Trade and e-commerce

Dealers have their own responsibility for their product range and presentation. Product details, supplier documents, advertising and the ordering process must fit together. Those who additionally import or sell under their own brand can assume further obligations. We advise commercial companies on the legal review of their business processes and contracts.

Assorting product range and suppliers

For each relevant range, it is necessary to clarify which product regulations apply and what role the company plays. In the case of imports from third countries and self-branding, obligations may go beyond those of an ordinary trader. Documentation and contact persons should be available before a product is included.

For consumer products covered, the EU Product Safety Regulation contains specific requirements for distance selling offers, including manufacturer information, product identification and warning or safety information. A mere product photo and an article number are therefore not enough in every constellation. The required information must match the actual product and be updated in case of changes.

Advertising and ordering process

Prices, delivery times, discounts, reviews and product characteristics characterize the purchase decision. Statements must be correct and understandable in the concrete presentation. In the case of consumer transactions, information obligations, revocation questions and requirements for the conclusion of contracts are added. A B2B offer needs a sustainable demarcation if it is to address only entrepreneurs.

Special requirements apply to environmental and sustainability advertising. A supplier certificate does not automatically allow any statement about its own range. The Subject page on environmental advertising explains the current bans and the necessary documentation.

Accessibility and digital processes

For e-commerce services, the accessibility reinforcement law may be relevant. The scope, exceptions and transitional rules shall be examined separately. The exemption for certain micro-enterprises concerns services and may not be applied to all product obligations on a flat-rate basis.

The legal review will be coordinated with the technical implementation. It is not possible to create operability, information and complaint channels solely by means of an additional statement on the website. Changes to the shop should therefore also be checked whether they affect accessibility.

Data, service providers and distribution partners

Shop operations, payment processing, shipping and marketing distribute data to several stakeholders. For each processing, the role, purpose and legal basis must be clarified. Contracts with service providers and data protection notices must reflect these actual processes. Tracking and direct advertising require their own testing.

Distributive restrictions, pricing requirements and cooperation with marketplaces may raise antitrust issues. A clause submitted by the supplier is not harmless simply because it appears to be customary in the industry.

Handling complaints and recalls

Customer complaints may indicate a single defective product or a safety problem. The processing should distinguish these cases and forward relevant information. In the event of a recall, the goods concerned, distribution channels and achievable customers must be comprehensible. Responsibilities for blocking, communication and remedy shall be established in advance.

We can legally check product selection, advertising release, supplier contracts or a defined shop process. For a Request name product range, sales countries, target group and its own role as dealer, importer or brand provider.

Legal basis and decisions: EU Product Safety Regulation, in particular Article 19; UWG; BFSG, in particular §§ 1–3.

Situation as at 2 November 2026.

Further reading: Product safety, CE marking and recalls · Environmental claims and sustainability · Contracts and distribution