In your research on Ecommerce in Europe, The European Commission has released a preliminary report outlining its findings. The sectoral inquiry that began as part of the Digital Single Market strategy was intended to gather evidence on the potential obstacles to competition linked to the growth of e-commerce, as well as understanding potentially restrictive practices.
This research is part of the Commission strategy for a single digital market, which describes different actions intended to create an environment without unjustified barriers. In fact, one of the The Commission's main objectives are to ensure better access de buyers and companies to products and services through electronic commerce throughout the European Union.
The report reveals that the Ecommerce in the European Union grows steadily and that the EU is among the largest e-commerce markets in the world. The percentage of people aged 16 to 74 who order goods or services online is steadily increasing, and even with this growth, Only a small portion—around 15%—make cross-border purchases to sellers established in other Member States. The report also confirms that e-commerce drives transparency and price competition., expanding consumer choice and opportunity find the best deal.
However, in reaction to increased price transparency and online competition, some manufacturers and suppliers are strengthening control of distribution with the aim of influence prices and quality of distribution.
The preliminary report is open for public consultation. and any interested party can comment, provide additional information or raise new questions.
Key findings on competition, distribution and pricing
The Commission examines how certain territorial restrictions and geoblocking practices They can artificially fragment the market and prevent consumers from accessing better prices or conditions in other Member States. It also analyzes selective distribution models and vertical agreements which, when not justified by objective quality criteria, may unduly limit competition between distributors and reduce competitive pressure in online channels and marketplaces.
In terms of prices, the need is emphasized real transparency from the first contact: show the total price, include unavoidable charges, and clearly communicate the exercise of withdrawal rights, legal guarantees, and accessible after-sales service. These obligations, already present in EU consumer regulations, are relevant for both own stores as well as for platforms that act as intermediaries for third parties.
Regulatory reinforcement: DSA, unfair practices and consumer rights
Along with competition policy, the framework of the Digital Services Act (DSA) raises the bar for large platforms: they must assess and mitigate systemic risks, prevent the sale of illegal products, strengthen procedures for prevent the reappearance of repeat offenders and ensure effective mechanisms for removing illegal content. Platforms classified as VLOP (very large) They are also obliged to offer transparency about their recommendation systems, including an easily accessible option not profile-based, already provide access to public data for researchers, in line with Articles 27, 34, 35, 38 and 40 of the DSA.
The Commission and national regulators have put the spotlight on the practices of global e-commerce platforms, analyzing the potentially addictive design of its services (for example, gamified rewards programs) and compliance with reporting obligations. At the parliamentary level, the IMCO committee discussed ongoing investigations into e-commerce platforms with Commission representatives, highlighting alleged violations based on unfair practices regulations, consumer rights, price indications and e-commerce; it is also claimed, greater agility in the face of mass commercial communications that may be intrusive.
In parallel, coordinated sweeps show that A significant proportion of websites (≈67%) do not fully comply with consumer regulations: lack of clear information on how to cancel subscriptions, inaccurate or late communication of the return period, prices that do not include additional costs from the beginning, omission of the minimum legal guarantee, lack of accessible avenues for help and breaches of geoblocking regulationsThe authorities have announced in-depth investigations to correct these deficiencies.
Dark Patterns: Design Practices Under Scrutiny
Called dark patterns are design techniques that induce the user to make unwanted decisions, exploiting cognitive biases. Recent studies estimate that their economic impact on consumers is high, and they have been detected on a large majority of portals.
Hidden information or false hierarchy: Relevant data are relegated (for example, Additional charges) or messages of scarcity or countdown are emphasized, which divert attention from the total cost.
Drip pricing: A low price is advertised and as you progress through the checkout, fees, shipping or commissions which makes the total more expensive, making comparison difficult.
Preselection of options: default activation of extra services (guarantees, subscriptions, loyalty programs) that the user must manually uncheck.
Nagging or insistence: constant reminders to subscribe or complete purchases, sometimes with emotionally straining messages.
Complicated cancellations (roach motel): high in one click, but low with multiple steps or mandatory contact with support.
Forced registration: require creating an account or provide extensive data without allowing guest purchasing.
What businesses and marketplaces should do
- Compliance by design: total prices from the beginning, visible information of Withdrawal, returns and guarantees, and accessible help channels.
- Check distribution and geoblocking: avoid unjustified territorial restrictions and align vertical agreements with effective competition.
- Vendor Governance: robust verification, controls against reappearance of offenders and product traceability.
- Recommender systems: explain key parameters and offer non-profile-based option; document DSA risk assessments.
- Ethical design: delete dark patterns, simplify discharges and avoid misleading pre-selections.
- Data for research: enable access to public data pursuant to the DSA for independent oversight.
Combining competition policy with the DSA and consumer rules puts the EU on a path of greater transparency, security and real choice For the user. For companies, anticipating with governance, informational clarity, and user-centered design not only minimizes regulatory risks, but also improves conversion and confidence in an increasingly competitive market.