What is the target return rate on OTTO?
Last updated: 31 October 2026 · The MargenOptimierer app is in German. Button and menu names are shown exactly as you see them, with the English meaning in brackets.
Target return rate is the highest share of your sold units that should come back.
You enter it for your OTTO account during setup, and a product group or a single item can have its own. If an item has none of its own, it inherits the one from its product group, and otherwise the one from your account. If an item is above it, its return rate is shown in red, and you'll find the item on the Optimierung (optimization) page in the Retouren (returns) tab.
Example: 8% target return rate
Say the target return rate is 8%. At most 8 of 100 units sold should then come back.
The acacia chair has a target return rate of 8%, inherited from the account. If 6 of 50 chairs sold come back, that's 12%, and its return rate is shown in red.
What else counts with the target return rate
Where you enter it
You enter an item's target return rate on the Produkte (products) page in the Ziel-Retourenquote (target return rate) column. For a product group, you enter it on that page in the Produktgruppen (product groups) tab after opening the group.
Among the cost drivers
An item above its target return rate only appears among the cost drivers if it also loses money, is below its target margin, or its advertising is too expensive.
If your account has no target
If your account doesn't have a target return rate yet, the Übersicht (overview) page shows a note and a dash instead of a rating, until you enter it under Einstellungen (settings) in the Vorgaben (defaults) tab.
Next
- How do I set my targets?