Before a shopper pays a business they do not know, many of them open the returns page. They are not planning to return anything. They want to know what happens if the item is wrong, damaged or simply not what they hoped. A clear answer reduces the risk of buying. A vague or missing answer is a reason to close the tab.
A good page does two jobs. It reassures people before they buy, and it saves you time afterwards, because customers who understand the rules ask fewer questions. Here is what to include, how to word it and where to put it.
What shoppers look for first
Shoppers read a returns page quickly. They want to know, in roughly this order:
- How long do I have? The number of days, and when the clock starts.
- What condition must the item be in? Unused, in original packaging, or any state at all.
- Who pays for postage? This one question changes many buying decisions.
- How do I start? A form, an email or a link in their account.
- How and when will I get my money? The method and the number of days.
- What is excluded? Sale items, personalised goods, downloads and similar.
Answer these six on the first screen. Everything else is detail for those who need it.
Lead with a plain summary
Open with a short box that states the policy in five or six lines. It should be understandable to someone who reads nothing else.
Returns at a glance
Return most items within 30 days of delivery for a full refund to your original payment method. Items must be unused and in their original packaging. We cover return postage if the item is faulty or we sent the wrong one; otherwise the return label costs $5. Refunds reach you within 5 working days of the parcel arriving. Personalised and digital items are not returnable, but we will always fix a fault.
Notice what the summary does:
- It uses numbers: 30 days, £4, 5 working days.
- It names the payment method, so nobody wonders about store credit.
- It states who pays in each case.
- It admits the limits (personalised goods) in the same breath, rather than hiding them.
Use your own figures, and only promise what you will do every time. A generous policy you honour builds more trust than a generous policy you quietly narrow later. If you can offer a longer window during the holidays, say so with exact dates, and return to your normal window when they end.
Spell out the steps
Under the summary, set out how a return works as a numbered list. Customers should be able to follow it with a parcel in one hand.
- Tell us. Use the returns form, or email your order number and the reason. We reply with a return label or address within one working day.
- Pack it. Put the item in its original packaging with everything that came with it. Write your order number on the outside or include the packing slip.
- Send it. Use the label we send, or a tracked service if you pay for postage yourself. Keep your proof of postage until your refund arrives.
- We check it. Once your parcel arrives we check the item and email you the same day.
- You are refunded. The money goes back to your original payment method within 5 working days.
Add where to send the item, and what to do if the packaging is lost. Fewer questions left open means fewer emails.
Cover the awkward cases in plain words
The hard cases are where a policy earns trust. Write each one down so staff and customers know where they stand.
- Damaged or faulty on arrival. Ask for a photo and the order number, offer a replacement or refund, and cover the postage. Say how long they have to report it, such as 14 days from delivery.
- Wrong item sent. Apologise in one line, cover postage and send the right item or refund, whichever the customer prefers.
- Changed my mind. State whether you accept it and under what conditions. If you do not, say so clearly before checkout.
- Sale and clearance items. Say if they are final sale. If they are, label them on the product page, not only on the policy.
- Personalised or made-to-order goods. Explain that they cannot be returned unless faulty, and say what you will do about a fault.
- Digital downloads. If a file cannot be returned, say when you will refund, such as when it is faulty or when it cannot be opened.
- Gifts. Explain who can return a gift and what they receive: a refund to the buyer, a gift card or an exchange.
- International orders. Say who pays duties and return postage.
- Partial refunds. If an item returns used or incomplete, state how you decide the amount.
Lastly, check the minimum rights in the places you sell to. In the UK and the EU, for example, buyers generally have a 14-day period to cancel most online purchases, counted from when the goods arrive, and a policy cannot take that right away. If you sell across borders, write your policy so it meets the strictest rule you serve.
Be exact about money and timing
Money questions cause most disputes, so be exact.
- Refund method: original payment method, store credit, exchange or a choice. Say which.
- Time to refund: count from when you receive and check the parcel, and state working days or calendar days. Add that banks may take a few extra days to show it.
- Shipping costs: state whether original postage is refunded. For example, "We refund standard postage if the whole order is returned."
- Restocking fees: if you charge one, state the amount and when it applies.
- Exchanges: explain how to swap a size or colour, and what happens if the replacement item costs more or less.
Keep a record of each return: date received, reason and refund sent. You will spot patterns, such as a confusing size chart. A simple sheet is enough; the refund tracker in Belmo Printables is one way to keep that log, with dates for each step so no refund is forgotten.
Put it where shoppers will see it
The best policy in the world does nothing if it is hard to find. Link it in these places:
- The footer of every page, labelled "Returns and refunds" in plain words.
- The product page, near the price or the add-to-cart button, with a one-line summary such as "30-day returns. Free if faulty."
- The cart and checkout, close to the pay button, where doubt is strongest.
- Order confirmation and shipping emails, so customers can find it without searching.
- The contact page and FAQ, because they are where people go when worried. See what to put on a contact page.
Make the page easy to use on a phone: a short summary, a numbered list, headings that can be tapped from a short contents list, and buttons at least 44 pixels tall. Keep the page quick to load and safe. Our homepage mistakes guide covers the layout basics, and the security headers explainer shows what a trustworthy setup looks like.
Write it in a voice people trust
Compare two ways of saying the same thing:
- Defensive: "Refunds will only be issued where items are returned in accordance with the conditions below and at the sole discretion of the company."
- Plain: "Send it back within 30 days and we will refund you. If something is wrong with it, tell us and we will put it right."
Some guidelines:
- Use "you" and "we", short sentences and everyday words, and say what you will do, not only what you will not.
- Use headings so a visitor can jump to postage, damage or refunds.
- Give a real contact route: an email address, and a phone number if you answer calls.
- Write dates in full, such as "Friday 11 December", and keep seasonal rules clearly separate from your standard policy.
Keep it current
A policy is a living page. Review it each season and whenever something changes: your carrier, your prices, your holiday cutoffs or your suppliers' terms. Before the busy weeks, test the whole route yourself: find the page from the footer, start a return from a phone, and confirm that each message arrives. Our website checklist before the holidays lists cutoff dates and policies to check alongside it.
When you update the policy, add the date at the bottom and honour the version the customer saw when they bought.
If you want a shop site with clear policy pages built in, Belmo Studio makes websites for local businesses and shows you a free preview first.
Frequently asked questions
How long should a returns window be?
Thirty days from delivery is a common and trusted standard for physical goods. Shorter windows work for perishable or made-to-order items if you say so before checkout. Whatever you choose, state when the clock starts and honour it every time.
Do I have to offer refunds for change-of-mind returns?
Rules differ by country and by type of sale. In the UK and EU, buyers generally have a right to cancel most online purchases within 14 days of receiving the goods. Elsewhere, offering change-of-mind returns is often a choice, but whatever your page promises is what you should deliver.
Who should pay for return postage?
If the item is faulty, damaged or wrong, you should pay. For change-of-mind returns, many shops ask the customer to pay or deduct a flat label fee. Whichever you pick, state it near the product price, not only on the policy page.
What should I say about sale items?
If sale items cannot be returned, say so in the sale label and on the product page, not only on the returns page. Faulty goods should always be covered, whatever the price.
How quickly should I issue a refund?
Refund within a few working days of receiving and checking the parcel, and say the number on your page. Remember that a bank or card provider may need extra days to show the credit.
Should I list the policy on every product page?
Add a one-line summary with a link to the full page, near the price or the add-to-cart button. It reassures shoppers at the moment of decision without cluttering the page.