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Mandatory information in online shops: What applies in Switzerland

An online shop is set up quickly – and still must display a few things that the law requires. Here's what is mandatory, what is merely customary, and where the sources are.

By Gabriel Bosnjak · As of October 26, 2026 · 5 min read

What the UWG requires

For anyone offering goods, works or services on the Internet, Art. 3 para. 1 lit. s of the Unfair Competition Act (UWG) applies. Acting unfairly means failing to

1. clearly and completely state who you are and how to reach you – including email address,
2. point out the individual technical steps up to contract conclusion,
3. provide means by which customers can identify and correct input errors before placing an order,
4. promptly confirm the order electronically.

Contracts concluded only by email or telephone are not covered (Art. 3 para. 2 UWG). The Federal Government's SME portal notes that a contact form alone is insufficient: an email address is required, a phone number is recommended. For the order button, it suggests clear labelling such as 'Buy' or 'order with payment obligation' rather than 'Continue' – a recommendation, not statutory wording.

Prices according to the Price Disclosure Ordinance

• State the actual price to be paid in Swiss francs (Art. 3 PBV), and value-added tax must be included (Art. 4 PBV).
• For goods sold by weight, volume or length, the unit price must be included – for example per kilo or per 100 grams (Art. 5 PBV). Exceptions exist, for instance for sales by piece.
• Prices must be easily visible and legible (Art. 8 PBV).
• Shipping costs are either included in the price or stated separately and in figures, according to SECO. A link is sufficient if costs are visible with one click; optional surcharges such as express or insurance are listed separately.
• At least one free, customary payment method in Switzerland must be available. If another payment method costs more, the surcharge is stated in figures.
• Prices in euros may be stated additionally – the Swiss franc price remains mandatory.

Crossed-out prices and discounts

Since January 1, 2025, stricter rules apply for comparison with a previous own price (Art. 16 PBV). You must have quoted the comparison price immediately before, and under the halving rule, you may display it for at most half as long as it was valid – maximum two months. If a price remained unchanged for at least 30 days, the comparison is not time-limited, as long as the price only continues to fall afterwards. According to SECO, non-binding price recommendations are generally not a permissible comparison price.

No statutory right of withdrawal

In Swiss online retail, there is no statutory right of withdrawal or return. Many shops voluntarily grant one, often for 14 days. The Code of Obligations recognizes a right of withdrawal only for certain cases, such as doorstep sales – not for purchases on the Internet. State in your terms and conditions what applies to you: whether and how long customers can return and who pays for return shipping.

T&Cs

Terms and conditions must not unfairly disadvantage customers: according to Art. 8 UWG, it is unfair to use terms that, contrary to good faith, create a significant and unjustified imbalance between rights and obligations. The SME portal recommends making the terms and conditions accessible before the order – for example with a checkbox to confirm – highlighting unusual clauses and keeping the version for the contract.

Privacy

A shop processes personal data – name, address, orders. According to Art. 19 DSG, you must inform at least about who is responsible and how to reach you, what you use the data for and who you pass it to – such as payment providers and the postal service. If data goes abroad, name the countries. Anyone who deliberately violates the information obligation risks a fine of up to CHF 250,000 on application (Art. 60 DSG). More on this in the article Impressum and Privacy Policy.

Treat customers in Switzerland equally

Since 2022, Art. 3a UWG prohibits geoblocking in distance selling: customers in Switzerland must not be treated worse in terms of price and payment, locked out of the shop, or redirected to a different country version without valid reasons based on place of residence, nationality or payment method.

Are you also selling to the EU?

If your shop also targets consumers in the EU, EU law applies according to the KMU portal. This typically includes a 14-day right of withdrawal from receipt of goods, at least two years warranty, a total price including all taxes and a clearly labelled order button. If you deliberately sell to the EU, it is best to have a specialist review this once.

Checklist

• Imprint with company name, postal address and email – accessible from every page.
• Order steps explained, shopping cart correctable before purchase, order confirmed by email.
• Prices in francs including VAT, unit price for measurable goods, shipping costs itemized.
• At least one free, customary payment method; surcharges itemized.
• Crossed-out prices only in accordance with Art. 16 PBV.
• Terms and conditions accessible before ordering, with return policy; privacy policy with payment provider and shipping information.

Sources

1. Federal Act against Unfair Competition (UWG), SR 241 – Art. 3 Para. 1 Lit. s, Art. 3a, Art. 8
2. Price Display Ordinance (PBV), SR 942.211 – Art. 3, 4, 5, 8 and 16
3. SECO – Price disclosure, advertising and selected aspects of competition law for online retail of goods (PDF)
4. SECO – Information sheet PBV: Self-comparison (PDF, 2 May 2025)
5. KMU portal of the Federal Government – The laws of Switzerland and the EU
6. KMU portal of the Federal Government – Terms and conditions
7. Federal Data Protection Act (DSG), SR 235.1 – Art. 19 and 60

All sources retrieved on 19 October 2026. General information, not legal advice. The law and information from authorities are authoritative – in individual cases, seek advice from a specialist.