Ada has invested in Back, a next-generation returns management solution for e-commerce that utilizes AI technology to improve return processes and tackle the growing challenges faced by online retailers.

Information on the Target

Back is an innovative returns solution designed specifically for e-commerce brands. The company addresses the challenges associated with product returns, a significant issue in the online shopping industry. Employing proprietary AI technology, Back enhances real-time return management and utilizes a combination of behavioral science and computer vision to evaluate return requests. This approach enables retailers to turn returns from a liability into a strategic asset by optimizing their return processes.

Back's system processes returns efficiently by categorizing customers based on their trustworthiness and return patterns, allowing brands to implement tailored response strategies. For instance, loyal customers may receive instant refunds, while higher-risk returners are prompted to provide verification before refunds are processed. This level of insight enables brands to decide on the fate of returned items—whether to restock, sell to a secondary market, or donate—thus employing a sustainable approach to return management.

Industry Overview in the Target’s Specific Country

The landscape for e-commerce in the UK is rapidly evolving, with online shopping increasingly becoming a part of everyday life. By 2025, non-food returns in the UK are projected to reach £25.1 billion, underscoring th