B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
44.8%
44.8% -- product return rate vs average for Gen Z shoppers (ages 18-28) in Sweden, Norway, and Denmark (2024)
Gen Z shoppers (ages 18-28) in Sweden, Norway, and Denmark return products 44.8% more often than the average shopper.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
44.8%
Unit
Percentage
Data Vintage
2024
Entity
Sample Size
440,000,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Voyado
Primary
Tier A
https://voyado.com/resources/blog/the-comeback-of-nordic-physical-retail-led-by-gen-z/ ↗
Source Article
The comeback of Nordic physical retail - led by Gen Z - Voyado
While many believed the pandemic had forever tipped the scales in favor of online shopping, 2024 told a different story. According to the Retail Radar 2025 report—based on a massive dataset of 440 million transactions across Sweden, Norway, and Denmark—in-store shopping is not just back, it’s thrivi…
Original Research
Voyado
· Original study ↗
Methodology
Gen Z returns products 44.8% more often than the average shopper; based on 440 million transactions (Retail Radar 2025)
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z shoppers (ages 18-28) in Sweden, Norway, and Denmark: 44.8% product return rate vs average. Source: Voyado (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-product-return-rate-increase
HTML Embed
<blockquote cite="https://lighthousedata.io/data/gen-z-product-return-rate-increase" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>44.8%</strong> -- product return rate vs average for Gen Z shoppers (ages 18-28) in Sweden, Norway, and Denmark<br><small>Source: Voyado (2024) · <a href="https://lighthousedata.io/data/gen-z-product-return-rate-increase" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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