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After high-profile backlash against ASOS’ stricter returns policy, online retailers may hesitate to enforce their own rules. But a recent poll tells a different story: 86% of consumers say limits on returns are fair, as long as they’re clearly explained.

Recent findings from The Harris Poll UK reveal ASOS’ misstep wasn’t the returns policy itself, but the lack of clear communication. By introducing harsh penalties for so-called “serial returners” without properly setting expectations, the brand left customers feeling blindsided.

Setting reasonable restrictions around returns matters most in fashion, where return rates are higher than almost any other sector. Too lenient, and your margins might suffer. Too harsh, or too poorly communicated and your reputation does.

Shoppers say clarity matters more than the policy itself

The Harris Poll survey of a nationally representative sample of UK adults asked shoppers if they agree returns policies protect the majority of shoppers. 75% agreed, and only 4% believe these policies are unfair.

Fashion retailers are among the hardest hit by returns. A so-called “Try Now, Pay Never” behaviour, sparked by BNPL schemes and social media haul culture, encourages customers to order excessive amounts of clothing with minimal commitment.

In response, fast-fashion giants such as ASOS, as well as Pretty Little Thing (PLT), have tightened their returns policies to mitigate the financial impact of high-volume returns.

ASOS, for instance, replaced free returns with paid returns and introduced fees for customers who send back a high volume of items, unless those items are faulty or incorrect. For normal returns, a fee is now deducted if the value of kept items falls below a threshold: £40 for regular customers and £15 for premium subscribers.

These changes sparked backlash online from customers who felt alienated by brands they once trusted, largely because the policies had not been communicated effectively.

Transparent returns rules protect profits and trust

While lax returns policies may seem customer-friendly, the cost can quickly add up for retailers. Shipping fees, restocking labor, and resale losses on lightly worn or returned items can seriously affect margins. 

Transparent, yet firm, return policies help protect profits by deterring “serial returners” while maintaining a positive relationship with shoppers who follow the rules.

The difference often comes down to communication. Sudden or poorly explained changes to returns rules can easily backfire, damaging your reputation almost overnight. In contrast, clear explanations about why limits exist, not just what the limits are, build trust and loyalty. 

How should retailers communicate returns limits?

Clear communication is key in making return policies work for both you and your customers.

First, explain why limits exist: highlight sustainability concerns, the cost of processing returns, and your intention to protect the majority of shoppers. This helps customers understand that there’s a rationale behind your rules, rather than being arbitrary.

In addition, retailers should be sure that the messaging is consistent, from product pages and checkout screens to order confirmation emails, so customers are never surprised by a fee or restriction. 

Lastly, testing different communication channels can help identify the most effective ways to reach shoppers without causing confusion.

For SMEs, the message is simple: clear and consistent returns policies can help keep costs down, reduce refund abuse, and avoid alienating customers. Being open about the rules makes it easier to manage returns while maintaining shoppers’ trust.

The post Brits don’t mind returns limits – if brands explain them properly appeared first on Startups.co.uk.

More than half of UK SME owners are now turning to AI tools for business guidance, according to a recent study from the payment processing company Worldpay.

Access to professional advice can be limited or expensive. Worldpay finds that accountants, mentors, and late-night Google searches are being replaced by digital assistants like ChatGPT, which can generate answers, ideas, and even strategies in seconds, at any time.

The old ways have not yet disappeared, however, with 93% of business owners still also relying on trusted tech partners, friends, and family. But AI adoption is steadily rising, especially among younger entrepreneurs.

Isolation may be another factor. Sole traders who work independently often lack colleagues or mentors to lean on, making it easier to fire up a chatbot for quick advice rather than building ‘real-world’ advisory networks.

How SMEs are using AI for advice

The study from Worldpay found that 53% of UK SME owners now regularly turn to AI tools for business advice. 

The trend is strongest among young founders; 60% of business owners aged 25–34 said they use AI tools, like ChatGPT, for support.

Other digital platforms remain popular. YouTube leads the way with 51% of respondents seeking advice there, followed by LinkedIn (41%), and Facebook or Instagram (37%). 

TikTok use is lower overall, with 31% of SME owners using it for business advice. But, among ‘digital native’ entrepreneurs aged 18–24, that figure almost doubles to 60%. 

AI chatbots can be a valuable tool for small business owners. They offer quick answers, support with content creation, help with brainstorming new ideas, and even allow for scenario planning when weighing up important decisions.

But it’s not perfect. While AI is fast and accessible, it’s not always accurate. Bosses should treat AI as a starting point and always cross-check advice against trusted sources or professional guidance – as Jeremy Clarkson found out the hard way.

The isolation of running a business alone

Running a business alone has always come with its challenges, but as remote working and digital reliance increase, that sense of isolation can be even more acute.

For many sole traders, isolation is one of the biggest struggles. Without colleagues or managers to bounce ideas off, decision-making can feel lonely and overwhelming. The appeal of AI is clear. It’s a kind of virtual assistant that provides instant feedback at all hours and helps business owners think through ideas.

AI offers quick, low-cost input that feels like having a permanent “sounding board” on hand. And with rising employment costs causing many SMEs to slow down on hiring, leaning on digital tools for support is understandable.

That said, 93% of business owners still rely on their trusted tech partners, mentors, and networks for advice. Coaches, accountants, and peers play a vital role in guiding SMEs, proving that technology hasn’t replaced human experience and judgment just yet.

Where can business owners go for advice?

Often, the best approach is to build a mix of support that suits your business style and growth stage. Friends, family, and peer communities are always a valuable source of wisdom, particularly in the early days of running a business.

Accountants, software providers, and other trusted service partners can also bring expertise and practical insights that can help you avoid costly mistakes.

Online platforms are also popular and cost-effective. YouTube tutorials, LinkedIn and Facebook groups can provide a wealth of advice often tailored to the challenges of your niche or industry.

Lastly, local business hubs, government-backed initiatives, and online resources such as us here at Startups offer professional, up-to-date guidance on setting up a business.

The post Lonely entrepreneurs are asking AI for business help appeared first on Startups.co.uk.

The government has urged founders to create an online account to track their business rates closely ahead of the April 2026 revaluation which will likely raise bills for businesses.

The Business Rates Valuation Account informs businesses about changes to their rateable value (RV), the figure that determines how much they pay in business rates.

Every three years, the Valuation Office Agency updates the rateable values of all business properties in England and Wales to reflect changes in the property market, and the next revaluation is due to come into effect at the start of April next year.

Also next April, permanent business rates reductions are expected to commence for retail, hospitality, and leisure (RHL) properties with lower rateable values.

What is a Business Rates Valuation Account?

A Business Rates Valuation Account is basically your personal dashboard for business rates. Through this GOV.UK service, you’ll be able to:

• Check and track your property’s current and future rateable value
• Get updates when changes are made
• Appoint an agent to manage your account on your behalf

You can also use your account to challenge your current property valuation if you think it is unfair. However, you must do this by March 31 2026.

For high-street businesses, like pubs, cafés, shops, and hotels, small swings in their property’s RV can make a big difference to monthly budgets. By signing up, you’ll be better prepared to handle changes before they hit your bills.

Why is April 2026 important?

From April 2026, properties across the UK will be reassessed, and updated rateable values will be used to calculate bills. For some businesses, this could mean a reduction in bills. But for others, particularly those in popular or up-and-coming locations, rates may skyrocket. 

Being aware of these changes early gives you a chance to build them into your financial planning and accounting software, rather than being caught off guard.

To put it in perspective, UK commercial property values were already on the rise in 2025. According to CBRE UK, capital values across all sectors increased by 0.3% in April, with offices up 0.3% and rental values climbing by 0.4% to 0.6%. 

Shifts like these directly affect future RVs, which is why it’s important to pay attention to next year’s reassessment.

Will business rates go down in the Budget?

Last year’s Autumn Budget laid the foundations for business rates reform. Changes included the introduction of three new multipliers from the 2026/27 financial year.

Two are aimed at supporting Retail, Hospitality, and Leisure (RHL) properties with an RV under £500,000. The third targets larger properties with an RV above the same threshold.

The changes would ease the burden for small firms by applying low multipliers to RHL firms with smaller cash reserves. Meanwhile bigger properties, such as warehouses, would face a higher multiplier. 

However, part of the plans were blocked by Lords, casting doubt on the plans. With the Autumn Budget on 26 November expected to bring more tax rises, SMEs are waiting for clarity on whether the proposals will materialise.

The post SMEs urged to track business rates ahead of revaluation next April appeared first on Startups.co.uk.

There is nothing more frustrating than when you think something you’re buying is cheap, only to be hit with a hefty charge at the end of checkout.

Businesses have been doing this for decades. Known as “drip pricing”, this deceptive sales tactic lures customers in with cheap prices, only to add extra mandatory charges during checkout.

However, the UK’s new Digital Markets, Competition and Consumers Act 2024 (DMCC) has enforced a ban on drip pricing, meaning businesses can no longer use it as a legal pricing strategy.

Below, we’ll share what drip pricing is, the new laws around it, and how your business can remain compliant with the DMCC.

What is drip pricing?

Drip pricing is a deceptive pricing strategy where a business will advertise its products or services at a low price, but then add compulsory and unavoidable costs later in the transaction process.

Understandably, drip pricing has historically been controversial among consumers for its lack of transparency and misleading people about the price, causing them to spend more money than they intended. 

Research by Hartley Law found that 46% of 525 online and mobile apps had at least one dripped fee and were most frequently found in the transport and communications sector.  Additionally, statistics by Boyes Turner revealed that drip pricing has cost UK consumers as much as £2.2bn a year.

Which industries use drip pricing?

There are several sectors that have used drip pricing over the last few decades. While the specific term wasn’t coined until 2009, the practice itself dates back as far as the 1970s. The most common industries that have used drip pricing include:

• Travel and airline: They charge the initial fare, plus mandatory charges for things like checked baggage and seat selection.
• Ticketing platforms: Ticket sellers often add extra “service fees” or “booking fees” that are only revealed at the final stage of checkout.
• Hospitality: Restaurant businesses may add a service charge to the bill at the end of the meal, while takeaway firms might charge a delivery fee to the final price.
• Online retail: An online store will advertise an initial price for a product or service, and then add mandatory charges later in the checkout process (e.g. booking or admin fees).

However, sometimes drip pricing isn’t intentional and can happen for a few reasons. For example, a lack of communication between departments (leading to important fees being overlooked in marketing materials), not being clear on which charges count as mandatory, or even just a bad web design that hides costs until the last step.

What are the new laws on drip pricing?

In April 2025, the UK’s Digital Markets, Competition and Consumers Act 2024 (DMCC) came into effect, banning drip pricing. 

Under this new law, businesses are required to be completely transparent about the final price of a product or service at the very beginning of the sales process. The total price must include mandatory fees, such as administration fees, booking fees, service charges, and taxes. Optional costs do not need to be included.

Fees that cannot reasonably be calculated at the start are exempt from this rule. However, businesses must still provide clear information about how this price will be calculated, and it must be displayed as prominently as the headline price.

If a business breaches this law, the Competition and Markets Authority (CMA) can fine up to 10% of its annual global turnover.

Which businesses are affected?

The new rules on drip pricing will impact all consumer-facing businesses, and any UK business selling goods or services online must comply, or face fines from the CMA.

Ecommerce stores, digital service providers, and subscription-based services will be most affected. Additionally, sectors that previously used drip pricing — such as airline travel, event ticketing and hospitality — and business-to-business (B2B) firms will also have to comply with these new rules.

What do businesses need to do to comply?

We’ve gone through what drip pricing involves and the DMCC ban, but how can your business avoid getting in trouble with the law? Here are five steps you can take to ensure your business remains compliant with the regulations.

1. Be transparent about your pricing

The first and most obvious thing to do is to be clear and transparent about your pricing. 

This means you should include all mandatory fees in the total price of your product or service. It might also be worth implementing a price calculator or a breakdown of the prices so that customers fully understand what they’re paying for. This not only ensures compliance but can also improve the customer experience when they’re purchasing from you.

2. Review your checkout process

Optional fees do not need to be included in the total price. However, you should review your checkout process so that any optional extras (e.g. gift wrapping, late checkout, or upgrades) are clearly presented, not pre-selected, and easy to decline.

3. Update your platforms

You should carry out an audit of your business website, marketing materials, and current ads. That way, you can review the pricing information on these platforms to ensure that all mandatory fees are included, and no claims or promotions are considered misleading under the new rules.

4. Train your staff

If you have marketing or sales employees on your team, provide them with adequate training (e.g. workshops or online courses) so that they have a good understanding of the new rules. Robust internal procedures should also be implemented to ensure compliance, such as a content/ad approval workflow and continuous monitoring of promotional content.

5. Stay informed

Finally, staying on top of any relevant updates and enforcement decisions by the CMA, plus other regulatory bodies, such as the Advertising Standards Authority (ASA), will help you spot potential issues early, change your practices, and show that you’re taking compliance seriously. 

What else is in the DMCC?

Aside from the ban on drip pricing, the DMCC has also introduced new rules on subscription models and fake reviews.

Any reviews that aren’t based on genuine customer experience are banned. Businesses are no longer allowed to submit, commission, or publish fake reviews. It is also illegal to publish reviews that hide the fact that they’re incentivised (e.g. offering a reward to a customer in exchange for a positive review).

For businesses offering a subscription service, the DMCC rules mean that businesses must provide specific information about the subscription before the customer signs up. Consumers also have the right to cancel a subscription within 14 days of entering the contract and receive a full refund, as well as easily cancel without any complicated or unnecessary steps. 

All in all, drip pricing is not a lawful pricing strategy, and it could land your business in serious trouble if you’re caught using it. What’s more, intentionally misleading customers will inevitably cause reputational damage, making you seem untrustworthy and dishonest. 

Being transparent about mandatory charges and staying compliant with the DMCC will help build trust with your customers and make the buying process much smoother.

Struggling to decide on how to price your products or services? Read our guide on the top pricing strategies to find the best fit for your business.

The post What is drip pricing, and why is it banned in the UK? appeared first on Startups.co.uk.

The rise in women-led ventures has been phenomenal, but the business landscape in the UK is still very much male-dominated. 

While there are specific business grants for women, female entrepreneurs still struggle to get their businesses noticed. They also face other issues like gender bias, unequal access to funding, and prejudice in investment decisions.

Understanding these struggles, entrepreneur Sahar Hashemi OBE created the Buy Women Built movement in 2022, encouraging consumers to support businesses founded and led by women and to increase equality in the business world.

Since its inception, the BWB logo has been stamped across many promising female startups in the UK. If you’re a business owner who wants the community the logo represents for your brand, we’ll explain everything you need to know about the BWB movement and how you can submit your business. 

What is the Buy Women Built campaign?

Buy Women Built is a movement that celebrates and empowers female entrepreneurs and women-led businesses. The campaign was started by Sahar Hashemi OBE, co-founder of Coffee Republic.

The campaign’s origin began when Hashemi spotted a post on X (formerly Twitter) by Jacqueline de Rojas CBE, president of techUK. The tweet read: “Not everyone can invest in female founders. Not everyone can mentor female founders, but we can all buy from them.”

This simply-worded tweet sparked inspiration for Hashemi, who realised that people wanted to buy from female businesses but struggled to find them. So, along with her business partner, Barny Macaulay, Hashemi officially launched BWB in April 2022.

Visibility is a significant issue for female-led businesses. In 2024, only 19.1% of active businesses in the UK were led by women, and just 10.6% of these qualified as fast-growing, compared to 73.6% of male-led ventures.

These figures suggest that even with a strong business idea, women founders are simply having trouble being seen. That’s where BWB steps in by promoting female-led brands to help them reach a wider audience.

Speaking exclusively with Startups, Hashemi said: “For too long, women-built brands have been hidden in plain sight. And the result? We underestimate what women are building and what’s possible. Buy Women Built changes that. Our kitemark makes it unmistakable: a woman built this.”

And Hashemi’s work hasn’t gone unnoticed either. Today, BWB represents over 1,900 brands, and is partnered with major household names, including NatWest and Ocado.

“Our Ocado aisle puts over 130 women-built brands generating more than £1 billion in revenue right in front of consumers,” she added. “That visibility rewires belief. Not just for shoppers, but for retailers, investors, future founders, and young girls watching and thinking, ‘Maybe I could do that too.’” 

How do I get a Buy Women Built logo?

If you want to get a Buy Women Built logo for your brand, there are several requirements that you’ll need to meet before you can submit your business.

First, you must be based in the UK, have been operating for at least 18 months, and have a fully functioning business website. You must also be either the business owner or co-founder of the company, be involved in its everyday operations and management, and have control over the strategic direction of the business.

It’s also important to note that BWB currently only accepts submissions from consumer (B2C) brands. However, they are planning to accept B2B ventures in the future. 

Once you’ve submitted your brand, a member of the BWB team will get in touch via email to discuss ways they can help promote your business. 

They also advise that you use the #buywomenbuilt hashtag on your social media profiles to help get the word out and get promoted further.

When we asked Hashemi about the impact of the BWB logo, she said: “[A NielsenIQ report] found that purchasing intent doubles when consumers see a brand marked Buy Women Built. That was a big wake-up call: this isn’t just about visibility for visibility’s sake it’s commercial.

“[Consumers] want to know who built the brand, and when they do, they buy. And that visibility does something else, too. It lights a spark in our founders. I’ve seen women who once felt like outsiders now stand tall, proudly helping others, passing on their wisdom like seasoned pros.”

How do I submit my brand to Buy Women Built?

You can submit your business to Buy Women Built through their web form. Here’s a rundown of how the submission process works, step-by-step:

1. Confirm that you meet the criteria

On the first page, you will need to confirm that your business meets the previously mentioned criteria. 

Once you’ve ticked all the boxes, you will need to provide information about yourself, including your full name, email, ethnicity, and date of birth. You’ll also have to specify if your business is a side hustle, whether you’re the sole founder or co-founder, and the total female ownership stake in the business.

2. Provide info on your co-founder (if applicable)

The next page will ask you for information on your co-founder, so feel free to skip this step if you’re doing it solo. However, if you have more than two co-founders on the team, you’ll need to reach out to BWB through their support email (info@buywomenbuilt.com).

3. Tell BWB about your business

Now it’s time to talk about the business itself, including your business name, whether you are a limited company, and when your business started. Additionally, you must specify how many employees you have (if any), what your business offers (e.g. products, services, etc.), your industry, and where you are based.

4. Share your socials

Next, you’ll need to share your social media profiles, namely, your Instagram and LinkedIn profiles. Here, you’ll be asked for your Instagram handle and personal LinkedIn profile (if you have one) and the number of followers you have for both platforms.

5. Give the extra details

This stage is where you’ll need to dive a little deeper into your business. Specifically, you’ll be asked about your annual turnover for last year, whether you’ve secured business funding (e.g. angel investors, friends/family, crowdfunding, venture capital, etc.) and whether you are a certified B-Corp. 

You’ll also need to state whether your products are sold at retail stores (if applicable), if you have your own retail premises, or if you export your products internationally.

6. Talk about the challenges

Finally, you just need to tick the boxes of what specific business challenges are affecting you, such as fundraising, recruitment/talent acquisition, supply chain, or marketing. Additionally, you’ll need to provide a question that you would ask BWB if your application is successful. 

Once this information is filled out, simply confirm that you’ve read the information on BWB’s requirements, agree to their privacy policy, and you’re ready to submit!

We also asked Hashemi if she had any advice for women founders who want to start a business or apply for BWB, but may not have the confidence to do so. Here’s what she advised: 

“Don’t wait to feel ready. No one ever really does. Buy Women Built isn’t about how big you are. It’s about the fact that you had the courage to start. That alone makes you part of something powerful. If you’ve put something real into the world, no matter what stage you’re at, you belong here.”

Who are the Buy Women Built brands?

Buy Women Built represents thousands of women-led brands in the UK, some of which have been featured in the Startups 100 Index. From sustainable fashion to eco-friendly household products, here are the most notable women-led brands from the Startups 100 to achieve BWB representation:

• Asan Cup: With a mission to tackle global period poverty, Asan provides a reusable, anti-stain menstrual cup with a removal ring designed for long-term use.
• Cult Mia: A luxury fashion marketplace where users can discover unique and sustainable fashion pieces from upcoming designers.
• Seep: Seeking to eliminate disposable plastics in kitchen cleaning tools, Seep offers a range of eco-friendly alternatives, such as plastic-free sponges, scourers, rubber gloves, and wash cloths.
• Cheeky Panda: It sets out to help consumers make sustainable shopping choices through its eco-friendly bamboo products, including biodegradable period pads, double-length toilet paper, and antibacterial wipes.
• Bold Bean: Shortlisted for the Startups 100 Marketing Award in 2024, Bold Bean uses quality heirloom ingredients to create healthy and premium bean products sold in recyclable glass jars.
• Bio&Me: Offering affordable and gut-friendly porridges, cereals, yoghurts and oat bars, Bio&Me was founded by Dr Megan Rossi, aka “the gut doctor”.

“There’s a lot of talk, and we all know how hard it is out there, but at the end of the day, one of the best investors a business can have is its customers. Growing organically through your customer base is the most sustainable way to scale,” Hashemi concluded. 

“And that’s what we love about Buy Women Built: it connects women-built brands with consumers who are actively looking to buy with purpose. So many of these products were created to solve a problem the founder herself had, and chances are, if she had that problem, so does the customer. That’s where the magic is: it’s a connection built on truth and need. We’re here to harness that power.”

Conclusion

Being a female entrepreneur in a male-dominated landscape is never a walk in the park. Among the issues of gender bias, stereotyping, and limited access to funding, gaining visibility and brand awareness is proving to be a challenge for female entrepreneurs in the UK.

That’s why the Buy Women Built movement is here to help promote and empower female-led businesses, giving them the recognition they deserve. In just three years, BWB has showcased thousands of promising businesses, from innovative startups to household names, all proudly carrying the BWB mark.

The movement not only helps female founders gain visibility but also inspires the next generation of women to see entrepreneurship as a real and achievable path.

The post What is Buy Women Built and how does your business apply? appeared first on Startups.co.uk.