Why Are Online Purchases Being Returned More Often in Georgia – And What Does the Return Economy Reveal?

Online shopping in Georgia has seen rapid growth in recent years. Consumers are increasingly turning to e-commerce platforms for clothing, electronics, cosmetics, and other products. Alongside this trend, a less discussed but rising phenomenon is becoming more visible: product returns. While once associated primarily with Western consumer habits, returns are now becoming an integral part of Georgia’s e-commerce reality.

On June 1, 2022, Georgia’s Law on the Protection of Consumer Rights came into force, directly regulating online purchases. Under this law, consumers have the right to return an item purchased online within 14 calendar days without providing a reason. The seller is required to refund the full amount paid, excluding delivery fees. This marked a significant step forward for consumer protection in Georgia — though its real-world application varies significantly across businesses.

Further reforms followed in 2023, with the adoption of the Law on e-Commerce, in line with Georgia’s EU Association Agreement commitments. This legislation regulates the responsibilities of online platforms and aims to improve transparency in the information they provide. Sellers are now required to clearly state product descriptions, conditions, and return procedures.

In theory, these changes should create a more consumer-oriented and civilized digital market. But in practice, returns can be burdensome for shoppers. In many cases, platforms lack clear return instructions, or the sellers themselves fail to comply with legal obligations. Consumers frequently report that the return process is lengthy, involves hidden costs, or is denied altogether.

In Georgia, clothing and footwear are the most commonly returned categories, often due to sizing issues or unmet visual expectations. Cosmetics are also returned, particularly if packaging is damaged or the product does not match its description. Returns of electronics are less frequent but more complex, often due to higher price tags and a demand for reliable warranties or functionality assurances.

From the business side, returns introduce additional costs — including logistics, quality checks, and in some cases, product write-offs. Some online retailers offset these risks by factoring potential return costs into the product price, which in turn raises the item’s overall cost for all customers.

In this environment, consumer awareness is key. Many shoppers still don’t realize that the 14-day return right is legally guaranteed — not a bonus or seller goodwill, but a mandatory standard. At the same time, state enforcement is necessary to ensure that companies respect these legal norms and don’t leave customers unprotected.

As Georgia’s digital economy grows, the return economy is becoming an unavoidable part of e-commerce. Managing it transparently and fairly is not just a consumer protection issue — it is also crucial for maintaining trust in online retailers and enabling the long-term growth of the sector. Returns are not merely a cost — when handled correctly, they can serve as a tool for improving service quality and customer loyalty.