Feed error
Account issueMissing return policy
The "Missing return and refund policy" issue means Google could not find a clear return and refund policy on your website, and the account is disapproved or pending disapproval. On Shopify it usually means the refund policy is still template text, not linked from the storefront, or never written at all.
How this appears in your account
The exact wording the channel shows, so you can match what you are looking at.
- Missing return and refund policy on your online store
- Missing return and refund policy
- Missing return policy
What it affects
- Channels
- Google Shopping
- Scope
- The whole account
Why it happens on Shopify
The Shopify refund policy was never written or is still a template
Shopify keeps store policies under Settings > Policies and can generate template text. A blank policy, or one that still describes generic conditions rather than your own, does not tell customers how returns actually work, which is exactly what Google checks for.
The policy exists but customers cannot find it
Shopify shows policy links in checkout, but most themes do not add them to the storefront footer automatically. If the only route to the policy is the final checkout step, Google may not treat it as accessible to shoppers.
The policy leaves out requirements or timelines
Google expects the policy to state how returns and refunds are handled, including all requirements and any timelines. A single line such as "returns accepted" without a return window, item conditions or refund timing is incomplete.
Different pages describe different terms
A 30-day promise in a banner, a 14-day window in the FAQ and something else again in the policy page reads as unclear. Google advises keeping the policy consistent across the footer, returns page and banners.
How to fix it
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Write the policy in Shopify with your real conditions
In Settings > Policies, replace any template text in the refund policy with your actual terms: the return window, which items are excluded, the condition items must be in, who pays return shipping, and how and when refunds are issued. Where the return rules setting is available in that screen, keep it consistent with the written policy. If you do not accept returns, state that clearly rather than leaving the policy empty.
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Link it from every page
Add the refund policy to the footer menu under Online Store > Navigation so it is reachable from every page, not only at checkout. Check that FAQs, product pages and announcement banners describe the same terms.
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Add the return policy in Merchant Center as well
The website policy is separate from the return policy in Merchant Center, and Google's guidance for Shopify users is to add it in both places. In Merchant Center, open Shipping and returns, choose Return policies and add a policy with the countries, return window, return method, restocking fee and the URL of your policy page. Do not assume a sales channel app has done this for you.
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Check the Merchant Center policy status
Google verifies uploaded return policies before using them, and the Return policies list shows each one as Verified, Pending or Rejected. A rejected policy needs updating to meet the requirements. A verified policy takes precedence over what Google infers from your website.
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Request a review of the account issue
Once the website policy is live and linked, open the issue under Needs attention, select I fixed the issue and request a review. Google reviews the website for compliance and notes that it may take some time for the change to be reflected, so fix everything before requesting it.
How feedlab handles this
The return policy lives on your website and in Merchant Center settings rather than in product rows, so this is not something a feed rule resolves. feedlab keeps the feed itself consistent with the Shopify catalogue, so that once the policy is fixed, the review is not held up by price or link mismatches in the product data.
Frequently asked questions
I set a return policy in Merchant Center. Why is it still flagged?
Because the issue is about the policy on your website, which Google treats as separate from the return policy configured in Merchant Center. Both should exist, and the website one must be clear, complete and easy to find.
Do I have to accept returns to pass?
No. Google requires the policy to be clear, not generous. If you do not accept returns or refunds, your website must clearly say so, and you must then honour whatever the policy states.
Where does Shopify put the refund policy?
Under Settings > Policies in the Shopify admin. Shopify links it in checkout, but you normally need to add it to the footer navigation yourself so shoppers can find it from any page.
Related errors
- Misrepresentation A Misrepresentation suspension means Google judged that your store could mislead shoppers about who you are, what you sell or what a purchase costs. On Shopify it usually traces to thin trust signals: missing contact details or return policy, an unclear business identity, costs revealed late or overstated claims.
- Missing shipping information The "Missing shipping information" or "Missing value [shipping]" issue means Merchant Center has no shipping cost for a product in a country where one is required, so the item cannot show there. On Shopify it usually means the store's shipping rates never reached Merchant Center, or sit in a profile that does not sync.
- Mismatched domains A "Mismatched domains" error means the product's link uses a different domain from the website registered in Merchant Center, so the item is disapproved. On Shopify it usually means the feed builds links on the myshopify.com address or an old domain while the account is registered to the store's custom domain.
Primary sources
Channel specifications change. These are the official documents this page is based on.