The European Parliament has decided that from now on consumers from whatever European country should be able to have the same offers and prices in e-commerce.

Up until now merchants could automatically provide different price information to foreign consumers through the so-called geoblocking or prevent them entirely from making purchases in their online shop. The IP address is used to identify where the consumer comes from.

This should now put an end to this practice.

The European Parliament has adopted a corresponding Regulation that significantly limits geoblocking. Merchants must provide international consumers with the same offer they make to domestic consumers. If a given country is not catered for, consumers should be able to pick up the desired product in the merchant’s country. The Regulation excludes copyright-protected digital content such as e-books, music or online games.