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Returns of products are a common occurrence when the store carries lower-quality items.


We must strive to minimize returns, as they can incur additional costs for delivery or product replacement. Not all returned items can be resold. If we do not have an agreement with the supplier for replacement or if we handle it ourselves, we must include the return costs in the selling price of the item.

Online Store Returns

A significant part of a store's credibility is also associated with the return period of products, which is why many stores extend the return period. Many online stores allow a 30-day return period, even though legal deadlines are shorter. In Slovenia, the mandatory return period for items is 14 days. Within this period, the customer can return the item without a specific reason and request a refund. The only condition is that the item is returned in its original, unused condition and in the original packaging. Countries impose such restrictions primarily because, unlike physical stores, customers cannot inspect items up close in an online store and try them out before purchase.

By extending the return period, we can improve the credibility of the website, as customers prefer to buy items where they can inspect and return them if they are not satisfied. In an online store, it is advisable to conduct a test to see how an extended return period affects the number of returned items and sales growth and to find out whether it encourages website visitors to make a purchase sooner.

The return of items typically follows these steps:

  • The customer informs the seller about the return of the item, and the seller explains the return process in response (this information can be included with the shipment).

  • The customer sends the purchased items to the company's address or calls a pre-arranged delivery service to pick up the package (in online stores that offer this option).

  • The seller checks the returned item and issues a credit in the amount of the order (refund or store credit) if the item is in suitable condition for resale, and the item is returned to stock for future sales.

Many retailers consider ways to reduce the number of returns by making returns more difficult for customers through additional conditions and lengthy return procedures. However, we have found that such an approach can have a relatively negative long-term impact on sales, primarily due to customer dissatisfaction and, consequently, bad publicity generated by dissatisfied customers. Therefore, sometimes it is better to accept returns, even if they are not justified, to ensure the satisfaction of all customers and prevent negative publicity that could harm the reputation of the online store.

Returns in a Store

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