Shopify resourceGuide11 min read
UK Online Store Legal Checklist: Distance Selling Regulations
The distance selling regulations decide what you must tell shoppers, how long they get to cancel and how fast you refund. Here they are as a checklist you can tick off against your store, with the Shopify setting for every rule.
Key takeaways
- UK distance selling rules come mainly from the Consumer Contracts Regulations 2013, the Consumer Rights Act 2015 and, since 6 April 2025, the consumer protection parts of the Digital Markets, Competition and Consumers (DMCC) Act 2024.
- Online shoppers can cancel up to 14 days after delivery without giving a reason, then have another 14 days to send the item back. You must refund within 14 days of getting it back, including standard delivery.
- If you don't tell shoppers about their right to cancel, that 14-day window can stretch to 12 months.
- The CMA can now fine traders up to 10% of worldwide turnover for breaking consumer law, and fake reviews and drip pricing are specifically banned.
- Who it is for
- UK store owners selling to consumers online
- Time needed
- About 2 hours to work through
- What you need
- Your policies, checkout and Shopify admin access
This checklist is for UK store owners who sell to consumers online, on Shopify or anywhere else. It turns the distance selling regulations into checks you can tick off against your own store, with the Shopify setting for each one. Work through it top to bottom before launch, then again once a year or whenever you change your returns, checkout or pricing.
I build and fix Shopify stores for a living, and the legal pages are the part most owners copy from another site and never read again. The rules below come from GOV.UK and the CMA, as checked on 7 November 2026. This is general information, not legal advice. If you sell regulated products or your setup is unusual, check the detail with a solicitor or Trading Standards.
The four numbers to remember
- Cancel window14 daysFrom the day the order is delivered.
- Return window14 daysAfter the shopper tells you they are canceling.
- Refund deadline14 daysFrom when you receive the item back.
- If you never told them12 monthsHow long the cancel right can then last.
1. Show who you are
Shoppers must be able to see who they are buying from before they order. A Contact page with just a form is not enough.
| Check | Why it matters | Where in Shopify |
|---|---|---|
| Business name and postal address | Required before any order is placed | Settings > Policies, Contact information |
| Email address | Online sellers must give one | Contact page and footer menu |
| VAT number, if registered | Required for VAT-registered sellers | Footer or Contact information policy |
| Company number and registered office | Required on a limited company's website | Footer text in the theme editor |
| Where the company is registered | England and Wales, Scotland or Northern Ireland | Footer text in the theme editor |
| Full legal name with "Ltd" or "Limited" | Shows it is a limited company | Settings > General, Business details |
Shopify can generate a Contact information policy from your store details. Turn on Use automated policy for it, then check every field it pulls in is current. More on what to show in my answer on whether you need to show an address on your store.
2. Give the right information before the order
GOV.UK lists what a shopper must see before they commit. Most of it already sits on a good product page and checkout. The gaps are usually delivery times, the cancellation form and the total price.
| Check | Why it matters | Where in Shopify |
|---|---|---|
| Clear product description | Shoppers need the main features before buying | Product page, Products |
| Total price including taxes | The full price must be shown upfront | Settings > Taxes and duties |
| Delivery costs and times | Required before the order, not only at checkout | Settings > Policies, Shipping policy |
| Accepted payment methods | Shoppers must know how they can pay | Footer payment icons, Settings > Payments |
| How to cancel and when the right is lost | Missing it extends the window to 12 months | Refund policy, linked at checkout |
| A model cancellation form | GOV.UK lists it where cancellation is allowed | A page under Online Store > Pages |
| Minimum contract length for subscriptions | Required for rolling or repeat contracts | Settings > Policies, Subscription policy |
| Terms the shopper can save or print | Terms must be storable and reproducible | Settings > Policies, Terms of service |
Your terms of service carry most of this. My answer on whether a Shopify store needs terms and conditions covers what belongs in them, and the template Shopify offers is a starting point, not a finished document.
3. Set up checkout and confirmation
The online selling rules add duties around the order itself: the shopper must know the order means paying, be able to fix mistakes, and get a durable copy of the contract.
| Check | Why it matters | Where in Shopify |
|---|---|---|
| Final button makes payment obvious | Shoppers must know ordering means paying | Shopify checkout does this by default |
| Extras need an active opt-in | Optional extras need consent, such as ticking a box | Checkout apps and upsell settings |
| Shoppers can review and correct the order | Required before they commit | Checkout review step, cart page |
| Order confirmation email sent | A copy of the contract is required | Settings > Notifications, Order confirmation |
| Confirmation repeats the key terms | Must arrive no later than delivery | Edit the Order confirmation template |
| Delivery within 30 days unless agreed | The default deadline if you state no other date | Shipping policy and product pages |
| Policy links in the checkout footer | Keeps terms visible at the point of sale | Added automatically once policies exist |
4. The 14-day right to cancel
This is the heart of the distance selling regulations. For goods, the shopper can cancel up to 14 days after the order is delivered, for any reason or none. They then have another 14 days to return the item. They can handle it as they would in a shop, for example by trying it on.
| Check | Why it matters | Where in Shopify |
|---|---|---|
| Policy says 14 days from delivery | "14 days from order" is shorter than the law | Settings > Policies, Return and refund policy |
| No reason required | You can ask why, but not make it a condition | Returns form or app questions |
| Return window of 14 days after canceling | Shoppers get this on top of the cancel window | Return and refund policy |
| Exceptions listed clearly | Personalized, perishable and sealed hygiene items differ | Return policy and product pages |
| Who pays return postage is stated | Must be explained before the contract is made | Return policy and checkout link |
| Easy way to tell you | Shoppers need a clear way to cancel | Return rules, Settings > Policies |
The exceptions are narrower than many stores think. Per GOV.UK, the change-of-mind right doesn't cover personalized or custom-made goods, perishable goods such as flowers or frozen food, newspapers and magazines, unwrapped CDs, DVDs and software, and sealed items that can't be returned for health or hygiene reasons once opened. Those items still have full rights if they're faulty. My guide to consumer rights and returns rules goes into the edge cases.
5. Refunds after a cancellation
Most complaints I see about returns are about money, not the return itself. These are the rules GOV.UK sets out for canceled online orders.
| Check | Why it matters | Where in Shopify |
|---|---|---|
| Refund within 14 days of receiving the item | The legal deadline for canceled orders | Orders, then Refund |
| Original standard delivery refunded | Required, even if the shopper keeps nothing | Refund shipping field on the refund screen |
| Only standard delivery refunded on express orders | You don't owe the premium part | Refund shipping field, enter the standard rate |
| No restocking fee on unused items | Deductions are only for use or damage | Remove any restocking fee from your policy |
| Refund to the original payment method | Store credit can't replace a cancellation refund | Refund screen, original payment |
| Returns accepted from the original buyer | Rights belong to the person who bought | Customer record on the order |
If you want to deduct for a used or damaged item, document its condition with photos when it arrives. My guide to writing a returns policy has wording you can adapt, and how to refund a customer on Shopify walks through the refund screen.
6. Faulty and misdescribed goods
The Consumer Rights Act 2015 covers goods that are faulty, not as described or not fit for purpose. These rights sit on top of the 14-day cancellation right and apply to sale items too.
| Check | Why it matters | Where in Shopify |
|---|---|---|
| Full refund offered for faulty items | Required, including on sale items | Return policy wording |
| Repair or replacement within 6 months | You must unless you prove it wasn't faulty when sold | Return reasons in your returns app |
| Claims accepted for up to 6 years | 5 years in Scotland | Customer service process |
| Return costs covered for faulty items | Shoppers can claim reasonable return costs | Prepaid label or refund of postage |
| Warranty doesn't replace legal rights | Rights continue after a warranty ends | Product pages and terms |
| Policy doesn't limit statutory rights | Misleading shoppers about rights is illegal | Return and refund policy |
After 6 months, you can ask the shopper to show the fault was there when they bought it. My answer on what happens if you sell a faulty product online covers the process step by step.
7. Digital downloads, services and subscriptions
| Check | Why it matters | Where in Shopify |
|---|---|---|
| Shopper confirms they lose the cancel right | Required before a download or stream starts | Checkout checkbox from your digital downloads app |
| Shopper agrees to an instant download | Without it, they keep the 14-day right | Same checkbox, recorded on the order |
| Confirmation repeats that agreement | Must be in the contract confirmation | Settings > Notifications |
| Subscription terms and cancellation stated | Contract length and ending terms are required | Settings > Policies, Subscription policy |
| Renewal charges explained before sign-up | Shoppers must know the total price | Subscription app widget on the product page |
The DMCC Act also creates a new regime for subscription contracts, with extra rules on reminders and easy cancellation. That part starts later than the rest of the Act, so check its current status on GOV.UK before you launch a subscription offer. My guide to Shopify subscriptions covers the setup side.
8. Prices, promotions and reviews
Since 6 April 2025, the CMA can decide for itself that consumer law has been broken and fine a trader up to 10% of worldwide turnover. Its first targets have been online pricing and reviews.
| Check | Why it matters | Where in Shopify |
|---|---|---|
| Mandatory charges in the headline price | Drip pricing is now banned | Product prices, Settings > Taxes and duties |
| Countdowns and "ends soon" claims are true | False time-limited offers are banned | Timer apps and banners |
| "Was" prices were real prices | Fake reference prices mislead shoppers | Compare-at price on each product |
| No fake or bought reviews | Fake reviews are on the banned list | Your reviews app |
| Incentivized reviews clearly labeled | Paid-for reviews must be marked | Reviews app display settings |
| Steps to catch fake reviews | Publishers must take reasonable steps | Moderation and report options in the app |
If you run sales, read my answer on the rules for sale prices and was/now claims before your next promotion.
9. Privacy and cookies
When you collect personal data you must tell people who you are, how you use it and who you share it with, and keep it secure. Shopify does a lot of the setup for you, but it can't know your business practices.
| Check | Why it matters | Where in Shopify |
|---|---|---|
| Privacy policy published and reviewed | Required when you collect personal data | Settings > Customer privacy, Privacy policy |
| Cookie banner active for the UK | Needs a privacy policy first | Settings > Customer privacy, Cookie banner |
| Marketing checkbox not pre-ticked | Consent should be an active choice | Settings > Checkout, marketing options |
| Data protection fee checked | GOV.UK says to tell the ICO how you use data | Outside Shopify, on the ICO site |
| Staff have their own logins | Limits who can see customer data | Settings > Users |
Shopify's automated privacy policy updates as your settings change, but Shopify itself says some disclosures can't be automated. Read it against the apps you actually run. My guides on cookie consent on Shopify and GDPR for Shopify stores go deeper, and whether you need to register with the ICO answers the fee question.
Common misses
- "Returns within 14 days of purchase." The cancel window runs from delivery, and the shopper then has 14 more days to send the item back.
- Store credit only. A canceled order is owed a refund. Credit can be offered as an option, never as the only route.
- Keeping the outbound shipping. Standard delivery must be refunded on a canceled order.
- "Sale items are non-returnable." Sale items keep the same rights, including the 14-day cancel right and faulty-goods rights.
- A US template. Policies copied from a US store often miss the cancellation form, the 14-day rules and UK company details.
- Countdown timers that reset. A timer that restarts on every visit is a false urgency claim.
Before you sign off
| Area | Done when | Shopify location |
|---|---|---|
| Business details | Name, address, email, VAT and company details visible | Contact information policy, footer |
| Pre-order info | Price, delivery, payment and cancel terms on site | Product pages, Policies |
| Checkout | No pre-ticked paid extras, confirmation email checked | Checkout apps, Notifications |
| Cancellation | 14 days from delivery, exceptions listed, form available | Return and refund policy |
| Refunds | Within 14 days, standard shipping included | Orders, Refund |
| Faulty goods | Refund, repair or replace offered, rights not limited | Return policy |
| Pricing and reviews | True discounts, real reviews, all-in prices | Compare-at prices, reviews app |
| Privacy | Policy reviewed, cookie banner on, consent opt-in | Customer privacy, Checkout |
Next steps
Fix the policy wording first, because it is quick and covers the most ground. Then check checkout apps for pre-ticked extras and test a real return on your own store, from cancel request to refund. If you also need product safety marks or labels, my guide to product safety and labeling rules covers them.
If you'd like me to check your store's policies, checkout and returns flow, I offer a free store review. I work with UK stores regularly, as a Shopify developer for the UK. Store design and development starts from $300, with a fixed quote for every project.
Free tools
Check your own store
Free, no sign-up. Each one runs a part of this guide for you.
Frequently asked questions
What are the distance selling regulations?
It is the common name for the UK rules on selling online, by phone or by mail order. Today they mainly sit in the Consumer Contracts Regulations 2013, with the Consumer Rights Act 2015 covering faulty goods and the DMCC Act 2024 adding newer rules on pricing and reviews. They set what you must tell shoppers, the 14-day right to cancel and refund deadlines.
How long do customers have to return an online order in the UK?
They can cancel up to 14 days after the order is delivered, without a reason, and then have another 14 days to send it back. If you never told them about this right, the cancel window can extend to 12 months. Faulty goods have separate, longer rights.
How quickly do I have to refund a canceled order?
Within 14 days of receiving the returned item. The refund must include the original standard delivery charge. If the shopper paid extra for express delivery, you only have to refund the standard rate.
Do I have to accept returns on sale items?
Yes. Sale items bought online have the same 14-day cancellation right and the same faulty-goods rights as full-price items. The exceptions depend on the type of product, such as personalized or perishable goods, not on the price.
Can I charge customers for return postage?
For change-of-mind returns you can ask the shopper to pay return postage, as long as you explain it before they buy. For faulty or misdescribed goods, the shopper is entitled to free collection or to have reasonable return costs paid back.
Is this checklist legal advice?
No. It is general information based on GOV.UK and CMA guidance as checked on 7 November 2026. For regulated products or an unusual setup, check with a solicitor or your local Trading Standards service.
Sources
- Online and distance selling for businesses, GOV.UK
- Online selling, GOV.UK
- Accepting returns and giving refunds, GOV.UK
- What businesses need to know about unfair commercial practices, Competition and Markets Authority
- Adding and customizing store policies, Shopify Help Center
- Configuring customer privacy settings, Shopify Help Center
Related services and work
I'm a Shopify developer and CRO specialist. I have built and improved Shopify stores since 2018, completed more than 1,000 projects, and hold a 4.96 average rating across 719 client reviews.
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