Reverse logistics deals with the management of the reverse flow of products and materials, i.e. the distribution of goods from the customer to the seller or manufacturer. A key aspect of reverse logistics is the efficient management of the returning products process from the consumer back into the supply chain with the aim of recycling, re-use or re-production. The aim of the paper is to present the features and role of reverse logistics based on secondary data sources and analysis of the operations of the selected business entity. Different aspects of reverse logistics were analyzed and it was investigated how to efficiently integrate the return flows of materials and products within supply chains with the aim of reducing the negative impact on the environment, optimizing resources and improving economic feasibility. Using the example of the ASOS online store, it was shown how reverse logistics positively affects business, i.e. strengthening competitiveness, protecting the environment and contributing to social responsibility and thus the company's image.