Almacenes Éxito was fined by the Superintendency of Industry and Commerce with $691.456.512, after verifying violations of regulations that protect consumers in physical stores and on its digital channel.
The regulator's decision comes after repeated inspections and findings that affect pricing information, promotional conditions, warranties, and the delivery of change at the checkout, key aspects for a transparent purchase.
The sanction and its grounds
According to the entity, the amount of $691.456.512 It was set considering the seriousness of the conduct and the recurrence of the offenses, a factor that ended up aggravating the measure when it became evident that practices contrary to the regulations were repeated.
The authority stressed that its objective is to ensure clear and secure transactions in the marketing of mass consumption products, both in physical establishments and on digital platforms.
Irregularities detected by the authority
During the administrative proceedings, the SIC identified several situations that affect basic rights of buyers and the correct comparison of offers:
- Absence of visible signage of the total price of products, limiting the minimum information needed to decide.
- Demand for a payment slip or invoice to make the legal guarantee effective, a requirement not contemplated in the regulations.
- Promotions without indicating available units or incentives, which leads to confusion about the scope of the offer.
- Omission of the exact return availability notice at checkouts, making it difficult to exercise the right to receive the correct change.
According to the regulator, these irregularities were documented in visits to Éxito Calle 80 and Éxito Gran Estación, as well as in the review of the company's website, carried out between July and September 2024.
Appeals and next steps
Against the resolution, Almacenes Éxito has the possibility of filing a claim Replenishment resource before the Directorate of Investigations and appeal before the Consumer Protection Delegation.
The SIC stressed that it will maintain active monitoring of compliance of the rules for price information, promotional advertising, guarantees without additional requirements, and signage on exact returns in all channels.
Impact on consumers and market
For buyers, the measure reinforces the demand for complete, truthful and timely information at the time of purchase, including clarity on prices, availability of promotions, and warranty conditions.
The statement also sends a clear signal that the authority will continue monitoring business practices in physical chains and online platforms, in order to promote fair competition and improve the shopping experience.
The resolution implies that internal adjustments must be made and the traceability of information at the point of sale and on the web must be improved, ensuring stricter standards in prices, promotions, guarantees and cash processes.
