Information checked: 21 July 2026.
A UK e-commerce site must provide clear pre-contract information, identify the trader, present the total price and support applicable cancellation, delivery, refund and complaint rights. The exact duties depend on what is sold and to whom.
In brief: Treat legal information as part of the buying journey, not a footer assembled after launch.
Build a compliance map
Key areas to review
- Trader identity
- Website evidence: Business name, address and contact details; Owner: Company or proprietor
- Offer
- Website evidence: Accurate description, price, tax and limitations; Owner: Product owner
- Order process
- Website evidence: Error correction and explicit payment obligation; Owner: E-commerce owner
- Contract confirmation
- Website evidence: Durable order and terms record; Owner: Operations
- Delivery and cancellation
- Website evidence: Timescale, exceptions and returns route; Owner: Customer service
- Data and cookies
- Website evidence: Privacy information and lawful controls; Owner: Data owner
Separate product types
Rules differ for goods, services and digital content. Bespoke products, rapidly performed services and immediately supplied digital content may require specific information or express acknowledgements; do not copy a generic returns policy without checking the actual offer.
Maintain versioned evidence
- Terms and policies shown at the time of each order.
- Product description and price history where disputes are significant.
- Customer consent or acknowledgement records.
- Order confirmation, delivery and refund records.
- Complaint decisions and policy-change approvals.
Test the outcome
A reviewer should be able to place an order, identify the trader, see the full total, save the contract information and find a workable cancellation or complaint route.
Typical failure to avoid
A common legal-content failure is copying one returns template across goods, services, subscriptions and digital downloads. The wording may promise rights that do not apply or omit acknowledgements needed for early service or digital supply. Policies also drift away from the actual checkout.
Keep these records
- Current terms and policy versions
- Product-type legal assessment
- Checkout consent and acknowledgement records
- Order confirmation archive
- Complaints, cancellation and refund log
Start with this
Place one representative order for each product type and compare every statement at product page, basket, checkout, confirmation and returns stage. Correct contradictions before publication.
Sources and date checked
This practical guidance was checked against the following primary sources. It is general information, not legal advice; obligations depend on the business, customer, product and jurisdiction. Date checked: 21 July 2026.
Keep the decision under your control
Retain the relevant accounts, source material, supplier terms and recovery information. Recheck changing prices, interfaces and rules before acting.