Returns and Refunds: A Seller's Guide (2026)

If you sell online to UK or EU consumers, you must accept returns within 14 days of delivery for any reason — even "I changed my mind." This is not optional. The Consumer Contracts Regulations 2013 (UK) and the Consumer Rights Directive 2011/83/EU set the minimum rights. Well-managed returns, rather than being a cost centre, are one of the strongest trust signals a small seller can offer — and reducing return rates via better product information usually outperforms restrictive return policies.

What does the law require?

• UK & EU B2C online sales: buyer has 14 days from receipt to notify the seller of intent to return. After notifying, buyer has 14 days to return the item.
• Refund timing: seller must refund within 14 days of receiving the item back (or, if earlier, proof of return).
• Refund amount: full purchase price plus standard outbound delivery cost (but not premium delivery cost). Return postage can be charged to buyer if stated in terms, otherwise seller pays.
• Condition on return: buyer is allowed to inspect the item. Can return used goods but you may deduct for use beyond "reasonable handling."
• Faulty items: separate rights under the Consumer Rights Act 2015. 30-day short rejection, 6-month presumption of fault.

What's exempt from the 14-day right?

• Perishable food
• Bespoke or personalised items
• Sealed hygiene/health products (cosmetics, intimate apparel) with seal broken
• Sealed audio/video or software with seal broken
• Newspapers and magazines (individual sales; subscriptions differ)
• Goods that quickly deteriorate (flowers, bread)
• Downloaded digital content once the download has started
• Service contracts already fully performed within the cancellation window (with consent)

You must state exemptions clearly in your listing and T&Cs.

How do I write a good returns policy?

Clear, plain-English policy that states: the 14-day window (or longer if you choose to offer it); who pays return postage; the refund method and timing; exempt categories; and how to initiate a return. Reassure buyers — "no-quibble 30-day returns" is a powerful conversion booster.

How do I keep return rates low?

• Accurate product descriptions — dimensions, materials, weight
• Multiple high-quality photos from different angles
• Size guides (for apparel especially)
• Video (increasingly standard for higher-value products)
• Clear terms on care instructions
• Honest reviews from other buyers
• Well-packaged shipments (damage in transit is a major return cause)

How does GeraMarket handle returns?

Return requests can be initiated by buyers within the platform; sellers have 48 hours to respond. If the seller accepts, the buyer ships the item back with a provided return label (cost per seller's policy). Once delivery is confirmed, the refund is processed automatically from the escrow balance within 48 hours. Disputes (seller says item returned damaged; buyer says condition was as sent) are mediated by the GeraMarket trust and safety team.

What about fraud and abuse?

Return fraud (worn-once returns, swap-outs of counterfeits for originals, return of a different item) exists but is a minority. Platforms track per-buyer return rates, and GeraMarket suspends accounts with patterns of abusive returns. For high-value categories, serial number tracking on outbound and inbound protects honest sellers.

Should I offer longer-than-legal returns?

Yes, if the category supports it. 30-day, 60-day, or lifetime returns are powerful trust signals. Track the actual return rate impact — for most quality products, the uplift in conversion from an extended policy dwarfs the marginal cost of additional returns.