EU withdrawal button and returns policy for online stores

EU rules now expect online sellers to give consumers an easy way to withdraw from a purchase, usually called the withdrawal button. It sits alongside your returns policy, not instead of it. Together they decide whether a customer can end a purchase without hunting for an email address.

What the rule says

Directive (EU) 2023/2673 asked member states to apply the new requirement from 19 June 2026. Coverage by law firms describes it in similar terms:

• A withdrawal function labelled along the lines of "withdraw from contract here", or an unambiguous equivalent.
• A confirmation step labelled "confirm withdrawal" or an unambiguous equivalent.
• The function must stay easily accessible during the withdrawal period. It can be a permanent button on the site or sit in a customer account area, provided it is reachable without unnecessary hurdles.
• Consumers can enter or confirm their name, contract details and preferred way of being contacted, and can tell which order or item is concerned.
• After confirmation, the seller sends an acknowledgement on a durable medium, such as email, without undue delay, with the content of the withdrawal and the date and time received.

Details and penalties are set nationally, so check your country's implementing law. This is general information, not legal advice.

Who is affected

Online sales to EU consumers where a legal right of withdrawal applies. Exceptions such as bespoke, perishable or sealed hygiene goods are usually carved out. If you sell across several EU countries, check each market.

A practical implementation plan

1. Map your flow. Where can a customer find their orders: guest checkout, account area, email link?
2. Add the function in a stable place. A footer or account link works, as long as it stays easy to find.
3. Keep it to two steps. Collect identification and the order, then confirm.
4. Send the acknowledgement automatically, with date, time and what was withdrawn.
5. Test it as a guest and as a logged-in customer, on mobile.

Keep your returns policy clear

The button starts the process; the policy explains the rest. A good returns page covers:

• The withdrawal period and when it starts.
• Who pays return shipping.
• Condition expected for returned items and any exceptions.
• When and how refunds are issued.

Link it from the footer and product pages. For the wider set, see the trust pages every store needs, and keep the buying path itself smooth with a clear add-to-cart button and cart page.

How Averifly helps

Averifly checks whether a returns or refund page can be found and whether shipping information, a contact page and legal pages are present. It does not detect the withdrawal function itself, so test that manually. See our rules, then run a free scan to check your trust pages.