Withdrawal button: new EU requirements for online stores

Since 19 June 2026, new EU requirements have applied to withdrawals from contracts concluded through websites and apps. Where a customer has a statutory right to withdraw from a purchase, the seller must provide an easy-to-use online function for submitting their withdrawal statement. This is commonly known as the “withdrawal button”. For online store owners, this is a reason to review both their terms of sale and how their website works after an order has been placed.

The changes were introduced by Directive (EU) 2023/2673, which adds Article 11a to the Consumer Rights Directive. Although the directive’s title refers to financial services, the requirement for an online withdrawal function also covers relevant online contracts for the sale of goods and the provision of services.

What has changed for customers?

The right to withdraw from many online purchases without giving a reason already existed. As a general rule, the withdrawal period is 14 days from receipt of the goods or, for services, from the conclusion of the contract. The new requirement makes it possible to exercise this right directly on the seller’s website or app.

Customers retain the option to notify the seller of their withdrawal by other permitted means, such as email. A store cannot make the new button the only way to submit a withdrawal statement.

Who needs to provide this function?

The requirement applies to contracts between a business and a consumer that are concluded through an online interface and carry a right of withdrawal. For a store selling ordinary consumer goods online, this means reviewing and, where necessary, updating the withdrawal process. Business-to-business purchases are outside the scope of the consumer contracts covered by this rule.

Existing exceptions to the right of withdrawal remain in place. For example, specific rules apply to personalised goods, perishable products and bookings for particular dates. For digital content, the right of withdrawal may be lost once supply begins, provided the legal conditions have been met, including the customer’s prior consent and acknowledgement that they will lose this right. The same withdrawal process therefore cannot automatically be applied to every product or service.

How should the withdrawal button work?

The directive requires a functioning online withdrawal process. This may be accessed through a button or another clear interface element that allows the customer to submit a withdrawal statement.

The label must unambiguously explain what the function does. For an English-language website, an example is “Withdraw from contract here”. Generic labels such as “Contact us” or “Help” do not tell customers that they can use the function to withdraw from a purchase.

The function must be prominently displayed, easily accessible and continuously available throughout the withdrawal period. The legislation does not prescribe a single location, such as exclusively beside the payment button. When deciding where to place it, remember that customers will use it after entering into the contract.

One practical option is a dedicated form page with prominent links from the order section and returns information. If your store accepts guest orders, check that customer journey separately: the absence of an account must not make the function inaccessible.

What information should the form request?

The online form must allow customers to provide or confirm:

• Their name.
• Details identifying the contract, such as the order number.
• An electronic contact address for receiving confirmation, such as an email address.

These are the categories of information listed in Article 11a. Details already known to the store can conveniently be pre-filled, allowing the customer to review them.

Providing a reason must not be a condition for submitting the statement: the right of withdrawal allows customers to withdraw within the applicable period without giving a reason.

After entering or checking their details, the customer confirms submission of the withdrawal statement. The seller must then acknowledge receipt without undue delay on a durable medium, such as email. The acknowledgement must include the content of the statement and the date and time of its submission. A temporary “Done” message on the website alone is not sufficient for this acknowledgement.

Why ordinary order cancellation may not be enough

In many stores, cancellation is tied to order processing: it is available only before payment or dispatch. When reviewing your website, check whether the ability to submit a statutory withdrawal statement disappears when the ordinary cancellation option becomes unavailable.

For goods, the usual 14-day withdrawal period starts when the customer receives them. An order status of “Dispatched” or “Delivered” therefore does not, by itself, mean that the customer can no longer exercise their right.

The interface should also clearly distinguish between submitting a withdrawal statement, receiving instructions for returning goods and processing a refund. Customers should understand which action they have just completed and what they need to do next.

What should store owners check?

For WooCommerce, PrestaShop, Shopify and other platforms, it is useful to test the entire process using a test order:

• Find the withdrawal function on both desktop and mobile.
• Check access for customers who ordered without creating an account.
• Make sure that dispatched or delivered orders do not prevent withdrawal within the applicable period.
• Check the form and the separate submission confirmation step.
• Verify that the statement is recorded and that the email containing its content, date and time actually arrives.
• Check button labels and emails in every language version of the store.
• Update the withdrawal information to explain that the new function exists and where to find it.

The final point is also included in the directive’s amendments: customers must be informed about the existence and location of the withdrawal function.

Installing a module does not, on its own, confirm that the entire process works correctly. Before launching the changes, check compatibility with your theme, order processing and email delivery. The most useful test is to follow the customer journey from placing an order to receiving the withdrawal acknowledgement and make sure that no step forces the customer to find a workaround through customer support.

If you need help setting up an online withdrawal function, the specialists at FairyHosting.com will be happy to help you identify the necessary changes, implement them on your website and check that the form and notifications work correctly. Contact us, and we will help you find a solution suited to your platform and the needs of your online store.