You click “buy.” You wait. Days turn into a week. Then two. Your porch remains empty, and your inbox stays silent. No shipping confirmation. No “we’re sorry” note. Just a charge on your credit card and a growing sense of frustration. This happens to thousands of shoppers every single day. Most people just vent on social media or file a chargeback. But here’s the thing: you actually have federal law on your side. It is called the Mail or Telephone Order Rule. This FTC regulation is a powerful tool for consumer protection. It forces sellers to be honest about when they can actually get a product to your door.
In this guide, we will break down how this rule works. We’ll look at why it still matters for your Amazon or Shopify orders.Also, you’ll understand the heavy fines businesses face if they ignore it.
A Quick History Lesson
The rule did not start with the internet. It goes back to 1975. Back then, the FTC created it to stop mail-order scams. You probably remember the old stories. Someone would clip a coupon from a magazine and mail a check. Then, they would wait months for a product that never arrived. The rule gave those people a legal safety net.
In 1993, the FTC updated it to cover telephone orders. Then came the big change in 2014. That update officially pulled online shopping into the fold. It included orders placed via computers, fax machines, and mobile devices. So, if you bought a shirt on an app last night, you are protected by this legacy law.
What the Rule Actually Requires
The core of the law is simple. When a customer places an order, the seller must ship the goods within the time they promised. If the website says “ships in 3 days,” they have 3 days. But what if they don’t give a date? That is where the 30-day default deadline kicks in.
The 30-Day Default Deadline
Most people never read the fine print. Sellers know this. That is why the 30-day rule is so important. If a seller is silent about the shipping time, the law says they have 30 days. No exceptions and excuses.
This applies to almost everything you buy. However, there are a few odd exceptions. For example, seeds and growing plants aren’t covered. Neither are “pay-as-you-go” credit orders where the buyer hasn’t been given a credit line yet. But for 99% of your online shopping? The 30-day clock is ticking the moment you hit “order.”
The “Reasonable Basis” Requirement
Here is a detail most businesses miss. You can’t just guess a shipping date. The FTC requires sellers to have a “reasonable basis” for their claims. This means if a store says “Ships in 24 hours,” they must have the tech and inventory to prove that is possible.
If a company runs a massive ad campaign for a toy they don’t even have in stock yet, they are likely breaking the law. They are soliciting orders without a real plan to fulfill them. This isn’t just a late shipment. It is a violation from the very start.
What Happens When There’s a Delay?
Supply chains break. Inventory runs out. The law understands that. But it doesn’t let sellers just stay silent. If a seller realizes they can’t ship on time, they have to take specific steps.
They must:
- Notify the buyer about the delay immediately.
- Provide a new, definite shipping date.
- Give the buyer a clear way to cancel for a full refund.
The rules for customer “silence” are very specific. If the delay is 30 days or less, the seller can assume you agree to wait but only if they tell you that in the notice. However, if the delay is longer than 30 days, or if it is a second delay, silence is not consent. In those cases, the seller must get your active “yes.” If you don’t respond, they must cancel the order and send your money back.
The Mail or Telephone Order Rule and Modern E-commerce
Does this really apply to giants like Amazon or small Shopify stores? Yes. Absolutely. Any seller using a “computer” to take orders falls under this rule. The 2014 amendment made that crystal clear.
The scale of this issue is massive. According to the U.S. Census Bureau, U.S. retail e-commerce sales reached about $1.11 trillion in 2023. By 2024, that number climbed toward $1.19 trillion (Source: U.S. Census Bureau, Quarterly Retail E-Commerce Sales, 2024). With over a trillion dollars moving through digital checkouts, these rules are the only thing keeping the market honest. Yet, many small “dropshipping” businesses have never even heard of these requirements. That is a massive legal risk.
Why Small Businesses Get It Wrong
Honestly, most small sellers aren’t trying to be criminals. They just don’t know the law. They set up a store, take orders, and think shipping is just a “best effort” thing. They assume as long as the product eventually arrives, everything is fine.
But the FTC does not care about your good intentions. If you don’t send the right delay notices, you are in the wrong. In the eyes of the law, an “oops” is still a violation.
Real Consequences for Sellers
The FTC doesn’t just send mean letters. They have real teeth. As of January 17, 2025, the maximum civil penalty for violations increased to $53,088 per violation (Source: Federal Trade Commission, Civil Penalty Adjustments, 2025).
Think about that math. If a business misses the deadline for 100 customers and fails to send notices, they are looking at millions in potential fines. Look at Fashion Nova. In 2020, they had to pay $9.3 million to settle FTC allegations that they failed to ship on time and didn’t give proper refunds. That is a huge wake-up call for any brand.
How the Money Returns to You
If you cancel because of a delay, you get a full refund. But “how” you get that money matters. The law has strict timelines for this:
- Third-Party Credit Cards: If you used a Visa or Mastercard, the seller must credit your account within seven working days.
- Debit Cards or Cash: The seller must get the refund to you by any means as fast as first-class mail within seven days.
- Store Credit Accounts: If you used the seller’s own credit line, they have one billing cycle to fix the balance.
The seller cannot give you a “gift card” or “store credit” if you paid with cash or a standard credit card. You are entitled to your original form of payment back.
When the 30-Day Clock Starts
There is a small catch for sellers. The clock only starts once an order is “properly completed.” This means the seller has your payment, your correct address, and any specific details like size or color. If you forget to enter your zip code and the seller has to email you for it, the 30-day timer hasn’t started yet. This protects sellers from being penalized for a buyer’s mistake.
Tips for Corporate Compliance Teams
If you are running a business, you need to treat this rule like a core safety requirement. Do not just guess your shipping times. Build real-time inventory tracking into your website.
You should also automate your delay emails. If a package doesn’t scan at the warehouse by the deadline, an email should go out automatically. This email must include the new date and the “click to cancel” button. Don’t make customers call a support line to get their refund. That is a great way to get flagged by the FTC.
Also, remember that the rule covers shipping, not delivery. If you hand the box to UPS on time, you have met your legal duty under this specific rule. If UPS takes two weeks to deliver it, that is a different customer service issue, but it isn’t an FTC violation.
What Buyers Should Do
Next time you buy something, take a screenshot. Save the page that says “Arrival in 3-5 days.” If that date passes and you hear nothing, you have a right to cancel.
If a seller refuses to refund you or ignores your emails, do not just give up. File a complaint at ftc.gov/complaint. It is free. It takes five minutes. The FTC uses these reports to find patterns of abuse. Your one complaint might be the one that starts a major investigation.
Wrapping It Up
The Mail or Telephone Order Rule might feel like a relic of the 1970s. But in a world where we buy everything from groceries to cars online, it is more relevant than ever. It creates a baseline of trust. Without it, the “one-click” economy would be a wild west of broken promises and lost money.
For the shopper, it is a shield. For the business owner, it is a roadmap for professional service. Shipping on time isn’t just a nice thing to do for your customers. It is the law. Keep those records, watch those deadlines, and don’t be afraid to demand your money back when a seller fails to deliver.
