This research aims to investigate how online fashion stores address the challenges of returns management and to analyze the impact of return policies on consumer satisfaction in online fashion stores, while also offering solutions to enhance the efficiency of returns management and increase consumer satisfaction. This research follows the descriptive-analytical method. The findings reveal that online fashion stores face several challenges, most notably the impact of returns on inventory, handling dissatisfied customers, and the difficulty of reselling returned products. In addition, free return shipping was found to be the most satisfying element for consumers in return policies. The majority of store owners (66.7%) use a customer service team to manage store returns. Several solutions exist to improve the returns management process in online fashion stores, including enhancing tracking systems, strengthening customer communication, and collaborating with logistics partners. The research concludes with recommendations, including establishing a clear return policy that is easy for consumers to understand, sending surveys to consumers to gather their suggestions for improving store return policies, and enhancing the responsiveness of customer service teams to enable fast and accurate returns, which ultimately increases customer satisfaction. Finally, it recommends analyzing the reasons behind product returns in order to improve store marketing strategies and incorporate customer feedback, such as making adjustments to returned products.
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