Mandatory return button

As of 19 June 2026, every online store selling to consumers in the EU will have to provide a simple, clearly visible online right-of-withdrawal function – in practice: a return button in the online store.

This is the result of Directive (EU) 2023/2673, which amends the existing consumer rights rules. From an e-commerce perspective, this means that:

• the right of withdrawal (14 days) remains, but
• the way it is exercised has to be built into the store interface (website / app).

This is an overview article – it sets out the general ideas. We’ll go into detail in future posts.

What exactly changes for e-commerce?

The directive adds a new obligation to the consumer rights rules:

If the contract was concluded via an online interface, that same interface must provide a function to withdraw from the contract.

In practice:

• “please email returns@…” will no longer be enough,
• the website must provide a dedicated mechanism for submitting a withdrawal statement.

This is a move towards:

• making cancellation easier, and
• limiting so-called dark patterns – situations where buying is easy, but returning the goods is not.

What should the mandatory “return button” look like?

The directive doesn’t prescribe a pixel-perfect layout, but it does set out a few clear requirements. In a “for practitioners” version, you can summarise it like this:

4. Return form

Dedicated function on the website

Place it:

• in a natural place for the user (e.g. a “Returns and complaints” link in the footer),
• with clear and unambiguous wording – the equivalent of
  “withdraw from the contract here” / “return your order“.

Two steps instead of an email exchange

A simple form that allows the user to:

1. Identify the order (and optionally the specific products),
2. Confirm customer details,
3. Click a button such as “Confirm withdrawal from contract”.

Automatic confirmation on a durable medium

After clicking confirm, the customer automatically receives an email.
The email contains:

• the wording of the withdrawal statement,
• the date and time the withdrawal was submitted.

Visibility and accessibility

The function must:

• be easily accessible throughout the entire withdrawal period (usually 14 days),
• not be hidden or deliberately made difficult to use.

All of this means that the return button is really a small UX process + logical workflow, not just a single link.

Who does this apply to and from when?

Who is covered by the new rules?

In short: every store / platform that:

• concludes distance contracts with consumers (B2C),
• does so using an online interface (website, mobile app, customer account area).

Most often this will be:

• a traditional online store,
• a brand with its own app,
• a marketplace with user accounts.

It’s not just about finance – this is a change for the entire e-commerce sector, from fashion to electronics.

From when do you need to have this implemented?

• Member States must transpose the directive into national law by 19 December 2025,
• the provisions are to apply from 19 June 2026.

For a store owner, this realistically means:

• 2025 – time to plan the changes (legal + UX + IT),
• first half of 2026 – implementation and testing,
• from mid-2026 – risk of fines and disputes if the store does not comply.

What does a store owner need to do – in 5 steps

From a practical point of view, this is not “a project for the legal department”, but a joint topic for legal, product, UX and IT. A minimal plan:

1. Identify where the return function will live

• most often: a link in the footer and a dedicated subpage.

2. Design a simple process

• select order / products,
• optional: reasons for return, product photos, refund method,
• confirm customer details,
• add a “Confirm withdrawal” button,
• optional: the ability to generate / register the return shipment once the return has been reported.

3. Set up automatic emails

• confirmation with date and time,
• clear information on “what happens next” (return shipment, refund timelines).

4. Take care of logs and evidence

The system should record:

• who withdrew,
• when,
• and from which order.

This later protects both the customer and the store.

5. Update the terms and on-site information

• add that withdrawal can also be made via the function in the customer account,
• align:
  • the T&Cs,
  • transactional emails,
  • and the actual process on the website.

In-house implementation vs a dedicated returns tool (e.g. RetJet)

You can take two routes:

1. Your own module in the store

Pros:

• full control over UX,
• tailored to your own tech stack.

Cons:

You have to:

• design the process yourself,
• handle all edge cases (partial returns, different shipments),
• ensure legal compliance, emails, logs, maintenance,
• maintain and update it when requirements change.

2. Off-the-shelf returns solution – such as RetJet

RetJet is a tool that:

• provides a ready-made returns module on the customer side (including the withdrawal button),
• integrates this with the store backend (orders, statuses, logs),
• automates confirmations, emails and the documentation required from a legal perspective,
• provides easy handling and analysis of return requests from within an admin panel.

As a result:

• you meet the directive requirements faster,
• your internal IT team has less work,
• you keep the complete history of returns and complaints in one place.

In future articles we’ll break this down into parts – separately the UX of the button, separately the legal requirements, and separately implementation scenarios using RetJet.

Short FAQ

Bibliography:
https://eur-lex.europa.eu/legal-content/PL/TXT/HTML/?uri=OJ%3AL_202302673