In recent years, we have seen several times in European legislation that the requirements for online retailers are moving towards greater transparency and better consumer protection. This time, a change is coming that many retailers initially welcomed because it sounds quite simple – a so-called "Withdrawal Button" or the option for digital contract withdrawal will need to be added.
However, when we start exploring the details, we quickly realize that it is not just about adding a new button to the website. In reality, it is a change in the process that must allow the buyer to easily submit a request for contract withdrawal and provide the retailer with a clear overview of received requests and their processing.
The European Commission, as part of updating the rules for contracts concluded at a distance, has also introduced the requirement for the so-called "withdrawal function," which must allow consumers to submit a withdrawal statement via an online interface. More information about the changes is published on the official website of the European Commission:
European Commission – Consumer protection in financial services
The right to withdraw is not new, the method of submission is
The right to withdraw from a contract for online purchases in the European Union has existed for many years. Most online stores therefore already include a contract withdrawal form, return instructions, or contact information through which the buyer can exercise their rights.
The new regulation goes a step further.
The purpose of the change is that the buyer no longer needs to search for PDF forms, send emails, or browse terms and conditions to withdraw from a contract. The process must be accessible directly through the online interface and designed so that the average user can complete it without additional help.
The European legislator aims to reduce situations where the withdrawal process is formally enabled but in practice is hidden among lengthy terms and conditions or requires more steps than a user would expect.
Details are derived from Directive (EU) 2023/2673, the text of which is available on the EUR-Lex portal:
Why is this change not just another legal formality?
With many legislative changes, retailers often look for the quickest possible solution that meets the requirements of the regulation. However, with the Withdrawal Button requirement, such an approach can quickly cause problems.
If a buyer submits a request through a form, the system must know which order the request relates to. The retailer must know when the request was submitted. Confirmation of receipt is required. It is often necessary to know which products the buyer wants to return, as withdrawal is not necessarily tied to the entire order.
That is why there is much more logic behind the scenes than it might seem at first glance.
A good system must be able to link the order, the buyer, the submitted request, and further processing. Otherwise, the retailer will have a button but will still manually review emails, check orders, and search for data in the administration.
What should the process look like in practice?
Let's imagine a buyer who received an order a few days ago and wants to return only one product.
Instead of searching for contact information, they open the contract withdrawal page, enter the order number and email address, and the system displays the products from the order. The buyer selects the product they want to return, provides additional information if necessary, and submits the request.
After submission, they receive confirmation, and the retailer has recorded in the administration when the request was submitted and for which products it applies.
Such a process is significantly more useful for both the buyer and the retailer. That is why many providers of logistics and e-commerce solutions emphasize that it is a change in the process and not just adding a new element to the website.
What does this mean for Magento stores?
Magento users can be somewhat more at ease, as the community has started preparing for the changes even before the new rules come into effect.
For Magento 2, an open-source implementation is already available, allowing the submission of withdrawal requests directly through the online store. The solution includes a form for customers, order verification, and administrative review of requests.
Even users of Magento 1 or the Maho project have not been left without a solution. As part of the platform's development, a module was prepared that implements the requirements of European legislation and provides similar functionality as with Magento 2.
Maho Revocation Module (Magento 1 / Maho)
When we look at both implementations, we quickly notice an interesting thing. Neither solves just the display of the button. The focus is on order verification, customer identification, request submission, administrative review, and traceability of the entire process. This further confirms that the essence of the new requirement is primarily in the digitalization of the contract withdrawal process.
For retailers using Magento, implementing the appropriate module and adjusting the request processing process will be sufficient in most cases. However, it is advisable to also review existing terms and conditions, return procedures, and communication with customers, as the technical implementation alone does not necessarily mean full compliance with the legislation.
Opportunity for a better user experience
Many retailers will see the new requirement primarily as an additional administrative burden. However, it is possible to look at the change differently.
Today, customers expect to be able to handle most things themselves. Just as they want to track package delivery, review order status, or download an invoice, they also expect a simple return or contract withdrawal process.
If the process is clear, fast, and transparent, the store creates a sense of trust with the customer. A good return policy often influences the purchase decision, as customers know that potential issues can be resolved without complicated procedures.
In practice, this means that the new legislation is not necessarily just a cost or obligation. It can also be an opportunity to improve the user experience and reduce the number of support requests.
Is your store ready for June 19?
There is not much time left until the new rules come into effect. Retailers should check how they currently handle contract withdrawals, whether the process is digitized, whether it is accessible to guests without a user account, and whether they have an appropriate overview of submitted requests in the administration.
Many stores today still use only a contact form or instructions for sending an email. Although this approach has often been sufficient until now, it will be sensible to consider a more structured solution in the future.
The Withdrawal Button is a small change at first glance, but it nicely illustrates the direction of development of European e-commerce. Consumers will have increasingly simple digital procedures available, and online stores will have to adapt their processes accordingly. Those who see the change as an opportunity to improve the user experience will likely gain more than just fulfilling a legal obligation.
