The B2B Ecommerce GTM Playbook: How Returns Management Software Wins Retail Accounts

The ecommerce market has become increasingly competitive over the last decade. So much so that retailers are investing heavily in customer acquisition. That said, many overlook a critical stage of the customer journey: returns. This undoubtedly represents a missed opportunity.

For years, returns were treated as little more than a cost centre. However, today they are widely viewed as a strategic part of the customer experience. Mainly because many companies now realise that a poor returns process can drive customers away. Conversely, a smooth one can encourage repeat purchases and strengthen loyalty, therefore increasing customer lifetime value.

This shift has created significant opportunities for B2B ecommerce technology providers to tap into, especially to gain a competitive advantage. One of them centres around returns management software, which has become an increasingly important category within the retail technology ecosystem. Not least because when used correctly, it can actually help to win retail accounts.

Let’s take a more detailed look at how.

Why Has Returns Management Become a Priority for Ecommerce Retailers?

According to the recently published Australia Post Ecommerce Report, some 9.8 million households in Australia spent a total of $82.6b online in 2025. That covers around 96% of the population.

While this represents growth over the previous year, it doesn’t show that return rates have increased across many product categories. In particular, fashion, footwear, and consumer electronics.

Customers have every right to return a product. However, when they do, it creates additional costs. That’s because retailers must inspect products. Process refunds. Manage reverse logistics. And decide whether products can be resold. These expenses directly affect a retailer’s profitability.

Crucially, customer expectations for returns have also changed, as many shoppers now expect quick refunds, simple return options, and regular updates throughout the process. When the experience falls short of what they want, customers may choose to shop elsewhere.

This is one of the main reasons retailers are increasingly seeking technological solutions to streamline their ecommerce operations and improve the post-purchase experience.

What Problems Are Retailers Trying to Solve With Ecommerce Returns Management Software?

Retailers face several challenges when handling returns, particularly at scale. One of the main ones is manual processing because many ecommerce merchants still rely on spreadsheets, email requests, and disconnected systems. This can create delays and increase administrative workload.

Another notable challenge is dealing with return fraud. According to the National Retail Federation and Happy Returns, consumers returned approximately $890 billion in merchandise to retailers in 2024. Around $362 billion is alleged to have come from online transactions. Unfortunately, when dealing with returns, some retailers face issues such as wardrobing, false claims, and policy abuse. These activities can have a noticeable impact on margins. In particular, for high-volume online retailers.

Customer retention is another concern because research consistently shows that shoppers are more likely to purchase again when returns are simple and hassle-free. That is why many retailers are using modern ecommerce returns management software, as it allows them to automate approvals and issue refunds faster. This, in turn, creates a more seamless customer journey.

What Do Retail Buyers Look for When Choosing a Returns Management Platform?

When evaluating ecommerce SaaS solutions, most retail buyers tend to focus on business outcomes rather than technical features alone.

Naturally, integration capabilities are often near the top of the list. Primarily because retailers want software that works with their ecommerce platform, warehouse systems, payment providers, and customer service tools.

Scalability is another major consideration, given that retailers may process hundreds of returns per month and even thousands during peak shopping periods such as Black Friday, Christmas, or the January Sales. It is essential that the software supports growth without creating bottlenecks.

Understandably, buyers also pay close attention to return on investment, as they want evidence that a platform will not only reduce their operational costs but also improve customer satisfaction and increase customer retention.

Lastly, strong reporting features are desirable, as retail teams can use the returns data in several ways. This includes identifying product issues, tracking return rates, and gaining a better understanding of customer behaviour.

How Do Returns Management Software Companies Win Retail Accounts?

Perhaps the thing that attracts the most attention is how returns management software companies actually win retail accounts.

It’s actually quite fascinating because winning retail accounts requires more than simply offering a capable product. Instead, successful vendors need to spend time understanding the challenges facing ecommerce teams. Doing this typically requires focusing on outcomes such as reduced return costs, improved customer experience, and increased repeat purchases.

Account-based marketing has become a common approach within enterprise software sales. Essentially, rather than targeting broad audiences, vendors identify high-value retailers and create bespoke outreach campaigns for them.

It helps to have case studies as retail buyers want to see evidence from businesses who have faced and overcome similar challenges. More often than not, proven examples tend to carry more weight than feature lists.

Generally speaking, enterprise sales cycles can be lengthy. It’s not uncommon for a purchasing decision to involve some mix of ecommerce managers, operations teams, finance departments, customer experience leaders, and senior executives. That’s why vendors that address each stakeholder’s concerns often perform better during the sales process.

What Does a Successful B2B Ecommerce GTM Strategy Look Like?

Arguably, the most successful ecommerce GTM strategy combines thought leadership, strategic partnerships, targeted outreach, and customer proof.

Retailers are rarely searching for software features. Instead, they are looking for solutions to specific problems. Software vendors that focus their messaging on measurable business outcomes tend to resonate more strongly with potential buyers.

Content marketing remains an effective channel for retail account acquisition because educational articles, industry reports, webinars, and customer success stories can attract decision-makers who are like to take their time researching ecommerce technology options.

Lastly, partnerships can also accelerate growth. Not least because integrations with ecommerce platforms, payment providers, logistics companies, and retail technology vendors usually create additional opportunities to reach prospective customers.