Commentary: We send back 30% of what we buy online. How our return culture alters the supply chain

As the world pays new attention to supply chains, much of the focus has been on delays in delivering products to stores and consumers. What is called the forward supply chain, the path from raw material to the customer, is being scrutinized.

But the other side of the supply chain — the process of returning a product — also plays a significant role. Many goods that firms work hard to bring to the U.S. will be sent back soon after they are delivered. Across all e-commerce, about 30% of purchases are returned and about half