From dreadful to digital: A conceptual framework for effective online consumer returns management through reverse logistics digitisation

Abstract

Background: Online retailing is characterised by high and variable product returns. Many retailers rely on manual processes or ineffective systems, hindering product returns management. Reverse logistics (RL) digitisation can address inefficiencies and improve returns management.
Objectives: This study synthesised the literature to identify RL digitisation barriers, consequences, practices and outcomes, and dominant versus targeted relationship patterns to inform a conceptual framework for effective online consumer returns management.
Method: A structured literature synthesis extracted, coded and integrated concepts and relationships into higher-level categories and mapped linkages, which informed an evidence-based, stepwise decision framework.
Results: Digitisation is constrained by financial, organisational, information technology (IT) and synergy barriers, which produce financial, operational, information, IT, organisational, governance, and external consequences. Practices involving appropriate system functionalities and technologies, internal resources and support, and external resources and supply chain relationships can address barriers and enable financial, operational, information and IT, organisational, supply chain and market-related benefits. Dominant links indicated systemic levers with multi-domain influence, while targeted links revealed pathways to resolve specific bottlenecks.
Conclusion: Effective consumer returns management can be realised if retailers use the framework to diagnose dominant exposures, prioritise targeted bottlenecks and sequence practices to remove barriers before expecting benefits, thereby embedding integration and information visibility internally and externally.
Contribution: The study provided an evidence map and a stepwise framework to guide diagnosis, prioritisation, portfolio selection based on practice–barrier and practice–benefit fit, and monitoring of barriers addressed and benefits realised.