The Competition and Markets Authority (CMA) has issued a warning to online retailers ahead of the Christmas shopping period, reminding them that they must display total prices, including mandatory delivery charges, clearly to customers up front. The reminder is backed by the Digital Markets, Competition and Consumers Act 2024 (DMCC Act), which sets out price transparency requirements.
Businesses have been encouraged by the CMA to review their websites, mobile apps, and online advertising to ensure their pricing is clear and complies with the law. The CMA has stressed that clear pricing helps people compare offers confidently and choose the option that works best for them. It says that unexpected charges make it more difficult for consumers to understand and compare the true cost of products, including between different retailers.
Delivery fees must be shown throughout
The CMA has explained how online retailers should display delivery fees. Where a customer must pay a delivery charge to buy a product, the total price including the minimum mandatory delivery charge must be shown to the customer throughout the sales process. The first price consumers see should be the price they pay.
The CMA said: "We recognise that many businesses across the UK have taken steps since the Digital Markets, Competition and Consumers Act 2024 (DMCC Act) came into force to ensure that they comply with the DMCC Act’s price transparency requirements."
"We welcome those changes. Increasing price transparency benefits consumers across the UK. We are concerned, however, that some businesses remain non-compliant in how they present delivery charges to consumers."
Enforcement and penalties
The CMA said it always seeks to use its enforcement powers in a fair and proportionate manner, and it published detailed guidance for business on price transparency requirements in November 2025. If the CMA finds that the law has been broken, it has the power to impose substantial penalties and may also order redress to be paid to affected consumers.
The CMA said it has already enforced the rules on drip pricing against four businesses, imposing fines totalling more than £5.1 million and securing more than £1.35 million in refunds for affected consumers.
What price needs to be shown?
Under the DMCC Act, the price of a product being shown is an "invitation to purchase" and must be the total price, which includes mandatory delivery or collection fees. The total price must also include any other unavoidable fees, taxes, and charges. The total price must be provided at every stage of the purchase process where a price is given, including advertising, product pages, carts and baskets, checkout, and payment pages.
