UK online retailers have been warned that the first price shown for a product must include any unavoidable delivery or collection charge, a rule that applies before a customer reaches the checkout page.
In an open letter, the Competition and Markets Authority said the total price should appear consistently in advertisements, product listings, search and comparison results, baskets, checkout screens and payment pages. A mandatory charge cannot be introduced late in the transaction on the assumption that the headline product price was technically accurate.
The approach distinguishes unavoidable costs from genuinely optional services. A customer may still choose extras such as premium delivery, but their nature and price must be explained clearly. Where every available method carries at least a minimum charge, that minimum belongs in the total displayed price from the outset.
The CMA is applying the consumer-protection regime strengthened by the Digital Markets, Competition and Consumers Act. It can now impose substantial financial penalties and seek redress without first taking every case through ordinary court proceedings. The regulator said earlier pricing cases had already produced £5.1 million in fines and £1.35 million in refunds, underscoring that the letter is tied to an active enforcement programme.
The letter is guidance to the sector, not a finding that every retailer is in breach. Businesses must assess their own pricing journey and correct non-compliant displays. The CMA published the official open letter on 2 November 2026.
