A clear return policy is not just a legal requirement — it's one of the most important factors in a customer's purchase decision. Research shows that 67% of shoppers check the return policy before buying. In this article, you'll learn how to write a return policy that builds customer trust and protects your webshop.
What are the legal requirements?
As a webshop in the EU, you are bound by European consumer protection law. The key rules:
14-day cooling-off period
Customers have the right to at least **14 calendar days** from the date they receive their order to return it, without giving a reason. This is designed to ensure that customers can make informed decisions about their purchases, akin to how they would in a physical store.
Refund within 14 days
Once you receive the return (or proof that the customer has sent it back), you must **refund within 14 days**. This includes the original shipping costs. Failure to comply can lead to penalties and damage your reputation significantly.
Return costs
As a webshop, you can charge the customer for return shipping costs, but this must be **clearly stated** in your return policy before purchase. Transparency in this regard is crucial; hiding fees can lead to customer distrust and negative reviews.
Exceptions
Not all products fall under the right of withdrawal. Exceptions include:
- Custom-made products
- Perishable goods
- Digital products that have already been downloaded
- Hygiene products (such as underwear) that have been opened
Being upfront about exceptions helps manage customer expectations and reduces the chances of disputes.
What should your return policy include?
A complete return policy includes at least:
1. **Return period** — how many days does the customer have?
2. **Conditions** — what condition must the product be in?
3. **Return procedure** — how does the customer send it back?
4. **Return costs** — who pays the shipping costs?
5. **Refund** — how and when does the customer get their money back?
6. **Exceptions** — which products are excluded?
Each of these points plays a crucial role in ensuring that your customers feel secure in their purchase decisions.
Example return policy text
Here is a basic return policy you can adapt for your webshop:
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*You have the right to return your order within **30 days** of receipt, without giving a reason.*
*Products must be returned unused, undamaged, and in their original packaging. Return shipping costs are at the customer's expense, unless the product is defective or incorrectly delivered.*
*Once we have received and inspected your return, we will refund your purchase amount within 14 days to the original payment method.*
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Tips for a customer-friendly return policy
1. Choose a longer return period
The legal minimum is 14 days, but many successful webshops offer 30 or even 60 days. A more generous policy increases trust and demonstrably leads to more purchases. According to a study by the National Retail Federation, 92% of consumers are more likely to make a repeat purchase from a retailer that offers an easy return process.
2. Offer free returns (or not)
Free returns are a major selling point, but come at a cost. Consider offering free returns above a certain order amount. For instance, you might offer free returns on orders over €50, which encourages larger purchases while still managing your costs effectively.
3. Use a returns portal
Tools like **Returnless** make the return process easier for both customers and webshops. The customer registers their return themselves, and you get a structured overview. Platforms like Bugalou can also integrate return management features, streamlining the process further.
4. Communicate proactively
Send an automatic message as soon as a return is received and processed. This prevents unnecessary "What's the status of my return?" inquiries. Providing a tracking number for returns can also enhance the customer experience, allowing them to keep tabs on their return status in real time.
5. Use clear language
Avoid legal jargon or complicated terms in your return policy. Use straightforward language that your customers can easily understand. For example, instead of saying "Merchandise must be in resalable condition," you might say, "Items must be unused and in their original packaging."
6. Highlight your return policy
Make your return policy easy to find on your website. Place it in the footer of your site, on product pages, and during the checkout process. According to a survey by Shopify, 86% of consumers read the return policy before making a purchase.
Best practices for writing a return policy
Creating a customer-friendly return policy goes beyond just legal obligations. Here are some best practices:
1. Benchmark against competitors
Study the return policies of your competitors to see what works well in your industry. You might discover that offering longer return periods or free returns is standard practice, which can help you remain competitive.
2. Test different approaches
Experiment with various return policies and analyze their impact on sales and customer satisfaction. For example, you could offer free returns for a limited time and measure if that affects your sales volumes positively.
3. Gather feedback
Encourage customers to provide feedback on your return policy and the overall return process. This can give you valuable insights into what areas need improvement. Surveys can be a simple yet effective way to gather this information.
4. Keep it updated
Regularly review and update your return policy to ensure compliance with any legal changes and to reflect your business practices accurately. Keeping your customers informed about these updates is also important; notify them via email or website announcements.
Statistics on Return Policies
Understanding the impact of return policies can help you shape your own. Here are some compelling statistics:
- **75% of consumers** say they will check the return policy before making a purchase.
- **60% of shoppers** say they would shop more often with retailers that offer free returns.
- Businesses that offer a **flexible return policy** see an increase in customer loyalty and a **20% increase** in repeat purchases.
Using this data can help you justify changes to your return policy to stakeholders and reinforce the importance of customer-centric practices.
Frequently Asked Questions
What is the standard return period for online purchases?
The standard return period for online purchases in the EU is 14 days, but many retailers offer extended periods of 30 or even 60 days to enhance customer satisfaction.
Can I charge customers for return shipping?
Yes, you can charge customers for return shipping, but this must be clearly stated in your return policy before the purchase is made to maintain transparency.
What happens if a product is defective?
If a product is defective, customers are typically entitled to a full refund, including shipping costs, and the return shipping may also be covered by the seller.
How can I improve my return policy?
To improve your return policy, consider offering a longer return period, free returns over a certain purchase amount, and clear communication about the process to enhance customer trust.
Is it important to have a return policy?
Yes, having a clear return policy is crucial as it builds customer trust, reduces purchase anxiety, and can significantly influence customers' decision to complete a purchase.
How often should I update my return policy?
Your return policy should be reviewed and updated regularly, especially in response to legal changes or based on customer feedback to ensure it remains relevant and effective.
Conclusion
A good return policy is more than a legal obligation — it's a competitive advantage. Customers buy faster when they know that returning is easy. By automating the return process with the right tools, you save time and increase customer satisfaction at the same time.
Want to handle return inquiries automatically? [Try Bugalou free for 14 days](/register).
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