Outdoor apparel brand Patagonia is facing public backlash after instituting an 'earth usage fee' on online orders. This fee, implemented through its Tmall store, aims to reduce excessively high return rates.

American outdoor apparel brand Patagonia is facing significant backlash online after implementing an “earth usage fee” for online orders, aimed at curbing excessive returns. Announced on March 30, the fee applies exclusively to purchases made through its Tmall store, a premium online shopping platform operated by Alibaba, which also owns the South China Morning Post. During last year’s Double 11 shopping festival, Patagonia’s Tmall store shipped 16,179 packages, leading to a staggering return...