What Google looks for
Shipping policy
Specific delivery timelines, carrier names or options, shipping cost structure (flat rate, free over threshold, calculated). Anything saying "allow 2 to 4 weeks" without explanation is a red flag for certain categories.
Returns policy
Specific return window in days, who pays return postage, what condition items must be in. "Contact us" is not a policy. "All sales final" needs to be stated clearly at checkout, not buried.
Consistency
What the policy page says must match what checkout shows. Surprise restocking fees, conditions that appear only at checkout, or returns that say one thing and the checkout confirmation says another are trust signals that break.
Dropshipping edge cases
Long shipping times from overseas suppliers must be stated explicitly. If you cannot control return logistics, your policy must reflect that honestly. Claiming 3-5 day delivery when items ship from overseas over 3 weeks is a misrepresentation trigger.
Quick fixes
- Add exact delivery timeframe: "3 to 5 business days for UK orders via Royal Mail Tracked"
- Add cost breakdown: "Free standard delivery on orders over £40. Express delivery £5.99."
- Add returns window: "Returns accepted within 30 days of delivery"
- Specify return postage: "Customer pays return postage unless item is faulty"
- Add refund timeline: "Refunds processed within 5 to 10 business days"
- Link to policy pages from the footer, checkout, and order confirmation
Need a second pair of eyes?
If your policies look fine on the surface but you are still getting flags, the issue is often subtle inconsistency between the policy page, the checkout, and the feed data.