are taken into consideration, but at a far lower level.

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