What a returns policy should cover
A good returns policy answers the questions people ask before they buy, so they buy with confidence. It also saves you from deciding each case by hand. Keep it short and specific.
- How long people have to return something, and from when.
- What condition items need to be in: unused, tags on, original packaging.
- What they get back: a refund, an exchange or store credit.
- Who pays to send it back, and whether the original delivery is refunded.
- What can't be returned, like personalised or perishable items.
- How to start a return, and how long a refund takes.
Choosing your window and rules
Thirty days is the most common window for small shops, and it's long enough that most buyers never feel rushed. A longer window can actually lower returns, because people stop worrying about the deadline. A shorter one suits seasonal or fast-moving stock.
Free returns raise sales but cost you postage. A common middle ground is to pay return postage only when an item is faulty or wrong, and to ask customers to cover it when they've simply changed their mind.
UK and EU rules for online sales
If you sell online to customers in the UK or EU, they have a legal right to cancel most orders within 14 days of receiving them, for any reason. They then have another 14 days to send the item back, and you must refund them, including standard delivery, within 14 days of getting it back or proof it was sent. You can't charge a restocking fee for this, but you can deduct for damage caused by handling the item more than they'd need to in a shop.
Personalised and made-to-order items, perishables, and sealed hygiene items that have been opened are exempt from the 14-day right. Faulty items are covered separately: customers are entitled to a repair, replacement or refund. Your own policy can be more generous than the law, never less. This is a summary, not legal advice.
US and elsewhere
In the US there's no federal law that makes shops accept returns of items that aren't faulty, so your policy sets the rules. Some states require you to display your policy clearly, or to give refunds if you don't. Marketplaces like Etsy, Amazon and eBay also have their own rules that can override yours. Check them before you publish.
Frequently asked questions
Do I have to offer refunds?
For faulty items, almost everywhere, yes. For change-of-mind returns, it depends on where your customers are. UK and EU online buyers have 14 days to cancel for a refund. Elsewhere, your policy usually decides. This is not legal advice.
Can I offer store credit only?
In many places, yes, for change-of-mind returns in a physical shop. UK and EU online buyers can still claim a full refund within 14 days, and faulty items need a proper remedy.
Who should pay for return shipping?
Many small shops ask customers to pay unless the item is faulty or wrong. Free returns raise sales but cost more, so they suit higher-priced items.
Can I refuse returns on sale items?
You can for change-of-mind returns in many places, as long as it's clear before people buy. Faulty sale items must still be put right, and UK and EU online buyers keep their 14-day right.
Where should I put my returns policy?
On its own page linked from your site's footer and checkout, plus a short line on product pages. Marketplaces have a dedicated returns section in your shop settings.