Bangor in Wales has emerged as the UK city most concerned with returning online purchases, according to a comprehensive study examining consumer shopping habits.
The research, compiled by courier marketplace Porta Delivery, analysed search patterns across 73 UK cities. Researchers measured average search volumes for more than 100 keywords linked to e-commerce returns, including broad searches such as “return parcel” and “start a return”, as well as specific delivery services such as Amazon, Evri, and Royal Mail returns.
The analysis also included searches related to refunds, including “refund status” and “where is my refund”. To account for differences in population size, search volumes were standardised to an average monthly figure per 100,000 residents.
The findings revealed a notable trend, with smaller locations dominating the top of the rankings. Bangor took 1st place nationally, recording an average of 3,187 return-related searches per 100,000 residents.
Top 15 UK cities online return search rankings
| Rank | City | Return Searches (per 100,000 residents) |
| 1 | Bangor | 3,187 |
| 2 | Wells | 3,138 |
| 3 | Ely | 3,023 |
| 4 | Armagh | 2,943 |
| 5 | Ripon | 2,713 |
| 6 | Newry | 2,579 |
| 7 | Chichester | 2,550 |
| 8 | Truro | 2,386 |
| 9 | Lichfield | 2,303 |
| 10 | Stirling | 2,005 |
| 11 | Perth | 1,500 |
| 12 | Hereford | 1,487 |
| 13 | Bath | 1,231 |
| 14 | Lisburn | 1,186 |
| 15 | Dunfermline | 1,102 |
At the opposite end of the ranking, Nottingham emerged as the city least concerned with returns. It recorded an average monthly search volume of just 257 searches per 100,000 residents, a stark contrast with the cities at the top of the index.
Ed Spence, CEO and Co-founder of Porta Delivery, commented on the findings: “What stands out is that many of the cities generating the highest levels of return-related searches are smaller locations rather than major metropolitan areas. Bangor’s position at the top of the rankings is one of the most interesting findings in the data, particularly given that it sits ahead of much larger UK cities. Northern Ireland also stands out more broadly, with several of its towns and cities appearing prominently in the rankings. This suggests there may be more to the search demand for returns information than simply the size of a local population or retail market.”
Spence added: “Retailer-specific return searches, such as those for Amazon, ASOS, Zara, and SHEIN, dominated search volumes across much of the UK, reflecting how consumers increasingly search for help returning items to specific retailers rather than seeking general returns information.”
Addressing the results at the bottom of the table, Spence noted: “Nottingham’s position at the bottom of the list is one of the most surprising findings, given its reputation as a major shopping destination. It could suggest that cities with strong high street retail scenes see fewer online returns because shoppers have already tried items in store.”
The research highlights how online shopping habits continue to influence consumer behaviour across the UK. Return-related searches remain a significant part of the digital landscape for many shoppers, particularly in smaller cities where access to physical stores may differ from larger urban centres.
By normalising search data according to population size, the study aims to measure the intensity of interest rather than simply total search volume. The findings could provide useful insights for retailers and logistics providers when planning returns infrastructure and customer support services around local demand.
Overall, the study offers a detailed picture of regional differences in how UK consumers engage with online returns, with Bangor firmly established as the clear leader in return-related search activity.