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New EU regulations on cross-border e-commerce – what do online store owners need to know?
What's changing?
New EU regulations will come into effect in 2025, streamlining and standardizing the rules for cross-border sales in the digital world.
Why is this important?
The changes will directly impact the operation of online stores selling to other EU countries – particularly in terms of pricing, returns, and product availability.
Who is this information for?
For online store owners, e-commerce managers, lawyers, export specialists, and companies planning international expansion.
New regulations for the digital world
New EU regulations on cross-border sales came into force in March 2025, aimed at facilitating cross-border shopping and protecting consumer rights throughout the European Union. Under the new regulations, sellers can no longer block access to offers, differentiate prices, or offer terms and conditions based on a customer's country of residence. Furthermore, the new regulations require online stores to clearly disclose returns and warranty conditions for foreign customers as well. This is a significant change for many Polish companies, which previously applied separate rules for foreign customers.
Why is the EU harmonizing cross-border rules?
The EU has recognized that differences in national regulations and unfair sales practices lead to artificial market constraints. The new regulations are intended to eliminate geo-blocking , where customers from other countries see different prices, have limited product selection, or are unable to place an order. The changes stem from the "Single Market for Digital Services" package and are consistent with the development of the digital single market. As a result, every EU customer should have access to the same trading conditions as local consumers.
What obligations do online stores have?
- No differentiation of the offer – the same prices and conditions should be available to all EU customers.
- Handling transactions from EU countries – stores cannot refuse sales solely due to the country of delivery if delivery is technically possible.
- Clear returns policy – mandatory provision of returns and guarantee information for each EU country in which the store sells.
- Local VAT compliance – shops must comply with the tax regulations of the customer’s country if they exceed the remote sales threshold (EUR 10,000 per year).
What benefits does the new law provide?
For customers, this means greater transparency, better access to offers, and fewer purchasing barriers. For companies, it offers greater expansion opportunities and the chance to attract customers from across the European Union without the need to create separate online stores. The new regulations also increase confidence in cross-border shopping, which can positively impact conversions and sales.
How to prepare an online store for cross-border sales?
- Verify content and policies – descriptions, terms and conditions, and returns information must comply with EU regulations and be available in the languages of your target customers.
- Configure prices and shipping – avoid dynamic geolocation of prices, ensure transparency of international shipping costs.
- Adapt your payment and invoicing system – do not limit payment methods for customers from other EU countries.
- Consider integration with marketplaces – e.g. Amazon, Kaufland.de, eMAG – that offer cross-border support.
- Take advantage of a cross-border strategy audit – it is worth assessing the readiness of your online store for expansion with the help of digital world .
Will new regulations accelerate foreign expansion?
There's much evidence to suggest this. The new regulations create a more friendly environment for small and medium-sized Polish businesses that want to sell abroad without unnecessary formalities. They also provide an impetus for the professionalization and automation of processes related to logistics, accounting, and customer service. Cross-border is becoming the norm, not just a development strategy. For many online stores, this is the perfect time to take their first steps into EU markets.
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Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
