Quick answer
Every Indian online store should publish a returns and refunds policy, a shipping and delivery policy, a privacy policy, terms of use, and clear contact and grievance details, including your business name and address. Write them in plain language, make them easy to find before purchase, follow them consistently, and have a lawyer review them for your business.
Every online store selling in India should publish, at minimum: a returns, refunds and cancellation policy; a shipping and delivery policy; a privacy policy; terms of use; and clear contact and grievance details, including your legal business name, address and how customers can raise a complaint. The Consumer Protection (E-Commerce) Rules, 2020 expect sellers to share this kind of information clearly, and the Digital Personal Data Protection Act, 2023 shapes how you handle customer data. Write each policy in plain language, show it before purchase, and then actually follow it.
This guide is general information, not legal advice. Rules are updated from time to time, and some trades (food, medicines, jewellery, fireworks) have their own requirements, so have a lawyer review your policies.
Why do store policies matter?
Policies do three jobs. They set expectations, so customers know what happens if something goes wrong. They protect you, because a clear written rule is easier to apply fairly than a decision made in the moment. And they build trust: a shopper deciding whether to buy from a new store often checks the returns policy and contact page first. Payment gateways also usually ask to see your policy pages before activating your account.
Which policies does an Indian online store need?
| Policy | What it covers | Why it matters |
|---|---|---|
| Returns, refunds and cancellation | What can be returned, time limits, condition, who pays return shipping, how and when refunds are made, cancellation before dispatch | The policy customers read most |
| Shipping and delivery | Where you deliver, charges, delivery times, COD rules, what happens if delivery fails | Prevents “where is my order?” disputes |
| Privacy | What personal data you collect, why, who you share it with (couriers, payment gateway), how long you keep it, how customers can ask for changes or deletion | Required for handling personal data |
| Terms of use | Rules for using the store, pricing errors, product descriptions, governing law | Your general agreement with shoppers |
| Contact and grievance | Legal business name, address, email, phone, a named person or contact for complaints and how complaints are handled | Expected under the e-commerce rules |
What should a returns and refunds policy say?
Be specific. Vague policies (“returns accepted in genuine cases”) cause more arguments than strict but clear ones. Cover:
- What can be returned or exchanged, and what cannot (innerwear, customised items, food, opened cosmetics).
- The time limit, counted from delivery.
- Condition: unused, tags attached, original packaging.
- How to request a return, and whether photos are needed for damaged items.
- Who pays return shipping in each case (damaged or wrong item vs change of mind).
- How refunds are made: to the original payment method, to a UPI ID for COD orders, or as store credit if the customer prefers.
- How long refunds take once the return is received.
- Cancellations: can an order be cancelled before dispatch, and how?
Our full returns and exchange policy guide has sample wording, and refunds and credit notes covers the GST side.
What goes in a shipping policy?
- Areas you deliver to, and any you do not.
- Delivery charges and any free-delivery threshold.
- Typical dispatch time and delivery time by region.
- Cash-on-delivery rules: limits, minimum order, areas.
- What happens if the customer is unavailable or refuses a parcel.
- International shipping, if you offer it: customs duties, which are usually paid by the receiver.
What does a privacy policy need now?
The Digital Personal Data Protection Act, 2023, with its rules being phased in, sets obligations for businesses that handle personal data, including small stores. In plain terms, your privacy policy should explain:
- What you collect: name, phone, email, address, order history.
- Why you collect it: to deliver orders, send updates, and marketing only with consent.
- Who you share it with: couriers, payment gateway, messaging providers, analytics tools.
- How long you keep it, and how you protect it.
- How a customer can see, correct or delete their data, or withdraw consent for marketing.
- Who to contact about privacy.
In practice, collect only what you need, keep marketing consent separate and unticked by default, and limit who on your team can see customer details. Ask your lawyer what the latest rules require for your size of business.
What is a grievance officer, and do you need one?
The Consumer Protection (E-Commerce) Rules, 2020 expect e-commerce entities to have a grievance redressal mechanism, with a named contact and published details, and to acknowledge and resolve complaints within set time limits. For a small store, that usually means naming yourself or a team member, giving an email and phone number, and stating how quickly you will respond. Check the current text of the rules, or ask your lawyer, for the exact requirements and timelines that apply to you.
Where should policies appear on your store?
- Footer links on every page.
- A short summary on product pages: “7-day exchange. Free returns on damaged items.”
- Near the pay button at checkout.
- In order confirmation emails.
Keep the language plain. A customer should understand your returns policy in under a minute on a phone.
Does UpMinutes help with policies?
Yes. UpMinutes writes starter policy pages for you, which you then edit to match how your business actually works. If your store runs in Hindi, Tamil, Telugu or Kannada as well as English, the policies are translated too. Returns and exchanges can be requested from the customer's order page with a reason and up to three photos, and you approve them and refund through Razorpay, UPI, bank transfer, cash or store credit, so the process in your policy matches the tools you use. Once you add your GSTIN in the dashboard, it appears on the GST invoice for each order. If you get stuck, the help centre walks through each setting.
A starter policy is a starting point, not legal advice. Read every line, change anything that does not match your practice, and get a lawyer to check it.
Common policy mistakes
- Copying another store's policy word for word, including its company name.
- Promising refunds “within 24 hours” that you cannot deliver.
- “No returns under any circumstances”, which customers find off-putting and may not hold up for defective goods.
- Hiding policies so shoppers cannot find them before buying.
- Writing one policy and doing something different in practice.
A policy checklist before launch
- Returns, refunds and cancellation policy, specific and fair
- Shipping and delivery policy, including COD rules
- Privacy policy covering what you collect, share and keep
- Terms of use
- Contact page with legal name, address, email, phone and grievance contact
- Policies linked in the footer, product pages and checkout
- Reviewed by a lawyer; dates noted when you update them
For the full list of things to sort out before launch, see our checklist for starting an online store in India and registrations to start an online business.
Frequently asked questions
Is a return policy mandatory for online stores in India?
The e-commerce rules expect sellers to clearly disclose their return, refund and exchange terms. You can set reasonable conditions, but they must be stated upfront and followed.
Can I copy another store’s privacy policy?
No. Policies must describe what your business actually does, and copying can also infringe copyright. Start from a template and adapt it, then have it reviewed.
Do small stores need a grievance officer?
The e-commerce rules expect a grievance contact and process. For a small store this is often the owner, with a published email and phone number; check the current rules with a lawyer.
How often should I update my policies?
Whenever your practice changes, such as new delivery areas or return terms, and at least once a year to reflect changes in the law. Note the last-updated date on each page.
