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Retail and Consumer Complaints

ComplaintsLast reviewed: 1 April 20256 min

When something goes wrong with a purchase — whether in a shop or online — this guide explains the complaint process: how to approach the retailer, what to say, how to escalate if they refuse, and when to take formal action. For a detailed explanation of your legal rights under the Consumer Rights Act 2015, see our guide on <a href="/complaints-ombudsmen/consumer-rights-returns">consumer rights and returns</a>. For complaints about dangerous or defective products, see our <a href="/complaints-ombudsmen/faulty-goods-complaints">faulty goods guide</a>.

Key points

  • Under the Consumer Rights Act 2015, goods must be of satisfactory quality, fit for purpose, and as described.
  • Within 30 days of purchase, you can reject faulty goods for a full refund.
  • After 30 days, you are entitled to a repair or replacement first — and a refund if those fail.
  • The small claims court is an effective route for enforcing consumer rights for amounts up to £10,000 in England and Wales.

Your Rights Under the Consumer Rights Act

Looking for something else? See our guide on your legal rights under the Consumer Rights Act or faulty and dangerous products.

The Consumer Rights Act 2015 provides three key rights when goods are faulty:

  • 30-day right to reject: Within 30 days of purchase, if goods are faulty, you can reject them and demand a full refund. The retailer cannot insist on a repair or replacement during this period.
  • Repair or replacement: Between 30 days and 6 months, the retailer is entitled to offer one repair or replacement attempt. If the repair or replacement fails or is not completed within a reasonable time, you can claim a final right to reject (a full or partial refund).
  • After 6 months: You can still claim for faults that existed at the time of sale, but you must prove the fault was present when you bought the goods. Seek a independent assessment or report if needed.

These rights apply to goods bought from a UK retailer — in store or online. They apply to second-hand goods too, though the standard of "satisfactory quality" is adjusted to reflect the age and price paid.

How to Complain to a Retailer

Start by returning the item (or contacting the retailer online) and clearly stating that the goods are faulty and you are exercising your statutory rights under the Consumer Rights Act 2015. Key tips:

  • Do not accept store credit or a voucher as a substitute for a refund unless you are happy with it
  • Do not accept a repair in the first 30 days if you want a refund
  • Put your complaint in writing — email is ideal
  • Keep proof of purchase, photographs of the fault, and all correspondence

If the retailer refuses your request without legal basis, escalate to their customer services manager and reference the Consumer Rights Act specifically. Many disputes are resolved at this stage once the retailer understands you know your rights.

Escalating Consumer Disputes

If a retailer refuses to honour your legal rights, your escalation options are:

  • Credit card chargeback: If you paid by credit or debit card, you can ask your card provider to reverse the payment under the chargeback scheme. For credit card purchases over £100, Section 75 of the Consumer Credit Act gives you equal liability against the card issuer — a powerful additional right.
  • Trading Standards: Report the retailer to Trading Standards (via Citizens Advice). They cannot resolve your individual dispute but can investigate traders who systematically breach consumer law.
  • ADR scheme: Some retailers are members of an approved consumer ADR scheme. Check the retailer's website or Terms and Conditions for details.
  • Small claims court: For amounts up to £10,000, the small claims process is designed to be accessible without a solicitor. Issue a claim online at moneyclaimonline.gov.uk.

Online Purchases and Distance Selling

Online purchases are covered by the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, giving you a 14-day cooling-off period from the day you receive goods. During this period, you can cancel for any reason and receive a full refund. You must return the goods within 14 days of cancelling, and the seller must refund you within 14 days of receiving the returned goods.

Some items are exempt from the 14-day right: perishable goods, personalised or custom-made items, sealed hygiene products that have been opened, and digital content once downloading has begun with your consent. For faulty goods bought online, your Consumer Rights Act 2015 rights apply on top of the distance selling regulations.

Frequently asked questions

Can I reject goods bought online?
Yes — and you have additional rights for online purchases. Under the Consumer Contracts Regulations 2013, you have 14 days from delivery to cancel most online purchases and return them for a full refund, even if there is nothing wrong with them. This is separate from your Consumer Rights Act rights. Some exclusions apply (for example, personalised goods or digital downloads once opened).
My goods were damaged in delivery — who is responsible?
The retailer is responsible — not the delivery company — for goods damaged during delivery. Your contract is with the retailer, and they are responsible for ensuring goods arrive in satisfactory condition. Do not accept damaged goods — photograph the damage and contact the retailer immediately.
What about digital content and services?
The Consumer Rights Act 2015 also covers digital content and services. Digital content must be of satisfactory quality and as described. If digital content (such as a downloaded game, app, or subscription service) is faulty, you are entitled to a repair, replacement, or price reduction.

What to do next

  1. 1
    Issue a small claim online

    Start a small claims court claim for consumer disputes.

  2. 2
    Get consumer advice from Citizens Advice

    Free guidance on your consumer rights.

  3. 3
    Report to Trading Standards via Citizens Advice

    Report a trader who has broken consumer law.

Official bodies and resources

Citizens Advice

Charity

Provides free, confidential, and independent advice on a wide range of issues including benefits, housing, debt, and employment.

Financial Conduct Authority

Regulator

Regulates financial services firms and financial markets in the UK to ensure they are honest, fair, and effective.

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Disclaimer

This information is for general guidance only and does not constitute legal advice. You should seek qualified legal help if your situation requires it.