These new e-commerce regulations are more than a legal obligation, they are an opportunity to build lasting competitive advantage. In a world where returns are an integral part of the shopping journey, success will depend not only on the offer itself but on the post-purchase experience. The question is: is your business ready for the new era of return management? New regulations – what changes in 2026? From June 19, 2026, every EU online store must provide an easy-to-use, clearly visible function on its website, labeled “Withdraw from contract here” or with an equivalent, unambiguous phrase. Once the option is selected, the customer must receive immediate confirmation (e.g. via email). The new law also bans dark patterns, misleading or manipulative design elements that make cancellations harder. This may sound like a technical adjustment, but the impact will be real: online retailers will need to update not only their interfaces, but also their logistics workflows, customer communication, and store policies. The era of easy returns – why customers set the rules? Returns are no longer an exception, they are part of everyday online shopping. Globally, the average e-commerce return rate is 16.9%, while in Poland it’s around 10%. In fashion, where size fit is critical, it can reach up to 40%. Over 50% of online shoppers say free returns are a key factor when choosing a store. Moreover, 90% of consumers claim a positive return experience encourages them to buy again. Each return, however, costs an average of €15 per parcel, representing 20–40% of the product’s value — plus logistics, handling and repackaging costs. Without automation, this quickly adds up to a major financial burden. See also: how to reduce cross-border return costs? Returns are not the end of a transaction – they’re the start of a relationship Until recently, returns marked the end of the customer journey. Today, they are a key moment to prove credibility and build trust. Forward-thinking e-commerce businesses treat returns not as a cost but as a strategic touchpoint that enhances customer experience and brand loyalty. Studies show that 75% of returns come from existing customers — those who already purchased from the store before. They also generate the largest share of revenue. A smooth return process keeps them coming back. Conversely, 64% of Polish consumers abandon purchases if the return policy is unclear or too complicated. How to prepare your business for change? The upcoming legal shift is not just a compliance requirement, it’s a chance to streamline operations and enhance the customer experience. Start preparing now for the “one-click return” era, step by step, focusing on simplicity and automation. 1. Audit your current processes Assess how returns are handled today. Are instructions clear? Is the process transparent and easy to follow? Can customers submit withdrawal requests online? Review your communication for clarity and trustworthiness. 2. Update policies and user interface Directive (EU) 2023/2673 requires a visible, easily accessible “Withdraw here” button or equivalent. Design a simple, intuitive feature and remove any dark patterns that might confuse users. 3. Embrace automation Manual return handling causes errors and costs. Solutions like Alsendo Innoship automate the entire workflow: Customers can initiate returns independently. Shipping labels and confirmations are generated automatically. Multiple carriers are integrated in one platform. Return status is tracked in real time. 4. Simplify customer communication Be transparent about return policies from the moment of purchase. Send clear notifications — confirmation of withdrawal, refund timeline, and tracking links to build trust and credibility. With Alsendo Business Pro, you gain complete control over the post-purchase experience — from return request to refund completion. Automated communication and shipment tracking enhance transparency, improve customer satisfaction, and reduce return rates. Return automation with Alsendo – benefits You can measure Implementing Alsendo solutions delivers more than just a technical upgrade. Automation reduces costs, accelerates operations, and enhances customer loyalty. 1. Less manual work, more control Alsendo Business Pro and Innoship eliminate manual return management. Each request is automatically logged into the system. Customers receive real-time confirmation and status updates. Teams can monitor the entire process from one dashboard — from withdrawal to refund. The system integrates multiple carriers and collects analytics that help optimize service quality and customer experience. 2. Lower operational costs Return handling is one of the most expensive stages in online sales. Automation reduces costs by minimizing manual tasks, auto-labeling shipments, and improving inventory flow. The result — compliance and annual savings. 3. Higher customer satisfaction Automated notifications and real-time tracking increase transparency and reduce frustration, strengthening trust and loyalty. 4. Fewer errors and lost shipments Designate a single return address for all packages to eliminate mistakes and unnecessary logistics costs. 5. Seamless carrier integration Alsendo offers 400+ integrations with e-commerce systems and major carriers — including InPost, DPD, DHL, UPS, and Poczta Polska — allowing retailers to manage all returns in one place. 6. Data-driven insights Business Pro provides analytics on return frequency, reasons, and processing times. These reports help retailers make informed decisions and improve both product quality and customer experience. Return automation is the new trust currency Automating returns is not just about efficiency, it’s about building trust. A structured, predictable returns process directly impacts margins, cash flow, and customer relationships. Where sales used to end, true customer care now begins. Sources https://uokik.gov.pl/bip/implementacja-dyrektywy-parlamentu-europejskiego-i-rady-ue-2023-2673 https://nrf.com/media-center/press-releases/nrf-and-happy-returns-report-2024-retail-returns-total-890-billion https://www.forbes.pl/technologie/polacy-nagminnie-robia-zwroty-zakupow-przez-internet-sklepy-e-commerce-maja-sposoby/yy9n9l2 https://www.santanderconsumer.pl/gfx/santander/userfiles/_public/20221220_raport_ppw_ecommerce_v1.pdf Anna Sztyk