Your store's return policy helps you set clear expectations with your customers, explaining what they can return, how to get the process started, and whether they’ll get a refund, store credit, or an exchange.
Returns play a big role in ecommerce. The National Retail Federation projected that 19.3% of online sales would be returned in 2025. According to the same study, 82% of shoppers say free returns are an important factor when shopping online.
This guide covers what a return policy is, the key elements to include, and real return policy examples from ecommerce brands. There’s also a free return policy template you can adapt for your online store.
What is a return policy?
A return policy explains when customers can return an item, what condition it must be in, and what they’ll receive in return. A return or refund policy should answer:
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How long after purchasing can customers make returns?
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Do you offer refunds or have an exchange-only policy?
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What can and can’t be returned?
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What condition must items and packaging be in to qualify for a return?
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Are refunds applied to the original payment method or as store credit?
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Who pays return shipping?
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Are there shipping or restocking fees?
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How long does it take to process refunds?
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How does someone contact your customer service team?
A clear policy removes ambiguity and kickstarts a customer-friendly return process. It sets consistent rules that reduce confusion for both your customers and customer service team, allowing them to handle edge cases such as damaged items, late returns, or international returns.
When customers are hesitant to buy something, a generous return policy can convince them to make a purchase. On an episode of the Shopify Masters podcast, Sergio Tache, founder of Dossier, says he addressed hesitancy by offering a 30-day, no-questions-asked return policy on its fragrances. Customers could open the bottle, try it, and even use half of it and still get a full refund. Sergio used this policy to build trust and provide reassurance at every point in the sales funnel.
Use Shopify’s return policy generator to draft your return policy easily.
What to include in a return policy
- Return window
- Return eligibility
- Refund type
- Return shipping costs
- Restocking fees
- Return process and timeline
- Contact information
When you’re creating a return policy, think about your position on the following elements:
Return window
Tell customers how many days they have to return an item. Shopify lets you determine how many days they have, but the pre-selects include 14, 30, and 90 days if you’re looking for a baseline. Your objective is to give customers time to receive and try the product without feeling rushed, but also to avoid dragging out the process. Shorter windows can make sense for seasonal or perishable items. Longer ones work when products take time to evaluate.
Return eligibility
Be clear on which products you accept returns on. For example, you might accept returns on standard, full-price clothing but exclude discounted and personalized items. Be specific about the condition. Does it matter if it’s been worn or washed, or without tags or original packaging?
Refund type
Explain what customers get back. Common options include a full refund to the original payment method, store credit, or an exchange for an item of equal value. Some stores mix these options. For example, some offer full refunds for defective items and store credit for change-of-mind returns.
Return shipping costs
Be clear on whether you will cover the shipping costs on returns, or if the customer has to pay for that. Include whether that changes if the return is due to damaged goods.
Consider the cost and implications of international returns and how you’ll handle them. On Shopify Masters, Ridge CEO Sean Frank says cross-border returns can cost far more than the product itself when there is no local fulfillment. For example, returning a wallet from the UK to a US warehouse might cost $50, but opening a local UK fulfillment node reduces that cost to just $4.
Restocking fees
Let customers know upfront whether you charge restocking fees, and how much they are. Include when it applies, and how it’s deducted. Do the customers pay it upfront, or do you deduct it from the return? Hidden fees are one of the fastest ways to frustrate customers.
Return process and timeline
Clearly explain what the return process involves and how long each step will take so customers know when they’ll get their money back.
For example, you could ask customers to:
1. Submit a return request through your return portal
2. Wait for approval and instructions
3. Pack the item securely
4. Ship it back
5. Receive the refund after inspection
Contact information
Make it easy for customers to contact you about questions regarding their returns. Include an email address or support form that the customer can easily find. If you require a return merchandise authorization, say that clearly.
Ecommerce return policy examples
The right policy depends on what you sell, how often items come back, and whether you can resell them. Here are some examples of return policies:
Dossier
Dossier uses its return and refund policy to build trust with customers trying its fragrances for the first time. Its return policy offers a full refund on most items, with an exception for candles that have already been lit. The processing fee varies for members and non-members, an incentive for shoppers to join its membership program.
Rothy’s
Shoe brand Rothy’s offers returns on “unworn, unwashed merchandise with attached tags within 30 days from the date your order is delivered.” Its return policy is simple and concise, with options for in-store or shipped returns and exchanges. The store also gives an exact breakdown of costs for international returns, so customers have this information before they make a purchase or initiate a return.
Sabai Design
Furniture pieces are big-ticket items, and at furniture brand Sabai Design, each item is made to order. The company specifies the limitations with exchanges in its return and exchange policy, clearly noting the timeline for each type of item. Since returned pieces are sold through the company’s open box program, they’re also firm on the acceptable condition, and do not accept pieces that were broken or show signs of wear.
Huckberry
Huckberry is an apparel store that offers a 30-day return policy. The brand offers extended returns placed between November 1 and December 31, the period that covers Black Friday and the holiday season. This allows customers to shop for gifts in advance (say during a Black Friday sale) and still have time for returns after the gift has been given (for example, on Christmas).
Free return policy template
Here’s a return policy template that you can adapt to fit your store’s needs:
Intro
We want you to be happy with your purchase. If you’re not satisfied, you may request a return within [number] days of receiving your order.
Eligibility
We accept returns on [items covered]
Items must be [specify conditions, such as packaging and condition]. You’ll need [proof of purchase].
The following items are not eligible: [list exclusions].
How to start a return
Contact us at [email] or visit [return portal]. Approved returns will receive instructions.
Refunds
Once we receive and inspect your return, we’ll notify you. Approved refunds are issued to [original payment method/store credit] within [number] business days.
Exchanges
We offer exchanges for [items] when [required condition]. To exchange items [detailed process].
Return shipping and restocking fees
[Explain who pays and any fees].
Damaged items
For damaged items, report issues within [number] days with photos to receive [details of compensation, including who pays for shipping, if required].
Contact
[Email, phone number, etc.].
Return policy examples FAQ
What is a typical return policy?
Typically, stores offer a 30-day return window for unused items with refunds to the original payment method, store credit, or exchanges.
How do I write a good return policy?
Write your return policy in straightforward language, leaving no room for confusion. Cover the return window, eligible items, condition requirements, refund type, shipping costs, process, and contact details.
What is the most generous return policy?
A no-questions-asked policy with free returns and full refunds is a generous policy. It builds trust, but it can burden a business’s fulfillment workflow and increase costs.
Can I use a refund policy template?
Yes. Templates save time, and you can customize them for your products and operations. Use the template in this article to create a comprehensive return policy for your store.
