How to Write a Return Policy for an Online Store (With Template)

A return policy is one of those pages most store owners write once, in a hurry, and never look at again. That’s a mistake. Shoppers read it before they buy, especially for clothing, shoes and anything expensive. Baymard Institute’s checkout research lists an unsatisfactory returns policy among the common reasons people abandon a purchase.

A clear policy also saves you time. When the rules are written down, your team spends less time arguing about edge cases and more time processing returns quickly.

This guide gives you a section-by-section template, explains the choices you need to make, and covers the state rules and marketplace requirements that affect US sellers.

Do you legally need a return policy?

There’s no general federal law that requires US stores to accept returns. But some states require you to post your policy, especially if it’s stricter than what shoppers expect.

• California (Civil Code section 1723): stores that don’t offer a full refund, credit or equal exchange for at least 7 days after purchase, with proof of purchase, must clearly post their policy. Posting options include item tags and order forms. If a store fails to post a restrictive policy, the California Attorney General says shoppers can return items with proof of purchase for a full refund within 30 days. Some items, such as perishables, final-sale items and custom orders, are excluded.
• New York (General Business Law section 218-a): retailers must post their refund policy. The law, updated in 2025, lets online retailers display the policy or link to it near the item or before the shopper enters billing information. If a retailer doesn’t comply, buyers can get a cash refund or credit, at their choice, for unused and undamaged items for up to 30 days after purchase.

Other states have their own rules, and consumer protection laws everywhere prohibit misleading terms. Product warranties are a separate topic with their own federal rules. This is not legal advice. Check your state’s consumer protection office or an attorney before finalizing your policy.

The decisions to make before you write

Make these choices first. The writing is easy once they’re settled.

Decision	Common options	Trade-off
Return window	14, 30, 60 or 90 days	Longer windows build trust but delay final sales
When the clock starts	Order date or delivery date	Delivery date is fairer and easier for shoppers to understand
Refund method	Original payment, store credit, exchange	Store credit keeps revenue but may annoy buyers
Return shipping	Free, buyer-paid, free for exchanges only	Free returns increase conversion but cost money
Restocking fee	None, or a percentage for certain items	Fees deter returns but can hurt reviews
Final-sale items	Clearance, custom, personal care, perishables	Must be clearly marked before purchase
Damaged or wrong items	Always accepted, seller pays shipping	Required by most marketplaces anyway

Check your margins before choosing free returns. Return shipping, inspection and repackaging all add up. Our guide on how to set shipping rates for an online store helps you work out the numbers.

Key takeaway: A good return policy is specific, short and easy to find. Shoppers care most about 3 things: how long they have, who pays for return shipping and how quickly they get their money back.

Return policy template, section by section

Copy this structure and fill in the brackets. Keep the language plain. Shoppers should understand it in under 2 minutes.

1. Summary

“You can return most items within [30] days of delivery for a [full refund / exchange / store credit]. Items must be [unused, with original tags and packaging]. [Return shipping is free / A $X return shipping fee is deducted from your refund.]”

Put this summary at the top. Many shoppers won’t read further.

2. Return window

“You have [30] days from the date your order is delivered to request a return. Requests made after [30] days can’t be accepted, except for faulty items covered in section 6.”

If you extend the window during the holidays, say so and give exact dates.

3. Item condition

“Items must be returned [unused / unworn / unwashed], in original packaging, with all tags, accessories, manuals and free gifts included. We inspect every return. Items returned used, damaged or missing parts may receive a partial refund or be sent back.”

Be specific for your category. For shoes, “tried on indoors” is a common standard. For electronics, “all accessories and original box” matters.

4. Items that can’t be returned

“The following items are final sale and can’t be returned: [gift cards, personalized or custom items, intimate apparel, opened personal care products, perishable goods, items marked Final Sale].”

Mark final-sale items clearly on the product page and in the cart, before purchase. Shoppers shouldn’t discover it after delivery.

5. How to start a return

“To start a return, [visit our returns page / email support@yourstore.com] with your order number. We’ll send [a prepaid return label / return instructions] within [1 to 2 business days]. Please don’t send items back without a return authorization.”

A self-service returns portal reduces support emails. Many ecommerce platforms and returns apps offer one.

6. Damaged, defective or wrong items

“If your item arrived damaged, defective or isn’t what you ordered, contact us within [7] days of delivery with your order number and a photo. We’ll send a replacement or full refund, including shipping, at no cost to you.”

7. Return shipping costs

“[Returns are free.] or [Return shipping costs $X and will be deducted from your refund. Original shipping charges are non-refundable, except when the item is damaged, defective or incorrect.]”

8. Restocking fees

“[We don’t charge restocking fees.] or [Opened [category] items are subject to a [X]% restocking fee.]”

If you charge one, state the amount and which items it applies to. Hidden fees cause disputes and chargebacks.

9. Refunds

“Once we receive and inspect your return, we’ll email you. Approved refunds are issued to your original payment method within [5] business days. Your bank or card issuer may take additional time to post the refund.”

10. Exchanges

“For a different size or color, [start an exchange through our returns page / return the original item and place a new order].”

11. International orders

“International customers are responsible for return shipping costs. Duties and taxes [are / aren’t] refundable.”

12. Contact

“Questions? Email [address] or call [number], [hours, time zone].”

Marketplace return requirements

If you sell on marketplaces, their rules apply on top of yours, and in some cases instead of yours.

Marketplace	What sellers should know
Amazon	Sellers must follow Amazon’s return and refund policies even if they post their own terms. Most items can be returned within 30 days of estimated delivery, with windows that vary by category. Amazon automatically authorizes many in-policy return requests, including for seller-fulfilled orders.
eBay	Sellers choose a policy such as no returns, 30-day or 60-day returns, with buyer-paid or free return shipping. Items that arrive damaged, faulty or not as described are covered by the eBay Money Back Guarantee even if the seller doesn’t accept returns.
Your own store	You set the rules, within state and federal law. Keep your policy consistent with what you tell buyers elsewhere.

Marketplace rules change, sometimes with short notice, so review the seller help pages a few times a year. If you’re new to Amazon, our guide on how to start selling on Amazon covers account setup.

Where to post your return policy

• A dedicated returns page linked in your site footer.
• Product pages, with a 1-line summary near the Add to Cart button, such as “Free 30-day returns.”
• Cart and checkout, with a link before payment. This also supports New York’s posting options for online stores.
• Order confirmation emails and packing slips.
• Your FAQ and help center.

You can also add return policy details to your site’s structured data. Google supports MerchantReturnPolicy markup and can show return information in search results. Our guide to SEO for product and category pages explains how product markup works.

A clear, visible policy also helps reduce cart abandonment. See our guide on why shoppers abandon carts for other checkout trust signals.

Where to start: write your policy in 1 afternoon

1. Pull your last 3 months of returns and note the top reasons and problem products.
2. Make the 7 decisions in the table above based on your margins and categories.
3. Fill in the template, keeping each section to 1 to 3 sentences.
4. Check your state’s posting rules and marketplace policies.
5. Ask someone outside your business to read it and tell you how long they have to return an item and who pays shipping. If they can’t answer in 30 seconds, simplify.
6. Publish it on your returns page, product pages, checkout and emails.
7. Set up a simple process for your team: who approves returns, how items are inspected and how fast refunds go out. AI support tools can handle routine return questions, as our guide on how to automate customer service with AI explains.
8. Review it every 6 months or whenever you add a new product category.

Conclusion

Your return policy is a sales page as much as a legal one. Write it in plain language, make the key terms impossible to miss, follow state posting rules and marketplace requirements, and then deliver exactly what it promises. Fast, fair returns turn a disappointed customer into one who buys again.

Sources

• California Attorney General: Refund policies — Civil Code section 1723 posting rules, 7-day standard, 30-day remedy, exemptions
• New York State Senate: General Business Law section 218-a — refund policy posting, online hyperlink option, 30-day remedy
• Amazon Seller Central: Manage seller-fulfilled returns — Amazon return and refund policy requirements for sellers
• eBay Help: Setting up your return policy — return policy options and Money Back Guarantee
• Google Search Central: Merchant return policy structured data — MerchantReturnPolicy markup
• Baymard Institute: Cart abandonment rate statistics — return policy as a reason for checkout abandonment