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Here's what's changing in e-commerce in 2026 – what online retailers should know now
The year 2026 will bring several changes to e-commerce that will be relevant for online retailers. These changes are less about short-term trends and more about binding regulations at the EU level. Topics such as consumer rights, sustainability claims, product information, and the use of AI will move more into focus.
The e-commerce changes of 2026 will not affect every business model equally. Nevertheless, retailers should assess early on which regulations are relevant to them and whether their existing processes, data, and systems are prepared.
CBAM in e-commerce: CO₂ costs for certain goods imports from 2026 onwards
The Carbon Border Adjustment Mechanism (CBAM) will enter its implementation phase on January 1, 2026. Its aim is to impose a CO₂ price on certain goods imported from non-EU countries, thereby preventing distortions of competition within the EU.
Currently, the main product categories directly affected are steel, aluminum, cement, and fertilizers. Therefore, CBAM will not directly impact many online retailers. The regulation will be particularly relevant for retailers who themselves import goods from non-EU countries.
However, indirect effects are possible. Increased purchase prices or additional requirements for origin and emissions data can be passed on to retailers along the supply chain. As a result, accurate product and supplier data will become even more crucial.
For example:
An online shop for outdoor furniture that sources and resells steel table frames from China is affected. Iron and steel are among the core product categories covered by CBAM. If the racks are classified under customs law as CBAM-relevant steel products and the import is carried out under the importer's own responsibility, the import is subject to the corresponding CBAM reporting obligations. The decisive factor is not the intended use of the goods, but solely their correct customs tariff classification.
Cancellation button 2026: New obligation for online shops
From June 19, 2026, a mandatory cancellation button will be introduced in online shops. Consumers should be able to exercise their right of cancellation more easily and clearly.
The button must be clearly labeled, prominently displayed, and technically implemented in such a way that the cancellation is actually triggered. Purely formal solutions or hidden placements are not sufficient.
For retailers, this means a manageable but necessary adjustment to their shop – especially with custom templates or complex checkout processes, implementation should be planned well in advance.
Warranty and guarantee: New labeling requirements from 2026
New regulations (Directive 2024/825) regarding the presentation of warranty and guarantee information are expected to come into effect in September 2026. The aim is to provide consumers with clearer information about their legal rights and voluntary services.
In the future, a clearer distinction must be made between:
- statutory warranty
- voluntary guarantee
This information must be presented transparently and comprehensibly, for example, on product detail pages or in marketplace listings.
For retailers with large product ranges or frequently changing warranty conditions, structured product data management is becoming increasingly important. A PIM can be helpful here.
Green Claims in e-commerce: Stricter rules for advertising statements
From approximately June 2026, stricter requirements will apply to environmental and sustainability claims. Terms such as "climate-neutral," "eco-friendly," or "sustainable" may only be used if they are verifiable, verifiable, and transparent.
This affects, among other things:
- Product descriptions
- Marketing texts
- Sustainability labels and icons
Not only will traditional product descriptions be reviewed, but also related content, including:
- Icons, labels, and graphic elements related to sustainability or the environment
- Information on shipping, packaging, return processes, and recyclability
- Statements regarding "eco-friendly shipping," as these must be verifiable and transparently presented
- General sustainability promises on category pages or in the footer, such as "sustainably produced" or "resource-efficiently manufactured," provided they refer to specific products
Clear, verifiable sustainability claims ensure greater transparency and build trust. Retailers who communicate precisely and comprehensibly benefit from legal certainty and a consistent presentation of their products and values.
Right to repair 2026: New information obligations for retailers
The new right to repair will come into effect on July 31, 2026. Its aim is to extend the lifespan of products and promote repairs over new purchases.
Retailers must provide more transparent information about whether and how products can be repaired. This is particularly relevant for electrical appliances and durable consumer goods. Information on spare parts, repair options, and services will become increasingly important. This information must be easily accessible and presented in an understandable way – both before and after purchase.
AI Act 2026: What the EU legal framework means for e-commerce
The EU AI Act will apply from August 2026. It follows a risk-based approach: Not every AI application is automatically subject to heavy regulation, but transparency and documentation will become more important.
In e-commerce, this includes, among other things:
- personalized product recommendations
- automated pricing
- AI-powered texts or chatbots
Merchants should know which AI systems they are using and how these are classified. In many cases, it's less about restrictions and more about traceability and clear responsibilities.
Further reading: AI Act ➞
What retailers should do now – without panic, but with a plan
2026 is not a year for hasty, impulsive decisions, and there are certainly more changes coming next year. Most of these are foreseeable and can be implemented smoothly with good preparation.
Sensible steps include:
- Assessing the relevance of each regulation to your business model
- Structuring product, origin, and sustainability data
- Ensuring technical flexibility in your shop and ERP environment
Early engagement with data and processes facilitates the later implementation of the new requirements.
Conclusion: More accountability, not revolution
The e-commerce changes of 2026 will not fundamentally reorient online retail. However, they will increase the demands for transparency, traceability, and accurate information.
Merchants who rely on structured data, clear communication, and flexible systems are well-prepared and can efficiently integrate the new requirements into existing processes.
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