Returns management covers all processes around returned goods, from the returns policy and the returns label through to the refund. It becomes relevant for SEO because return conditions are a trust signal in purchase decisions and because return rates should indirectly shape product descriptions, size charts and product photos. In Austria the legal basis is section 11 FAGG, not the German BGB right of withdrawal: consumers may in principle cancel a distance contract within 14 days without giving reasons, and for goods that period only starts once they take possession of the item. The FAGG does, however, exempt whole product groups – custom-made goods, perishable goods or unsealed hygiene articles, for example – and it extends the period considerably where the right of cancellation was not properly notified; which of these applies to a particular shop belongs in a legal review.
In practice
Transparent return conditions that are already visible on the product page and in the checkout address hesitation where it arises – which is why a dedicated, easy-to-find returns page with clear deadlines and costs is worthwhile. Common reasons for returns such as "runs small" are also valuable input for product descriptions and size charts: whether adding that note on the product page really does lower the return rate and the number of unsuitable purchases is shown by a before-and-after comparison in your own shop analytics, and by nothing else. FAQ sections on return periods are also well suited to answering questions from AI search assistants accurately. Keep a clear line between what is required and what is voluntary: the 14-day cancellation period under section 11 FAGG is prescribed by law, whereas a longer 30-day or 100-day returns window is a marketing promise that you should label as such and can change again if needed.