Swiss online shop with EU customers: what you need

Where the rules differ

In Switzerland, online withdrawal isn't a general right: SECO, the federal economic affairs office, says it exists for doorstep selling and some special contracts. In the EU a consumer has 14 days to change their mind. EU rules follow where the customer is: a shop in Mendrisio targeting customers in Milan may have to follow Italian rules, even with its seat in Switzerland.

The withdrawal button

Since 19 June 2026 anyone selling online to EU consumers has to offer a withdrawal function on the site: directive 2023/2673 added article 11a to the Consumer Rights Directive, and Italy transposed it with decree 209/2025. The rules also cover sellers outside the EU who target those customers.

You need a page that's always reachable, with no login, labelled "withdraw from contract here" or similar, a second confirmation step and a receipt with the date and time. The withdrawal button page has the details and how I build it.

Accessibility

The European Accessibility Act has applied since 28 June 2025 to e-commerce and other services sold to EU consumers. Switzerland doesn't have to apply it, but anyone selling to EU consumers has to reckon with the rules of the country they sell in. The technical reference is WCAG 2.1 level AA.

Chatbots

If your site has a virtual assistant and your EU customers talk to it, the AI Act may apply to you as well: since 2 August 2026 people interacting with a chatbot must be told. Swiss rules on AI are still being prepared. I put the notice in the first message, as explained on the chatbot and AI Act page.

What I do

1. I look at where you ship, in which currencies and on what terms, and you discuss it with your lawyer.
2. I add the withdrawal function and the two emails, connected to the shop's orders.
3. I test product page, basket and payment with keyboard and screen reader.
4. I fix the chatbot notices and the privacy page.

For the GDPR, tax and customs, ask your advisers: that isn't my job.

What I don't do

I don't write terms of sale or decide which rules apply to you: that's for a lawyer who knows both Swiss law and the law of the country you sell in. This page summarises rules and documents as read on 31 October 2026 and is not legal advice.

Frequently asked questions

I only sell in Switzerland. Do I need the button?

No. Swiss law has no general right of withdrawal for internet purchases: if you offer one that's your choice, to be written in your terms of sale.

When am I considered to be targeting EU customers?

The facts count: you ship to the EU, show prices in euros, advertise in Italy or Germany, have a .it or .de domain. A site that can merely be reached from abroad usually isn't enough. A lawyer can say which applies to you.

Can I show the button only to EU buyers?

Technically yes, tied to the order's delivery country. I usually prefer showing it to everyone in the footer: it's simpler and doesn't depend on the system spotting the country. The page then checks the order and says whether withdrawal applies.

Does the EAA micro-enterprise exemption apply?

Below 10 people and EUR 2 million, the EAA exempts services. How that works for a Swiss company is a question for a lawyer. Products you sell, if they're among those covered, don't get the exemption.

If you are in Ticino or elsewhere in Switzerland

I work from Rovellasca, near Como, between Milan and the Swiss border, and part-time at a communication agency in Switzerland. For a Swiss company I built the AREAVISION website, business app and mobile app.

Read more

• The service: Online shops
• More pages like this: Rules to comply with in Switzerland