Directive 2023/2673: The Return Button in eCommerce — How to Adapt Your Store and Avoid Penalties

Directive (EU) 2023/2673 of the European Parliament and of the Council changes how online stores must handle contract withdrawal for purchases made online. In practice, this means implementing a simple digital withdrawal function, often referred to as a “return button.”

The new regulations aim to make canceling a purchase just as easy as placing an order. This is a significant shift—not only from a legal perspective, but also in terms of technology, UX, and operations.

What Directive 2023/2673 Is and How It Changes eCommerce

Directive 2023/2673 updates EU consumer protection laws, including rules on withdrawing from distance contracts. Its goal is to simplify the return process and eliminate practices that make it difficult for customers to exercise their rights.

For eCommerce businesses, this means redesigning the return experience. A note in the terms and conditions, a PDF form, or a hidden email address in the footer is no longer sufficient. Stores must provide an accessible online feature that allows customers to submit a withdrawal request.

In practice, this affects three key areas:

• the store interface and visibility of the withdrawal option (including clear placement of return information, simplified user flows, strong CTAs, and access within customer accounts and order details),
• the form and automated communication (an intuitive withdrawal form, integration with store systems, automatic confirmations, return status updates, and consistent email/SMS communication),
• operational processes behind return handling (internal workflows for request validation, logistics, accounting, refunds, and integration with ERP, warehouse, and payment systems).

The “Return Button” — Key Requirement and Its Impact on UX

The most recognizable element of the new regulation is the so-called return button. However, it’s important to understand that this is not just a single button—it represents an entire streamlined digital process.

The withdrawal function should be:

• visible and easy to find,
• available throughout the entire withdrawal period,
• clearly labeled (e.g., “Withdraw from contract”),
• designed to avoid unnecessary steps,
• completed with a clear confirmation message.

From a UX perspective, this is a major shift. Returns should no longer be treated as a “post-purchase issue,” but as an integral part of the customer journey. It’s also an opportunity to simplify and improve the customer account area and create a clear, intuitive return flow that reduces frustration. Stores that make returns easy build trust and reduce customer support inquiries.

Key Obligations for Online Stores Related to the Return Button

Online stores must implement a process that allows customers to quickly and easily submit a withdrawal request.

Key obligations include:

• providing a digital withdrawal function,
• ensuring easy access within the store interface,
• allowing customers to enter or confirm minimal required data,
• including a second step to confirm the decision,
• sending automatic confirmation of the request,
• updating terms & conditions, return policies, and transactional communication.

The process should not require phone calls, downloading forms, or navigating complex support flows. A well-designed return mechanism not only ensures compliance but also improves the overall shopping experience—supporting conversion and long-term trust.

Technical Requirements — What’s Mandatory vs. Optional

The directive does not mandate a specific IT system. Stores are not required to implement a full RMA system if their scale doesn’t justify it. What matters is the outcome: customers must be able to submit withdrawal requests easily online.

Mandatory elements:

• an easily accessible withdrawal function,
• an online form,
• a confirmation step,
• automatic confirmation of submission.

Optional but recommended:

• integration with customer accounts,
• integration with ERP or warehouse systems,
• automatic RMA number generation,
• logistics provider integration,
• a return status management panel.

For PrestaShop-based stores, this typically means developing a custom module, extending existing return functionality, or integrating with an external returns management system.

Detailed Legal and Operational Guidelines of Directive 2023/2673

The new process must align with existing consumer protection rules. In general, the customer has 14 days to withdraw from a contract, and the store should not require a reason for the return.

Important elements to include:

• clear indication of when the withdrawal request is submitted,
• recording the date and time of submission,
• sending confirmation to the customer’s email address,
• maintaining a history of requests,
• updating store terms and policies,
• updating the privacy policy if data processing changes.

If your store serves both B2B and B2C customers, consider “consumer-like” rights for certain business clients. This is especially important for maintaining process consistency and avoiding operational errors.

How to Design a Withdrawal Process Step by Step

A well-designed process should be short, clear, and resistant to user errors.

1. The customer accesses the returns section or clicks a link in an email.
2. They click the “Withdraw from contract” button.
3. The system displays a simple form.
4. The customer enters or confirms required data.
5. The system shows a summary.
6. The customer confirms (e.g., “Confirm withdrawal”).
7. The store sends an automatic email confirmation.
8. The request is forwarded to the store team or RMA system.

This model eliminates the need to search for policies, download documents, or contact support—making the process simpler for customers and more efficient for the business.

Products Excluded from Returns — How to Communicate Them

Not all products are subject to return rights. Some categories can still be excluded.

These include:

• customized or made-to-order products,
• hygiene products once unsealed,
• sealed media or software after opening,
• digital content under specific conditions.

The key is transparency—customers must be clearly informed before purchase. This information should be visible on the product page, in the cart, or during checkout.

Consequences of Non-Compliance with Directive 2023/2673

Failure to comply with the directive can lead to legal, financial, and reputational risks.

Key consequences:

• regulatory scrutiny,
• financial penalties,
• extended consumer rights periods,
• increased disputes,
• loss of customer trust.

For mid-sized and large eCommerce businesses, implementing the return button should be treated as a compliance project—not a minor UI tweak.

Data Protection and Return Cost Transparency

The withdrawal form involves processing personal data, so compliance with GDPR and data minimization principles is essential.

The form should only collect necessary data, such as:

• customer name,
• order number or contract identifier,
• email address,
• bank account number (if needed for refunds).

Equally important is transparency around return costs. Customers should clearly understand who pays for return shipping and how refunds are processed.

Implementation Models: From Simple Forms to RMA Systems

1. Simple online form

The simplest approach is a form that logs the request and sends an automatic email confirmation. This is sufficient for smaller stores with low return volumes.

2. Extending PrestaShop functionality

PrestaShop stores can expand existing order and return features, integrating the form with customer accounts, order history, and the admin panel.

3. Dedicated RMA system

Larger businesses may benefit from a full RMA system to manage returns, claims, statuses, customer communication, and warehouse integration.

4. Logistics integrations

High-volume stores can integrate with logistics providers, enabling customers to receive return instructions, labels, or choose return methods.

Summary and Recommendations for eCommerce

Directive 2023/2673 (return button) is not just another legal requirement—it’s an opportunity to improve return processes and post-purchase experience.

Key recommendations:

• plan implementation early,
• treat the return button as part of UX, not just compliance,
• review which products can be excluded from returns,
• update policies and communication,
• integrate returns with order management, warehouse, or RMA systems if needed.

Well-prepared stores will treat these regulations not as a cost, but as an opportunity to optimize operations. A simple and transparent return process can reduce support workload, improve conversion, and strengthen brand trust.