Nearly half (47%) of consumers wouldn’t shop with an online retailer that charges for online returns, according to new research from platform ROI Hunter. The research found that price is still the most important influencing factor in online purchasing decisions. As a result, even a small uplift could run the risk of putting shoppers off at a time when many have already changed their shopping habits just to make ends meet. It is not just the pricing of returns where UK consumers are holding online retailers accountable; 38% say they will boycott a brand that serves them irrelevant ads, and nearly a third (31%) would stop shopping with a retailer who served them an insensitive ad. Despite the risks, six in 10 consumers say they have been served ads for irrelevant products, and 50% for out-of-stock items, indicating that many retailers are still wasting budget on ineffective advertising.