What is a returns policy?
A returns policy is the set of rules a shop publishes about sending products back: how long customers have, what condition items must be in, how to start a return, who pays for return shipping and how and when the refund or exchange happens. For online shops it is one of the most-read pages before a purchase, and in the EU parts of it are set by law.
Core principle: A clear, generous returns policy sells more; a clear, well-run returns process keeps the cost of it under control.
What to include in a returns policy
- Return window: how many days customers have, and from when (usually from delivery)
- Condition: unused, with tags, in original packaging, and any exceptions
- How to return: via a returns portal, a return label in the box or QR code drop-off
- Return costs: free returns or a fee deducted from the refund
- Refund method and timing: original payment method, store credit or exchange
- Exclusions: for example personalised items, sealed hygiene products or perishable goods
- Contact details: where customers can ask questions
EU rules for online returns
| Rule | What it means for your policy |
|---|---|
| 14-day right of withdrawal | Consumers can cancel most online purchases within 14 days of delivery without giving a reason. You can offer longer, not shorter. |
| Missing information | If you don’t inform customers properly about this right, the period is extended by up to 12 months. |
| Refund within 14 days | Refund the price and standard delivery cost within 14 days of the cancellation; you may wait until the goods are back or the customer shows proof of sending. |
| Return shipping cost | The customer pays it only if you said so before the purchase. |
| Exceptions | For example made-to-order or personalised goods, and sealed goods unsealed for health or hygiene reasons. |
| Withdrawal function | Since 19 June 2026, online shops must also offer an easy-to-find function to withdraw from the contract online. |
The right of withdrawal applies to consumers, not business customers. B2B returns follow your terms and conditions.
Example: A fashion brand offers 30-day free returns in Germany, where shoppers expect them, and 14-day returns with a €4.95 fee in other countries. Its returns policy explains both clearly, links to the returns portal and promises refunds within five days of the parcel arriving at the warehouse.
A returns policy only works if returns are handled fast. See reverse logistics and returns management.
Frequently asked questions
What is a returns policy?
The rules a shop publishes about returning products: the time limit, condition, how to return, who pays and how refunds work.
How long is the return period in the EU?
At least 14 days from delivery for most online purchases by consumers. Shops can offer longer.
Do I have to offer free returns?
No. In the EU, you can charge the customer for return shipping if you said so before the purchase.
Do returns rules apply to B2B orders?
The EU right of withdrawal only protects consumers. B2B returns follow the terms agreed between the businesses.
