How to Handle Returns & Refunds for Global Selling? Complete Guide for Beginners: From Policy to Practical Tips

Recently handled several after-sales cases, mixed feelings.

The first moment seeing return/refund requests is definitely extremely崩溃 (hard-earned money has to be returned, product costs, shipping, ad fees all lost).

But resolving them brings一丝丝侥幸的喜悦. And when you receive some positive customer reviews, you also feel genuinely happy.

Then a group friend asked about handling after-sales issues. Honestly, this was indeed a problem that troubled me as a beginner (0 orders)—yes, thinking about after-sales before getting orders.

So I'll dedicate this article: first, to explain the overall after-sales policies and processes for beginners, alleviating anxiety about the unknown; second, to discuss some small "tricks" with fellow beginners.

Must You Have After-Sales Policies?

Yes. Regardless of your after-sales policy content, based on different countries' laws and regulations, basic after-sales policies are essential—you must provide corresponding policy content and display it in prominent positions.

Usually displayed in footer navigation and bottom sections.

I'm stubborn, I won't write or display it, what can happen?

• You likely won't pass various channel applications, such as Google Ads, Google Shopping, Meta Shop, etc. Any channel application goes through review. For example, Google clearly states they have manual reviews of website compliance to protect consumer rights. (GMC official documentation)
• You'll lose more potential customers. This is easy to understand—you enjoy domestic three-guarantee policies in China, so you can shop with confidence. Imagine two channels offering different after-sales services for the same product: one offers 3-year free warranty, the other offers no warranty—which do you choose?

I believe if you frequently browse competitor independent sites, you'll see many websites displaying badges like "30-day money back guarantee." In short, good after-sales policies绝对可以增加客户信任度 and boost conversion rates.

What After-Sales Policies Are Needed? How to Set Up?

Generally, it's returns and exchanges (return & exchange), with returns being the most basic and important.

More advanced options include lifetime warranty, "trade-in" programs (life time warranty, free replacement)—these aren't mandatory but belong to service values your brand wants to establish, so it depends on you.

How specifically?

If you use Shopify, you can directly use Shopify's provided templates (adjust content according to your actual situation). Shopify will also automatically add them to certain compliant positions.

How Many Days for Return Window?

Generally, there are three tiers: 14, 30, and 90 days. You can reference your competitors as a baseline. If you want to increase competitiveness, try offering a longer return window.

Other Considerations?

Depends on your product category. For example, for custom products,明确规定定制产品不予退货 in your policy; for pet products, you can state you don't accept returns with usage traces, etc.

Again, see how your competitors regulate.

Practical Process and Tips

Customer received product and emails wanting to return, what should I do?

1. First apologize and reassure them that we offer free returns/exchanges. Then ask for specific reasons for the return/exchange.

If there are reasons, like wrong size, don't like the color, etc. You can try offering to send a new product, i.e., replace return with exchange. (Depends on your average order value and other factors—often sending new products)

At this point, you can inform them that we can even upgrade you to a new product for free, no need to return the original, no fees, and we'll send a small gift, etc.

If they disagree, proceed to step 2. If they agree, directly send the replacement, or continue to step 3 methods.

2. At this point, my approach is to calmly explain your designed return process, such as offering two methods: 1) customer ships to my "warehouse" themselves, 2) I help them get a return label (order a return courier for the customer).

During communication, I'll say, oh, your return shipping cost is quite high, how about this—I offer a solution: 30% refund, you keep the product.

If they still disagree, proceed to step 3.

3. At this point, the customer is determined to return, nothing can be done. Process the return/refund.

The biggest challenge for beginners here is that since we ship directly from China with no overseas warehouse, we're embarrassed to ask customers to ship back to China—easy to get scolded. (Of course, you can also say they must ship to China, discouraging them.)

But generally, I have two small trick solutions.

First is conventional but slightly troublesome: Choose a local home warehouse (search on Xiaohongshu and other channels)—some overseas Chinese specialize in warehousing for cross-border small sellers, helping receive and send packages. Suitable for small volumes. Have customers return products to the home warehouse, then ship from there when new orders come.