Returns are the part of running an e-shop nobody wants to think about. They cost money, take time and feel like a lost sale. But shoppers read your returns policy before they buy, especially from a shop they do not know. A clear, fair policy is a sales tool, and a good returns experience is often the reason a customer buys again.
Note: this article is general information, not legal advice. Rules can change. Talk to a lawyer about your specific situation.
The right of withdrawal in plain terms
For distance sales to consumers, EU law (Directive 2011/83/EU, transposed into Greek consumer protection law) gives the customer the right to withdraw without giving a reason. The essentials:
- A 14-day period from the day the customer (or someone they nominate) receives the goods.
- No reason required. The customer does not have to explain.
- Refund within 14 days of being told about the withdrawal. You may hold the refund until you receive the goods back or the customer shows proof of sending them.
- Original standard delivery costs are refunded too. If the customer chose a pricier express option, you do not have to refund the difference.
- Return shipping can be charged to the customer, provided you told them beforehand. Otherwise you pay it.
- Same payment method for the refund, unless the customer expressly agrees to something else. You cannot force store credit or a voucher instead of money.
- If you fail to inform the customer properly about their withdrawal right, the period can be extended considerably, by up to 12 months.
The customer is only liable for reduced value if they handled the product beyond what is needed to establish its nature, characteristics and functioning, as they could in a physical shop.
Exceptions
The right does not apply, or is limited, for certain categories, including:
- Made-to-order or clearly personalised goods.
- Goods that deteriorate quickly.
- Sealed goods unsealed after delivery that cannot be returned for health or hygiene reasons (for example some cosmetics or underwear).
- Sealed software, audio or video that has been unsealed.
If you sell such products, state the exception explicitly in your policy and on the product page.
Withdrawal is not the same as faulty goods
Withdrawal is about the customer changing their mind. Faulty or wrong items fall under the legal guarantee, with different rules: there, shipping costs are on you. Keep the two processes separate in your policy.
What your policy should say
A good returns page is short and practical:
- The deadline and when it starts.
- How the customer notifies you: a form on the site, email, and the model withdrawal form the law provides.
- Where to send the item, with which courier, or whether a parcel locker can be used.
- Who pays for return shipping.
- What condition the product must be in (along the lines of "as you would try it in a shop").
- When and how refunds are made, and what happens with cash-on-delivery orders: do you need an IBAN?
- The exceptions.
- The process for faulty or wrong items.
- Whether you offer exchanges for size or style, and how.
Write it in plain language, not legalese nobody reads. Link to it from your footer, from product pages and from the order confirmation email.
Cash on delivery and refunds
A particularly Greek issue: when an order was paid cash on delivery, there is no card to refund to. You will usually need an IBAN and the account holder's name. Collect them through the returns form rather than an email back-and-forth, and check that the account holder matches the customer. Describe the process in your policy so nobody is surprised.
From obligation to advantage
The legal minimum is the starting point. What makes the difference:
Make it easy
- A returns form on the site where the customer enters their order number and picks what they are sending back.
- A prepaid return voucher from your courier, or returns via locker, so they do not need to visit a depot.
- An automatic email at every step: "request received", "parcel received", "refund issued".
Offer an exchange before a refund
Many returns, especially in fashion and footwear, are about size. An easy exchange keeps the sale. You can sweeten it with free shipping, but always as an option: the refund is the customer's right.
Refund quickly
The law gives you 14 days. Refund in two and the customer remembers. It is one of the cheapest loyalty moves there is.
Learn from every return
Ask for an optional return reason and track it:
- Lots of "too small"? Your size guide needs work.
- "Not as pictured"? Your photos or descriptions are misleading.
- "Arrived damaged"? Your packaging needs improving.
Most returns are not prevented by stricter terms. They are prevented by better product pages.
Checklist
- Policy covering deadline, process, costs and timings
- Model withdrawal form available
- Explicit exceptions where they apply
- A separate process for faulty goods
- Links in the footer, on product pages and in confirmation emails
- A returns form on the site
- Easy return shipping (voucher or locker)
- Refunds faster than the legal limit
- Return reasons recorded and reviewed
The bottom line
A returns policy that respects both the law and the customer does not cost you sales; it earns them. If you want to automate your returns process or improve the emails around it, see our marketing automation service or get in touch.