EU Consumer Rights in the Netherlands: Online Sellers Guide

Every online shop selling to consumers in the Netherlands must follow the EU Consumer Rights Directive. The rules are transposed in Burgerlijk Wetboek Boek 6, Articles 230g through 230z and Boek 7. They cover what you disclose before checkout, the 14-day herroepingsrecht, delivery obligations and the 2-year conformity guarantee.

This guide focuses on what a Dutch webshop operator needs to know. The rules apply equally to Dutch businesses selling abroad and to foreign businesses selling to Dutch consumers.

If you want to check whether your shop meets these requirements today, run a free scan of your website and get results in 30 seconds.

What Dutch law requires from EU Consumer Rights Directive

The Consumer Rights Directive (2011/83/EU) was transposed into Dutch law in 2014. The primary articles are in BW Boek 6:230g through 230z. Boek 7 covers product conformity and the legal guarantee.

The Omnibus Directive (2019/2161) strengthened the original rules from May 2022 onward. It raised penalty ceilings, added stricter pricing transparency and introduced new obligations for online marketplaces. Dutch shops that have not reviewed their checkout flow since 2021 may have gaps.

What you must tell customers before they buy

Before a consumer clicks the order button, Article 6 of the Consumer Rights Directive, implemented in BW 6:230m, requires you to show specific information. Missing any item can extend the herroepingsrecht from 14 days to 12 months.

For the full Dutch-specific list including KvK number placement and BTW rules, see our Dutch webshop compliance checklist.

The order confirmation

After a customer places an order, Article 8(7) of the Consumer Rights Directive (BW 6:230v) requires a confirmation on a "durable medium." In practice, that means email. The confirmation must include everything from the pre-contractual list above, plus:

• A summary of what was ordered
• The total price paid
• How and when to exercise the herroepingsrecht
• A model withdrawal form or a link to one

An order confirmation that only says "Bedankt voor uw bestelling" is not compliant. Most e-commerce platforms automate parts of this, but few cover every required element without configuration.

The 14-day herroepingsrecht

Dutch consumers can cancel any online purchase within 14 calendar days with no reason required. Under Article 9 of the Consumer Rights Directive, transposed in BW 6:230o, the clock starts on the day the customer receives the goods. For services, it starts when the contract was concluded.

When a customer withdraws, you must:

• Refund the full purchase price including the original shipping cost within 14 days (Article 13)
• Accept the returned goods within the same 14-day window
• Charge the return shipping cost to the customer only if you told them about it before the purchase

If you did not tell the customer who pays for return shipping, you owe those costs yourself.

For the full scope of the herroepingsrecht including exceptions (custom products, digital downloads, accommodation), see our 14-day withdrawal right guide.

Your order button wording

The final checkout button must make clear that clicking it creates a payment obligation. Article 8(2) of the Consumer Rights Directive (BW 6:230v lid 3) requires a phrase equivalent to "order with obligation to pay." A button labelled "Bevestig" or "Ga verder" does not meet the standard.

Acceptable Dutch phrases include "Bestellen met betalingsverplichting" and "Nu kopen." See our order button requirements guide for the exact wording the ACM expects.

Delivery rules

The default delivery deadline is 30 days under Article 18 of the Consumer Rights Directive. If you have not agreed a specific delivery date with the customer, you must deliver within 30 days of the order. Missing that deadline gives the customer the right to cancel and demand a full refund.

State your expected delivery time clearly on product pages or during checkout. Dutch consumers expect an indicative delivery window.

Who bears the risk during shipping

The seller does. Under Article 20 of the directive, if a parcel is lost or damaged in transit, that is your problem not the customer's. The risk transfers to the buyer only once they physically take possession of the goods.

This affects your decision on shipping insurance. If you send uninsured parcels and one goes missing, you owe a replacement or refund. For disclosure requirements around shipping costs, see our shipping costs disclosure guide.

The 2-year legal guarantee and Dutch conformity rules

Every physical product sold to a consumer in the EU carries a minimum 2-year legal guarantee under Directive (EU) 2019/771, transposed in BW 7:17 and 7:21. This legal right exists regardless of any manufacturer warranty.

Dutch courts interpret the "reasonable durability" standard broadly under BW 7:17. A washing machine or a fridge that breaks after 26 months may still fall within the guarantee if a product of that type and price would be expected to last longer.

Price display and the Omnibus Directive

The Omnibus Directive (2019/2161) added a rule on discount reference prices. When you advertise a discount, you must show the lowest price you actually used in the 30 days before the promotion as the baseline. You cannot inflate the "original" price to make a sale look larger than it is.

The ACM monitors Dutch webshops for Omnibus compliance. Crossed-out prices, "was/now" comparisons, percentage-off labels and seasonal sales all fall under the rule. For a worked example of the 30-day reference price requirement, see our Omnibus pricing guide.

ACM enforcement and ConsuWijzer

Dutch consumer rights are enforced by the Autoriteit Consument en Markt (ACM). The ACM operates ConsuWijzer as the consumer-facing information and complaint channel. Complaints submitted through ConsuWijzer are aggregated by the ACM and drive its investigation priorities.

The ACM can impose fines under the Wet handhaving consumentenbescherming (Whc) up to EUR 900,000 per infringement or 1 percent of annual turnover, whichever is higher. Decisions are published on acm.nl and often covered in trade press, which is why a single enforcement action creates reputational exposure beyond the fine itself.

The table below compares enforcement style across four western EU markets:

For cross-border cases involving multiple EU countries, the Omnibus Directive (2019/2161) raises the ceiling to 4 percent of annual turnover under Article 13 of the Unfair Commercial Practices Directive 2005/29/EC.

Digital content and services

The Consumer Rights Directive covers digital products as well as physical goods.

Check your shop's compliance

Run a free scan of your website to find common compliance gaps automatically. The scan checks for missing business identity details, price display problems and other issues that affect legal standing and customer trust.

FAQ

Does the Consumer Rights Directive apply to B2B sales in the Netherlands?

No. The directive only protects consumers, meaning individuals buying for personal use. Dutch B2B sales fall outside BW 6:230g-230z. If you sell to both businesses and consumers, you must comply for every consumer transaction.

What is the Dutch transposition of the Consumer Rights Directive?

The Netherlands transposed the directive into Burgerlijk Wetboek Boek 6, Articles 230g through 230z (pre-contractual information and withdrawal) and Boek 7 (conformity and guarantee). The full text is at wetten.overheid.nl.

Can I reduce the 14-day herroepingsrecht?

No. You can extend it, and some shops offer 30 or 60 days as a competitive signal. You cannot shorten it below 14 days. Under Article 25 of the Consumer Rights Directive, any term reducing the statutory minimum is automatically void.

Do handmade or custom products have the herroepingsrecht?

No. Article 16(c) of the Consumer Rights Directive exempts goods made to the consumer's individual specifications or clearly personalised. The exemption is narrow. Letting a customer choose from your standard colour range does not qualify. The product must be genuinely made to order based on the customer's requirements.

What happens if I forget to tell the customer about the herroepingsrecht?

Under Article 10 of the Consumer Rights Directive, implemented in BW 6:230o, the withdrawal period extends from 14 days to 12 months. The clock resets to 14 days only once you provide the missing information.

Which Dutch authority enforces consumer rights for online shops?

The Autoriteit Consument en Markt (ACM) is the primary enforcer. Consumer complaints reach the ACM through ConsuWijzer. The ACM can impose fines up to EUR 900,000 per infringement under the Wet handhaving consumentenbescherming.

Where can I find the official Dutch legal text?

The Burgerlijk Wetboek is published in full at wetten.overheid.nl. Boek 6 (Articles 230g-230z) covers pre-contractual information and withdrawal. Boek 7 (Article 17) covers conformity. The EU directive text is at EUR-Lex.

Sources

• Consumer Rights Directive 2011/83/EU (eur-lex.europa.eu)
• Omnibus Directive 2019/2161 (eur-lex.europa.eu)
• Directive (EU) 2019/771 on sale of goods (eur-lex.europa.eu)
• Burgerlijk Wetboek Boek 6 (wetten.overheid.nl)
• Burgerlijk Wetboek Boek 7 (wetten.overheid.nl)
• Wet handhaving consumentenbescherming (wetten.overheid.nl)
• Autoriteit Consument en Markt (acm.nl)