On sells through its own channels and a wide retail network. Its returns page correctly directs non-direct purchases back to the original retailer. The growth opportunity is not to absorb every reseller return, but to make that hand-off helpful and permission-based.
The wider lesson
A necessary service boundary does not have to become a relationship dead end.
Observed 01
Direct and reseller returns are separated
On states that products not bought directly from On cannot be returned or exchanged on its website and should go back to the original seller.
Observed 02
The page already supports direct relationship tools
The same experience offers account access, help, membership and an email subscription. On therefore has mechanisms to continue a relationship without taking over the retailer's obligation.
Possible implication
A hypothesis, not a verdict
A reseller customer arriving with a service need is showing high intent and product ownership. A clearer hand-off could solve the task first, then invite a direct relationship without undermining the retail partner.
Alternative explanation
A credible reason the signal may be benign
On may deliberately avoid collecting data at this point to protect partner relationships and minimise consent complexity. Reseller-return traffic may also be too small to justify bespoke work.
Public sources checked
Correction policy: public pages change. If a source has moved or the context is incomplete, email hello@faisalconsulting.co.uk and I will review it.
The part you can act on
Everything above is what is publicly visible. The one-page snapshot adds what to do about it: the smallest useful test to run first, and the four questions worth taking to your own team.
Part of Outside In: Public Growth Signals: what customers, search engines and AI platforms can see, what it may mean and what should be tested before drawing conclusions.