The digitization of the European single market is steadily advancing, and e-commerce is the focus of numerous new regulations at the EU level. This brings about significant changes for online retailers, platform operators, and B2B companies. Anyone offering goods or digital services in the European Union should be familiar with the most important upcoming and current directives and regulations. They cover key areas such as product safety, accessibility, AI regulation, platform transparency, digital invoicing, and sustainable supply chains. Below you will find an up-to-date market overview of the most important points, timelines, and their significance for e-commerce.
Current and Upcoming EU Directives for E-Commerce
General Product Safety Regulation (GPSR)
Effective Date: December 13, 2024
Focus: Product safety and consumer protection in online commerce
- Manufacturer Information: Requirement for complete and transparent manufacturer identification (name, address, contact information).
- Product labeling: Inclusion of type, model, and serial numbers, as well as relevant safety instructions.
- Traceability and Compliance Measures: Obligation to promptly accept returns, issue recalls, perform repairs, provide replacements, or issue refunds in the event of product defects.
- Risk of fines and sanctions for non-compliance, including potentially severe penalties and legal consequences.
Good to know: The GPSR requires that all product safety information relevant to consumers be available for viewing on the online platform. This applies in particular to marketplace sellers.
Accessibility Enhancement Act (BFSG) & European Accessibility Act (EAA)
Effective as of: June 28, 2025 (implemented nationally as the BFSG)
- Objective: Both digital and physical offerings of products and services must be fully accessible to people with disabilities.
- Obligations for Merchants: All e-shops, electronic services, and intermediary platforms—with the exception of micro-enterprises—are required to implement accessibility standards.
- Enforcement + Sanctions: Legal consequences (warnings, fines) if accessibility is not ensured.
The European Accessibility Act increases the need—particularly for larger SMEs and international retailers—to systematically review and redesign store designs and processes to ensure accessibility.
Digital Services Act (DSA)
Effective as of: February 17, 2024 (fully effective)
- Transparency and Security: Strict requirements for platforms, marketplaces, and networks to quickly remove illegal content and to provide clear information.
- Size-Based Obligations: So-called VLOPs (platforms with > 45 million users in the EU) are subject to stricter rules and are directly monitored by the European Commission.
- Enforcement: Monitoring by national authorities and the European Commission; severe penalties for violations.
Tip: Even smaller platforms must be able to demonstrate that they have processes in place for handling user complaints and for reporting and removing illegal content.
Digital Markets Act (DMA)
Fully in effect as of: March 6, 2024
- Focus on competition: Particularly large platforms (“gatekeepers”) are required to facilitate fair competition—for example, through data portability, no self-favoritism, interoperability, and no obstruction of third-party providers.
- Fines: Violations can be punished with fines of up to 10% of global annual revenue.
AI Act (Artificial Intelligence Regulation)
Phased implementation starting in August 2024, with the first significant impact in February/August 2025
- AI in e-commerce: Classification of AI systems into risk categories. Ban on particularly risky AI applications (e.g., manipulative practices, biometric categorization).
- High-Risk Systems: Starting in August 2025, increased documentation and transparency requirements will apply to AI with potentially significant impact, such as in consumer protection or monitoring.
- Liability, Data Protection, Oversight: Further details in these areas are currently under discussion.
Practical Implications: Online retailers that use AI for customer interaction, analysis, or managing offers should assess the need for adjustments early on.
Mandatory E-Invoicing (B2B)
Start: January 1, 2025 (transition period through 2027)
- Digitization of accounting: In the future, the acceptance and issuance of electronic invoices will be mandatory in the B2B sector.
- Readiness to receive invoices starting in 2025: Companies must establish the technical capabilities to receive invoices (e.g., via email, structured data formats such as XRechnung).
Supply Chain Act and Sustainability (EU Supply Chain Act)
Effective Date: December 30, 2025
- Sustainability and transparency requirements: Proof that supply chains are deforestation-free. Initially applies to certain product groups; gradual expansion planned.
- Additional documentation requirements: Companies must be able to document and verify the origin, monitoring, and sustainability characteristics of their products.
Tabular overview of the most important regulatory areas
| Directive/Regulation | Effective Date | Main objective/content |
|---|---|---|
| GPSR | December 13, 2024 | Product safety, transparency, traceability |
| BFSG/EAA | June 28, 2025 | Accessibility of Digital Services |
| DSA | February 17, 2024 | Platform Regulation, Transparency, Security |
| DMA | March 6, 2024 | Fair Competition, Gatekeeper Rules |
| AI Act | Starting in August 2024 (phased implementation) | AI Regulation, Risk and Transparency Requirements |
| E-invoicing requirement (B2B) | January 1, 2025 (transitional rule until 2027) | Digital Invoicing |
| EU Supply Chain Act | December 30, 2025 | Sustainability, deforestation-free supply chains |
Context, Challenges, and Outlook
The latest EU directives on e-commerce are bringing about far-reaching changes for European online retailers. From comprehensive product safety and accessible design to extensive digital and sustainability obligations—taken together, these create a clear need for action on the part of online retailers. The DSA and DMA set new industry standards for platforms. The AI Act specifically addresses AI applications in e-commerce and requires precise documentation and risk assessment. The e-invoicing requirement is taking the digitization of business processes to a new level, while the new supply chain regulations are driving a continuous commitment to greater sustainability.
Recommendation: Companies of all sizes are well advised to analyze their processes, product data, platform workflows, and supply chains early on and adapt them to the new EU directives. Those who act proactively minimize the risk of costly warnings, penalties, or competitive disadvantages.
The number, complexity, and scope of regulatory requirements for e-commerce in Europe are growing. Online retailers, store operators, and their service providers should actively monitor EU initiatives and establish compliance as an integral part of their own digital strategy. XONIC Premium recommends developing concrete action plans now—particularly for product content, accessibility, AI, accounting, and the supply chain. This ensures that digital commerce remains legally compliant, customer-focused, and future-proof in the long term.
All dates mentioned reflect the current status. Further details and developments can be found on the information pages of the European Commission, the German Federal Ministry of Justice, and industry associations.
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Stephan Dunger
Stephan Dunger is one of the brains behind the XONIC store system. He has been developing the platform together with the team since 2012 - from the database to the interfaces to the checkout.
A passionate programmer, technical mind and consultant at the same time: with his in-depth knowledge of store systems and e-commerce, Stephan combines the depth of a developer with an eye for the big picture. Together with the XONIC team, he shapes the technical direction, consistently thinks about functions from the retailer's perspective and advises on customized solutions.
The result is software with a face: customers don't get an anonymous provider, but a direct line to the people who develop XONIC. Pragmatic, fast and at eye level.
