In short. An online shop must provide its trader identity, establishment address, telephone number and email before the consumer is bound, plus applicable additional contact details.
Definition: For an online consumer purchase within the Consumer Rights Directive's scope, the trader must provide its identity, geographical address, telephone number and email address before the consumer is bound. Article 6(1)(b) to (d) also covers representatives, additional qualifying online communication channels and a different complaints address.
Key facts
- The Consumer Rights Directive's May 2022 consolidation requires the trader's identity, such as its trading name, under Article 6(1)(b).
- As of 17 October 2026, the September 2026 consolidation requires both a telephone number and an email address alongside the establishment address under Article 6(1)(c).
- The Commission's Consumer Rights Directive guidance explains that a geographical address refers to a physical location; a PO box number alone is insufficient.
- Article 5(1) of the E-Commerce Directive requires provider identity and contact information to remain easily, directly and permanently accessible.
Whose identity and which addresses are required?
A trader is a person or organisation acting for purposes related to its trade, business, craft or profession, as defined in Article 2(2) of the Consumer Rights Directive. Article 6(1)(b) requires that trader's identity, with its trading name given as an example.
Article 6(1)(c) requires the geographical address where the trader is established. When acting on behalf of another trader, it must also provide that other trader's identity and geographical address. Article 6(1)(d) adds the geographical address of the place of business where complaints can be sent if it differs from the address already supplied, including the represented trader's address where applicable.
What must additional messaging channels provide?
A durable medium allows information addressed personally to a consumer to be stored for future reference and reproduced unchanged. The Commission's guidance, section 3.2.2.2, explains that qualifying additional written channels preserve the correspondence's content, date and time.
The guidance gives messaging applications that let senders delete messages from recipients' devices as an example requiring scrutiny. It also explains that alternative chatbots can be offered, with clear information about whether correspondence can be retained. Additional channels must remain accessible without making the required contact methods difficult to use. Its examples of effective communication include answering calls during office hours and replying promptly to emails.
Where must the shop make the information available?
Under Article 8(1) of the Consumer Rights Directive, distance-contract information must be given or made available in a manner appropriate to the communication method, using plain and intelligible language. Article 6(1) sets the deadline before the consumer is bound by the contract or a corresponding offer.
Article 5(1)(a) to (c) of the E-Commerce Directive separately requires continuing access to the provider's name, establishment address and contact details, including email, enabling rapid, direct and effective communication. Article 5(1)(d) also requires the relevant trade register and registration number, or equivalent identification, where the provider is registered.
Related terms
- What information must a business website make directly accessible?
- What must a marketplace disclose about a seller's trader status?
- What must an online shop's payment button communicate?
FAQ
Can a contact form replace the telephone number and email address?
Article 6(1)(c) of the Consumer Rights Directive requires both details. Qualifying online communication channels are additional disclosures.
Must a separate complaints address always be listed?
Article 6(1)(d) of the same directive requires the complaints address when it differs from the address supplied under point (c), including the represented trader's address where applicable.
Sources
- EUR-Lex, "Consumer Rights Directive 2011/83/EU, consolidated text", 28 May 2022
- EUR-Lex, "Consumer Rights Directive 2011/83/EU, consolidated text", 27 September 2026
- European Commission, "Guidance on the interpretation and application of Directive 2011/83/EU", 29 December 2021
- EUR-Lex, "Directive 2000/31/EC on electronic commerce", 8 June 2000
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