Directive (EU) 2023/2673: What Retailers Must Do to Comply with the New EU Returns “Withdrawal Button” Law 

Effective 19 June 2026, Directive (EU) 2023/2673 introduces a major change to EU e-commerce rules. It requires online retailers to implement a mandatory “withdrawal function” (commonly referred to as a “Cancel my contract” button).

This update to the Consumer Rights Directive is designed to make returns and cancellations as easy as making a purchase, placing new legal and operational obligations on retailers selling into the EU.

ZigZag anticipates the new change could impact around 33% of retailers, if the UK were to follow the EU’s move, as around a third are either redirecting to carrier pages or asking the consumer to sort it out themselves completely. Neither will be compliant return practices after 19th June 2026.

In this guide, we explain:

• What the new EU withdrawal button law requires
• How it impacts online retailers
• A practical compliance checklist
• Why returns portals are the simplest path to compliance

What Is Directive (EU) 2023/2673?

Directive (EU) 2023/2673 amends the existing Consumer Rights Directive (2011/83/EU) by introducing stricter requirements around how consumers are able to exercise their right of withdrawal online.

Historically, retailers only needed to inform consumers of this right and provide a model withdrawal form. The new Directive goes further by focusing on user experience, requiring that the withdrawal must be as easy as making the purchase itself.

While EU consumers already benefit from a 14-day cooling-off period, the new Directive ensures that withdrawing from a purchase is:

• Simple
• Digital-first
• Free from friction 

This change is aimed at eliminating so-called “dark patterns”, which are design tactics that make cancelling or returning goods unnecessarily difficult. 

Ultimately, retailers must move from informing customers about returns → to enabling instant digital withdrawal via their website.

What Is the “Withdrawal Function” (Cancel My Contract Button)?

The central requirement is the introduction of a mandatory, easily accessible withdrawal mechanism on e-commerce websites.

The withdrawal button must:

• Be clearly labelled (e.g. “Cancel my contract” or “Withdraw from purchase”)
• Be easy to find (not hidden in menus or FAQs)
• Be available throughout the withdrawal period

Allow customers to:

• Identify their order
• Select items to return
• Submit their withdrawal request online
• Provide immediate confirmation (e.g. email acknowledgment)

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How Directive (EU) 2023/2673 Impacts Retailers

This is not just a UX tweak, it’s a compliance requirement with legal risk.

Retailers must:

• Redesign their returns and cancellation journey
• Eliminate friction and hidden steps
• Capture and store consumer intent to withdraw
• Ensure systems support end-to-end returns processing

Failure to comply could result in:

• Regulatory scrutiny
• Customer complaints
• Potential penalties at Member State level

Which retailers does the Directive 2023/2673 impact?

All retailers that sell from or into the EU will need to be compliant.

For retailers only selling within the UK, it does not impact them now. However, the UK often follows suit with EU changes and it will limit easy growth if you, as a retailer, decide to enter the EU market later.

EU Withdrawal Button Compliance Checklist for Retailers

To comply before June 2026, retailers should take the following steps:

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#1 Add a Visible “Cancel My Contract” Button.

Don’t hide anything. Customers will find what they want eventually. If a pricey refund is on the line it is fairly unlikely they won’t get in touch with your customer service team. This just causes your customer service team to get backed up with requests, a rise in costs, and more frustrated customers. 

80% of customers will boycott a brand if they suffer a poor returns experience (ZigZag Returns Report).

Place the withdrawal function in:

• Customer account area
• Order confirmation pages
• Website footer or help centre

#2. Switch to a Returns Portal

You need to build a structured online returns flow to be compliant with the new Directive (EU) 2023/2673. The withdrawal button must lead to a functional process, not just information.

But why build it yourself when a returns portal, like the award-winning one offered by ZigZag, is already fully compliant. A digital returns portal allows consumers to fill in all their details within seconds, and confirm their carrier and download their returns label in under a minute.

Your system should:

• Collect order and customer data
• Allow full or partial returns
• Record the withdrawal request
• Trigger internal workflows (refunds, returns handling)

Here's a fully compliant returns portal collecting and processing a consumer's intent to return.

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#3. Make Returns Easy to Find 

The Directive explicitly targets poor UX practices. Don’t make it purposefully difficult to find your returns page and the subsequent link to signal their intent to return. 

Return Policies are best highlighted in the footers of all webpages or navigation menus, they should also be indexed and findable on search engines. 

81% of customers check the returns policy before making a purchase and 53% have decided not to make a purchase based on what they read or didn’t read in the policy. A company that hides its returns policy is one that a customer can't trust.

Avoid:

• Hidden return links
• Forced logins (where unnecessary)*
• Complex navigation

Ensure:

• Returns pages are accessible within 1–2 clicks
• Clear navigation across desktop and mobile

*A returns policy can not be behind a login wall. However, naturally a consumer will need to provide details like an order number and email address to continue with a return intent submission. That is perfectly fine and compliant.

#4. Do Not Rely Only on Carrier Return Links

Retailers can not simply rely on carrier links under the new Consumer Rights Directive (Directive 2011/83/EU). Some retailers, normally SME and start-up brands, still take a hands-off approach to returns and redirect consumers to a carrier page where they can download a label.This method is not compliant.

By redirecting to a carriers page to download a label, they are not recording the return intent correctly, leading to discrepancies as to whether the consumer is within the 14-day return window or not.

Redirecting customers to a courier site to generate a label is not compliant on its own.

Retailers must:

• First capture the customer’s withdrawal intent
• Collect necessary return information

A shipping label alone does not equal a valid withdrawal request. The obvious solution for retailers with links to carrier pages is to get in touch with a returns specialist that is carrier agnostic, like ZigZag, or one that is integrated with its preferred carriers. 

A returns solution, again like ZigZag, will already have relationships with the vast majority of carrier services. ZigZag, for example, can then either move you on to its accounts (often at a cheaper rate) or allow you to keep your relationships and agreed rates but have them integrated onto your returns portal (a very simple process in 99% of cases).

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#5. Update Returns Policy, FAQs, and Checkout Messaging

Particularly important for retailers that currently redirect to carrier pages, which is about 17% of retailers, or retailers that put the onus completely on the customer, around 16%.

Make sure that you clearly communicate a consistent new message across your website, checkout messages, FAQ, policy page, and even any slips or paper you still include in parcels.

Retailers must clearly inform customers:

• That a digital withdrawal function is available
• How to access and use it

Update:

• Returns policy pages
• FAQs
• Checkout pages
• Order confirmation emails

#6. Capture, Store, and Confirm Withdrawal Requests

Return requests will feature customer data that is personal and subject to GDPR compliance rules and regulations. Using a GDPR compliant returns solution like ZigZag is an easy way to ensure you are collecting and handling data correctly.

Communication is also vital outside of regulation. Customers won’t hesitate to get back in touch with your Customer Service Team if they don't receive email or text confirmation that the retailer has received their intent to return.

Retailers must:

• Provide immediate confirmation of withdrawal
• Store a durable record of the request

Ensure:

• Data is logged and linked to the order
• Records are accessible for audits or disputes

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#7. Integrate Systems Across the Business

It goes without saying that all aspects of your business need to be compliant. Adding a button that redirects to a portal or way of signalling return intent is great, but what if your website chatbot is also taking return requests incorrectly. What if you still have “Email us to start your return” messages on outbound communications and customer service tools that aren’t being monitored any more. 

Compliance requires coordination across:

• E-commerce platform
• Customer service tools
• Order management systems (OMS)
• Returns and logistics

Without integration, retailers risk:

• Missed requests
• Delayed refunds
• Poor customer experience

Why a Returns Portal Is the Easiest Way to Comply

Implementing all of the above manually can be complex and resource-intensive.

A returns portal solution (such as ZigZag Global) provides a scalable way to meet the Directive’s requirements.

Key benefits:

• Built-in withdrawal function (compliant button + flow)
• Captures and records customer intent to return
• Allows customers to:
  
  • Select items
  • Choose return methods
  • Pay for returns (if applicable)
• Generates return labels within the same journey
• Creates a full audit trail for compliance

In short, it combines:

• Legal compliance
• Operational efficiency
• Improved customer experience

Final Thoughts: Prepare Now for EU Returns Compliance in 2026

Directive (EU) 2023/2673 represents a shift toward consumer-first digital experiences.

Retailers must move beyond static returns policies and implement:

• A clear withdrawal button
• A frictionless digital journey
• Systems that capture and process intent in real time

The bottom line:

The most effective way to comply is to adopt a centralised returns portal that manages the entire process, from withdrawal request to refund.

With the 19 June 2026 deadline approaching, retailers should act now to:

Audit their current returns experience

• Identify compliance gaps
• Implement scalable solutions

Need help preparing your returns journey for EU compliance?

Now is the time to future-proof your returns strategy and ensure your business is ready for the new withdrawal button requirements.