Pricing Transparency in the UK Under the DMCC Act | Announcements

jamesossman · 2026-02-25T17:37:04.004258Z

Hi sellers, We want to let you know about an important update related to the UK’s Digital Markets, Competition and Consumers Act (DMCC Act) that requires businesses to clearly show the total price a customer in the UK must pay upfront, throughout the purchase journey. This new requirement means mandatory costs, such as shipping or other required fees can’t be introduced later in the purchase process. To help Etsy sellers comply with the DMCC Act - and to provide greater price transparency to buyers - Etsy will begin displaying a combined total price that includes the item price and VAT-inclusive shipping price to UK buyers. This helps ensure they don’t encounter unexpected, non-optional charges once they reach checkout. Buyers in the UK will see this total price displayed along their purchase journey, including when viewing a listing. Occasionally, the final total may update at checkout if delivery details change or if items qualify for combined shipping. If this happens, buyers will always see the updated final price before the purchase is complete.You may have already noticed this change. While the way prices are displayed is different, the total amount a buyer pays has not changed. We understand this is a meaningful change and that it can make a listing's price look higher at first glance. We appreciate your partnership as we implement this required update.We are closely tracking your feedback as we continue to optimize this new experience. For more details, please review this article from our Help Center.

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Pricing Transparency in the UK Under the DMCC Act | Announcements | Etsy Community