What Should a Shipping and Returns Page Say on a Small Online Store?

Short answer: a shipping and returns page should tell shoppers where you deliver, how long it takes, what it costs and how they can track an order, then explain what can be returned, within what time, who pays to send it back and how refunds are made. Keep it short, honest and easy to find, because many shoppers read it just before they decide to pay.

Why do shoppers read this page before they pay?

Buying from a small store you've never used before involves a little doubt. The shopper likes the product, but they're wondering: when will it arrive, what will it really cost, and what happens if something goes wrong?

If those questions go unanswered, the easiest thing to do is close the tab. A clear shipping and returns page answers them before they're asked. It's one of the quieter pages on your site, but it does a lot of work at the moment that matters most.

What shipping basics should you state?

Cover the four things every shopper wants to know:

• Where you deliver. List the countries, regions or cities you ship to, and say plainly if there are places you don't.
• How long it takes. Separate the time to prepare an order from the time it spends with the courier, and give a realistic range rather than a best case.
• What it costs. Explain how shipping is charged, whether it's a flat rate, based on weight or size, or different by area.
• How orders are tracked. Say whether the customer gets a tracking link, by what means, and who to contact if an order seems late.

If you offer more than one delivery option, a short table or list with each option's time and cost is easier to scan than a paragraph.

What should you say about returns and exchanges?

This is the section shoppers read most carefully, so be specific:

• What qualifies. Which items can be returned or exchanged, and in what condition (unused, with original packaging, and so on).
• The time window. How many days the customer has to start a return, counted from when the order arrives.
• Who pays return postage. Say clearly whether the customer or the store covers it, and whether that changes if the item was faulty.
• How refunds are made. Whether the money goes back the same way it was paid, as store credit, or as an exchange, and roughly how long it takes once you receive the item.
• How to start a return. One simple set of steps: who to contact, what to include, and where to send it.

What about damaged or wrong items?

Mistakes happen, and how you handle them builds trust. Explain what the customer should do if an order arrives damaged, incomplete or not what they ordered. For example, ask them to contact you within a set time and send a photo of the item and packaging.

Then say what happens next: a replacement, a refund, or another option, and who covers the cost. Shoppers feel much safer buying when they can see there's a clear plan for problems.

Where should you link to it?

A good policy page only helps if people can find it. Link to it from:

• The footer of every page, where shoppers expect to find policies.
• Product pages, near the price or the add-to-cart button, with a one-line summary such as delivery time and returns window.
• The cart and checkout, so shipping costs and the returns summary are visible before payment.
• The order confirmation message, so customers can find it later if they need it.

If you're setting up a store from scratch, our guide on what to finish before you open a small online store covers the other pages to have ready, and what makes a good product page explains how to summarise delivery on each product.

How do you keep it honest and current?

Only promise what you can reliably deliver. If deliveries to some areas take longer, say so. If you can't accept returns on certain items, state it clearly rather than hiding it.

Review the page whenever something changes, such as a new courier, new delivery areas or a change in what you charge. An out-of-date policy causes more trouble than a short one, because customers will hold you to what it says.

A simple checklist before you publish

• Does it say where you deliver, how long it takes and what it costs?
• Does it explain how customers track an order?
• Does it say what can be returned, within what time and in what condition?
• Is it clear who pays return postage and how refunds are made?
• Does it explain what to do about damaged or wrong items?
• Is it linked from the footer, product pages, cart and order confirmation?
• Have you read it as a first-time shopper and checked it's still accurate?

Setting up a small online store?

We build small online stores with clear shipping, returns and product pages from day one. See our small online store service, or talk to us on WhatsApp.