Returns in business-to-business FMCG trade do not normally work like consumer e-commerce returns. Products can be temperature-sensitive, date-sensitive, regulated or difficult to resell after leaving the controlled supply chain. Buyers therefore need to understand the claim procedure before confirming an order.
This guide explains the difference between a return, a commercial claim, a credit note and a refund, and shows what evidence a buyer should collect.
Why FMCG returns require clear conditions
A wholesale order can contain hundreds of cartons across several pallets. Once dispatched, the goods may pass through warehouses, carriers, customs points and local distribution. Responsibility depends on the agreed contract, delivery term, condition at handover and cause of the issue.
The International Chamber of Commerce explains that Incoterms® allocate selected costs, obligations and transport risks, but they do not replace a sale contract or define every remedy for breach. Buyers and sellers therefore need written claim and return conditions in addition to the chosen delivery term. See the official ICC Incoterms® 2020 information.
Return, claim, credit note and refund: what is the difference?
- Return: physical goods are sent back with the seller’s approval.
- Claim: the buyer reports a shortage, damage, specification difference or another contractual issue and requests a remedy.
- Credit note: the seller reduces the amount due or records a credit against the buyer’s account.
- Refund: money already paid is returned according to the agreed resolution.
A valid claim does not always require the goods to be returned. For low-value damaged cartons, international return transport can cost more than the affected goods. The agreed remedy can instead be a credit, replacement on a future order or another documented settlement.
Common wholesale claim situations
Shortage on delivery
The delivered carton or pallet count does not match the packing list or signed transport record. The buyer should count immediately and record any discrepancy on the carrier’s delivery document.
Visible transit damage
Crushed cartons, broken bottles, wet pallets or damaged stretch wrap should be photographed before unloading is completed where possible. A clean delivery receipt can make a later transport claim harder to support.
Wrong product version
The brand can be correct while the pack size, barcode, flavour, label language or market version differs from the written order. The purchase confirmation should identify these details clearly.
Shelf-life dispute
The buyer receives stock below the shelf-life threshold agreed before purchase. The accepted remaining shelf life should be written into the quotation, proforma invoice or order confirmation.
Quality or safety concern
Batch codes, invoices and distribution records are essential. The European Commission describes traceability as the ability to follow food through production, processing, distribution and sale. This supports targeted withdrawals and investigations. See the Commission’s food traceability guidance.
Evidence buyers should collect
- Order confirmation, invoice and packing list.
- CMR, bill of lading or delivery receipt.
- Clear photos of every affected pallet and carton.
- Photos of pallet labels, batch codes, expiry dates and EANs.
- Quantity count showing ordered, delivered and affected units.
- A short written description of when and how the issue was found.
- Confirmation that the affected stock has been separated and not resold.
Send evidence quickly. Waiting several days can make it difficult to determine whether damage occurred before collection, during transport or after delivery.
How the delivery term affects a claim
The agreed Incoterm and named place help determine where transport risk transfers. They do not automatically decide whether a product specification was correct or whether a seller breached another contract term. Always record the full term, named point and year, for example “DAP [named destination], Incoterms® 2020.”
If the buyer arranged collection, the carrier may need to receive the damage notice. If the seller organised delivery to the destination, the seller can coordinate the carrier file, subject to the agreed term and evidence.
Ortu’s claim-prevention approach
Prevention starts before loading. Ortu asks buyers to confirm the exact product, pack size, destination, label requirements and accepted shelf life. For export orders, the packing list and requested documents should be agreed before dispatch. This reduces disputes caused by assumptions.
For a mixed order, the buyer should check products carton by carton against the packing list immediately after arrival. Product photos, batch information and signed delivery remarks provide a much stronger basis for review than a general message stating that the order was wrong.
Review note for Ortu: insert one genuine anonymised claim example if available—for example a shortage or damaged-carton case—stating what evidence was received and how it was resolved.
How to reduce return and claim risk
- Approve exact SKUs and market versions in writing.
- Agree the minimum remaining shelf life.
- Confirm pallet and carton quantities.
- Use a clear Incoterm with a named location.
- Clarify who arranges insurance.
- Inspect and photograph the load at receipt.
- Report discrepancies within the agreed timeframe.
FAQ
Can a wholesale buyer return unsold FMCG stock?
Usually not unless this was explicitly agreed. Slow sales or changed demand are normally the buyer’s commercial risk.
What should I do if cartons arrive damaged?
Photograph the goods, note the damage on the delivery document, separate the affected stock and notify the responsible party immediately.
Does a refund happen automatically after a claim?
No. The seller must review the evidence and contract. A remedy can be a refund, credit note, replacement or another agreed resolution.
Who is responsible for transit damage?
Responsibility depends on the contract, Incoterm, named place, carrier arrangements and where the damage occurred.
Can Ortu review a claim without batch photos?
Ortu can receive the report, but missing batch, pallet and damage evidence can limit what can be verified with the warehouse or carrier.
Confirm claim conditions before ordering
When requesting an Ortu offer, include the destination, delivery term, required shelf life and inspection needs. Review our export documentation support and FMCG packaging and pallet guide, or request a quotation.
