New Return Policies: What Online Stores Need to Prepare For

The purpose of the new regulation is to make it easier for customers to cancel contracts concluded remotely. This requirement applies to all e-commerce sites, digital content providers, providers of recurring services, and marketplace sellers.

Customers should have the following options for canceling a contract: 
➡️ in their customer account for a specific order,
➡️ via a link in the transaction email,
➡️ via a link in the website footer.

A single click is not enough; confirmation must follow
Clicking on “Cancel,” “Return Item,” or a similar button does not immediately cancel the order. A second step must follow, in which the customer confirms that they actually wish to cancel the contract. This is intended to prevent accidental order cancellations. At the same time, the customer must not be required to provide a reason for the return; they should only be required to fill out the necessary information and must have the option to return either the entire order or only selected items. 

The button must be available as soon as the order is confirmed
Although the statutory 14-day period does not begin until the goods are delivered, the customer may also cancel the order before delivery. Therefore, the option to cancel should be active as soon as the order is confirmed. For shipments divided into multiple parts, the period begins upon delivery of the last part. 

After canceling an order, the customer must automatically receive a confirmation
The confirmation must be provided on a durable medium, typically via email. It must include the date and exact time of cancellation, a list of the items being returned, a summary of the request, and instructions on how and where to ship or drop off the goods. 

☝️ We also recommend setting up automatic notifications for other status updates, such as when a shipment is received, when processing begins, or when a refund is issued. A lack of information about the status of a return is a common source of customer support inquiries. 

The button alone isn't enough

The new rules will not only affect the “return” button. To ensure that all steps flow together properly, it will also be necessary to update related documentation, customer communications, and internal processes. Online stores should therefore check the following:

➡️ Terms and Conditions and Privacy Policy,
➡️ Contract Cancellation Form,
➡️ Transaction Communications,
➡️ Processes for Registered and Unregistered Customers,
➡️ Internal Processing of Returns and Refunds.

Failure to comply with these obligations may result in a fine of up to five million crowns.

The option and process for returns can influence the purchasing process surprisingly early on

Although customers may not return items often—or even at all—the option of easy returns can make their entire shopping experience more enjoyable—and lead to a conversion. Seven out of ten shoppers will abandon their cart if they’re not satisfied with the return policy. So don’t let your customers “stumble” right before the finish line. 

The best refund is one that the customer can handle on their own

The ideal return process is as self-service as possible: customers can easily select the items they want to return and choose the shipping method—ideally without having to print anything—track the status of their return online, and receive important updates as the process progresses.

Boxes, labels, QR codes
This independence is also reflected in how return shipments are sent: 48% of Czech consumers most often return items via a drop-off box, 54% prefer a pre-printed return label, and 31% use a return QR code. This clearly shows that the more they can handle on their own, the more convenient the return process is for them.

Give Automation the Green Light 
Automation also benefits you as an e-commerce store: you can manage all cases in a single system, eliminating the need to manually transfer information between different channels. In addition, as an e-commerce store, you can gather feedback and ask customers why they’re returning items. The data collected can highlight issues such as unclear product descriptions, sizing problems, or photos that don’t meet customer expectations. 

For customers, automation means fewer steps and a simpler return process. For e-commerce stores, it means a more streamlined process that can significantly simplify administrative tasks and reduce the number of customer support inquiries.

How PPL Can Help with Returns 

Simple returns also depend on the method of drop-off. With PPL’s network, which includes more than 6,200 drop-off boxes, customers can return packages in whatever way is most convenient for them. Plus, thanks to PPL’s label-free solution, they don’t have to print any labels. To drop off a package at a selected drop-off box, pickup location, or to a driver, all they need is a QR code or Smart PIN.
 

What should you start addressing right now?
➡️ Map out your current return and refund process
➡️ Review customer accounts, transaction emails, and purchases made without registration
➡️ Review your terms and conditions and related documentation
➡️ Integrate online returns with your internal refund processing
➡️ Set up automatic status update notifications
➡️ Offer a paperless return process
➡️ Track return reasons, processing speed, and customer satisfaction

The new rules come with certain obligations. At the same time, however, they give online stores the opportunity to set up their return policies in a way that makes the process easier for both customers and those who process the returns.