A Preliminary Analysis of Reverse Logistics in B2C

Online marketing has promoted the multiplying of online shopping activities. But rejection of the goods that are bought online is on the steady rise. Reverse logistics has become a topic that e-commerce companies can not afford to ignore. However, research on the reverse logistics in e-commerce has been a weak link in academic field. Based on the theories concerning e-commerce and reverse logistics, this article through practical survey summarizes the reasons for reverse logistics in B2C, and then discusses the various modes to handle reverse logistics relying on the operation mode and the experiences of multinationals in this aspect. Finally, it proposes some countermeasures to minimize the volume of reverse logistics in B2C.