How do I handle cross-border discount campaign compliance?

Cross-Border Discount Campaign Compliance

A discount campaign that's fully compliant in the US may violate EU or UK regulations. Cross-border ecommerce requires understanding the highest standard applicable to each market you serve.

Regulatory Framework by Region

EU Omnibus Directive (Critical for EU Sales)

Since 2022, EU sellers must display the lowest price charged in the previous 30 days when advertising a discount. You cannot inflate a reference price and then show a dramatic "sale." This applies to all merchants selling to EU consumers, regardless of where you're located.

Practical Cross-Border Approach

• Geo-detect visitor location and serve market-appropriate promotional terms
• Maintain price history records for all products (EU compliance requires 30-day history)
• Use Shopify Markets to serve different promotional messaging per market
• Work with local legal counsel when launching campaigns in new markets

The simplest compliance strategy: only run genuinely limited offers with real prices and real deadlines. This satisfies all regulatory frameworks and, as a side benefit, builds customer trust that fake urgency destroys.