Retail and Consumer Complaints
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?
My goods were damaged in delivery — who is responsible?
What about digital content and services?
What to do next
- 1Issue a small claim online
Start a small claims court claim for consumer disputes.
- 2Get consumer advice from Citizens Advice
Free guidance on your consumer rights.
- 3Report to Trading Standards via Citizens Advice
Report a trader who has broken consumer law.
Official bodies and resources
Citizens Advice
CharityProvides free, confidential, and independent advice on a wide range of issues including benefits, housing, debt, and employment.
Financial Conduct Authority
RegulatorRegulates financial services firms and financial markets in the UK to ensure they are honest, fair, and effective.
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