Key takeaways
- A clear returns policy builds trust and prevents disputes.
- State the deadline, conditions and who pays return shipping.
- The EU often provides a statutory 14-day cooling-off period.
- Process returns properly so your inventory stays accurate automatically.
In the Netherlands, a returns policy is not optional but a legal requirement — and also one of your strongest conversion tools. Customers buy more readily when they know they can safely return something. The challenge is a policy that complies with the law, builds trust and keeps returns manageable. This guide covers everything, including exactly what your policy should contain.
The legal baseline: a 14-day cooling-off period
Distance sales to consumers in the Netherlands and the EU are subject to a statutory 14-day cooling-off period. Specifically:
- The customer may return the product within 14 days of receiving it without giving a reason.
- After giving notice, the customer has another 14 days to send it back.
- You must refund within 14 days of the notice; you may wait until you receive the product or proof of shipment.
- You must clearly inform the customer of this right before purchase. If you do not, the cooling-off period may be extended by up to twelve months.
You refund the purchase amount including the original standard shipping costs. You may require the customer to pay return shipping, provided you stated this beforehand.
Which products are exempt?
Not everything is covered by this right to return. Common exceptions include:
- made-to-order or personalized items;
- sealed hygiene or health products whose seal has been broken;
- perishable goods;
- digital products whose delivery has started with consent.
Explicitly state the exceptions that apply to your range in your policy.
What belongs in a good returns policy?
- the cooling-off period — at least 14 days — and how the customer returns an item;
- who pays return shipping;
- the condition in which the product may be returned — unused, with tags, in original packaging;
- the exceptions that apply to your products;
- the refund deadline — no later than 14 days after notice — and the refund method;
- your business details — name, Dutch Chamber of Commerce registration (KvK), contact details — and a clear point of contact.
Put this on a permanent, easy-to-find page and link to it in the cart and checkout.
Who pays return shipping?
You decide, provided you make it clear in advance:
| Option | For the customer | For you |
|---|---|---|
| Free returns | lowest barrier, more sales | highest costs, more casual returns |
| Customer pays return shipping | slightly higher barrier | lower costs, fewer impulsive returns |
| Free returns above a threshold | encourages larger orders | partial costs |
For most new businesses, having the customer pay return shipping is the wisest option — as long as it is communicated clearly. Large retailers often offer free returns because it increases conversion; weigh that against your margin.
How to process returns smoothly
- Make returns simple with clear instructions or a returns form in the account or confirmation email.
- Check the product's condition and completeness when it arrives.
- Refund within the legal deadline using the same payment method.
- Record the reason and product so you can identify patterns.
Reducing returns over time
The cheapest return is the one that never happens. You can prevent most returns in advance:
- Clear product photos from several angles, with detail and scale.
- Accurate size charts and specific sizing advice for clothes and shoes.
- Complete, honest descriptions — do not promise more than the product delivers.
- Reviews that give buyers a realistic picture.
Not having a returns policy, or hiding it, is one of the biggest mistakes that starting web shops make: it costs you both sales (no trust) and legal risks (extended reflection period).
Frequently asked questions
Is a returns policy legally required?
Yes. You must inform consumers of the 14-day cooling-off period before purchase. If this information is missing, the period is extended significantly.
Do I have to offer free returns?
No. You may require the customer to pay return shipping if stated beforehand. Refunding the purchase amount including standard shipping costs is required.
How quickly must I issue a refund?
No later than 14 days after the customer gives notice of the return, although you may wait until you receive the product or proof of shipment.
Which products may I exclude?
Examples include made-to-order items, opened sealed hygiene products and perishable goods. State the exceptions that apply to your range.
How do I reduce the number of returns?
With clear photos, accurate size charts and complete descriptions. A product that delivers what its page promises is returned least often.
Get started
Write a short, clear returns policy with the points above, consciously determine who will bear the return costs, and put it on a fixed page plus at checkout. In addition, put your terms and conditions on your site — the two belong together. Combine it with good product photos and size charts to keep returns low. If you are still starting at the beginning, go through the step-by-step plan to start an online store.
