E-commerce store regulations
Online store regulations - Estonia. Expansion into the Estonian market.
Estonia has been a leader in digitalization for years, with over 99% of public services available online. In this environment, online store regulations ("Müügitingimused") are not just a formality, but a showcase of the entrepreneur's professionalism.
It serves two functions - firstly, it fulfills the information obligations arising from Estonian and EU law, and secondly, it builds transparency and customer trust, which is particularly important in Estonian e-commerce.
Key legal acts regulating online sales in Estonia
Estonian online store regulations must incorporate the provisions of three fundamental acts, which together form a coherent regulatory system for online commerce. The starting point is the Tarbijakaitseseadus , or Consumer Protection Act , which imposes general information obligations on businesses, requires price transparency, and prohibits unfair commercial practices. This act establishes a framework for transparency and fairness in customer relationships and obliges the seller to clearly communicate their information.
and clear information about the right to withdraw from the contract.
The next pillar is the Võlaõigusseadus ( Contract Law Act ), which contains detailed provisions implementing Directive 2011/83/EU. This act regulates the practical aspects of contractual relations, granting consumers a 14-day right to withdraw from distance contracts, establishing a seller's liability for defects in goods for at least two years, and specifying the principles of the complaints procedure, including the rule that if a defect is discovered within the first six months of sale, the seller is responsible for proving that the goods conformed to the contract.
The third law, without which online sales are prohibited in Estonia, is the Information Society Services Act. It focuses on the technical and organizational requirements of e-commerce. It requires entrepreneurs to provide full identification data, including their company registration number ( Registrkood ), and specifies the rules for placing and confirming orders in an online store.
and also introduces the obligation to properly mark advertising content.
In practice, the above legal acts mean that Estonian online store regulations must combine the transparency provisions of the Tarbijakaitseseadus , the specific consumer rights of the Võlaõigusseadus , and the technical and formal requirements of the Infoühiskonna teenuste seadus . Only such a comprehensive approach allows the document to be considered compliant with local law and effectively protect the interests of both the consumer and the seller.
Compliance with these regulations is overseen by the Tarbijakaitse ja Tehnilise Järelevalve Amet (TTJA), a body similar to the Polish Office of Competition and Consumer Protection. The TTJA is responsible for the functioning of the Estonian market, including enforcing Estonian consumer rights legislation and combating unfair market practices. It oversees businesses' compliance with trade regulations, including e-commerce and consumer protection.
Right of withdrawal
In Estonian consumer law, as in other EU countries, the 14-day right of withdrawal is particularly important for online stores. This right applies to distance selling, meaning purchases made online or by phone. This regulation applies to both goods and services. Consumers who exercise their right of withdrawal are guaranteed a full refund of all costs incurred, including delivery costs. The seller may only charge the buyer for return shipping costs, provided this option is clearly and transparently disclosed in the store's terms and conditions.
Complaints
Estonian store regulations should also precisely define the complaints procedure. According to the law, complaints can be submitted in writing, including electronically, for example, via a contact form or email. The seller is obligated to respond within fifteen calendar days of receiving the complaint.
Interestingly, the seller is obligated to inform the consumer about the resolution process or present a proposal for resolving the dispute. If, for legitimate reasons, this deadline cannot be met, the seller must immediately inform the customer, stating the reasons for the delay and specifying a new, reasonable deadline for responding. Failure to respond within the required timeframe opens the door for the consumer to refer the matter to the Consumer Disputes Committee ( Tarbijavaidluste komisjon ), a body operating under the TTJA that handles consumer disputes out of court.
GDPR and personal data protection
In the area of personal data protection, Estonia directly applies the provisions of the General Data Protection Regulation (GDPR) and simultaneously supplements them with national regulations contained in the Estonian Personal Data Protection Act ( Isikuandmete kaitse seadus ). This means that an online store must not only meet EU requirements but also adhere to local clarifications regarding data processing principles, individual rights, and administrator obligations. Store terms and conditions should be consistent with the privacy policy and clearly state what data is collected, for what purposes it is used, to whom it can be transferred, and what rights consumers have with respect to their personal data, including the right to access, rectify, erase, or object to processing.
ADR - dispute resolution
Consumers in Estonia also have access to an alternative dispute resolution (ADR) system. The key institution is the Tarbijavaidluste komisjon ( Tarbijakaitse ja Tehnilise Järelevalve Amet) (TTJA).
Thanks to it, the client can easily pursue their rights, and the decisions of this body are public and subject to appeal .
An entrepreneur in Estonia should remember that the regulations must clearly define the rules for withdrawal from the contract, the complaint procedure, the consumer's right to a refund,
and also contain full company identification data. An integral part of the documentation also includes a privacy policy compliant with the GDPR and local data protection law, as well as transparent rules for communicating with clients. Such regulations not only fulfill the obligations towards the TTJA but also provide a solid foundation for building a lasting presence in one of Europe's most digitalized markets.
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