XHS Return Policy: Managing Returns & Refunds on Xiaohongshu
Date Published
Table Of Contents
1. Why Your XHS Return Policy Is More Than a Legal Formality
2. China's 7-Day No-Reason Return Law: The Legal Foundation
3. XHS Platform Return Rules: What the Platform Mandates
4. Cross-Border Returns on Xiaohongshu: A Different Game
5. How the XHS Refund Process Works (Step by Step)
6. Product Categories Exempt from the 7-Day Return Right
7. The Refund-Without-Return Debate: What Changed and What It Means for Brands
8. Best Practices for Brands: Setting a Return Policy That Converts and Protects
9. Common Mistakes Brands Make with XHS Returns
10. Conclusion
For international brands entering Xiaohongshu (also known as Little Red Book or RedNote), the return and refund policy is one of the most underestimated operational details — and one of the most consequential. Get it wrong, and you risk damaged store ratings, platform penalties, and losing buyers who will simply never come back. Get it right, and a transparent, shopper-friendly policy becomes a trust signal that actively drives conversions on a platform where community credibility is everything.
Xiaohongshu operates at the intersection of social content and e-commerce, with over 300 million monthly active users, the majority of whom are young, high-income women in Chinese urban centers. These shoppers are informed, vocal, and accustomed to strong consumer protections. Before you list your first product in an XHS Shop, you need to understand not just the platform's own rules, but the Chinese legal framework that underpins them — and how cross-border logistics complicate the picture for international sellers.
This guide covers everything: the legal baseline under China's consumer protection law, what Xiaohongshu specifically requires from merchants, how cross-border returns work in practice, and the strategic decisions brands need to make to protect both their customers and their own margins.
Why Your XHS Return Policy Is More Than a Legal Formality {#why-return-policy-matters}
In any market, return policies shape buyer confidence. On Xiaohongshu, that dynamic is especially pronounced. The platform's core proposition is built on authentic user-generated content and peer trust — meaning that a buyer who feels burned by a difficult return process is not just a lost customer. They are a potential negative review, a cautionary note shared with thousands of followers, and a drag on your store score. Conversely, a generous, well-communicated return policy acts as a quality signal. Research in cross-border e-commerce has consistently found that more lenient return policies improve consumers' perceived product quality and reduce purchase risk, which in turn drives higher purchase intent.
This is particularly relevant for cross-border brands selling into China, where buyers cannot physically inspect products before purchase and where trust in international sellers is still being established. <cite index="51-1">A lenient return policy improves consumers' perceived quality of products and reduces their worries about goods being fake, lost, damaged, or delayed.</cite> For brands building a presence on XHS, where content and commerce are inseparable, the way you handle after-sales is part of your brand story.
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China's 7-Day No-Reason Return Law: The Legal Foundation {#7-day-return-law}
Before looking at XHS-specific rules, international brands must understand the legal baseline. China's consumer protection framework gives online shoppers a statutory right to return purchases — and this is not optional for merchants.
<cite index="32-1">China's "seven-day no-reason return" policy is a key consumer protection measure that allows shoppers to return most online purchases within seven days, no explanation required.</cite> This right is enshrined in the Law on the Protection of Consumer Rights and Interests (first enacted in 1993 and revised in 2013) and further specified in the Interim Measures for Seven-Day Unconditional Return of Online Purchases. <cite index="30-1">Under this law, consumers have the right to return products purchased through online shopping, television shopping, telephone shopping, and postal shopping within 7 days — starting from the day they receive the product — without providing any reason.</cite>
<cite index="34-8">Business operators are required to refund the payments already made by consumers within seven days upon receipt of the returned goods.</cite> This means the clock starts when the customer receives the item, not when the order is placed — a distinction that matters for cross-border shipments with longer delivery windows.
A key clarification that Chinese courts have reinforced: opening packaging does not automatically void a buyer's return right. <cite index="32-3,32-4">According to Chinese consumer protection laws, businesses must clearly inform consumers of any terms that significantly impact their rights, such as return restrictions. Furthermore, Chinese Supreme People's Court regulations state that if a consumer unseals a product for necessary inspection and this does not damage the item, the seller cannot deny a return solely because the packaging was opened.</cite>
For international brands, it is also worth noting that <cite index="33-5,33-6">providers of online trading platforms are required to guide, supervise, and urge sellers to fulfill their 7-day no-reason return obligations, and must provide sellers with the related services and functions to do so.</cite> This means Xiaohongshu itself has platform-level obligations, not just individual merchants.
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XHS Platform Return Rules: What the Platform Mandates {#xhs-platform-rules}
Beyond the legal baseline, Xiaohongshu imposes its own layer of policies that merchants must comply with when operating an XHS Shop. These rules exist both to satisfy Chinese e-commerce law and to protect the platform's reputation for quality and trustworthiness with its community.
Store types and their after-sales implications
The type of XHS store you operate affects your setup requirements and the level of scrutiny your after-sales practices receive. <cite index="5-28,5-29">Enterprise and company stores are the highest level of stores on Xiaohongshu, usually operated by big brands and companies, and are allowed to sell all product categories as long as they submit all the required documents.</cite> These flagship-level stores are also held to higher standards when it comes to order management and after-sales service.
For merchants of all types, the XHS platform requires that return and refund policies be configured during store setup. <cite index="1-5">Merchants are expected to establish return and refund policies that meet XHS platform standards and Chinese consumer expectations.</cite> This is not a detail you set once and forget — it's a live component of your store's trust score and rating.
The merchant security deposit and disputes
All XHS merchants are required to pay a security deposit when opening a store, and part of its purpose is directly tied to refunds. <cite index="8-20">The deposit serves as security against potential disputes, policy violations, or customer complaints.</cite> <cite index="49-27">The refundable deposit ranges from ¥20,000 to ¥50,000 depending on category.</cite> For cross-border merchants specifically, <cite index="44-2">deposits range from CNY 20,000 to CNY 50,000 denominated in RMB.</cite> If disputes arise and the merchant fails to resolve them appropriately, the platform can draw against this deposit.
Platform oversight and merchant obligations
Xiaohongshu, as a registered e-commerce platform under Chinese law, carries direct regulatory responsibilities. <cite index="52-4,52-5">Platforms are required to establish internal transaction rules to guarantee transaction safety and protect consumer welfare, and the platform has the responsibility to compensate consumers on behalf of sellers when disputes arise.</cite> This means XHS has both the authority and the obligation to intervene in return disputes — which brands should understand before assuming they have full control over outcomes.
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Cross-Border Returns on Xiaohongshu: A Different Game {#cross-border-returns}
For international brands operating under Xiaohongshu's Cross-Border E-Commerce (跨境贸易) program, returns are more complex than for domestic merchants. The additional layers of customs clearance, bonded warehouses, and international logistics create friction that requires careful planning before problems arise.
Fulfilment models shape your return exposure
How you fulfil orders determines how returns flow. <cite index="49-31">There are three main fulfilment models available: bonded warehouse (pre-shipping inventory to a bonded warehouse in China for fastest delivery and best customer experience, recommended for high-volume sellers), direct cross-border shipping (shipping from your overseas warehouse per order, with lower upfront cost but longer delivery times), and a hybrid model combining both.</cite> Bonded warehouse fulfilment means faster resolution for return requests, since the product is physically in China. Direct cross-border shipping complicates returns significantly: returned items cannot easily re-enter the bonded warehouse and may face tariff implications.
The tariff dimension
<cite index="51-6">Platforms such as Xiaohongshu promise to refund tariff after the receipt of returned cross-border goods</cite>, which distinguishes them from some competitors who require consumers to bear the freight and tariff costs when returning non-defective items. This is a consumer-friendly stance, but it places a cost burden on merchants and the platform when return volumes are high.
Cross-border after-sales process
<cite index="43-18">After an order is shipped, consumers can apply for after-sales service due to product quality or logistics and transportation issues, with the merchant authorizing the platform to handle after-sales.</cite> Once a claim is submitted, <cite index="43-19,43-20">the platform verifies whether the problem exists, then negotiates with the merchant to provide compensation or a refund to the user, and can deduct from the merchant's remaining payment based on after-sales responsibility to compensate the consumer.</cite>
For cross-border merchants, it is also important to note that <cite index="31-17">for cross-border e-commerce retailing imported products declared through "cross-border direct purchase", if the cross-border e-commerce company has clearly informed the consumer that the product does not apply to the "seven days no-reason returning" policy and the consumer confirms this, the consumer may face difficulty getting court support for return requests.</cite> This provides a limited carve-out for certain cross-border product categories — but only when clearly disclosed at checkout.
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How the XHS Refund Process Works (Step by Step) {#refund-process}
Understanding the operational flow of an XHS refund request helps brands build the right internal workflows and set realistic expectations with customers.
1. Buyer initiates the request – The buyer submits a return or refund request through the XHS app's order management center, selecting a reason and providing evidence (photos, videos) if required. The request appears in the merchant's backend dashboard.
1. Merchant reviews and responds – The merchant reviews the claim in the Qianfan (千帆) seller system. <cite index="43-9">Order processing, product management, and other related business functions can all be completed in one stop in the Xiaohongshu Qianfan system.</cite> The merchant can approve the return, negotiate with the buyer, or dispute the claim with counter-evidence.
1. Return logistics – If a physical return is agreed upon, the buyer ships the item back. For domestic orders, standard Chinese courier services apply. For cross-border orders, logistics are more complex and return shipping costs and customs handling must be factored in.
1. Platform mediation – If the merchant and buyer cannot agree, the dispute escalates to XHS platform review. The platform examines evidence from both sides and makes a ruling. The platform may compensate the consumer directly by deducting from the merchant's held funds.
1. Refund issued – Once approved, refunds are processed back to the original payment method (Alipay or WeChat Pay for domestic; cross-border payment methods for international orders). The timeline depends on the payment processor.
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Product Categories Exempt from the 7-Day Return Right {#exempt-categories}
Not every product sold on XHS is subject to the full 7-day no-reason return right. Brands should be aware of the categories where restrictions apply — but must also communicate any exclusions clearly and transparently to buyers.
The following categories are generally exempt from the unrestricted 7-day return right under Chinese consumer protection law:
• Custom-made or personalized products – Items manufactured to a buyer's specific order
• Fresh, perishable, and food products – Goods that deteriorate quickly or have short shelf lives
• Digital goods and downloaded content – Software, digital media, and downloaded files once accessed
• Newspapers and periodicals – Time-sensitive print media
• Hygiene products – Personal care items that cannot be resold once unsealed
• Live plants and animals – Perishable by nature
<cite index="37-3,37-4,37-5">Consumers may return merchandise without providing a reason within seven days of receiving an item, provided the quality, functions, components, and tags remain intact. Unpacking goods to examine them and reasonable tests to check quality and function are considered legitimate uses and will not compromise intactness, provided the goods are still able to be resold.</cite>
<cite index="39-7,39-8">For those products not applicable for no-hassle and free return policies, sellers must provide clear written indications of these exclusions. It is the seller's responsibility to explicitly mention the absence of no-hassle and free returns when customers complete the final payment at checkout.</cite> Failing to disclose exclusions can expose brands to disputes they cannot win.
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The Refund-Without-Return Debate: What Changed and What It Means for Brands {#refund-without-return}
One of the most controversial aspects of Chinese e-commerce in recent years has been the "refund-only" or "refund without return" policy — and Xiaohongshu has been caught up in the broader industry debate around it.
<cite index="4-1">In a survey of more than 2,000 sellers on platforms including Taobao, Tmall, JD.com, Pinduoduo, Vipshop, Douyin, Kuaishou, and Xiaohongshu, 8% said around 80% of their total orders had to be refunded without a return in the past year, while only 1% said they did not experience any returnless refund requests.</cite> The policy, pioneered by Pinduoduo to build consumer trust, became a serious burden for merchants across the industry.
The good news for brands is that the landscape has shifted. <cite index="22-9">On April 22, 2025, it was reported that major platforms including PDD, Taobao, JD.com, Douyin, Kuaishou, and others began completely phasing out the refund-only option.</cite> <cite index="22-10">However, customers in China can still arrange a no-return refund with merchants, should both parties agree on the terms.</cite> This means the policy is no longer a platform-imposed default — but bilateral agreements between buyer and seller still allow for it in certain situations.
For brands on XHS, the practical implication is that merchant-friendly protections are improving, but store ratings and responsiveness to after-sales issues remain critical. <cite index="6-2">In XHS livestreaming, the average transaction value is over RMB 400, with a comparatively low 33% return rate.</cite> This figure is notably lower than industry averages on other platforms, suggesting that Xiaohongshu's trust-driven, content-first purchase model may produce buyers with higher intent and lower return propensity.
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Best Practices for Brands: Setting a Return Policy That Converts and Protects {#best-practices}
A well-designed return policy on XHS does two things simultaneously: it protects your margins by setting clear, legally compliant terms, and it builds buyer confidence by signaling that you stand behind your products. Here is how to approach it strategically.
Be proactive and explicit at the product listing stage
Do not bury your return policy in fine print. Chinese consumers are increasingly savvy about their rights, and clear disclosure at the listing level reduces disputes downstream. State your return window, the condition requirements, who bears shipping costs, and any category-specific exclusions. <cite index="26-3,26-4">Provide truthful and accurate descriptions of your products, and conduct transactions within the platform to secure the rights of both parties.</cite>
Configure your policy in the Qianfan backend before your first sale
Return and refund policy settings are configured in Xiaohongshu's merchant backend (Qianfan). Do not treat this as an afterthought. Work with your platform setup team to align your configured policy with both your operational capabilities (e.g., your fulfilment model and return logistics) and Chinese legal requirements. <cite index="49-1,49-2">Setting up your fulfilment workflow — including bonded warehouse integration, direct cross-border shipping, or hybrid models — and establishing return and refund policies that meet XHS platform standards and Chinese consumer expectations are foundational steps.</cite>
Invest in responsive after-sales communication
Response speed matters on XHS. Slow responses to return requests hurt your store score and generate the kind of negative community buzz that the platform's word-of-mouth model amplifies quickly. <cite index="7-29">Merchants should keep a close eye on user feedback and ratings to maintain a good store score.</cite> Build an internal workflow for triaging and responding to after-sales requests within 24–48 hours.
Use your fulfilment model strategically
If return rates are a concern for your category, the bonded warehouse model reduces friction for both parties. Returns are resolved domestically, refunds process faster, and customers have a better experience. <cite index="44-6">Cross-border merchants using China's bonded warehouse system meet the platform's "72-hour delivery guarantee" requirement, while direct overseas shipping leads to search demotion.</cite> The operational investment in bonded warehousing pays off not just in discovery ranking, but in after-sales efficiency too.
Know when the platform is your ally
Xiaohongshu's platform oversight can work in a merchant's favor when buyers make unreasonable demands. Maintain clear records of your product listings, shipping confirmations, and communications with buyers. When disputes escalate to platform review, the quality of your documentation determines the outcome.
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Common Mistakes Brands Make with XHS Returns {#common-mistakes}
Even well-prepared international brands make avoidable errors when it comes to after-sales management on Xiaohongshu. The following are the most common pitfalls:
• Failing to disclose exemptions clearly at checkout – Any category excluded from the 7-day return right must be explicitly flagged when the buyer completes payment. Missing this disclosure removes your ability to dispute buyer claims.
• Configuring unrealistic return windows for cross-border shipments – Standard 7-day windows assume domestic delivery. If you ship directly from overseas, delivery alone may consume most of that window. Work with your compliance team to set appropriate terms under the cross-border carve-out rules.
• Ignoring store rating signals – A declining after-sales rating is a warning sign, not just a metric. It signals unresolved disputes that can affect your search visibility on the platform.
• Handling disputes outside the platform – Attempting to resolve returns through WeChat or other external channels violates XHS platform rules and removes your protection under the platform's dispute mechanism. <cite index="24-13">Do not post website links, QR codes, watermarks, or any contact information related to other platforms.</cite> Keep all communications and transactions within the XHS ecosystem.
• Underestimating the tariff refund obligation – For cross-border orders, remember that customers may be entitled to tariff refunds on returned items, not just the product price. Failure to factor this into your policy can result in disputes and platform deductions.
Conclusion {#conclusion}
Managing returns and refunds on Xiaohongshu is a multi-layered challenge that sits at the convergence of Chinese consumer protection law, platform-specific policy, cross-border logistics, and brand reputation management. For international brands, the complexity is real — but so is the competitive advantage of getting it right.
Xiaohongshu's community is built on trust and authentic experience. A return policy that is clear, fair, and easily navigable tells buyers that you are a brand worth trusting — and on a platform where that trust can be shared with hundreds of thousands of followers through a single note, that signal has outsized value. Meanwhile, staying on top of the evolving regulatory landscape (including the phase-out of refund-only policies and the strengthening of merchant protections) ensures you are not caught off guard by policy changes that affect your bottom line.
The brands that succeed on XHS long-term are those that treat after-sales not as a cost center, but as a core part of the customer experience they are building in the Chinese market.
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