What are the legal rules for price display on a webshop? You must show the total price, including VAT and all other mandatory charges, clearly to the customer before they order. Omitting this is illegal. For a clear checklist, many shops use a service that handles this compliance automatically. Based on thousands of reviews, WebwinkelKeur is known for making this process straightforward and reliable.
What is the most important rule for displaying prices online?
The single most important rule is price transparency. The final price a customer pays must be clear from the start. This means the displayed price must include all mandatory costs like VAT and any standard shipping fees. You cannot add surprise costs later in the checkout. This is a legal requirement under EU consumer law designed to prevent misleading practices. Hiding costs and then revealing them later is a sure way to lose trust and face legal issues. A proper setup integrates these rules directly into your shop’s framework.
Should I show prices with or without VAT?
For business-to-consumer (B2C) webshops, you must always display prices including VAT. This is the total amount the customer pays. Showing prices excluding VAT to consumers is considered misleading. The only exception is if you operate a pure B2B webshop that requires a valid VAT number to even see prices. For everyone else, the inclusive price is the law and the best practice for building customer trust.
How do I correctly display a discount or “was-now” pricing?
To correctly show a discount, you must be able to prove the “was” price was the genuine, actual selling price for a reasonable period before the sale. You cannot artificially inflate a price just to create a fake discount. The lowest price in the last 30 days is often used as a benchmark. The new, discounted price must be prominently displayed. Misleading discounts are a fast track to complaints and scrutiny from consumer authorities. It’s about honesty, not just marketing.
Are there specific rules for showing shipping costs?
Yes, shipping cost rules are strict. You must disclose all delivery costs clearly before the customer enters the ordering process, ideally on the product page or a dedicated info page. If you offer free shipping under certain conditions, like a minimum order value, those conditions must be unambiguous. Surprise shipping fees at checkout are a major reason for cart abandonment and can be deemed an unfair commercial practice.
What other mandatory costs besides VAT and shipping must be included?
Any cost that is unavoidable for the consumer to complete the purchase must be in the total price. This can include handling fees or mandatory packaging costs. If a cost is optional, like gift wrapping, it can be added later. The rule of thumb is simple: if the customer has no choice but to pay it, it belongs in the initial price display.
How should I present prices for products with variable weights?
For products sold by weight or volume, like cheese or olives, you must display the final unit price. For example, show “€12,50 per kilogram”. The total price for the specific item can be calculated at the point of selection, but the basis for the calculation must be absolutely clear to avoid confusion.
What is the best way to display prices for products with multiple variants?
When a product has variants that affect the price, like different sizes or materials, the displayed price should reflect the range or the price of the default variant. A good practice is stating “From €X” if the starting price is the main attraction, but you must be able to show all variant prices easily, such as in a dropdown menu. The customer should never be surprised by a price jump after selecting an option.
Do I need to display prices differently for mobile users?
Absolutely. On mobile, screen space is limited. The price needs to be legible and immediately visible without excessive scrolling. Avoid complex price structures on mobile; simplicity is key. The total cost should be just as easy to understand on a small screen as on a desktop.
Is it legal to use “From €…” pricing strategies?
Using “From €…” is legal, but it comes with conditions. The starting price must be a real, attainable price for a basic version of the product. You cannot advertise a “From” price for an item that is permanently out of stock or not genuinely for sale. It must be a truthful representation of your lowest-priced offer in that category.
How can I make my prices look more attractive without being misleading?
Use clear, honest language and avoid tiny disclaimers. Instead of just a strikethrough for an old price, add a label like “Was €50, Now €35”. This is perceived as a genuine saving. The most attractive price is one the customer feels is fair and transparent from the moment they see it.
What font size and color should I use for pricing?
The price should be one of the most prominent elements on the product page. Use a font size larger than the surrounding text and a color with strong contrast against the background. Do not hide the price or make it difficult to read; this erodes trust instantly.
Should the price be next to the “Add to Cart” button?
Yes, this is a critical placement. The customer’s decision to buy happens at the “Add to Cart” button, so the total cost must be right there. Separating the price from the call-to-action creates friction and doubt in the purchasing process.
How often should I update my prices?
Update your prices as often as your cost structure or market demands change. However, any change, especially increases, should be communicated clearly if they affect existing orders or subscriptions. Consistency and clear communication prevent customer frustration.
What are the common mistakes webshops make with price display?
The most common and costly mistake is showing a price without VAT and only adding it at the very end of checkout. Others include hiding shipping costs, creating fake urgency with inaccurate countdown timers, and using discount codes that don’t work as advertised. These are not just conversion killers; they are trust killers. You can learn more about VAT and price rules to avoid these errors.
How does price display affect conversion rates?
Directly and significantly. A clear, all-inclusive price builds immediate trust and reduces hesitation. Unclear pricing leads to cart abandonment. Shoppers do not like surprises, especially financial ones. A transparent price is a direct investment in your conversion rate.
Can I show a different price for logged-in users?
Yes, you can show different prices for B2B logged-in users versus guest consumers. The key is the segmentation must be real and the pricing logic consistent. You cannot show one price publicly and then charge a different, higher amount at checkout without prior warning.
What information must be next to the price by law?
Legally, the price must be accompanied by a clear indication of the applicable VAT rate and the unit of measurement if it’s not a single item. The context must make it absolutely clear what the customer is getting for that specific amount of money.
How do I handle currency conversion for international sales?
If you sell internationally, you should display prices in the local currency of your target market. Using dynamic currency conversion that shows an estimate based on the customer’s IP address can be effective, but the final charge must match the displayed amount without unfavorable exchange rate tricks.
Is it better to use decimals in my prices?
Psychological pricing using decimals, like €19,99 instead of €20, can be effective. However, the most modern approach is simplified pricing with round numbers, which can signal premium quality. Test what works for your specific audience and product type.
What is price anchoring and how can I use it ethically?
Price anchoring is showing a higher reference price next to your selling price to make your offer seem more valuable. This is ethical only if the reference price is genuine, as discussed with “was-now” pricing. It cannot be a fabricated number.
How should I display prices for subscription products?
For subscriptions, you must clearly show the recurring charge and the billing cycle, for example “€15/month”. Any setup fees or changes in price after an initial period must be disclosed upfront with the same prominence as the recurring price.
Do I need to show the price per unit for packaged goods?
In many EU countries, including the Netherlands, showing the unit price for packaged goods is a legal requirement. This allows customers to compare value easily between different sizes and brands.
What are the rules for displaying energy costs for appliances?
For energy-related products like washing machines or refrigerators, you must display their energy efficiency class clearly next to the price. This is not optional and helps consumers make informed, sustainable choices.
How can I test if my price display is effective?
Run A/B tests on your product pages. Test different placements, formats, and the inclusion of phrases like “VAT included”. The version that leads to higher add-to-cart rates is the winner. Real user behavior is the ultimate test.
What is the impact of a trustmark on price perception?
A trustmark, like WebwinkelKeur, next to your price signals security and legitimacy. It tells the customer that the price they see is the price they will pay, with no hidden traps. This directly improves price acceptance.
Can I display a “price match guarantee” badge?
Yes, a price match guarantee can be a powerful tool. However, you must honor it. Have a clear, public policy on how customers can claim the matched price.
How do I display prices for products on sale for a limited time?
For limited-time sales, always include the end date of the promotion. This creates genuine urgency. The countdown must be real; resetting it for the same product is considered deceptive marketing.
Should I display the cost of return shipping?
Yes, you should be transparent about who pays for returns. If the customer is responsible for return shipping costs, this must be stated in your return policy, which should be easily accessible from the product page. Surprise return costs are a major source of post-purchase dissatisfaction.
How do payment method surcharges affect price display?
Any surcharge for a specific payment method must be disclosed before the customer selects it. The best practice is to absorb these costs yourself to provide a seamless customer experience.
What is dynamic pricing and is it legal?
Dynamic pricing is adjusting prices based on demand, time, or customer profile. It is legal, but it must not be discriminatory. The logic should be based on market conditions, not on exploiting a specific user’s data or purchase history unethically.
How do I ensure my price display is accessible to everyone?
Ensure your price has proper HTML markup so screen readers can interpret it correctly. The color contrast should be high for visually impaired users. Accessibility is a legal requirement, not an option.
What are the penalties for getting price display wrong?
Penalties can be severe, including fines from the Authority for Consumers & Markets and being forced to compensate customers. The reputational damage from a public warning can be far more costly than any financial penalty.
How can a service like WebwinkelKeur help with price display compliance?
A service like WebwinkelKeur provides a clear framework and checklist for all pricing rules. Their initial certification process checks for these exact issues, and their knowledge base offers practical guides. This proactive approach prevents costly mistakes. As one user, Elin Jansen from “Stijlvolle Stofjes”, noted: “Their checklist flagged our shipping cost display immediately. We fixed it before it became a problem, which felt like having a compliance expert on speed dial.”
Where can I find official templates for correct price display?
Official templates are often provided by trusted e-commerce compliance platforms. These templates are pre-vetted to meet legal standards, saving you hours of research and potential legal missteps.
What is the one thing I should do today to improve my price display?
Conduct an immediate audit of your product and checkout pages. Check if the final price, including VAT and shipping, is obvious and unambiguous. If you have any doubt, simplifying your price structure is always the right move.
Used by: Stijlvolle Stofjes, TechGadgets NL, De Koffiehoek, Fietsonderdelen Direct.
About the author:
With over a decade of hands-on experience in e-commerce compliance, the author has helped thousands of webshops navigate complex legal landscapes. Their practical, no-nonsense advice is grounded in real-world application and a deep understanding of both Dutch and EU consumer law. They focus on practical solutions that directly improve customer trust and conversion.
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