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One-click returns – EU Directive 2023/2673 • Blog Global24
From 2026, shopping online in the EU will become much simpler and more transparent for consumers. EU Directive 2023/2673 makes it mandatory to implement an easy and unambiguous way to abandon a purchase – without hiding options, multi-step procedures and daunting obstacles. This is a major step towards fair trade on the internet.
What is Directive 2023/2673?
EU Directive 2023/2673 (you can see the entire directive HERE) obliges online shops and digital service providers to include a simple and clearly labelled withdrawal mechanism, disallowing the practice of hiding this function under multiple layers of navigation or using unclear labels.
The European Union decided on this step after years of analysis, which showed that as many as 97% of websites and applications operating in the EU use so-called dark patterns – interface patterns that deliberately make it difficult for users to make decisions that are beneficial to them.
What are dark patterns?
Dark patterns are interface design techniques that manipulate the user and induce them to take actions they would not normally take. They come in many forms in e-commerce, including:
Roach Motel
- Joining a service is instant, but opting out requires multiple steps or offline contact, such as a phone call.
Hidden charges
- The price presented at the beginning does not include all costs – additional surcharges only appear at the end of the process.
Deceptive buttons
- Elements of the interface have misleading labels, e.g. “Next” means actually placing an order.
Confirmshaming
- The user is embarrassed by the decision to cancel. Instead of neutral text, messages such as “No, I don’t want to take the opportunity” appear.
False timers
- They count down the supposed end of the promotion, but reset themselves when the page is refreshed.
Who will the new rules cover?
The directive is very broad in scope and concerns:
- online shops selling goods,
- digital services (VOD, streaming, subscription platforms),
- software and premium content on a subscription model,
- financial services concluded at a distance.
The legislation will cover all online contracts, both for physical products and services.
What changes will be mandatory in the interfaces?
- Clear and unambiguous identification of the button
The option to cancel a purchase must be clearly visible, described in simple words – e.g. “Withdraw from the contract” or “Cancel purchase”. Hiding it under enigmatic links will not be allowed.
- Easy to locate
The cancellation function must be located in a place where the user can reach it intuitively, without having to search through many sub-pages.
- Selection of the scope of the withdrawal
If an order covers several products, the customer will be able to easily select which items are affected. This is made possible, for example, by checkboxes or selection lists.
- Automatic confirmation
Once the declaration has been made, the user will receive an immediate confirmation (e-mail or SMS), with information on the next steps, including the refund policy.
- Accessibility compliant with WCAG 2.1
The opt-out option must also be accessible to people with disabilities. This means, among other things:
- full keyboard operation,
- adequate colour contrast,
- alternative descriptions for graphic elements,
- correct labelling for screen readers.
Key implementation dates
- By 19 December 2025 – European Union member states must implement the directive into national law.
- From 19 June 2026 – the withdrawal mechanism must operate in all online shops and services.
The button will have to be visible for the entire duration of the right of withdrawal (usually 14 days).
Consequences and challenges for e-commerce
Companies will have to adapt:
- CRM systems,
- logistics and warehousing processes,
- financial integrations,
- automated return handling systems.
Risk of penalties
- Failure to implement mandatory solutions will be treated as a violation of consumer rights
- For serious infringements, up to 10% of the company’s annual turnover.
Why is the directive important for consumers? Simple: the new regulations will bring real benefits, such as:
- greater convenience,
- greater security,
- transparency of procedures,
- equal treatment of the purchase process and the cancellation process.
Cancelling a purchase will be as simple as making it.
How do you prepare your company for change?
- Conduct an interface audit. Check where the opt-out option is currently located and whether its use is intuitive.
- Design a visible button. Use a bright label and a contrasting colour scheme.
- Adapt IT infrastructure. Verify that sales and returns systems will support automatic confirmations and status updates.
- Train staff Consultants need to be familiar with the new procedures and know how to handle them.
- Test the function with users. Especially in the first months after implementation, it is worth monitoring customer requests.
Handling returns in Europe
If your company operates in the EU or the UK, we are able to provide you with a returns service for your customers in overseas markets:
- You will see the return within 24 hours in the system, giving you the opportunity to make a quick decision
- We will provide a local return address – meeting the SLA requirements of marketplaces such as Amazon, Otto and Zalando
- We will provide you with the option to verify the quality of the return process, allowing you to optimise your returns process further
This is your chance to gain a competitive advantage now!
Summary
Directive 2023/2673 opens a new chapter in European e-commerce. It is intended to provide consumers with a simple, understandable and fair withdrawal process.
For shops, it is not only an obligation but, above all, an opportunity to improve service, build trust and eliminate practices that have long spoiled the image of the entire industry.
From 19 June 2026, all online shops must offer easy returns – no exceptions.
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