An online store's return policy should be written so that shoppers, customer service and an AI assistant all reach the same answer. Online purchases count as distance sales, and under the Consumer Protection Act consumers generally have the right to cancel within 7 days of receiving the goods without giving a reason; there are some exceptions, which have conditions. With a clear policy that's easy to find, and customer service and AI answering from the same text, people are less likely to talk past each other. This is a plain-language summary, not legal advice; the latest announcements from the authorities prevail.
The broad picture first
Here are the main points in plain language.
| Point | In plain language | What to watch when writing your policy |
|---|---|---|
| 7 days to cancel | Online purchases can generally be cancelled within 7 days of receiving the goods, by returning them or giving notice, without a reason | Don't write terms that conflict with this, such as a blanket no returns once opened for every product |
| Exceptions | Perishable goods, items made to the customer's order and opened personal hygiene products, for example, may be exceptions | Exceptions have conditions and must be made clear before ordering |
| Not a trial period | These 7 days are often called an appreciation period; the meaning is closer to a cooling-off period to decide whether to buy, not to use the item and then return it | State clearly and reasonably what condition returned items should be in |
| Personal data | Names, phone numbers and addresses on orders are handled under the Personal Data Protection Act | Use them only for orders and customer service, and limit who can see them |
This table covers only the broad picture. For details, the conditions for exceptions and the latest announcements, the authorities' publications prevail; for specific cases, ask the authorities or a professional.
What a good return policy covers
- How to apply: where to apply and what to provide (order number, item, reason, photos)
- How the deadline works: when it starts and when it ends, in words shoppers understand
- Which products are exceptions: list them, explain why, and show them on the product page and before checkout
- How to send items back: return method, whether original packaging is needed, who arranges pickup
- How refunds work: back to the original payment method or another way, and roughly how long it takes
- How exchanges work: stock availability, and how a different size or color is handled
- Who to contact: who handles questions, and customer service hours
The website, customer service and AI should say the same thing
The common problem isn't a missing policy but different versions in different places: the website says 7 days, a product page says no returns once opened, and customer service says it depends. A shopper quotes the website, customer service can't explain, and a dispute begins. If you use an AI assistant, it answers from the material you give it; if that material contradicts itself, it can answer wrongly too.
The fix is simple: write one return policy as the single source, and build the website's return page, the short note on product pages, customer service reply templates and the AI assistant's material from it. When the policy changes, update every place together and note the date of the change.
| Where | What goes there |
|---|---|
| Website return page | The full policy |
| Product page | A short note plus exceptions, linking to the full policy |
| Checkout page | A reminder about exception products, linking to the full policy |
| Customer service templates | Standard answers written from the full policy |
| AI assistant | Answers only from the full policy; anything not covered goes to a person |
What to watch when AI answers return questions
Have the AI assistant answer only from the policy you've confirmed, without guessing; anything the policy doesn't cover, disputes and upset customers go straight to a person. The assistant can explain the process and collect the order number and photos first, while approval stays with a person. Keep conversation records so you can check what was said if a dispute comes up later.
Let AI search read it too
Shoppers also ask ChatGPT or Google whether returns are easy with a brand. Write your return page as clear text, and mark up the return policy in your structured product data too (for example MerchantReturnPolicy), so AI and search engines have official information to read instead of only quoting forum threads.
The short version
Write one clear return policy that follows the broad lines of the Consumer Protection Act, and have the website, customer service and AI assistant all answer from it; for details, the latest announcements from the authorities prevail.
Frequently asked questions
- Can this article be treated as legal advice?
- No. It's a plain-language summary, not legal advice; the latest announcements from the authorities prevail, and for specific cases, ask the authorities or a professional.
- Can we write no returns once opened?
- We don't recommend writing it as a blanket rule for every product. Generally, opening a package to inspect the item doesn't by itself take away the right to cancel; only products that meet the conditions for an exception (such as opened personal hygiene products) may differ, and that has to be made clear before ordering. For details, the latest announcements from the authorities prevail.
- Do in-store purchases also get 7 days to return?
- The 7-day cancellation rule covers distance sales (such as online shopping) and door-to-door sales. Purchases made in a store generally aren't covered, and returns follow the store's own policy. Brands selling both in stores and online should explain the difference clearly.
- Can an AI assistant approve a return on its own?
- We don't recommend it. It can explain the policy and collect details, while approval stays with a person; anything the policy doesn't cover, or any dispute, goes straight to a person.