Onward vs. Loop Returns: Integrated Post-Purchase Platform or Outsourced Protection

Loop Returns is a leading returns management platform that has expanded into shipping protection via a 3rd party provider. 

Onward delivers a complete post-purchase platform with integrated protection, returns, and order management, plus features Loop doesn't offer: CashBack rewards, product quality coverage, and in-house, dedicated claims handling with no SaaS fees.

The Core Difference

Loop built its reputation as the go-to returns management platform for Shopify merchants. With venture backing and over 5,000 merchants on their platform, they've established themselves as a major player in the returns space. When competitive pressure emerged from platforms offering protection-funded free returns, Loop responded by launching their own cart enhancement, which bundles shipping protection with their returns software. Unfortunately, to get access to the returns software, merchants must offer free returns which could raise the returns rate and impact profitability.

The key distinction is how that protection actually works. Loop outsources its shipping protection program  through a partnership with Seel rather than being built natively into their platform. This means merchants are effectively working with two providers stitched together: Loop for returns, Seal for delivery protection claims.

Onward took a different path. Built from the ground up as an integrated post-purchase platform, Onward's package protection, returns management, order tracking, and order editing all work together natively via their service, Checkout+. Customer scoring, claims handling, fraud detection, and customer support are unified under one roof, managed by one team with the right data to perform. 

What Loop’s Protection Delivers

Loop's core strength remains returns management. Their exchange-first workflows help merchants retain revenue by encouraging customers to swap products rather than request refunds. This is valuable functionality that Loop has refined over years of focused development.

With their cart enhancement, Loop added the ability for customers to pay a small fee at checkout to receive free returns later. Shipping protection comes bundled in, with Loop positioning the protection revenue as something merchants can largely keep. It's an attractive pitch on the surface.

However, because protection isn't Loop's core business, the claims experience differs from what a dedicated protection platform provides. Merchants may find themselves more involved in the claims process, and the integration between returns and protection can feel like two separate products rather than one cohesive experience.

More critically, this structure creates a customer experience gap that directly impacts attachment rates and brand perception. With Loop, customers pay the shipping protection fee but receive value only when something goes wrong. If the order arrives safely and they don't need to return it, they've paid for benefits they never used. This approach undermines the merchant's brand promise and reduces attachment rates over time as customers learn the service rarely provides tangible value. The lack of ongoing benefits means there's no positive reinforcement loop, just the negative association of paying for protection that might not be needed.

What Onward’s Checkout+ Delivers

Onward approaches post-purchase as a unified problem with Checkout+. Claims management isn't an add-on; it's the foundation of a platform designed to maximize financial impact for merchants while delivering genuine value to customers.

CashBack Rewards

One of the most significant differences is Onward's CashBack feature. When customers add Checkout+, they receive store credit rewards that drive repeat purchases. This creates a fundamentally different value proposition: customers aren't just buying peace of mind, they're getting tangible benefits that make the protection fee worthwhile even when nothing goes wrong. The result is higher attach rates and stronger customer loyalty. Loop doesn't offer anything comparable.

Product Issue Coverage

Standard shipping protection covers lost, stolen, or damaged packages during transit. Onward goes further with expanded order protection by covering product quality issues and defects as well. If a customer receives a product that doesn't meet expectations due to quality concerns, Onward handles it. This broader coverage addresses a wider range of customer pain points and reduces the burden on merchant support teams. Loop's protection through Seel focuses on shipping incidents only.

Returns Management

Onward provides comprehensive returns and exchanges management as a core platform capability at zero SaaS cost. Unlike Loop's returns-first approach where protection was added later, or competitors that force merchants to offer free returns to access the software, Onward provides the returns app software regardless of whether the merchant offers free returns and gives merchants full flexibility in their returns policies. The returns app handles the complete returns workflow with exchange-first logic that helps retain revenue by encouraging product swaps over refunds. Merchants can customize return windows, manage return reasons, and automate approvals based on business rules.

Fully-Managed Claims and Fraud Detection

When a customer files a claim with Onward, the merchant doesn't handle it. Onward's team manages the entire process, from initial claim through resolution, with built-in fraud detection that protects merchants from abuse. This is a meaningful operational difference. Many merchants using Loop's shipping protection find they're still involved in claims decisions or working across multiple systems to resolve issues. Onward's approach means merchants can focus on growing their business while the protection platform handles the complexity.

White-Glove Support

Onward provides each merchant with a shared Slack channel offering 24/7 access to their support team. Questions get answered immediately by people who know your account, your products, and your customers. This level of dedicated support is rare in the industry and reflects Onward's partnership approach. Loop offers standard support tiers, but the hands-on, always-available model isn't part of their offering.

No SaaS Fees

Onward's entire post-purchase platform operates without monthly software fees. Returns management, order tracking, order editing, and claims handling all come included at zero SaaS cost. Merchants access the complete suite of post-purchase capabilities funded by the protection model rather than subscription charges. For merchants watching their tech stack expenses, Onward's model provides more comprehensive functionality without adding recurring line items to the monthly budget. This approach means merchants can implement sophisticated post-purchase workflows, automate customer service operations, and deliver premium experiences without the typical software overhead that comes with building a modern e-commerce stack.

Feature Comparison

The table below summarizes the key differences between the two platforms.

Which Platform Is Right for You?

The right choice depends on what you're optimizing for. Both platforms serve legitimate needs, but they serve them differently.

Choose Onward if you want:

Merchants who get the most from Onward are those looking to maximize the financial impact of their post-purchase experience and who want real, tangible benefits for their customers. They want protection that goes beyond shipping incidents to cover product issues. They prefer a partner who handles claims and fraud detection so their team can focus elsewhere. They value CashBack rewards as a tool for driving attach rates and repeat purchases. And they appreciate accessing returns and order tools without adding SaaS costs to their stack.

• Maximum financial impact from post-purchase

• Protection covering product quality issues, not just shipping

• A partner who manages claims and fraud detection for you

• CashBack rewards to boost attach rates and loyalty

• Returns and order tools without additional SaaS fees

Consider Loop if you need:

Loop makes sense for merchants whose primary concern is returns management, with protection as a secondary consideration. 

• Returns management as primary focus, protection as secondary

Questions to Ask When Evaluating

Whether you're evaluating Onward, Loop, or other platforms, these questions will help clarify what you're actually getting:

1. Is protection built natively into the platform, or delivered through a third-party partner?

2. Who handles claims and fraud detection? Will my team be involved?

3. Are product quality issues covered, or only shipping incidents?

4. What features drive additional value beyond basic coverage?

5. What are the total costs including all SaaS fees across the platform?

6. Do I need to offer free returns to get access to the returns software?

The Bottom Line

Loop is a strong returns platform that added shipping protection to stay competitive. Onward is an integrated post-purchase platform built to deliver maximum financial impact through CashBack rewards, broader coverage, dedicated claims handling, and white-glove support, all without SaaS fees.

Many merchants use Loop for returns and assume adding shipping protection is the natural next step. But protection added as an afterthought to a returns platform operates differently than protection built as the foundation of an integrated platform. The features that drive real financial results, like CashBack and product issue coverage, simply aren't available when protection is a bolt-on.

If you want a partner who manages your entire post-purchase experience and drives measurable results, Onward is the stronger choice.

See the difference for yourself. Schedule a demo to learn how Onward delivers more value than add-on protection solutions.

Frequently Asked Questions

What is the difference between Onward and Loop Returns?

Loop Returns is a returns management platform that expanded into shipping protection through its cart enhancement product, which operates via a partnership with Seel. Onward is an integrated post-purchase platform where protection, returns, order tracking, and order editing are built natively together. The key differences include Onward's CashBack rewards that drive repeat purchases, product issue coverage beyond just shipping incidents, fully managed claims handling, and no SaaS fees. Loop's strength is returns management, while Onward delivers broader financial impact through its unified platform approach.

Does Loop Returns offer shipping protection?

Loop Returns offers shipping protection through its cart enhancement product, which bundles protection with free returns coverage. However, Loop's shipping protection operates through a third-party partner called Seel rather than being built natively into their platform. This means merchants work with two providers stitched together: Loop for returns and Seal for protection claims. The protection is positioned as secondary to Loop's core returns management functionality.

What shipping protection platform has CashBack rewards?

Onward is the shipping protection platform that offers CashBack rewards as a core feature. When customers add Onward protection, they receive store credit rewards that drive repeat purchases and increase customer lifetime value. This creates higher attach rates because customers receive tangible value even when nothing goes wrong with their order. Loop Returns' cart enhancement product does not include CashBack or equivalent loyalty rewards, focusing instead on returns management and basic shipping protection.

Which is better for Shopify stores: Onward or Loop Returns?

The better choice depends on your priorities. Choose Onward if you want maximum financial impact from post-purchase, protection that covers product quality issues beyond shipping, fully managed claims and fraud detection, CashBack rewards to boost adoption and loyalty, and access to returns and order tools without SaaS fees. Consider Loop if returns management is your primary concern with protection as secondary.

Does Loop Returns handle shipping protection claims?

Loop Returns' shipping protection claims are handled through their partner Seel rather than by Loop directly. This means claims handling operates separately from Loop's returns management system, and the experience can vary based on the partner arrangement. Onward handles all protection claims directly with built-in fraud detection, so merchants never manage claims themselves. This distinction matters for brands that want a single partner managing their entire post-purchase experience.

What post-purchase platform covers product defects and quality issues?

Onward covers both shipping-related issues like lost, stolen, or damaged packages and product-related issues including quality concerns and defects. This comprehensive coverage addresses a wider range of customer pain points than traditional shipping protection. Loop Returns' protection through Seel focuses on shipping incidents only, not product quality issues. For brands selling products where customer satisfaction depends on product quality as well as delivery, Onward's broader coverage provides more complete protection.

Is there a shipping protection platform with no SaaS fees?

Onward offers shipping protection, returns management, order tracking, and order editing with zero monthly SaaS fees. The platform is funded through customer protection opt-ins rather than merchant subscriptions. For merchants watching tech stack expenses, Onward's model provides full post-purchase functionality without adding monthly line items to the budget.