Return Policies of 15 Big Brands Compared (and What Your Shopify Store Should Copy)
Return windows among big consumer brands range from 30 days to 100 days, with Patagonia's guarantee going further, and the real differences are in the details: when the clock starts, who pays the label, whether used products count, and what you get back. We compared 15 brands from sportswear to luxury in one table, then pulled out the patterns that matter for a Shopify store setting its own policy.
Use this as a benchmark when you write or update your policy. Every brand links to a deeper teardown of its customer service.
Want this level of support without hiring a bigger team? Relay is an AI support agent for Shopify that answers, refunds and resolves tickets inside your rules. Try it free for 14 days.
The comparison table
| Brand | Window | Clock starts | Return shipping | Used items? | Refund method |
|---|---|---|---|---|---|
| Nike | 60 days | Delivery | Free for Members | See Nike's policy | Original payment |
| Zappos | 60 days (store credit up to 1 year for accounts) | Purchase | Free | No, new condition | Original payment or store credit |
| Loop Earplugs | 100 days | Delivery | Free returns (US); original shipping not refunded | Yes, even if used | Refund, store credit or exchange |
| Dore & Rose | 100 days (pillowcases, masks), 30 days (others) | Delivery | Customer pays unless brand error | No, unused | Store credit; cash refund with a freight fee |
| Gymshark | 30 days | Delivery | Free in many countries | No, original condition | Original payment |
| Allbirds (US) | 30 days | Delivery | Customer pays unless coverage bought | No, unworn | Original payment |
| Glossier | 30 days | Receipt of order | See Glossier's policy | Not specified | Original payment or gift card |
| SKIMS (US) | 30 days | Order placed | Flat fee, waived for store credit | No, unworn | Refund or store credit |
| Sephora (US) | 30 days (credit up to 90) | Purchase | See Sephora's policy | Yes, gently used | Original payment, then online credit |
| Patagonia | Ironclad Guarantee | Any time for defects | Varies | Wear and tear repaired for a fee | Repair, replacement or refund |
| Louis Vuitton (US) | 30 days | Purchase | Complimentary | No, perfect condition | Full refund or exchange |
| Hermès (US) | 30 days | Delivery | Complimentary | No, original condition | Refund online; store credit in stores |
| Gucci (US) | 30 days | Delivery | Complimentary | No, original condition | Original payment |
| Dior Beauty (US) | 30 days | Purchase | Label cost deducted | Unopened or gently used | Original payment |
| Chanel (UK) | Online boutique only | See terms | See terms | See terms | Fashion not sold online |
Pattern 1: 30 days is the default, 100 days is a sales tool
Most brands land on 30 days. The outliers on the long side (Loop and Dore & Rose at 100 days, Nike at 60, Zappos with a year of store credit) all sell products that are judged after real use: earplugs, sleep products, shoes. If your product needs time to prove itself, a long window removes the main objection at checkout. If it doesn't, 30 days is what customers expect.
Pattern 2: the clock matters as much as the length
SKIMS counts from the order date; Nike, Gymshark, Hermès and Gucci count from delivery. Order-date clocks are easier to enforce but feel shorter when shipping is slow. Delivery-date clocks are fairer and generate fewer 'my window is almost over' tickets. Whatever you choose, write it in the first sentence.
Pattern 3: fees steer customers toward store credit
SKIMS waives its fee for store credit. Dore & Rose defaults to store credit and charges a freight fee for cash. Zappos extends the window only for credit. The pattern: make store credit the easy path, keep cash available, and let the fee do the steering.
Pattern 4: luxury absorbs shipping, enforces condition
Louis Vuitton, Hermès and Gucci all offer complimentary returns, with strict 'perfect, saleable condition' rules. High order values make the label cost trivial; condition rules protect resale value.
Pattern 5: used-product returns need guardrails
Loop accepts used products; Sephora accepts gently used beauty. Both pair it with limits: customized items excluded at Loop, abuse monitoring and loyalty point removal at Sephora. If you want to say yes to used returns, decide your guardrails first.
Write your own policy in 2 minutes
Our free return policy generator turns these choices (window, clock, condition, fees, refund method, exclusions) into a complete policy you can paste into Shopify. Once it's written, Relay can enforce it automatically on every return request in your inbox.
FAQ
What is the most common return window for online stores? 30 days. Among the 15 brands we compared, most use 30 days. Longer windows (60 to 100 days) are used by brands whose products need real use to judge, like shoes, earplugs and sleep products.
Which brands accept returns on used products? Loop Earplugs accepts returns within 100 days even if the product was used, and Sephora accepts new or gently used beauty products within 30 days.
Should my store count the return window from order or delivery? Delivery is fairer and generates fewer tickets when shipping is slow. Order date is easier to enforce. State your choice in the first line of the policy.
Sources: each brand's official returns pages, help centers and terms, checked in October 2026. Policies change, so check the brand's own site before quoting them. Relay is not affiliated with any of the brands mentioned.
