E-commerce law: legally compliant design of online stores for the self-employed

Creating an online store offers self-employed people enormous opportunities, but also harbors numerous legal pitfalls. A legally compliant design is not only required by law, but is also crucial for building customer trust and avoiding costly warnings. This article highlights the most important legal aspects that self-employed people need to consider when designing their online store.

Legal framework for online stores

The legal framework for online stores in Germany comprises various laws and regulations, including:

1. German Civil Code (BGB), in particular the provisions on distance selling law (Sections 312c et seq. BGB)
2. Telemedia Act (TMG)
3. Price Indication Ordinance (PAngV)
4. Packaging Act (VerpackG)
5. General Data Protection Regulation (GDPR) and Federal Data Protection Act (BDSG)
6. Unfair Competition Act (UWG)

Key legal requirements

1. Imprint
   A complete and easily accessible imprint is mandatory according to § 5 TMG. It must contain the following information:

• • Name and address of the store operator
  • Contact options (e-mail, telephone)
  • Commercial register entry (if available)
  • Sales tax identification number (if available)

2. Information obligations
   Online retailers must provide comprehensive information before an order is placed, including

• • Essential characteristics of the goods or services
  • Total price including all taxes and duties
  • Terms of payment, delivery and service
  • Existence of a statutory right to liability for defects

This information must be provided in a clear, comprehensible and prominent manner (Section 312d (1) BGB in conjunction with Art. 246a EGBGB).

3. Cancellation policy
   Consumers generally have a 14-day right of withdrawal for distance selling contracts (Section 355 BGB). The cancellation policy must be in a clear and comprehensible form and comply with the statutory model specifications.
4. Button solution
   The so-called button solution (Section 312j (3) BGB) requires that the order button is clearly labeled with the words “order with obligation to pay” or an equivalent wording.
5. General Terms and Conditions
   General Terms and Conditions (GTC) must be made available before the contract is concluded and must not contain any surprising or unreasonably disadvantageous clauses (Sections 305 et seq. BGB).
6. Data protection
   The processing of personal data must be GDPR-compliant. This includes:

• • Provision of a privacy policy
  • Obtaining effective consent where necessary
  • Implementation of technical and organizational measures for data protection

7. Price information
   Prices must be clearly assigned to the product, easily recognizable and clearly legible in accordance with the Price Indication Ordinance. The total price including VAT and other price components must be stated.
8. Product labeling
   Certain products require special labeling, e.g. textiles (Textile Labeling Act) or electrical appliances (Electrical and Electronic Equipment Act).

Special challenges for the self-employed

1. Dynamic legal situation
   E-commerce law is constantly evolving. Self-employed persons must regularly check and adapt their online stores for legal compliance.
2. International customers
   When selling abroad, additional legal requirements must be observed, particularly in the area of international private law and tax law.
3. Product liability
   Online retailers are liable for the safety of the products they sell. This requires careful selection of suppliers and quality controls.
4. Copyright and trademark law
   Copyright and trademark rights of third parties must be observed when designing the online store and the product presentation.

Practical tips for the self-employed

1. Legal advice: Invest in sound legal advice when creating your online store. The costs for this are generally lower than potential warning costs.
2. Use of legal texts: Use professionally created and up-to-date legal texts (general terms and conditions, privacy policy, withdrawal policy). Pre-prepared texts from the Internet are often outdated or incomplete.
3. Regular review: Implement a process for regularly reviewing and updating your legal texts and store functions.
4. Documentation: Carefully document all legally relevant aspects of your online store, including obtaining consent and providing information.
5. Training: regularly undergo further training in e-commerce law to stay up to date.
6. Shipping and logistics: Make sure your shipping and returns processes are legally compliant.
7. Customer service: Establish effective customer service to resolve complaints and problems quickly and in a customer-friendly manner.
8. Technical implementation: Make sure that your online store is technically implemented in such a way that it meets all legal requirements (e.g. correct display on mobile devices, secure data transfer).

The legally compliant design of an online store may initially appear to be a complex challenge for self-employed people. However, careful implementation of the legal requirements forms the basis for successful and trustworthy online trading. By creating a legally compliant online store, self-employed people can not only minimize legal risks, but also strengthen the trust of their customers and position themselves positively in a competitive environment.

In view of the complexity and constant development of e-commerce law, it is advisable for self-employed persons to keep up to date with the latest legal developments and to seek expert legal support if necessary.

Author: Marian Härtel

Marian Härtel ist Rechtsanwalt und Fachanwalt für IT-Recht mit einer über 25-jährigen Erfahrung als Unternehmer und Berater in den Bereichen Games, E-Sport, Blockchain, SaaS und Künstliche Intelligenz. Seine Beratungsschwerpunkte umfassen neben dem IT-Recht insbesondere das Urheberrecht, Medienrecht sowie Wettbewerbsrecht. Er betreut schwerpunktmäßig Start-ups, Agenturen und Influencer, die er in strategischen Fragen, komplexen Vertragsangelegenheiten sowie bei Investitionsprojekten begleitet. Dabei zeichnet sich seine Beratung durch einen interdisziplinären Ansatz aus, der juristische Expertise und langjährige unternehmerische Erfahrung miteinander verbindet. Ziel seiner Tätigkeit ist stets, Mandanten praxisorientierte Lösungen anzubieten und rechtlich fundierte Unterstützung bei der Umsetzung innovativer Geschäftsmodelle zu gewährleisten.