The full price check
Under the UK’s drip pricing rules, if every customer has to pay a delivery fee, it must be in the price you show. The CMA reminded online shops about this in November 2026.
What to do
- Follow your price everywherePick a product and check the price on your ads, product page, collection page, basket and checkout.
- Spot fees that appear lateIf every customer pays a delivery or service fee, make sure the price they see includes it from the start.
- Make optional charges clearIf delivery is optional or depends on the order, say so next to the price, not only on a separate delivery page.
- Get advice if you’re unsureThe CMA’s guidance covers delivery fees in detail. If you’re not sure how it applies to you, take legal advice.
Your result
Send this to your director
Hi [name], The CMA has reminded online shops that compulsory fees, including delivery that everyone pays, must be included in the prices we show. I’ve checked our ads, product pages, basket and checkout and fixed [number] places where we could have fallen short. It reduces our risk under the new UK consumer rules. [Your name]
Share your result
Post it on LinkedIn with #EcomWireChallenge. We read every one and shout out the best results each month.
Did the #EcomWireChallenge full price check 💷 Went through ads, product pages and checkout and fixed a few things so our prices are clear and compliant. Took about 30 minutes. Your turn 👇 https://www.ecomwire.co.uk/challenges/checkout-price-check
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