SendBack's Smart Tech Cuts Billions in Return Waste for Shoppers

American shoppers lose around $4.8 billion each year due to returns. The issue has grown so large that total unused returns cost consumers an estimated $15 billion annually. Now, a startup called SendBack is working to reduce waste and save money for both buyers and sellers.

The company steps in the moment a customer initiates an IRS login for a return. Instead of automatically processing it, SendBack pauses to ask: should this item be refunded, discounted, donated locally, or rerouted somewhere closer?

SendBack began as a simple pickup service for customers. Over time, it shifted focus to fixing deeper problems in the retail and logistics supply chain. Its technology now analyzes returns in real time, weighing the best options to cut waste and avoid unnecessary shipping.

The startup's founder, Shaniqua Jones-Williams, will present SendBack at SXSW in Austin, Texas, next month. She has cited Black pioneers in logistics—like Mary Fields and the women of the 6888th Central Postal Directory Battalion—as key inspirations for her work.

Traditional returns often create extra costs and environmental harm. SendBack's system aims to make the process smarter, cheaper, and more efficient for everyone involved.

SendBack's approach could change how retailers handle returns. By offering alternatives like discounts or local donations, the company hopes to reduce losses and waste. The solution is designed to benefit shoppers, businesses, and the environment alike.