Online Store Terms and Conditions - Estonia. Expansion into the Estonian Market

Planning to start selling online in Estonia? After deciding on expansion, choosing the right legal form, and developing a business strategy, one of the key steps in entering the Estonian e-commerce market is preparing a complete and legally compliant online store policy—known in Estonia as " Müügitingimused ."  

This type of document plays a fundamental role in the operation of a store: it defines the terms of sale, payment, and delivery, and serves as the legal basis for customer relationships. It also ensures compliance with Estonian consumer law, which — similar to other EU countries — imposes a number of informational and procedural obligations on businesses.  

Well-drafted regulations not only organize formal issues, but also build customer trust and reduce the risk of legal disputes.  

Müügitingimused - Estonian​ online store regulations  

Estonian regulations should clearly define the rules for sales, delivery, payment, withdrawal, and complaints. Sellers operating in the Estonian market must comply with several key legal acts:  

The supervision of compliance with these regulations is carried out by Tarbijakaitse ja Tehnilise Järelevalve Amet ( TTJA ) playing a similar role to the Polish Office of Competition and Consumer Protection. TTJA is responsible for the functioning of the market in Estonia , including enforcing the provisions of Estonian legal acts regulating consumer rights and combating unfair market practices . It supervises entrepreneurs ' compliance with regulations related to trade, including e-commerce and consumer protection.  

Right of withdrawal in Estonia  

For online stores, the most important right of withdrawal is the 14-day right of withdrawal. This applies to distance selling, including online and telephone purchases, and applies to both goods and services. Consumers are entitled to a full refund of the purchase price, including delivery, and the seller may only charge the consumer for return shipping costs if this is clearly stated in the terms and conditions.  

Complaints and seller's liability  

The seller is liable for defects in goods for at least two years from purchase. During this time, the consumer may request repair, replacement, a price reduction, or a refund. 
During the first six months, a defect is presumed to exist. If the product proves defective, it is assumed that the defect existed at the time of sale, and the seller must prove otherwise. After six months, the burden of proof shifts to the consumer .  

Complaints procedure and response time  

Complaints may be submitted in writing (e.g., email , contact form). The Seller is obligated to respond within 15 calendar days of receiving the complaint, informing the Customer of the manner in which it will be handled or the proposed resolution of the dispute. 
If, for objective reasons, a response cannot be provided within this period, the seller shall notify the customer in writing, stating the reasons and a new, reasonable deadline for the response.  

The regulations should clearly indicate the method of reporting defects (e.g. e-mail, contact form) and consumer rights what rights the customer has and how long will it take to receive a response?  

Failure by the seller to respond to the complaint within the deadline may result in the case being referred to Consumer Disputes. Committee ( T arbijavaidluste komjon ) , which conducts proceedings in the field of consumer rights protection .  

GDPR and personal data protection  

Estonia , as a member of the European Economic Area, applies the provisions of the General Data Protection Regulation (GDPR). Additionally, Isikuandmete applies there. kaitse seadus / Estonian Data Protection Act , which clarifies the principles of personal data processing in light of EU regulations. Store regulations must be consistent with the privacy policy—they should clearly define what data is collected, what it is used for, to whom it can be transferred, and what rights consumers have.