The return policy is the page a hesitant customer reads most. What you write there affects the purchase decision before it affects the number of returns.
What to state plainly
- The window in days, and from which date it counts: order or delivery?
- Acceptable condition: original packaging? unused?
- Who pays return shipping for a defect versus a change of mind.
- Refund timing and destination: card or store wallet.
- Excluded products: customised, digital, anything not returnable once opened.
The exclusions clause matters most
Most disputes arise over a product the merchant treats as excluded and the customer never knew about. Put the exclusion on the product page, not only in the policy.
Make the request easy, not obstructive
A return process requiring a call, a message and a form pushes customers to open a dispute with their bank instead — far worse for you.
Record the reason every time
"Wrong size", "different from the photo" and "arrived damaged" are three entirely different problems: the first is your size chart, the second your photography, the third your packaging. Without recording the reason you will not know which is costing you.