The CMA reminds online shops: mandatory delivery fees must be in the price you show
Under the UK's drip pricing rules, if delivery is a fee every customer has to pay, it must be included in the price you show. In an open letter on 2 November 2026, the CMA reminded online shops that this applies everywhere a price appears, from ads and product pages to the basket and checkout.
Key facts
- Platform
- UK law
- Do I need to act?
- Yes
- Deadline
- None
- Who it’s for
- founders, marketers, developers
- Announced
- 2 November 2026
- Source
- gov.uk ↗
What they said
Read the original ↗“committed to taking enforcement action”
Does this affect you?
- UK online shops that charge delivery to consumers
- Marketplaces, comparison sites and search engines showing product prices
- Prices shown between businesses (B2B)
Why it matters
The rules come from the Digital Markets, Competition and Consumers Act 2024 (DMCC Act), and the CMA has written to retailers ahead of Christmas. It says it will keep monitoring prices, and that penalties under the Act can be substantial. It has already enforced the drip pricing rules against four businesses, with more than £5.1 million in fines.
You can still show a breakdown, or show prices both with and without delivery, as long as the total price is clear. If delivery is optional, the CMA says you should tell customers clearly throughout, not tuck it away behind links, pop-outs or drop-down menus or leave it until late in checkout.
What to do
- 1Check where your prices appearYour marketing team
Go through your product pages, collection pages, basket, checkout and any shopping ads. If every customer pays a delivery fee, make sure the total includes it.
- 2Make optional delivery charges clearYou or your developer
If delivery is optional or depends on the order, say so clearly near the price, rather than only on a separate delivery page.
- 3Read the CMA's letter and guidanceYou
The open letter links to the CMA's guidance (CMA209), which covers delivery fees in detail. If you're unsure how it applies to you, get legal advice.
Questions
What is drip pricing?
It's when part of the price, such as a mandatory delivery or booking fee, only appears later in the buying process. Under the DMCC Act, mandatory fees must be included in the total price shown to consumers.
Can I still show delivery costs separately?
Yes. The CMA says you can show a breakdown, or prices both including and excluding delivery, as long as the total price is shown clearly.
Is there a deadline for drip pricing changes?
The CMA's letter doesn't give a deadline. The rules already apply, and the CMA encourages businesses to review their websites, apps and ads now.
Found by our AI agent and checked by Peter Screeton, Founder of Create8. He confirmed the original source is genuine and that this summary matches what it said when published.
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