Managing purchase returns can quickly turn into a time consuming and costly problem for any business. Most smaller companies do not give their returns process much thought, and as a result, end up losing revenue, decreasing customer loyalty, and increased reverse logistics costs. In order to stay ahead of competitors, minimize losses, and offer the customers the best experience possible, retail logistics firms should take time to optimize the reverse logistics strategy. This paper is an attempt to study the possibilities of reducing purchase returns by a proposed theoretical framework based on modified reverse logistics procedures, modified order placement methods and finally by the use of analytics for better decision making with regards to processing of returns. This paper is intended to open up new avenues for further research on the area of reducing returns of goods purchased online and optimizing reverse logistics costs for the successful running of retail organizations.