Myntra, a prominent online fashion retailer, has unveiled updates to its return policy, which include a reduction in the convenience fee charged for returned items. This move aims to enhance customer satisfaction and convenience while shopping on the platform. Myntra’s decision reflects the e-commerce industry’s efforts to strike a balance between offering hassle-free returns and managing operational costs. The lowered convenience fee is expected to benefit shoppers by making the return process more accessible and affordable. However, it also raises questions about how these changes might impact the retailer’s overall operations and profitability. These adjustments in Myntra’s return policy signal a broader trend within the e-commerce sector to adapt to evolving consumer preferences and market dynamics.