Return Policy: How to Get It Right and Sell More

Most online store owners see returns as a problem. I see them as a sales tool. A clear and fair return policy can be the difference between someone buying from you or going to a competitor.

This is especially true during the Christmas season, when many people buy gifts without being 100% sure of their choice.

What does Chilean law say?

First, the legal side. Chile's Consumer Protection Law establishes clear rights:

• Right of withdrawal: The buyer has 10 days from receiving the product to return an online purchase, no questions asked
• Defective product: The seller must repair, replace, or refund. The timeframe depends on the legal warranty (3 months minimum)
• Product doesn't match what was advertised: Immediate mandatory return

This is the legal minimum. But the stores that grow go beyond it.

The return policy that builds trust

The best return policies I've seen in Chilean ecommerce share these traits:

Extended timeframe: Instead of the 10-day legal minimum, offer 30 days. It sounds risky, but the data shows something counterintuitive: the longer the window, the fewer returns. The pressure of "I have to decide now" disappears, and people keep the product.

Simple process:

• An online form or an email
• Return label included or easy to generate
• Refund within 5-7 business days of receiving the product

Transparent communication:

• Clearly explain which products can be returned and which can't
• State who pays for return shipping
• Show the step-by-step process

How much do returns actually cost?

This is where many store owners get nervous. Let's look at the real numbers:

Store type	Typical return rate
Clothing and footwear	15-25%
Technology	5-10%
Home and decor	3-8%
Food and cosmetics	1-3%

If you sell clothing, returns are part of the business. Build them into your cost structure from the start. If you sell products with a low return rate, a generous policy has minimal cost and high reward.

Christmas return strategy

At Christmas you need one important adjustment: extend the return window through January.

If someone buys a gift on December 5th and the recipient receives it on the 25th, the 10-day legal window is already used up. A smart policy says: "Purchases made in November and December can be returned through January 31st."

This eliminates the fear of buying gifts online and noticeably increases conversion.

Where to place your policy

• Link in the footer -- mandatory
• On the product page -- a short summary with a link to the full policy
• At checkout -- reinforce trust right before payment
• In the confirmation email -- the customer knows exactly what to do if they need to return

Don't hide your return policy like it's something bad. Display it proudly. Brands that trust their products aren't afraid to offer easy returns.