A system and method of determining whether to make an item listing visible to a user are disclosed. A user is enabled to navigate an e-commerce site. A returns frequency index is calculated for the user based on the user's transaction history. The user's transaction history includes the user's history of item returns. It is determined whether or not to make an item listing visible to the user on the e-commerce site based on the returns frequency index for the user. In some embodiments, the returns frequency index is calculated using the mathematical expression (VRet/NRet)/(VPurch/NPurch), wherein VRet is a total value of items returned by the user, NRet is a total number of items returned by the user, VPurch is a total value of items purchased by the user, and NPurch is a total number of items purchased by the user.