For online retailers, keeping up with changing eCommerce regulations is an important part of doing business. One area retailers need to be aware of is the EU Right of Withdrawal and upcoming requirements designed to make it easier for consumers to withdraw from an online purchase.
In a recent Magico webinar, Eimear Kelly took retailers through what the changes mean in practice, the key requirements to be aware of and how Magico has developed new functionality within AB Commerce to support retailers through the process. Here are some of the key points from the webinar.
What is the EU Right of Withdrawal?
Under EU consumer rules, customers buying online generally have the right to change their mind about a purchase within a 14-day cooling-off period.
An important point highlighted in the webinar is that this period runs from when the customer receives the goods, rather than from the date the order was originally placed.
Retailers also need to make information about withdrawal rights, conditions and deadlines clear to customers before they complete their purchase. This means reviewing areas such as your Terms & Conditions, Returns Policy and the information presented during checkout.
Making it easier for customers to withdraw online
A key focus of the changes is making the withdrawal process straightforward and accessible for customers.
In the webinar, Eimear demonstrates the functionality Magico has developed within AB Commerce to support this.
Customers can access a withdrawal form directly from the retailer’s website without needing to sign into an account. They simply provide the email address associated with their order and their order confirmation number before selecting the products they want to return.
The withdrawal option must also be easy for customers to find, so retailers need to consider where it should sit on their website, for example, on the Returns page or Terms & Conditions page.
Importantly, submitting the form doesn’t automatically issue a refund. It creates a withdrawal request for the retailer to review and process, allowing the retailer to retain control of the returns process.
What happens behind the scenes?
Compliance shouldn’t create unnecessary complexity for the teams managing orders.
Within AB Commerce, retailers can view withdrawal requests from their administration area and see whether requests are pending, approved or rejected. The original order, products involved and the customer’s reason for requesting the return are available for review.
This is particularly important operationally. A withdrawal request could relate to an order that has only just been placed and hasn’t yet left the warehouse, or to an order that has already been delivered and needs to be returned.
Having a clear process helps ensure that everyone involved,from eCommerce and customer service to fulfilment, knows what needs to happen next.
Are there exceptions?
Not every online purchase is treated in exactly the same way.
The webinar also looks at some of the circumstances where the standard withdrawal rules may not apply, including certain sealed goods once opened, perishable products, personalised or custom-made products and digital content that has already been accessed or downloaded.
Understanding the exceptions relevant to your particular business is therefore an important part of preparing for the requirements.
It’s not just a website change
One of the most useful takeaways from the webinar is that retailers should think beyond simply adding functionality to their website.
Your Terms & Conditions and Returns Policy need to reflect your processes, including clearly communicating relevant return costs. Your customer service and fulfilment teams also need to understand what happens when a withdrawal request arrives.
Eimear also recommends testing the process from beginning to end: place a test order, submit a withdrawal request as a customer and then process it from the retailer side. This provides an opportunity to check emails, refunds, stock updates and internal processes before dealing with a real customer request.
Keeping retailers informed
eCommerce continues to evolve from advances in AI and payment technology to changing consumer expectations and new regulatory requirements.
At Magico, our role goes beyond providing the technology that powers an online store. We continually develop the AB Commerce platform in response to the changing eCommerce landscape, while helping our retailers understand what those changes mean for their day-to-day operations.
Webinars like this are part of that approach: turning changes that can initially seem complicated into practical steps retailers can understand and implement.
Watch the full webinar: EU Directive – Right of Withdrawal
Please note: Magico provides technology and practical guidance to support our retailers but does not provide legal advice. Retailers should review the relevant legislation and seek appropriate professional advice to ensure their individual business is compliant.