Mandatory information for online shops: what customers must see before they buy

In short: Before a purchase, an online shop must clearly give the consumer the information required by the Italian Consumer Code (Codice del consumo, which transposes Directive 2011/83/EU): who is selling, the total price including charges and taxes, delivery and payment arrangements, the 14-day right of withdrawal, the legal guarantee of conformity and how to make a complaint.

Anyone selling online to consumers must follow the rules on distance contracts. In Italy these are set out in the Consumer Code (Codice del consumo) and derive from Directive 2011/83/EU. They list the information the customer must receive before clicking ‘order’. Leaving some of it out exposes you to penalties and extends the withdrawal period.

This is a practical guide, not legal advice. Terms of sale should be drafted or reviewed by a professional.

The information to give before the order

Article 49 of the Consumer Code (which reproduces Article 6 of the Directive) lists the information to be provided in a clear and comprehensible way before the consumer is bound by the contract. The main items for an online shop:

• Who is selling: identity, geographical address, phone number and email.
• What is being sold: the main characteristics of the product.
• The total price including taxes. If delivery charges cannot be calculated in advance, the way they are calculated must be stated.
• Payment, delivery and performance: arrangements and the date by which the goods will be delivered.
• The right of withdrawal: conditions, time limits, procedure and the model withdrawal form.
• The cost of returning goods, if it is borne by the consumer.
• The legal guarantee of conformity and any after-sales service.
• Complaint handling and any dispute resolution procedures.
• The functionality of digital content and its compatibility, if you also sell digital products.

The right of withdrawal

The consumer can withdraw without giving a reason within fourteen days of receiving the goods (Article 52). If the seller has not informed them correctly, the period is extended by up to twelve months after the ordinary deadline (Article 53). There are exceptions, for example for personalised goods and for sealed goods that cannot be returned for hygiene reasons once opened. These must be declared before the purchase.

From 19 June 2026 the online withdrawal function is added: see withdrawal button.

Legal guarantee of conformity

For consumer goods, the seller is liable for any lack of conformity for two years from delivery (Article 133 of the Consumer Code). This warranty cannot be excluded by the terms of sale. A commercial guarantee offered on top does not replace the legal one.

The ODR platform no longer exists

For years, websites had to display a link to the European online dispute resolution platform. Regulation (EU) 2024/3228 repealed the regulation that set it up and the platform is no longer in operation. If your site still carries that link or the sentence that goes with it, remove them: they lead to a page that no longer exists.

Prices, discounts and reviews

Announcements of price reductions must state the lowest price of the previous thirty days. Anyone who displays reviews must say whether and how they check that the reviews come from people who actually bought. We cover both in discounted prices and reviews.

Where to put the information on your site

• Product page: characteristics, price, availability, delivery times and costs, a summary of withdrawal and warranty.
• Cart and checkout: total including charges and taxes, links to the terms of sale and to withdrawal. The final button must make clear that placing the order involves an obligation to pay (Article 51, paragraph 2).
• Terms of sale: seller identity, withdrawal with the model form, warranty, complaints.
• Confirmation email: order summary, terms and withdrawal information on a durable medium.
• Privacy and cookie notices: separate pages, as described in privacy for an online shop.

A ten-point check

1. Full seller details on the site and in emails.
2. Clear total price before payment.
3. Delivery charges shown or explained.
4. Delivery times stated.
5. Withdrawal explained and model form available.
6. Exceptions to withdrawal declared before purchase.
7. Two-year legal guarantee mentioned.
8. No reference to the ODR platform.
9. Payment button with clear wording.
10. Confirmation email with summary and terms.

Further reading: GPSR · WooCommerce e-commerce · Shopify e-commerce

Frequently asked questions

How long does the right of withdrawal last in e-commerce?

The consumer can withdraw without giving a reason within fourteen days of receiving the goods (Article 52 of the Italian Consumer Code). If the seller does not inform them of the right of withdrawal, the period is extended by up to twelve months after the ordinary deadline (Article 53).

Do you still need to mention the European ODR platform for disputes on your site?

No. Regulation (EU) 2024/3228 repealed the regulation on online dispute resolution and the ODR platform has been closed. Links and wording referring to it should be removed from your site, terms of sale and emails.

Must the price shown include delivery charges?

Before ordering, the consumer must know the total price including taxes and delivery charges, if these can already be calculated. When the charges cannot be calculated in advance, at least the way they are calculated must be stated.

Can a personalised product be returned?

For goods made to the consumer's specifications or clearly personalised, the right to withdraw without giving a reason can be excluded (Article 59 of the Consumer Code), and the seller must declare this before the purchase. The remedies for lack of conformity still apply: a faulty personalised product must be repaired, replaced or refunded.