For years, retailers have seen product returns as a headache, or just another cost of doing business. The logistics required for returns needs a different approach and mindset from that of regular distribution. Most supply chains are set up to send products out, not bring them back in.

Today, however, reverse logistics is growing beyond just dealing with returns. It's helping brands and retailers to stand out, changing how they think about sustainability and growth.

Those that are embracing re-commerce —the resale of secondary, pre-owned products — aren't just cutting costs and waste. They're tapping into a growing market that's expected to reach $4.04 trillion by 2034. But the tricky part is mastering the logistics.

Returns are a big part of the online shopping experience. But instead of seeing them as a necessary evil, smart businesses are starting to look for ways to handle them in a way that makes money.

Overstock — including returns that can't be sold as new, unsold items, and warranty products — is costing retailers $562 billion worldwide, according to IHL Group. That’s a massive figure, not just because of the financial drain, but also because of the untapped potential it holds.

Overstock can either be a liability or a new revenue stream. By getting unwanted inventory ready for resale, brands and retailers can turn a loss into profit, while also giving customers a chance to buy more sustainable options at better prices. This is what we mean when we talk about the circular economy.

But the real circular element isn’t the product itself; it’s the infrastructure behind it. And that’s where reverse logistics become mission-critical.

A real circular model makes it easy for customers to return used items, often giving them credit in return. The product then gets refreshed and sold again. (This is the re-commerce part.)

The consumer tech industry is leading the way here, especially companies such as Apple and Samsung. They offer smooth trade-in programs where you can return old devices and get credit in return. The device then gets refreshed and resold. It's an easy process that keeps customers loyal, and gives others an option to buy from brands they trust at a price they can afford. 

Getting this right took time. Handling returns and getting them back out into the market isn't just something you can tack on to your business. It’s tricky and needs constant work. Returns can eat up to 15% of a retailer's yearly revenue, so to cut that down, businesses need to come up with new ideas. That's probably why 75% of retailers plan to automate their returns process in the next year — a smart move, as the market grows by about 9.4% each year. 

To build a circular or re-commerce model, you need to focus on a few key areas. First, implement inventory tracking tools to better understand return trends and anticipate demand. Real-time insights can help brands manage buybacks, pricing, and stock levels, all helping to guide the re-commerce strategy.

Working with outside experts in this type of reverse logistics will speed things up. These circular specialists can deal with the tricky bits, letting brands focus on what they do best. They also know about resale rules in different countries — important when you're selling refurbished goods in various markets.

Pricing is also crucial. If retailers sell new products at big discounts, refurbished items become less appealing. For circular programs to really work, retailers need to rethink how they hold sales, focus on tiered pricing, and show customers that pre-owned goods are good quality and good value. This mindset shift is often seen as a separate issue from the supply chain, but it has a direct impact on the success of the re-commerce model, and requires supply chain investment. 

It's great to see more businesses investing in systems to handle returns and resell used products. It's a win for business and the planet. Take smartphones: choosing to refurbish a phone instead of making a new one cuts carbon emissions by 64 kg, saves 244 kg of raw materials, and uses 76,000 liters less water.

Companies that handle returns well can do more than just cut down on waste. They can build customer loyalty and position themselves strategically within the re-commerce market. If you do it right, dealing with returns can be more than a logistical challenge. The return journey isn't where a modern retail strategy stops — it's where it starts.

James Murdock is a co-founder of Alchemy.