Locked
Discussion interactions are currently paused.
Pricing Transparency in the UK Under the DMCC Act
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.
Admin
jamesossman
Hi everyone,
Thanks for sharing your feedback with us. We’ve heard your concerns and understand this change impacted how your prices are displayed to buyers. We’re actively testing and refining the experience to ensure it meets DMCC requirements while maintaining a good experience for sellers and buyers.
We’ll begin rolling out an update that returns your listing price (inclusive of VAT, where applicable) as the headline price. Just below, UK buyers will see the total price, including delivery and any sales you’re running.
This keeps your item price clear, while helping buyers understand the full cost upfront.
As before, the total may update at checkout if delivery details change or items qualify for combined shipping. If it does, buyers will always see the updated final price before completing their purchase.
Thank you again for your feedback. We’ll continue listening and sharing updates here.