New UK Legislation on Online Sales and Pricing: What It Means for Your Website

In October 2023, new UK legislation came into effect aimed at improving transparency in online sales and pricing. These updates are designed to protect consumers from misleading pricing practices and unexpected charges at checkout. At The Pixel Room, we make it our business to stay on top of regulatory changes—so when we design and build your eCommerce website, you can be confident it not only looks great but meets legal requirements too.

What’s changed?

The new rules form part of the Digital Markets, Competition and Consumers Bill, which strengthens consumer protection laws. Some of the key updates that directly affect how e-commerce websites must operate include:

• Clear pricing information: The total price—including VAT and any mandatory fees—must be displayed prominently before a customer commits to a purchase.

• Transparent delivery charges: Delivery costs (or any conditions under which delivery is free) must be clearly shown early in the process—not hidden away at the checkout.

• No drip pricing: Websites must avoid “drip pricing” tactics where additional fees are added late in the checkout process without prior disclosure.

• Discount clarity: Any promotional pricing must be genuine and transparent—i.e., if an item is marked down, the previous price must be the actual selling price over a defined period, not an inflated figure.

What this means for online retailers

These changes are good news for consumers, but for businesses, they also mean taking a closer look at how prices are presented throughout the shopping journey—from product listings to checkout. Non-compliance could lead to complaints, penalties, or reputational damage.

How we help at The Pixel Room

When we design e-commerce websites, compliance with consumer law isn’t an afterthought—it’s baked in from the start. Whether you’re launching a new store or updating an existing one, we:

• Ensure prices are displayed transparently, including VAT and other charges

• Build intuitive, user-friendly checkout flows that follow legal requirements

• Clearly separate optional extras from essential fees

• Set up promotional pricing tools in a way that complies with advertising standards

• Work with trusted platforms (like Wix Studio) that make compliance easier

If you're not sure whether your current website is compliant—or you're planning a new eCommerce project—get in touch. We’re here to help you sell online with confidence.

Looking ahead

The UK’s digital regulations are evolving, and we expect more updates in the near future, particularly in relation to AI, subscriptions, and consumer data rights. At The Pixel Room, we stay ahead of these changes so you don’t have to.