How do you write a returns policy for a UK online shop?

Start from the law, then decide what extra to offer

In the UK, a returns policy cannot take away rights that consumers already have. Two sets of rules matter most for an online shop selling to consumers:

• The Consumer Contracts Regulations give people who buy at a distance, including online, a right to cancel most orders for a change of mind within a set period, without giving a reason.
• The Consumer Rights Act 2015 says goods must be of satisfactory quality, fit for purpose and as described, and sets out what the customer is entitled to when they are not.

Your policy should explain both in plain language, then add any extras you choose, such as a longer returns window or free return labels. This article describes the general position as it stands at the time of writing. The rules are explained on gov.uk, and Business Companion (the trading standards information service) publishes detailed guidance for traders. Check the current official pages, or ask an adviser, before you publish, especially if your products are unusual.

These rules apply when you sell to consumers. Business-to-business sales work differently and are mostly governed by your contract terms. If you sell to both, say clearly which policy applies to whom; our B2B webshop guide covers trade terms.

Change-of-mind cancellations

For most physical goods bought online, the general position is:

• The customer can cancel within 14 days, starting the day after they receive the goods. For orders delivered in several parts, it runs from receipt of the last item.
• After telling you they are cancelling, they then have a further period to send the goods back.
• You must refund the price and the cost of standard delivery, without undue delay and within the deadline set by the regulations, which normally runs from when you receive the goods back or evidence that they have been sent.
• If the customer chose a more expensive delivery option, you only have to refund the cost of the standard option.
• The customer pays the cost of returning the goods, but only if you told them so before they ordered. If you did not, you may have to cover it.
• If goods come back handled more than was needed to inspect them, as they could in a shop, you may be able to reduce the refund to reflect the loss in value.

You must give customers this cancellation information before they order, along with a model cancellation form they can use. If you fail to tell customers about their right to cancel, the cancellation period can be extended considerably. That is one of the strongest reasons to get the policy right and link it clearly from your checkout.

Goods that are usually exempt

Some goods are excluded from the change-of-mind right. The common categories are:

• goods made to the customer's specification or clearly personalised, such as engraved items
• goods that can deteriorate or expire rapidly, such as fresh food or flowers
• sealed goods unsuitable for return for health or hygiene reasons once unsealed, such as some cosmetics and earrings
• sealed audio, video or software once the seal is broken
• newspapers and magazines, other than subscriptions

Only rely on an exemption if your product clearly fits, and tell customers before they buy. A "no returns on sale items" line, for example, does not remove the cancellation right for goods sold online, and it never removes rights for faulty goods.

Faulty, damaged and wrong items

This is separate from change-of-mind cancellation and applies to all goods, including exempt ones such as personalised items. If goods are faulty, not as described or not fit for purpose, the Consumer Rights Act gives the customer a sequence of remedies:

1. a short-term right to reject the goods for a full refund, available for a limited period after delivery
2. after that, or if they prefer, a repair or replacement
3. if repair or replacement fails or is not possible, a price reduction or a final right to reject

For faulty goods, you should cover reasonable return costs. Items damaged in transit and wrong items sent are your responsibility to put right, as the goods are at your risk until the customer receives them. Check gov.uk or Business Companion for the time limits that apply to each step.

A structure for your returns page

Customers read returns pages when they are unsure, so make yours easy to scan. A sensible structure:

Section	What to include
Summary	Two or three sentences: how long they have, who pays postage, how quickly refunds are made
Changed your mind	The cancellation period, how to tell you, the deadline to send items back, condition expected
Faulty or wrong items	How to report, what evidence helps (photos), that you cover return costs
Items we cannot accept back	Your exempt categories in plain words, with examples from your range
How to return	Step by step: contact, returns address, packaging, tracking advice
Refunds	Method (same as payment), timing, delivery cost refund, any deductions for handling
Exchanges	Whether you offer them, or ask customers to return and reorder
Contact and cancellation form	Your business name, geographic address, email and the model form

Decisions that are yours to make

Beyond the legal minimum, you choose how generous to be. Each choice has a cost and a benefit:

• Longer returns window: reassures buyers, especially for gifts. Make clear which rights are legal and which are your extra goodwill.
• Free returns: can lift conversion for clothing and footwear, but budget for the postage and handling.
• Exchanges: useful for sizing. A simple "return and reorder" route avoids stock complications.
• Returns portal or form: a short form asking for the order number and reason saves emails back and forth and gives you useful data about why items come back.

Track return reasons. If one product keeps coming back as "smaller than expected", the fix is a better size guide or clearer photos, not a stricter policy.

Making the process work behind the scenes

A clear policy is only half the job. Decide who checks returned parcels, how quickly refunds are issued, and how returned stock is put back on sale or written off. Record each return against the order so you can answer a customer who asks where their refund is. On Shop Grow at Retail Web Hosting, BonusFlow Ecommerce shows orders, returns and order questions next to each customer's email, which keeps that history in one place. Wherever you manage it, link the returns page from your footer, product pages and order confirmation emails, and include it in your wider UK ecommerce legal checklist.

Frequently asked