What Brazil’s Consumer Protection Code requires of online sellers
Photo: Avila Ops Tecnologia
The Consumer Protection Code, Law 8.078/1990, applies to sales to final consumers, individuals or companies buying for their own use, including online. It requires clear product, price and deadline information, prohibits misleading advertising, guarantees repair, exchange or refunds for defective goods, and allows seven days to withdraw from purchases outside physical stores. Decree 7.962/2013 details e-commerce rules.
Small businesses lack legal departments but bear the same responsibility as large ones. Procon complaints during Black Friday consume time, and fines hurt smaller revenues more. Compliance costs almost nothing.
What are the main obligations?
Identify sellers: visible legal name, CNPJ, physical address and contact channel. Describe products correctly with decision-relevant sizes, materials, voltage and expiration dates. Show total prices, including shipping and all fees, before checkout completion.
State clear delivery deadlines. Honor advertised offers, which bind stores. Provide accessible service, immediately acknowledge information requests, complaints and cancellations and respond within 5 days. Honor withdrawal within seven days of receipt without justification and refund paid amounts. See Withdrawal rights.
Where do small stores commonly fail?
Easy details nobody checks: footers without CNPJ or address, shipping shown only after registration, “up to 15 days” without specifying business days, exchange policies only in owners’ heads.
Stores advertising “delivery in 5 days” from dispatch meet customers counting from payment. November turns the difference into complaints. Write “5 business days after payment confirmation.”
This needs no lawyer: company details, an exchange policy and checkout showing total prices before requesting cards. See What stores must display.
What to do now
On your mobile site, find CNPJ, address, deadlines, total shipping and exchange policy as a customer. Anything not found in a minute will also elude customers. Diagnose exposure in one conversation: avilaops.com/contato or contact us on WhatsApp: wa.me/5517997811471.
Frequently asked questions
Must MEI microentrepreneurs comply?
Yes. The Code covers all suppliers, including MEI and Instagram or WhatsApp sellers. Size changes no obligation.
Do I need a CNPJ to sell online?
For regular selling, yes. Individual sellers are not exempt from consumer rules. MEI is the cheapest starting path.
What happens if I fail to comply?
Customers can complain to Procon, consumidor.gov.br or small-claims courts. Businesses may pay fines, double refunds or compensation. Complaints remain public.
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