Ecommerce shipping policy: what to include and how to word it

The short answer

An ecommerce shipping policy should state where you deliver, the delivery options and timescales, how orders are dispatched and tracked, what happens with international duties, delays, lost or damaged parcels and failed deliveries. Keep the wording plain, show a summary at checkout, and have it checked locally for any legal requirements.

What the policy is for

The shipping policy sets expectations. It tells shoppers what they will get and when, and tells you what you have promised. Most delivery complaints come from a gap between the two. Clear writing reduces both the questions your team receives and the chance of an argument about a late parcel.

This is practical guidance only. Rules about delivery times, risk in transit and consumer rights vary by country. Ask a qualified lawyer to review the policy and check the rules in each place you sell.

Where you ship and how

Begin with the basics:

• Countries and regions served, and any you exclude, such as certain islands or remote areas.
• Delivery options, for example standard, express, collect in store or click-and-collect.
• Carriers used, if you want to name them, and whether the customer can choose.
• Addresses you cannot deliver to, such as PO boxes or freight forwarders, if relevant.

Show the cost of each option at the point where the shopper sees it, ideally before the final checkout step. Surprises at the last stage are a leading reason for abandoned baskets; see why shoppers abandon checkout. If you offer a free-shipping threshold, link to your thinking in free shipping thresholds.

If you charge by weight, value or zone, show a simple table of rates so the shopper can see how the cost is built. If rates change by product, say so on the product page. Where you offer collection, give the address, collection hours and how a customer will be told the order is ready.

Processing and delivery times

Separate the time you need to prepare an order from the time the carrier needs to deliver it. Shoppers often assume the clock starts when they click pay.

Use ranges, not guarantees, unless you are certain. Carriers cannot always promise exact dates, and public holidays differ across the countries you sell in. Mention busy periods, when extra time may be needed.

Mention anything that slows dispatch: made-to-order goods, pre-orders, personalisation or items shipped from a supplier. Tell shoppers early, on the product page, rather than burying it in the policy. Link to pre-orders and back-in-stock alerts if you use them.

Tracking and communication

Say how customers will be told that an order has shipped and where to find tracking. Mention that tracking may take a short time to update after dispatch. Link to your help page and give a contact route for parcels that appear stuck. The dispatch notice itself is covered in post-purchase emails, and the first message in order confirmation emails.

International orders, duties and customs

If you ship abroad, explain who is responsible for import taxes, duties and customs fees. Rules differ widely by destination and change over time, so do not state specifics you cannot verify; say that charges may apply and direct buyers to the destination country's customs authority. Make clear whether prices at checkout include or exclude these. A fuller discussion is in selling internationally from an online store. Restricted goods, such as batteries or liquids, may have carrier limits, so check the carrier's current rules.

When things go wrong

• Delays. Say how you will communicate and when to contact you.
• Lost parcels. Explain your process, such as a trace followed by a replacement or refund.
• Damaged parcels. Ask for photos within a stated time and describe what you will do. Link to your return policy.
• Failed delivery. Explain what happens if no one is home or the address is wrong, and who pays to resend.
• Address changes. State how late a change can be made.

Be honest about what you control and what the carrier controls, while still taking responsibility for the customer experience.

Publish and maintain it

Link the policy from the footer, product pages, the basket and checkout, and show a short summary near the delivery choice. Add it to your policy pages checklist. Review it whenever you change carriers, delivery zones or packaging, and date the page. If you need a shop that calculates rates and shows delivery messages cleanly, see our ecommerce solutions.

Packaging and sustainability notes

Many shoppers care how an order is packed. A sentence or two on packaging can reassure them: whether items are protected against damage, whether materials are recyclable, and whether orders may arrive in more than one parcel. Be accurate. Do not claim packaging is eco-friendly or recyclable unless you can support the claim, since environmental claims are checked by regulators in several countries; check local rules.

If items ship separately, tell the customer, so they do not think part of the order is missing. If you use signature-on-delivery for high-value items, explain that too. Finally, state your opening hours for dispatch and any closures, such as holiday breaks, so that customers know when to expect movement. Keeping these small details honest and visible prevents most of the contact that a shipping policy is meant to reduce.

Related guides

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• Shipping and returns policy how to write them
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Questions and answers

Should I promise exact delivery dates?

Only if you can keep them. Ranges and clear cut-off times are safer, since carriers and holidays affect timing.

Do I need to name my carrier?

No, but naming the carriers or services helps shoppers know what to expect and where to track their parcel.

Who pays import duties on international orders?

It depends on the destination and how you set up checkout. State your approach plainly and tell buyers to check the destination country's rules.

What should I say about lost parcels?

Describe your process and timeline for investigating and for replacing or refunding, and check local rules on risk in transit.

Where should the shipping policy appear?

In the footer, on product pages, in the basket or checkout and in the confirmation email.