Reverse logistics processes and related tools can be complex to implement optimally, so the users face numerous challenges in daily activities. Reverse logistics in an e-commerce in most cases is related to return or exchange logistics, specifically the process where customers return goods that do not conform to the order requirements. This is one of the most important steps in the productive management of relationships with the customer which affects their loyalty, which is why the development of reverse logistics is imperative in e-commerce. In this paper, the research was conducted with the representatives of companies who sell their products through webshops, but also with the customers to get an insight into the opinions and attitudes of companies and the related habits of customers regarding the return and ordering of products. The results showed that to optimize return logistics, it is necessary to integrate an approach that includes technological solutions as well as to build an exceptionally good communication channel between customers and stores. Another key factor for the success of a web store is cooperation with reliable logistics partners. When a company cooperates with such partners, there is the possibility of tracking shipments and clear guidelines for returns, difficulties are significantly reduced, and then both customers and retailers themselves are more satisfied. Investing in the improvement of return logistics will not only contribute to customer satisfaction, but ultimately bring long-term profits and competitiveness of the company on the market.