Retailers back EU’s new consumer agenda to boost trust and fair play

Brussels - The European Commission has adopted the Consumer Agenda 2025 - 2030, including an action plan for consumers in the Single Market. As the voice of European retail and wholesale, EuroCommerce backs the new Commission Agenda and looks forward to working closely with the Commission to ensure a balanced implementation, hoping to deliver a stronger Single Market for consumers.

Consumers need to trust that products are safe and compliant, their rights are upheld, and they have access to redress - wherever, however, and from whomever they buy.

“Retailers are at the heart of the Single Market, connecting millions of consumers with sustainable products and services every day,” said Christel Delberghe, EuroCommerce Director General. “Consumers’ trust is the foundation for growth and innovation.”

Effective enforcement is key to building this trust and ensuring fair competition. EuroCommerce applauds the Commission’s focus on stronger enforcement and calls for a level playing field for all traders serving EU consumers, regardless of the traders’ origin. Retailers also support the reconfirmed plan to develop tools against unjustified territorial supply constraints.

A crucial step will be the upcoming revision of the Consumer Protection Cooperation Regulation, anticipated in the Agenda for Q4 2026. European retailers support a strong Commission mandate to address EU-wide infringements affecting millions of European consumers, especially when traders are based outside the EU.

The Commission report on the Fitness Check on Digital Fairness and our joint study on Digital Fairness in Online Retail confirm that current EU consumer law remains relevant in today’s digital environment, but its impact is weakened by fragmentation and lack of enforcement. Instead of adding new legislation - such as the Digital Fairness Act expected in late 2026 - retailers urge prioritising enforcement of existing consumer protection rules.

“E-commerce is a key part of how consumers engage with the market today. Responsible digital innovation should be supported, not discouraged,” Delberghe added.

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For more information, you can read our contribution to the public consultation and the supporting position paper.

Find out more about our #Compliance4All campaign.