Return Rate Calculator

About this calculator

Return rate is the share of sold units that customers send back: return rate = units returned ÷ units sold × 100. It's one of the core health metrics in e-commerce and retail, alongside its complement, the "keep rate" (100% − return rate), and it directly determines refunded revenue when multiplied by average order value.

E-commerce operators track return rate by category and by SKU because it varies enormously by product type — apparel commonly runs 20-30% due to sizing issues, while categories like consumables or electronics typically sit in the low single digits — and a spike in a specific product's return rate is often the first signal of a sizing chart error, a quality defect or a misleading product listing. Finance and operations teams also use it to model true net revenue, since gross sales figures overstate actual revenue whenever returns are significant.

This calculator takes your units sold, units returned and average order value and returns your return rate, keep rate and refunded value.