The EU 14-Day Right of Withdrawal Explained

Customers who buy online from you in the EU can usually change their mind within 14 days, with no reason needed. For a small shop, that right shapes your returns policy, your refund process and even your checkout. This explainer covers when the period starts, what you must refund and by when, who pays for returns and which products are excluded. It is general information, not legal advice, and each EU country applies the rules through national law, so confirm the details for the countries you sell to.

Two plain cardboard boxes with blank white labels stacked one on top of the other — The 14-day clock starts when the parcel reaches your customer, not when they click "buy".

Key takeaways

Consumers buying online have 14 days to withdraw without giving a reason, starting when they receive the goods.
If you do not tell them about this right, the period can extend by up to 12 months.
Refund within 14 days of being told of the withdrawal, including the standard outbound delivery cost.
The customer pays return shipping only if you told them so in advance.
Some goods are excluded, such as personalized items, perishables and unsealed hygiene products.

The right of withdrawal comes from the Consumer Rights Directive (2011/83/EU). It exists because online shoppers cannot see, touch or try products before they buy, unlike shoppers in a physical store. The law gives them a cooling-off period to inspect what arrives and decide whether to keep it.

It is easy to confuse this with other rights. The right of withdrawal is about changing your mind. It is separate from the legal guarantee, which covers faulty or non-conforming goods for at least 2 years, and from any voluntary returns policy you choose to offer. Keeping the three apart in your own policies avoids a lot of confusion.

Who has the right and when it applies

The right applies to distance contracts, including online orders, and off-premises contracts between a business and a consumer. A consumer is a person acting outside their trade, business or profession. Sales to businesses are generally not covered.

If you are based outside the EU but sell to EU consumers, assume your customers can rely on this right. UK sellers selling to UK consumers follow the UK Consumer Contracts Regulations, which also give a 14-day cancellation period, with their own details.

14 days Period during which consumers buying online can withdraw from the contract without giving a reason, starting when they receive the goods Consumer Rights Directive 2011/83/EU

When the 14 days start

For sales of goods, the period starts on the day the consumer, or a third party they name other than the carrier, takes physical possession of the goods. A few practical points follow:

Multiple items delivered separately: where an order is delivered in several parcels, the period generally runs from receipt of the last item.
Your information matters: if you do not inform the consumer of the right of withdrawal, the period extends by up to 12 months.
Telling you in time is what counts: the consumer must tell you they are withdrawing within the period. They do not need to have returned the goods by then.

Common mistake

Counting the 14 days from the order date or the dispatch date. For goods, the clock starts at delivery. Keep tracking data so you can show when a parcel arrived, and calculate deadlines from that date.

How customers can withdraw

Customers must clearly tell you they are withdrawing. They can use the model withdrawal form, which you must provide, or any other clear statement such as an email. You cannot insist that they use only one method you prefer.

The new withdrawal button

A newer requirement is coming in. Directive (EU) 2023/2673 introduces a "withdrawal button" for contracts concluded online, applying from 19 June 2026. It is an online function that lets consumers withdraw easily, without hunting for a form or an email address. National implementation varies, so check what your countries require and whether your ecommerce platform supports it.

Pro tip

Make withdrawing easy on purpose. A clear "withdraw from contract" link in the customer account and in order emails meets the spirit of the rules, cuts support emails and makes customers more willing to buy from you again.

Refunds: what, how much and by when

Once a customer withdraws, you must refund them within 14 days of being told. You may wait until you receive the goods back, or until the customer shows proof of sending them, whichever comes first.

Item	Must you refund it?
Price of the goods	Yes, in full
Standard outbound delivery cost	Yes
Extra cost of a premium delivery the customer chose	Generally no, only the standard delivery cost
Return shipping	Customer pays only if you told them so in advance, otherwise you do

Refunds normally go back through the same payment method the customer used, unless they agree otherwise and it costs them nothing. Do not offer only store credit as the refund for a withdrawal.

Deductions for handling the goods

Customers can handle goods to establish their nature, characteristics and functioning, much as they would in a shop. If they handle them beyond that and reduce their value, you may be able to deduct an amount for the diminished value. This only works if you informed them properly about the right of withdrawal. Keep photos and notes when an item comes back in poor condition.

Use deductions sparingly. A customer who tried on a jacket or switched on a lamp to see if it works is doing what the law allows. Deductions are for clear cases, such as clothing that has obviously been worn outdoors or a product returned with missing parts. Explain any deduction in writing, show how you worked out the amount and refund the rest on time. A fair, documented approach is far easier to defend if a customer complains to a consumer authority, and it protects your reviews too.

Smiling woman wearing glasses sitting at a desk and working on a laptop — A simple, well-documented refund routine keeps you on the right side of the 14-day deadline.

Products that are excluded

The right of withdrawal does not apply to every product. Common exceptions for physical goods include:

Custom-made or personalized goods, made to the customer's specifications, such as engraved jewelry or a made-to-measure item.
Perishable goods, or goods that deteriorate quickly, such as fresh food or flowers.
Sealed goods unsuitable for return for health or hygiene reasons, once the customer has unsealed them, such as some cosmetics or personal care items.

There are other exceptions in the directive, for example for certain digital content and services, but read them carefully before relying on one. An exception should be stated clearly before the order. Do not label everything as "personalized" to avoid returns: a product chosen from standard options is usually not custom-made.

Example

Imagine a small shop selling soap bars and printed mugs. The soaps come in sealed wrapping, and the shop tells customers before purchase that unsealed soaps cannot be returned for hygiene reasons. Mugs printed with a customer's own photo are personalized and excluded. Plain mugs from the standard range are not, so they follow the normal 14-day rule. Each product page and the returns page say which rule applies.

Setting up your returns process

A clear process saves you money and stress. Here is a simple way to set it up.

Write a clear withdrawal policy. State the 14-day period, when it starts, how to withdraw, who pays return shipping and any exceptions.
Provide the model withdrawal form. Link it on your returns page and include it, or a link to it, with the order confirmation.
Plan for the withdrawal function. Check whether your platform offers an online withdrawal option and how it will meet the rules from 19 June 2026.
Decide on return shipping. Either pay it as a service to customers or say clearly, in advance, that customers pay it.
Track every withdrawal. Log the date you were told, the date goods came back or proof of sending arrived and the refund date.
Refund on time. Set a reminder so no refund passes the 14-day limit.
Translate everything. Your policy, form and emails must be clear in each language you sell in.

Good practices

Withdrawal right explained before and after the order
Easy online withdrawal option
Return costs stated in advance
Refunds tracked with dates

Practices to avoid

"No returns" or "store credit only" policies for consumers
Requiring a reason for withdrawal
Refusing returns because the original packaging was opened
Calling standard products "personalized"

Your right of withdrawal checklist

Withdrawal terms are shown before the order and in the confirmation
The model withdrawal form is easy to find
The online withdrawal function is planned for 19 June 2026
Return shipping responsibility is stated in advance
Refunds include the standard outbound delivery cost
Refunds are made within 14 days of notice
Exceptions are listed clearly on the relevant product pages
Delivery dates are tracked to calculate deadlines
Policy and emails are translated for each market

Frequently asked questions

Can I charge a restocking fee?

For a withdrawal, the refund should generally cover the price and standard delivery. You may deduct for diminished value caused by handling beyond what was needed to check the goods, if you informed the customer properly. A flat restocking fee for every return is not generally allowed.

Can I offer more than 14 days?

Yes. Many shops offer longer return periods as a selling point. Just make sure your policy is clear about which rights are legal minimums and which are extras you offer voluntarily.

What if the customer opened the packaging?

Opening the packaging to inspect the product does not usually remove the right of withdrawal. The exception is sealed goods that cannot be returned for health or hygiene reasons once unsealed, and only if you said so before the order.

Is a faulty product a withdrawal?

Not necessarily. A faulty product is covered by the legal guarantee, with remedies like repair or replacement. The customer can still choose to withdraw within 14 days if they prefer, but the two rights are separate.

The bottom line

The EU right of withdrawal gives online shoppers 14 days from delivery to change their mind. Tell customers about it clearly, make withdrawing easy, refund the price and standard delivery within 14 days and state in advance who pays for returns. Know which exceptions genuinely apply to your products and use them honestly.

The rules are implemented by each member state and are changing, including the withdrawal button from June 2026. This is general information, not legal advice. Check the European Commission's Your Europe guidance, national consumer authorities, GOV.UK for UK sales or a specialist adviser for your situation.