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Rechtsanwalt Marian Härtel - ITMediaLaw

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

10. October 2024
in Online retail
Reading Time: 4 mins read
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E-commerce law: legally compliant design of online stores for the self-employed
Key Facts
  • The legal framework for online stores in Germany is regulated by laws such as the BGB, TMG and GDPR.
  • An imprint must provide complete details of the store operator, according to § 5 TMG.
  • Retailers are obliged to fulfill information obligations clearly and comprehensibly before the order is placed.
  • A right of withdrawal of 14 days must be provided, in accordance with § 355 BGB.
  • The button solution requires the order button to be clearly marked with "order with obligation to pay".
  • The General Data Protection Regulation must be strictly adhered to, including a privacy policy.
  • Regular reviews of legal compliance are essential for self-employed persons in order to minimize risks.

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.

Content Hide
1. Legal framework for online stores
2. Key legal requirements
3. Special challenges for the self-employed
4. Practical tips for the self-employed
4.1. Author: Marian Härtel

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)
  1. 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).

  1. 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.
  2. 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.
  3. 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).
  4. 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
  1. 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.
  2. 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.

Marian Härtel
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.

Tags: AGBBeratungButtonCancellation policyCompetitionDevelopmentE‑mailGDPRGeneral Data Protection RegulationGeneral Terms and ConditionsGermanyinternetLaw against Unfair CompetitionLawsLegal requirementsMailPrivacyrightSicherheitTrademarksTrainingUrheberrechtUwgVat

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  • Informationen
    • Ideal partner
    • About lawyer Marian Härtel
    • Quick and flexible access
    • Principles as a lawyer
    • Why a lawyer and business consultant?
    • Focus areas of attorney Marian Härtel
      • Focus on start-ups
      • Investment advice
      • Corporate law
      • Cryptocurrencies, Blockchain and Games
      • AI and SaaS
      • Streamers and influencers
      • Games and esports law
      • IT/IP Law
      • Law firm for GMBH,UG, GbR
      • Law firm for IT/IP and media law
    • The everyday life of an IT lawyer
    • How can I help clients?
    • Testimonials
    • Team: Saskia Härtel – WHO AM I?
    • Agile and lean law firm
    • Price overview
    • Various information
      • Terms
      • Privacy policy
      • Imprint
  • Services
    • Support and advice of agencies
    • Contract review and preparation
    • Games law consulting
    • Consulting for influencers and streamers
    • Advice in e-commerce
    • DLT and Blockchain consulting
    • Legal advice in corporate law: from incorporation to structuring
    • Legal compliance and expert opinions
    • Outsourcing – for companies or law firms
    • Booking as speaker
  • News
    • Gloss / Opinion
    • Law on the Internet
    • Online retail
    • Law and computer games
    • Law and Esport
    • Blockchain and web law
    • Data protection Law
    • Copyright
    • Labour law
    • Competition law
    • Corporate
    • EU law
    • Law on the protection of minors
    • Tax
    • Other
    • Internally
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  • Knowledge base
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