Wix Stores and the EU rules for online shops

If you run Wix Stores and sell goods to consumers in the EU, three EU rules affect what your storefront shows: the Omnibus Directive’s 30-day lowest price, the legal guarantee notice and the withdrawal button. This guide looks at what a Wix Stores product page shows when a product is discounted, what the rules ask you to add, and two ways of adding it.

A note on independence: this site is not affiliated with or endorsed by Wix. What follows about Wix comes from Wix’s public Help Center as read on 7 October 2026. Wix updates its product often, so check Wix’s own help pages before you rely on any detail.

What a Wix Stores product page shows when a product is discounted

In general terms, a discounted product in Wix Stores shows two figures: the price the shopper pays, and a higher price that is crossed out.

Wix’s Help Center article on pricing settings describes how this is set up on its current product page. A merchant can “add a strikethrough price to indicate to customers that a product’s price was previously higher”. The article adds a tip:

The strikethrough price is just a display price. It’s not linked to the product price.

The same article says that when a product has options, the price and the strikethrough price are managed per variant. It also describes an optional price per unit display and notes that this is required in some countries. For shops still on the previous version of the product editor, the article points to separate instructions for adding a sale price.

On the 30-day lowest price, Wix’s Help Center has a feature request page. At the time of writing it states:

Currently, it’s not possible to automatically display a product’s lowest price over the last 30 days in the Product page, Category page, or in a product gallery.

That may change. Check the page, which is linked under the sources below.

Two things follow for the EU rule. First, a crossed-out price is an announcement of a price reduction: the Commission’s guidance gives “now EUR 50, was EUR 100” in crossed-out form as an example. Second, the figure you cross out is whatever you entered. Whether it is the right reference is for the merchant to work out.

What the EU rules ask a Wix shop to add

The dates are those from which Member States must apply their national measures. The national law of the countries you sell to is what binds you, so check it.

One point from case law matters for the crossed-out price. In Aldi Süd (C-330/23) the Court of Justice held that a reduction announced as a percentage or a promotional statement “must be determined on the basis of the ‘prior price’”. A sale badge or a percentage on a product page therefore has to be worked out from the 30-day lowest price, not from the last price charged. Crossed-out prices and “was/now” discounts goes through this with examples.

The manual way

All three can be done by hand with what a site builder offers. It takes care, and it has limits.

The price line

1. Keep a log of every price change for every product and variant, with dates. A spreadsheet is enough.
2. Before each reduction, find the lowest price of the previous 30 days for each variant. Count earlier promotions.
3. Enter that figure as the crossed-out price, or add a line of text to the product page such as “Lowest price in the 30 days before this discount: €X”.
4. Work out any percentage from that figure.
5. Remove or update the line when the reduction ends or a new one starts.

The guarantee notice

Place the harmonised notice, as published in Commission Implementing Regulation (EU) 2025/1960, where shoppers see it before they order. The regulation’s annex says that none of the elements of the notice can be edited, and that for contracts concluded through an online interface it is shown in colour. The regulation is published in every official EU language; use a version your shoppers can read.

The withdrawal function

Article 11a of the Consumer Rights Directive sets out the steps. A manual build needs:

• a link labelled “withdraw from contract here”, or an unambiguous corresponding formulation, reachable throughout the withdrawal period;
• a form where the shopper can give their name, details identifying the contract and an electronic address for the confirmation;
• a separate confirmation function labelled only “confirm withdrawal” or an unambiguous corresponding formulation;
• an acknowledgement on a durable medium, such as an email, sent without undue delay and including the content of the statement and the date and time of its submission.

Check whether the form and automation tools on your site can do each step, in particular the separate confirmation and the date and time in the reply.

Where the manual way gets hard

For a shop with a dozen products, one language and two sales a year, this is manageable. For a larger or busier catalogue, the work repeats with every price change.

The app way

An app can record price changes as they happen and place the line by itself. Apps differ, so compare what they do rather than what they are called. Useful questions:

• Does it work out the lowest price per variant, or one figure per product?
• Does it count earlier promotional prices inside the 30 days?
• What does it show when it has no price history yet, for example for a product that is already discounted on the day you install it?
• Does it cover only the price line, or the guarantee notice and the withdrawal function as well?
• Which languages do shoppers see?
• Can you export the records if an authority or a customer asks?

Some apps handle price history only. Others cover several duties. The comparison of approaches sets them side by side with doing it by hand.

StoreCompliant on Wix

StoreCompliant is one option. It is built for Wix Stores and is launching on the Wix App Market; the Wix page shows the current status. It is not affiliated with or endorsed by Wix or the EU, and it is a compliance aid, not legal advice.

What it does on a Wix shop:

• Price line. It adds itself to the product page with no code. Under a discounted price it shows “Lowest price in the 30 days before this discount”, worked out per variant, and only while the product is discounted. See the 30-day lowest price feature.
• No figure without a record. Recording starts when the app is installed. For a product that is already on sale that day, it shows nothing until you import earlier prices from a CSV file. The dashboard flags a crossed-out price that is higher than anything on record for the previous 30 days.
• Guarantee notice. The official EU harmonised notice, unchanged, in the shopper’s language: a link, a compact card or the notice itself under the price, or a widget you place from the Wix Editor. See the legal guarantee notice feature.
• Withdrawal button. A “Withdraw from contract here” link on every page, or a widget in the footer, leads to a two-step form. The shopper receives a dated confirmation email, and each request is logged in the dashboard. See the withdrawal button feature.

Shoppers see all of this in the 24 official EU languages, chosen from the language of the page. All three features are on every plan, including the free one for up to 50 products; details are on the pricing page and in the FAQ.

A checklist for a Wix shop

• Open a discounted product on your live site, on a phone. Note what is crossed out and whether a percentage or badge appears.
• For each discounted variant, find the lowest price you charged in the 30 days before the reduction began.
• Make the crossed-out price, the percentage and the prior price line agree with that figure.
• Repeat the check on category pages and product galleries if they show crossed-out prices.
• Check store-wide discounts and coupon codes offered to all visitors; the guidance treats those as announced reductions.
• Put the harmonised legal guarantee notice where shoppers see it before ordering, unedited and in their language.
• If a producer has told you about a commercial guarantee of durability of more than two years at no additional cost, look at the rules on the harmonised label.
• Add a withdrawal function that is reachable from every page, and test it: statement, confirmation, acknowledgement with date and time.
• Keep a dated record of price changes and of withdrawal statements.
• Check the national law of each Member State you sell to, including its options for perishable goods, new products and progressive reductions.

For the rules beyond these three, see the checklist of EU rules for online shops.