E-commerce law

An online store answers to customers and authorities for more than price and delivery. Two large packages of EU rules have arrived in recent years: the Omnibus Directive, which changed how price reductions are shown, and the General Product Safety Regulation (GPSR). The articles in this category cover what EU law asks of an online seller — the new duties and the ones that have applied for years.

What the GPSR is

The GPSR is Regulation (EU) 2023/988 on general product safety. It has applied since 13 December 2024 and replaced the General Product Safety Directive 2001/95/EC. For distance sales, an offer must show clearly and visibly at least the manufacturer's name and postal and electronic address — and, where the manufacturer is outside the EU, those of a responsible person in the Union — information identifying the product, including an image, and any warnings or safety information in a language consumers easily understand.

The Omnibus Directive

Directive (EU) 2019/2161 amended several consumer directives, including the Price Indication Directive, and its rules apply from 28 May 2022. Any announced price reduction must show the prior price: the lowest price the trader charged in a period of at least 30 days before the reduction. Member states may set different rules for perishable goods, new arrivals and progressive reductions.

Duties that have applied for years

In the EU, consumers have 14 days to withdraw from an online purchase and a minimum two-year legal guarantee. Selling to consumers in other member states brings the EUR 10,000 threshold, above which VAT is due in the customer's country and can be declared through the One Stop Shop.

Where to start

• Product page — the GPSR and the 30-day prior price on an actual listing. The best first read.
• How to start an online store — legal duties with their dates, from terms of sale to OSS.
• EU right of withdrawal — returns, refunds and the legal guarantee.

Other topics

• How to sell online in the EU — business status, consumer rules and channels.
• One Stop Shop VAT — selling across the EU.
• Affiliate and influencer marketing — labelling paid collaborations.
• Ecommerce customer service — complaint handling and telling customers they are talking to a chatbot.