In short: From 19 June 2026, every online store selling to consumers in the European Union must provide a simple, fully digital way to withdraw from a contract - the so-called "withdrawal button." This is required by EU Directive 2023/2673. Cancelling a purchase must be just as easy as placing the order itself. In Poland, failure to comply can result in a fine of up to 10% of annual turnover, imposed by the President of UOKiK. Below you'll find a concrete checklist of requirements and a way to implement them quickly with LivBerry - an AI system for e-commerce with a ready-made returns module.
What EU Directive 2023/2673 is and who it applies to
Directive (EU) 2023/2673 of the European Parliament and of the Council amends the Consumer Rights Directive (2011/83/EU). Its goal is simple: withdrawing from a contract concluded online should be just as easy and fast as concluding it. Member states were required to transpose the rules into national law, and stores must apply them from 19 June 2026.
The new rules cover practically every B2C store operating in the EU - regardless of company size or the technology the store is built on. In practice, they apply to:
- the sale of physical goods,
- digital content and services,
- subscriptions,
- financial services offered online.
If you sell to individual consumers over the internet, this obligation applies to you as well.
What the directive does not cover
The requirement does not apply to contracts for which the statutory right of withdrawal does not exist, including:
- goods made to individual order (personalized),
- perishable goods,
- products in sealed packaging for hygiene or health reasons, once the packaging has been opened.
What exactly changes from 19 June 2026
At the heart of the new rules is the electronic withdrawal function - commonly called the "return button" or "withdrawal button." A mention in the terms and conditions or a downloadable PDF form is no longer enough. The customer must be able to submit a withdrawal declaration fully digitally, directly from within the store, without contacting customer service.
The rules go further and explicitly prohibit so-called dark patterns - UX mechanisms that make cancellation harder. Hidden buttons, misleading messages, artificially lengthened paths, and discouraging forms are not allowed.
Compliance checklist for Directive 2023/2673
Below are the key requirements your store must meet by 19 June 2026. Treat this as a control list before an audit.
- [ ] Visible withdrawal button. Clearly labeled with the words "Withdraw from contract" (or an unambiguous equivalent), prominently displayed and easy to find. It can be a permanent page element or available in the customer's panel/account.
- [ ] Continuous availability throughout the withdrawal period. The function must be available without interruption for the entire time the customer has the right to return - with no unnecessary obstacles to reaching it.
- [ ] A fully digital path. The whole process takes place online, from within the store interface - with no need for a phone call, an email to support, or a visit to a location.
- [ ] Providing or confirming data. The function must allow the customer to provide or confirm: full name, contract/order details, and the preferred method of contact.
- [ ] The ability to indicate what the return concerns. When a customer has several orders or products, they must be able to clearly select which contract (or part of it / which products) the withdrawal concerns - e.g., by checking items in the order preview.
- [ ] A withdrawal confirmation function. After verifying the data, the customer confirms the request with a clearly labeled button, e.g., "Confirm withdrawal."
- [ ] Confirmation of receipt on a durable medium. Immediately after the declaration is submitted, the store must send the customer a confirmation (e.g., by email) containing the content of the declaration and the date and time it was received.
- [ ] No dark patterns. No hidden buttons, misleading messages, or an artificially obstructed path.
- [ ] GDPR compliance. Assigning a return to a specific customer requires processing contract and customer data in accordance with GDPR - ensure data accuracy and security.
- [ ] Updating the terms and consumer information. Adapt the notice on the right of withdrawal and the description of the return procedure to the new, simplified path.
Penalties - what non-compliance can lead to
In Poland, oversight of implementation rests with the President of UOKiK, who can impose a financial penalty of up to 10% of the company's annual turnover. In other EU countries, sanctions can be equally severe - for example, in Germany fines of up to EUR 2 million or 4% of annual turnover are provided for, along with unfair-competition claims. Regardless of jurisdiction, the risk is real and - importantly - easy to detect, because a missing button is visible at a glance.
> See how quickly you can implement compliant returns with LivBerry - create a free account or book a demo.
Why this is an opportunity, not just an obligation
Easy returns are sometimes seen as a cost, but e-commerce data says otherwise: a transparent, simple returns policy increases trust and conversion. A customer who knows they can return a product without fighting with forms if needed is more likely to complete the purchase and to come back. A well-designed return process also means fewer hotline tickets and less manual work for the support team. Directive 2023/2673 forces the industry to raise the bar - it's worth using this as an advantage rather than just ticking off a requirement.
How to simplify implementation with LivBerry
Meeting all of the above requirements "from scratch" means development work, integrations, handling a durable medium, and GDPR compliance. LivBerry is an AI platform for e-commerce - an intelligent AI chat with access to the store, a semantic product search engine, a task system for the team, and a company knowledge base. The platform includes a ready-made, 3-step returns module that fulfills the directive's requirements without building anything by hand.
Integration takes minutes: a dedicated plugin for WooCommerce, a module for PrestaShop, or a universal JavaScript widget for any platform. LivBerry connects to your store's API, so the returns module immediately "sees" the customer's orders and products.
How the LivBerry returns module works - step by step
1. Order identification. The customer provides their email address and order number. The module finds the order in the store via the API.
2. Identity verification. Once the order is found, the system sends an email with a code confirming the customer's identity. After entering the code, the customer sees all the products from that order.
3. Selecting products and reason. The customer selects the products they want to return and describes the reason. LivBerry then creates a request (task) in the system, which your team handles according to the content of the request.
After submitting the request, the customer receives a summary email with a request number - that is, confirmation on a durable medium, as required by the directive.
How the LivBerry returns module addresses the directive's requirements
| Requirement of Directive 2023/2673 | How LivBerry delivers it |
|---|---|
| Visible, fully digital withdrawal button/path | Ready-made module available from within the store |
| Providing / confirming customer and order data | Step 1: email + order number, lookup via API |
| Secure customer identification (GDPR compliance) | Step 2: identity verification with an email code |
| Indicating which products the return concerns | Step 3: selecting specific items from the order |
| Withdrawal confirmation | Approving the request in the returns module |
| Confirmation of receipt on a durable medium | Summary email with a request number |
| Smooth, organized handling on the store's side | Automatic creation of a task in the system |
At the heart of the solution: AI chat with return status 24/7
The core value of LivBerry is the AI chat with access to the store, which works around the clock. The customer checks the status of their request on their own by entering the return number from the summary email - without waiting for a consultant. The AI draws on the company knowledge base (e.g., the returns policy), so it gives answers consistent with your policy and, if needed, smoothly hands the conversation over to a human. This relieves customer service, shortens response time, and increases satisfaction - while closing the communication loop required around returns.
Instead of building and maintaining your own solution under deadline pressure, you implement a proven platform that meets the directive's requirements and works from day one. You can try LivBerry free for 14 days, with no commitment.
Frequently asked questions (FAQ)
When do the new return rules take effect?
On 19 June 2026. This is the date from which online stores in the EU must apply the requirements of Directive 2023/2673.
What is the "withdrawal button"?
It's an electronic function in the store, clearly labeled (e.g., "Withdraw from contract"), that lets the consumer submit a withdrawal declaration fully digitally, without contacting customer service.
Is a withdrawal form in PDF enough?
No. The directive requires a fully digital, simple path available from within the store. A file to download and fill out by hand does not meet this requirement.
What are the penalties for not implementing it?
In Poland, the President of UOKiK can impose a fine of up to 10% of annual turnover. Other EU countries have their own, also high, sanctions.
Who is not covered by the obligation?
Contracts for which the right of withdrawal does not exist - including personalized goods, perishable goods, and sealed hygiene products once opened.
Do I have to confirm the return to the customer?
Yes. Immediately after the declaration is submitted, you must send a confirmation on a durable medium (e.g., email) with the content of the declaration and the date and time it was received.
How quickly can compliance be implemented?
With the ready-made LivBerry returns module, implementation is a matter of configuration rather than building a system from scratch. Integration via the WooCommerce plugin, the PrestaShop module, or the JavaScript widget takes minutes - which matters when the 19 June deadline is close.
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This article is for informational purposes and does not constitute legal advice. If you have doubts about the scope of your obligations, consult a lawyer specializing in e-commerce law.
Implement compliant returns with LivBerry before 19 June 2026
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