European UnionI ordered from an EU website but the business is based outside the EU. Do consumer rights still apply?
Yes, EU consumer rights generally apply if you, the consumer, are habitually resident in the EU and the trader directs its activities to your EU country — even if the business is based outside the EU.
What the Law Says
EU consumer protection rules can apply to traders outside the EU if they 'direct' their activities to consumers in an EU country. This is determined by objective factors — not where the business is registered.
The key legal basis is Regulation (EU) 2017/2394 on cooperation between national authorities responsible for enforcement of consumer protection laws, and Directive 2011/83/EU on consumer rights — both of which apply based on where the consumer is located and whether the trader targets that market.
Under Directive 2011/83/EU, a trader 'directs' activities to an EU country if it uses language, currency, or contact details specific to that country; offers delivery there; or advertises via EU-based platforms or search engines.
Once directed activity is established, the full set of EU consumer rights applies — including the 14-day right to withdraw from online purchases, clear pre-contract information requirements, and the obligation to deliver within 30 days unless otherwise agreed.
Statutory TextThis Directive shall apply to all contracts concluded between a trader and a consumer… where the trader directs his activities to the Member State of the consumer’s habitual residence…
— Directive 2011/83/EU, Art. 6(1)
Statutory TextThe trader shall deliver the goods without undue delay and in any event not later than 30 days from the day on which the contract was concluded.
— Directive 2011/83/EU, Art. 18(1)
What Courts Have Said
Courts have clarified how 'directing activities' is assessed — focusing on objective evidence of targeting, not the trader’s intent or location.
The CJEU ruled that Amazon’s German-language website, use of € currency, and shipping options to Austria showed it directed activities to Austrian consumers — triggering Austrian (and thus EU) consumer law, even though Amazon EU was registered in Luxembourg.
The CJEU held that a website accessible in an EU country isn’t enough — but features like translation, local phone numbers, top-level domain (.de, .fr), or references to customers in that country indicate direction of activities.
What to Do
Check if the website uses your EU country’s language, currency (e.g., €), or local contact details.
Look for delivery options to your country and references to EU customers (e.g., ‘Ships to Germany’).
Keep screenshots of the webpage, order confirmation, and terms before purchase.
If the trader refuses your EU rights (e.g., 14-day withdrawal), contact your national Consumer Protection Authority.
File a complaint via the EU’s Online Dispute Resolution (ODR) platform: https://ec.europa.eu/consumers/odr
Sources
Not legal advice. This article is general information based on publicly available sources, written for educational purposes. Laws change and individual situations vary. Consult a licensed attorney in your jurisdiction before acting on anything you read here. Last reviewed: 2026-06-08.