From June 19, 2026, the way consumers exercise their right to return online purchases will change.
New European Union rules introduce an easy electronic return process through the e-shop or online platform.
In simple terms, customers should be able to easily state that they wish to return a purchase, without having to search for email addresses, forms, or complicated instructions.
What is the “return button”?
The term “return button” is commonly used to describe the new electronic function.
This does not necessarily mean that a simple button labelled “Return Product” is enough.
The process should allow the consumer to:
- identify their order or contract,
- state that they wish to return the product,
- confirm their choice,
- receive confirmation that their request has been submitted.
The confirmation should also include information about the date and time the request was submitted.
Who does it apply to?
The new requirement mainly concerns businesses making B2C sales, meaning sales to private consumers, through:
- e-shops,
- websites,
- web applications,
- mobile applications,
- other online platforms.
It applies to cases where the contract or purchase is concluded remotely and a right of return applies.
Does the 14-day return right change?
No.
As a general rule, consumers already have a 14-day right to return or withdraw from distance contracts.
What mainly changes is the way this right is exercised through the e-shop.
The process must become simpler and easier to access.
Is a returns email address enough?
Having a contact email address or a returns policy page does not necessarily mean that the new electronic process is covered.
The legislation provides for a specific function through the online interface.
In practice, an e-shop may need a dedicated form or function through which the customer can identify their order and electronically submit a return or withdrawal request.
What should an e-shop do?
Businesses should review their current returns and withdrawal process.
It is important to check whether:
- the customer can easily find the relevant function,
- the customer can select or identify their order,
- there is a clear confirmation step,
- an electronic confirmation is sent to the customer,
- the date and time of submission are recorded.
Does it need to be connected to e-shop orders?
In many cases, yes.
A complete solution may connect the return request with:
- the order number,
- the customer’s details,
- the products included in the order,
- the purchase or delivery date,
- the status of the return.
This allows the business to manage return requests more easily and maintain a full history of the process.
Are there any exceptions?
Yes.
The right of return does not apply to every purchase.
Specific rules may apply, among others, to certain customised products, perishable goods, specific hygiene products, and some digital services or digital content.
For this reason, submitting a request does not necessarily mean that the business is automatically required to accept it.
Each case should be assessed in accordance with the applicable legislation.
What should businesses keep in mind?
From June 19, 2026, e-shops that fall within the scope of the new requirement will need to provide a simple and easily accessible electronic way for consumers to exercise their return or withdrawal right.
This is not simply a change to the Terms and Conditions.
For many businesses, it may also require technical changes to the e-shop and to the way orders and returns are managed.
Preparing early can help businesses avoid problems and better organise their returns process.
Sources
Directive (EU) 2023/2673 of the European Parliament and of the Council of 22 November 2023
https://eur-lex.europa.eu/eli/dir/2023/2673/oj/eng
Directive 2011/83/EU on consumer rights
https://eur-lex.europa.eu/legal-content/EL/TXT/?uri=CELEX:32011L0083
Consumer Rights Directive – European Commission
https://commission.europa.eu/law/law-topic/consumer-protection-law/consumer-contract-law/consumer-rights-directive_en
Consumer information, right of withdrawal and other consumer rights – EUR-Lex
https://eur-lex.europa.eu/EN/legal-content/summary/consumer-information-right-of-withdrawal-and-other-consumer-rights.html
Disclaimer
This article is provided for general informational purposes only and is based on available European and national legislative sources at the time of publication. It does not constitute legal advice. The application of the legislation may vary depending on the type of business, the products or services offered, and the way transactions are carried out. Businesses are advised to consult their legal adviser in order to assess their specific obligations.
SBZ Systems does not provide legal advice and accepts no liability for actions or decisions based solely on the information contained in this article.