Policy pages do two things: they protect you and they help customers trust you. You do not need a legal team to publish the basics before you launch.
This guide covers the five policy pages most first-time sellers need: shipping, returns, privacy, contact, and terms.
Shipping policy
Customers want to know:
- Where you ship.
- How long shipping takes.
- How much shipping costs.
- What happens if shipping is delayed.
- Whether tracking is provided.
Example: "We ship within the US within 2 to 3 business days. USPS Ground typically arrives in 3 to 5 days. International shipping is not currently offered. You will receive a tracking number by email when your order ships."
Specific is better than legal-sounding.
Returns and refunds policy
Customers want to know:
- Whether returns are accepted.
- The return window (7, 14, 30, 60 days).
- Who pays return shipping.
- What products cannot be returned (custom, opened, perishable, digital).
- How refunds are processed.
Example: "Returns are accepted within 30 days of delivery for unworn items in original packaging. Customer pays return shipping. Refunds are issued to the original payment method within 5 business days of receiving the return."
If you sell custom or digital products, state clearly that those items are final sale.
Privacy policy
A privacy policy explains what information you collect and what you do with it. You need one if you collect any customer information beyond a basic order.
Cover:
- What you collect (name, email, address, payment details).
- How you use it (fulfilling orders, sending receipts, marketing).
- Who you share it with (payment processors, shipping carriers).
- How long you keep it.
- How customers can request deletion.
You do not need pages of legalese for a first store. A clear two-page policy is usually enough.
Contact information
Customers should be able to reach you in one step. Provide:
- Business email.
- Optional: business phone, if you can answer it.
- Optional: physical address. Required if you collect payments in some regions.
Avoid using only a contact form. A real email address builds more trust.
Terms of service
Terms set expectations: what the customer is agreeing to when they buy. For most first stores, the terms cover:
- Payment terms.
- Order acceptance and cancellation.
- Refund policy summary.
- Custom-order or service-specific terms.
- Limitation of liability.
- Governing law: the state or country you are based in.
You do not need to write terms from scratch. Many store platforms provide a basic template you can customize.
What about cookies and trackers?
If your store uses analytics or marketing cookies, add a short cookie notice. Many regions (EU, California) require it. A simple banner with "We use cookies for analytics — accept or decline" is the minimum.
Where to put policy pages
Link policy pages from the footer of every page. Customers look there first.
Common policy page mistakes
- Copying a generic template without customizing it.
- Hiding return policies in fine print.
- Promising what you cannot fulfill (24-hour shipping, lifetime returns).
- No contact information.
- Out-of-date policies that contradict current practice.
Bottom line
You do not need expensive legal work to launch. You need clear, accurate policies that match how your store actually operates. Shipping, returns, privacy, contact, and terms. Five pages. Five clear answers. That is enough to start.