Legal changes for online stores in 2026: payments, complaints, packaging, AI and marketing

2026 brings several practical legal issues for online stores. They will mostly affect those that offer in-person collection, use environmental claims, work with influencers, use AI tools or ship parcels in larger volumes.

1. Cashless payments and eKasa
   
   Online stores should check whether they receive payments at a point of sale and whether the eKasa obligation applies to them. This may concern in particular in-person collection, pick-up points, showrooms or shops.
   
   If an online store is subject to eKasa, it should also be ready for the obligation to allow customers to pay cashless.
   

2. Greenwashing and complaints

   Stricter rules will apply to environmental claims such as “eco”, “sustainable”, “green” or “carbon neutral”. Such claims should be specific and supported by evidence.

   Online stores should review their product descriptions, banners, newsletters, advertisements and influencer campaigns.

   The changes will also affect product repairs. Where a product is repaired under the statutory warranty, the warranty is to be extended by a further year, which will require changes to complaint processes and repair records.
   

3. Packaging

   The new packaging rules aim for proportionate packaging, recyclability and less excess packaging. Online stores should review box sizes, filler material, empty space in parcels and their packaging suppliers.
   

4. Online advertising and influencer marketing

   Transparency remains key for influencers and online advertising. Advertising must be clearly labelled, and influencers should not make unverified or misleading claims about a product.

   We recommend setting up briefings, approval of content and archiving of communications.
   

5. AI Act

   The AI Act will affect online stores mainly when they use chatbots, an AI helpdesk, content generation or personalised recommendations.

   An online store should know where it uses AI, what data it feeds into it and whether customers know they are communicating with an AI system.

   What we recommend

   We recommend that online stores map out which changes apply to them and then review in particular their terms and conditions, complaints process, marketing claims, AI tools, influencer campaigns and parcel packaging.

   Need to assess the impact on your online store?
   
   If you need to assess which changes apply to your online store, contact us at kristina.netryova@mathison.sk