BackToMe is the compliance infrastructure for the withdrawal right (a European obligation, Directive (EU) 2023/2673, in force since 19 June 2026 across the 27 EU member states). Installed with a single line of code, it receives the customer's request, sends them an acknowledgement of receipt by email that they keep, and archives it dated and impossible to alter afterwards for 5 years. Installing the button covers what the law requires and provides solid proof for every request.

On a marketplace, who has to install the withdrawal button: the platform or the third-party seller?

The marketplace operator (Amazon, Cdiscount, Vinted Pro, Etsy) bears the technical obligation to integrate the withdrawal button into the user interface. It is the operator that controls the site and the UX. The third-party seller, however, remains legally responsible for actually processing the withdrawal: refund within 14 days, archiving of supporting documents, acknowledgement of receipt. The Consumer Rights Directive (2011/83/EU) clearly distinguishes the technical medium (the platform) from the substantive obligation (the professional seller).

If I sell on Amazon Marketplace, do I have to add my own button on my external site?

It depends on the purchase journey. If the sale is concluded on Amazon (Amazon basket, Amazon Pay payment, Amazon checkout), the button must appear on Amazon, that is their obligation. If you also run your own shop (Shopify, WooCommerce), the button must appear there too for the sales concluded on that site. Two separate mechanisms for two separate channels.

What happens if the marketplace fails to meet its obligation?

In Ireland, the fine (up to €60,000, and up to 4% of turnover for widespread infringements, under the Consumer Rights Act 2022, enforced by the CCPC) targets the marketplace operator, not the third-party seller. However, if the marketplace has not put the mechanism in place, the withdrawal period is extended to 12 months and 14 days (Directive 2011/83/EU, art. 10) for ALL sales concluded on the platform, including those of third-party sellers. The third-party seller therefore indirectly bears the consequences of the non-compliance.

Marketplace: who installs the button, the platform or the third-party seller?

Do you sell on a marketplace (Amazon, Cdiscount, Vinted Pro, Etsy)? In plain terms: it is the platform that installs the button, but you are the one who processes the request. The marketplace operator bears the technical obligation for the button. The third-party seller remains legally responsible for actually processing it: refund within 14 days, archiving, acknowledgement of receipt. Two distinct but jointly binding levels of responsibility.

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Splitting responsibility (Directive (EU) 2023/2673)

Directive (EU) 2023/2673 targets the « trader who offers the conclusion of contracts by means of an online interface ». On a marketplace, this professional is, in legal terms, the platform (which operates the interface). The directive specifies that the button feature must be « visible and permanently accessible on the interface », so it falls to the operator of that interface.

By contrast, the refund obligation under the Consumer Rights Directive (2011/83/EU) falls on « the professional who delivers the goods », i.e. the third-party seller in the case of a marketplace. The seller therefore remains responsible for actually refunding, for meeting the 14-day period and for the surcharge in the event of a late refund.

Summary table

Obligation

Marketplace

Third-party seller

Technical integration of the button

Yes

Button always present (all pages)

Yes

Dated archiving that holds up

Yes

Backup copy recommended

Acknowledgement of receipt (email to the customer)

Yes (relayed)

Duplicate often sent

Processing the withdrawal

Yes

Refund within 14 days

Yes

Surcharge for a late refund

Yes

CCPC fine for a missing button

Yes (€60,000 max)

No (unless complicit)

Special case: marketplace + own shop (multi-channel)

A seller who runs both a Shopify shop and an Amazon Marketplace account must guarantee the button on both channels. On the marketplace, it is Amazon that takes on the technical integration. On the Shopify shop, it is the seller who must integrate a compliant button (Directive (EU) 2023/2673 applies to the operator of the site). The same obligations on processing, one button to add on each of the two.

What to check as a third-party seller?

•The marketplace has indeed integrated the button (check this on the product pages)
•Withdrawals are passed on to you in real time (in your seller area or by notification)
•Your internal procedure meets the 14-day period (the counter starts from the notification received from the marketplace)
•Your seller terms and conditions mention the procedure and the return costs

If the marketplace is non-compliant, the third-party seller cannot rely on that to escape its own refund obligation. The best approach is to document in writing (an email to the platform) any failure you observe.

Do you also sell on your own site? Add the button in five minutes

Compatible with Shopify, WooCommerce, PrestaShop, Wix, Squarespace and custom sites. 7-day free trial: 0 € today, 30-day money-back guarantee, then 25 € excl. VAT/month to switch on legal mode (Stripe billing).

See the installation guides

To go further

Button on a mobile app

iOS, Android, hybrid

Button and dropshipping

Who is the responsible merchant?