The short answer
Your return and refund policy should answer five questions clearly:
- How long does a customer have to start a return?
- What condition must the item be in?
- Who pays for return shipping?
- How and when is the refund issued?
- What can't be returned?
Write it in plain English, keep it short, put it on its own page, and link to it from your product pages, cart and footer. That's it. You don't need a lawyer-length document to start, though it's smart to check your state's consumer rules before you finalize it.
Why a return policy matters for a new store
When people don't know you yet, a clear policy lowers the risk of buying from you. It also saves you time: instead of negotiating every return over email, you point to the page.
It matters for visibility too. Google lets merchants share return details, such as the return window, return fees and how refunds are handled, so they can appear alongside products in Search. Google's guidance asks that your website clearly states how you handle returns and refunds, including the time frame, return method and fees (Google Merchant Center Help).
Step 1: Pick your return window
The return window is the number of days a customer has to start a return, counted from delivery. Common choices are 14, 30 or 60 days. Google's own Merchant Center examples use a 30-day standard window, with a shorter exception window for certain items (Google Merchant Center Help).
How to choose:
- 30 days is a safe, familiar default for most small stores.
- Shorter (like 14 days) can make sense for seasonal or fast-moving products.
- Longer windows, or a holiday extension, can be a selling point in Q4 when people buy gifts early. Google Merchant Center lets you add a seasonal window extension for this (Google Merchant Center Help).
Step 2: Set the condition rules
Say exactly what "returnable" means. For example:
- Unused, unwashed and in original packaging.
- Tags attached (for clothing).
- Opened items accepted only if defective.
Be specific so customers know before they buy, and so you can apply the rule consistently.
Step 3: Decide who pays return shipping
This is the line customers look for most. Typical options:
- Free returns: you send a prepaid label. Most attractive, but it costs you.
- Customer pays: the buyer ships it back at their cost.
- Flat return fee: for example, a $6.95 deduction from the refund.
- Free for defects, customer pays otherwise: a fair middle ground many small shops use.
Whatever you choose, state it plainly. Return fees are one of the details Google specifically asks merchants to make clear (Google Merchant Center Help).
Step 4: Explain how refunds work
Tell people what they'll get and when:
- Refund method: back to the original payment method, store credit, or exchange.
- Timing: when you'll issue the refund (for example, "within 3 business days of receiving your return").
- What happens next: if you take card payments through Stripe, Stripe says the customer typically sees the refund as a credit about 5–10 business days after you issue it, depending on their bank (Stripe Docs). Saying this upfront prevents "where's my refund?" emails.
One cost to know as a seller: Stripe notes that its processing fees from the original transaction aren't returned when you refund a payment (Stripe Docs). Factor that into your pricing. Our guide on how to accept payments on your online store covers payment basics.
Step 5: List what can't be returned
Be upfront about exceptions, such as:
- Personalized or custom-made items.
- Final-sale or clearance items.
- Perishable goods, cosmetics once opened, or intimate items, for hygiene reasons.
- Digital downloads.
Show the exception on the product page too, not only on the policy page.
Step 6: Cover damaged, defective and wrong items
Separate "I changed my mind" from "it arrived broken." For defects or wrong items, most stores offer a free replacement or full refund. Ask for a photo and the order number, and set a short reporting window (for example, within 7 days of delivery). If you're still working out carriers and insurance, see how to set up shipping for a small online store.
A simple return policy template
Copy this and fill in the blanks:
Returns. You can return most items within [30] days of delivery. Items must be [unused and in original packaging].
How to start a return. Email [support@yourstore.com] with your order number. We'll reply within [1 business day] with instructions.
Return shipping. [Returns are free / Return shipping is paid by the customer / A $X fee is deducted from your refund]. If your item arrived damaged or we sent the wrong item, we'll cover return shipping.
Refunds. Once we receive and inspect your return, we'll refund your original payment method within [3 business days]. Your bank may take a few more business days to show the credit.
Exchanges. [We offer exchanges for a different size or color, subject to stock.]
Non-returnable items. [Custom orders, final-sale items, gift cards, opened personal care products.]
Questions? Contact us at [email].
Before you publish, check the consumer-protection rules for the states you sell to. Some states have specific rules about how a no-refund or limited-refund policy must be displayed, so a quick check with your state attorney general's consumer site or a local small business advisor is worth it.
Where to show your policy
- A dedicated /returns or /refund-policy page.
- A link in your site footer.
- A one-line summary on every product page ("Free 30-day returns").
- A link in your cart and checkout.
- Your order confirmation email.
Make your policy visible to Google
Two options:
- Google Merchant Center: set up your return policy there, including the window, return method and fees (Google Merchant Center Help).
- Structured data: Google supports
MerchantReturnPolicymarkup, which lets you specify a link to your return policy page or details like return conditions, methods, fees and refund options (Google Search Central).
Clear, specific policy details also help AI answers describe your store accurately. Read more in what AEO and GEO mean for your store.
Launch with your policies ready
Newcomer helps you set up your store with the essential pages, including returns, shipping and contact, from the start. Start your store free.
Next, read how to start an online store with no experience or how to get your first 100 customers.
Questions, answered.
Is a 30-day return window standard for online stores?
30 days is a common, familiar choice and is the standard window used in Google Merchant Center's own examples. Many small stores also use 14 or 60 days, and some extend the window over the holidays.
Do I have to offer free returns?
No. You can offer free returns, have the customer pay return shipping, or deduct a flat return fee. Many small stores cover return shipping only for damaged, defective or wrong items. Whatever you choose, state it clearly.
How long does a refund take to reach the customer?
If you use Stripe, Stripe says customers typically see a refund as a credit about 5 to 10 business days after it's issued, depending on their bank. Tell customers this in your policy to avoid confusion.
Do I get my payment processing fees back when I refund?
With Stripe, no. Stripe states that processing fees from the original transaction aren't returned when you refund a payment, so build that cost into your pricing.
Where should I put my return policy?
On its own page, linked from your footer, product pages, cart, checkout and order confirmation email. You can also add it to Google Merchant Center or mark it up with MerchantReturnPolicy structured data so it can appear in Google Search.