Anyone buying online asks: when will it arrive, how much does it cost and can I return it? A clear answer to these questions, in the ad and the feed, raises clicks and conversion and reduces abandonment. In Shopping, shipping and return information also affects eligibility and visibility.
The essentials in a definition
Delivery, returns and trust are conversion factors: those who buy online want to know lead times, costs, return conditions and contacts before deciding. Showing them clearly in ads, pages and the feed reduces abandonment and complaints. The Consumer Rights Directive and European Commission information define information and withdrawal rights.
The three decisive questions
Delivery time, shipping cost and return policy decide many purchases. Unexpected shipping costs are the main reason for basket abandonment. Doubts about returns hold back higher-value or fashion purchases.
Answering early and simply reduces friction.
What to show in ads and the feed
In Shopping, configure shipping and return data in the account so they appear next to the product. In search and social ads, highlight “Free delivery over X”, “30-day returns”, “24/48h delivery”, when true.
Keep consistency with the product page and the checkout.
Delivery, returns and trust
- Configure shipping and returns in the feed
- Highlight true conditions in ads
- Keep the promised lead times
- Test messages and measure conversion
Keeping promises
Promising lead times you cannot meet generates complaints, bad reviews and loss of trust. If there are exceptions (islands, remote areas, made-to-order products), communicate them. If the policy changes, update everything immediately.
Check compliance with rules on right of withdrawal and consumer information.
The trust of someone buying online is decided at delivery and return.
Test and improve
Test delivery and returns messages in ads and compare CTR and conversion. Track the return rate and reasons. Improve conditions where the cost is worthwhile: free delivery above a certain value can raise average order value.
Use customer-support questions to identify doubts that still need clearing up.
Decision table
| Information | Where to show | Effect |
|---|---|---|
| Delivery time and cost | Product page, cart and feed | Less abandonment from surprise |
| Returns policy | Product page and footer | More trust |
| Contacts and support | Visible on all pages | Reduces uncertainty |
| Right of withdrawal | Clear pre-contractual information | Compliance and transparency |
Common mistakes to avoid
- Optimistic lead times. Delays generate negative reviews and complaints.
- Hidden policies. Those who cannot find them do not buy.
- Different information across channels. Ad, page and feed must match.
How to measure the result
Track cart abandonment rate, complaints about lead times, return rate and satisfaction after delivery.
Limits and exceptions
Lead times depend on carriers and external factors you do not always control, and information and returns rules vary by country and product type. This content is informational and not legal advice. Set safety margins in lead times, monitor logistics performance and update the information whenever conditions change.
Illustrative example
Illustrative example: a furniture shop starts showing the lead time per product, shipping costs and returns policy right on the page and in Shopping ads. The cart abandonment rate falls and support questions about lead times decrease. The shop adjusts published lead times to reflect reality, meeting them better.
In practice: checkpoints
Show delivery time, cost and return conditions in the ad, in the feed and on the product page, in the same words. Keep the information updated when carriers or policies change, and test the effect of showing free delivery thresholds on average order value. Answer returns questions on a dedicated page and link to it, to reduce hesitation before the purchase.
Frequently asked questions
Should I show delivery time in ads?
Yes, if it is competitive and true.
Does return policy affect visibility?
On some platforms, yes. Configure it correctly.
Is free delivery worth it?
It can be, especially above a minimum value. Calculate the effect on margin.
Should I promise fast delivery?
Only what you can fulfil; a realistic lead time raises satisfaction and reduces complaints.
What returns information is mandatory?
It depends on applicable legislation (for example, the right of withdrawal); consult consumer rules.
Show lead times, costs and returns clearly and consistently in ads, pages and feed: it raises trust, reduces abandonment and meets consumers’ rights.
Sources and recommended reading
- Consumer Rights Directive (2011/83/EU)
- European Commission: consumer rights
- Merchant Center: product data specification
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.