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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryRetail Media & CommerceReverse Logistics

Retail Media & Commerce

Reverse Logistics

The process of moving returned goods from customers back through inspection, restocking, refurbishing, resale, or disposal.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Reverse logistics is the process of moving goods from customers back through the supply chain after a sale. Returned items are received, inspected, and then restocked, refurbished, resold, recycled, or disposed of. Efficient reverse logistics reduces the cost of returns, recovers product value, and supports customer-friendly return policies.