What stores must display by law before selling
Photo: Avila Ops Tecnologia
Before customers pay, online stores must show who the business is, what it sells, total costs, delivery timing, exchange procedures, and how to speak to someone. Brazil’s Consumer Protection Code and Decree 7.962/2013 require this. The LGPD adds privacy policies. None requires a lawyer simply to exist; you need five pages and a footer.
Check in October. In November, Procon and customers look more closely, and every missing item becomes another WhatsApp question at peak time.
What must appear in every page’s footer?
Photo: Avila Ops Tecnologia
Legal business name (alongside the trade name if desired) and CNPJ. Complete physical address matching the CNPJ, even if your home. Service channel: email and optionally phone or WhatsApp, with hours. Links to exchange and return policies, privacy policy, and terms of use.
Use the footer because it appears everywhere, including product pages where ads and Google send visitors. An about page is no substitute: customers will not search for it.
What must appear on product pages?
Descriptions with purchase-deciding characteristics: dimensions, material, color, voltage, quantity, expiration, ingredients, restrictions. Cash price and installment amounts and counts, with or without interest. Availability: in stock or made to order, with timing. Postal-code shipping calculations on the page or at least before requesting payment details.
Photos matching products. Illustrative photos showing a different model from what is delivered are misleading advertising, not a minor detail.
What must appear at checkout?
By law: order summary with each item, quantity, price, and rights-limiting conditions (the decree calls it a contract summary). Shipping calculated and added. Final total before requesting card details. Delivery time. Payment methods and conditions. A way to correct mistakes before completion, such as editing carts. After purchase, immediate email or message confirmation with order number.
As good practice rather than law: timing stated in business days from payment approval, links to exchange and privacy policies, and acceptance.
Checkout cannot hide charges. Fees appearing only after card entry generate many complaints.
| Where | What to display |
|---|---|
| Footer | CNPJ, address, contact, policy links |
| Product page | Characteristics, price, installments, inventory, postal-code shipping |
| Checkout | Items, shipping, total, timing, error correction; policy acceptance (good practice) |
| Dedicated page | Exchange and return policy |
| Dedicated page | Privacy and cookie policy |
| Dedicated page | Terms of use when accounts or subscriptions exist (good practice) |
What about privacy policies?
The LGPD requires stores to state data collected, purposes, retention periods, and sharing, such as payment processors and carriers. Disclose Meta pixel use. Disclose customer-service AI too; see AI customer service and the LGPD.
Copying another store’s policy fails: it describes data you do not collect and omits what you do. Write your own in plain language on one page.
What to do now
Open your mobile store and find each table item. Record omissions and resolve this week: footers and policies take one day. Also see what the Consumer Protection Code requires and exchange policies. Assess exposure in one conversation: avilaops.com/contato or contact us on WhatsApp: wa.me/5517997811471.
Frequently asked questions
Must I put an address on the website?
Yes. Decree 7.962/2013 requires suppliers’ physical and electronic addresses. Use the CNPJ address. If registered at an accounting or virtual office, display that address.
Must Instagram stores show a CNPJ?
Yes. Regular sellers are suppliers, and customers have a right to know whom they buy from. Put the CNPJ in your bio or a permanent highlight.
Can I charge packaging fees at checkout?
Yes, provided they appear before payment details and are included in the total. Charges appearing only at the end are what the Consumer Protection Code prohibits.
Connections, made clear
From order to delivery, with every step in view.
An example of connecting E-Commerce with your team’s day-to-day work.
- OrderThe customer chooses items and places an order.
- ValidationCheck the details and product availability.
- ManagementSend the validated order to ERP.
- FulfillmentThe team prepares and dispatches the items.
- CustomerKeep the customer informed about next steps.
- Order. The customer chooses items and places an order.
- Validation. Check the details and product availability.
- Management. Send the validated order to ERP.
- Fulfillment. The team prepares and dispatches the items.
- Customer. Keep the customer informed about next steps.
Order
The customer chooses items and places an order.
Turn what you learned into your next step.
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