Does a seller charge different prices to different customers? Price differences are allowed only if they are based on objective criteria. Companies, for example, can charge different prices to new customers if it is part of their commercial strategy. Price differences based on nationality or other discriminatory practices are prohibited.

Companies may not charge different prices based on consumer location. Specifically, it is forbidden to offer cheaper goods or services through a website based in another Member State (geoblocking). However, web shops are not required to deliver to every Member State. The consumer has the right to buy from any seller they choose, but the seller has the right to decide where to deliver.