Furkat Kasimov e-commerce returns fix: Sell confidence | The Jerusalem Post

".Most e-commerce returns stem from guessing; personalized marketing builds shopper confidence.(photo credit: Courtesy of GetSelene.AI)By TAMI DEMSKY For ecommerce operators, returns have become a structural profit leak that hits in three ways: shipping and processing costs, inventory stuck in limbo, and the long-term damage to trust that lowers repeat purchase rates. The scale is significant. Retailers estimate that 15.8 percent of annual sales will be returned in 2025, totaling approximately $849.9 billion, according to the National Retail Federation and Happy Returns ."

"Furkat Kasimov, founder of GetSelene.ai , argues that many returns are created upstream by marketing that forces customers to guess. His company builds AI-driven one-to-one personalization for ecommerce remarketing and retention, using customer signals to adjust what each shopper sees in emails and advertisements. The Cause Behind Many Returns: Expectation Mismatch Kasimov notes that customers rarely return items because they are defective. Instead, returns often occur when the product does not match the mental image marketing created."

"When shoppers cannot judge fit with confidence, many resort to "bracketing," ordering the same item in multiple sizes and returning those that do not work. For merchants, this effectively turns fulfillment into a paid fitting room: inventory is tied up, refunds strain cash flow, and returned goods often return to the market at a discount. This behavior is far from a niche. NRF reporting identifies bracketing as a meaningful and growing contributor to returns."

E-commerce returns create structural profit leaks through shipping and processing costs, inventory stuck in limbo, and reduced repeat-purchase trust. Retailers expect 15.8 percent of annual sales to be returned in 2025, totaling about $849.9 billion. Many returns result from expectation mismatch when marketing creates a mental image that differs from the physical product, not from defects. Shoppers commonly bracket by ordering multiple sizes and returning those that do not fit, which ties up inventory, strains cash flow, and drives returned goods to discounted channels. Default hero imagery featuring sample-size models worsens the problem. AI-driven one-to-one personalization can tailor creative and offers using customer signals to increase shopper confidence and reduce returns.

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