{"id":8333,"date":"2024-04-09T14:37:01","date_gmt":"2024-04-09T14:37:01","guid":{"rendered":"https:\/\/phcsoftware.com\/es\/artigo\/nuevas-obligaciones-comercio-online\/"},"modified":"2025-07-28T10:39:15","modified_gmt":"2025-07-28T10:39:15","slug":"nuevas-obligaciones-comercio-online","status":"publish","type":"artigo","link":"https:\/\/phcsoftware.com\/es\/artigo\/nuevas-obligaciones-comercio-online\/","title":{"rendered":"Nuevas obligaciones para el comercio online: \u00bfest\u00e1s preparado?"},"content":{"rendered":"[vc_row type=\u00bbin_container\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbdefault\u00bb equal_height=\u00bbyes\u00bb content_placement=\u00bbmiddle\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb bg_image=\u00bbhttps:\/\/phcsoftware.com\/pt\/wp-content\/uploads\/sites\/3\/2024\/03\/obrigacoes_legais.jpg\u00bb bg_position=\u00bbleft top\u00bb background_image_loading=\u00bbdefault\u00bb bg_repeat=\u00bbno-repeat\u00bb scene_position=\u00bbcenter\u00bb top_padding=\u00bb7%\u00bb constrain_group_1=\u00bbyes\u00bb bottom_padding=\u00bb7%\u00bb left_padding_desktop=\u00bb5%\u00bb constrain_group_2=\u00bbyes\u00bb right_padding_desktop=\u00bb5%\u00bb right_margin=\u00bb0&#8243; 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width=\u00bb1\/3&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb column_padding_type=\u00bbdefault\u00bb gradient_type=\u00bbdefault\u00bb][\/vc_column][\/vc_row][vc_row type=\u00bbin_container\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb scene_position=\u00bbcenter\u00bb top_padding=\u00bb3%\u00bb left_padding_desktop=\u00bb5%\u00bb constrain_group_2=\u00bbyes\u00bb right_padding_desktop=\u00bb5%\u00bb left_padding_tablet=\u00bb0%\u00bb constrain_group_4=\u00bbyes\u00bb right_padding_tablet=\u00bb0%\u00bb left_padding_phone=\u00bb0%\u00bb constrain_group_6=\u00bbyes\u00bb right_padding_phone=\u00bb0%\u00bb text_color=\u00bbdark\u00bb text_align=\u00bbleft\u00bb row_border_radius=\u00bbnone\u00bb row_border_radius_applies=\u00bbbg\u00bb overflow=\u00bbvisible\u00bb overlay_strength=\u00bb0.3&#8243; 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background_hover_color_opacity=\u00bb1&#8243; column_backdrop_filter=\u00bbnone\u00bb column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb overflow=\u00bbvisible\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb column_padding_type=\u00bbdefault\u00bb gradient_type=\u00bbdefault\u00bb][vc_column_text]27 de Octubre 2023[\/vc_column_text][vc_column_text]Tiempo de lectura: 5min[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][divider line_type=\u00bbNo Line\u00bb custom_height=\u00bb25px\u00bb][vc_column_text]\n<h1>Nuevas obligaciones para el comercio online: \u00bfest\u00e1s preparado?<\/h1>\n<p>Tu tienda online debe estar preparada para los cambios de car\u00e1cter obligatorio que entrar\u00e1n en vigor en menos de dos meses en la UE.<\/p>\n<p>A partir del 03 de diciembre de 2018, regir\u00e1n nuevas reglas de comercio electr\u00f3nico en la Uni\u00f3n Europea. El objetivo es simple: remover barreras en el mercado \u00fanico europeo y el\u00a0<em>eCommerce.<\/em>\u00a0Antic\u00edpate a los cambios en tu tienda\u00a0<em>online y<\/em>\u00a0aprovecha la oportunidad para llegar a m\u00e1s clientes fuera de las fronteras.<\/p>\n<p>\u00abContra el\u00a0<em>geo-blocking<\/em>\u00bb. Este fue el lema de las alteraciones legales previstas en el Reglamento comunitario\u00a0<a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/ES\/TXT\/PDF\/?uri=CELEX:32018R0302&amp;from=pt\" target=\"_blank\" rel=\"noopener noreferrer\">EU2018\/302<\/a>, para eliminar procedimientos discriminatorios de ventas\u00a0<em>online<\/em>\u00a0en todos los Estados-Miembros. En la pr\u00e1ctica, significa que las nuevas reglas impiden expl\u00edcitamente la pr\u00e1ctica de\u00a0<em>geo-blocking<\/em>\u00a0a trav\u00e9s de la cual la oferta de un producto o servicio es bloqueada a algunos consumidores teniendo en cuenta su localizaci\u00f3n geogr\u00e1fica.<\/p>\n<p>Imagina, por ejemplo, una tienda\u00a0<em>online<\/em>\u00a0registrada en Espa\u00f1a en la cual un consumidor espa\u00f1ol con residencia en Francia quiera hacer una compra. Despu\u00e9s de escoger el art\u00edculo, el consumidor cumplimenta el formulario de registro donde le es solicitado que indique la direcci\u00f3n. Al intentar colocar la direcci\u00f3n de Francia se le se\u00f1ala que el formato es inv\u00e1lido y no logra completar la compra. En otro escenario, no logra validar el pago porque el banco no es nacional. Estas son pr\u00e1cticas comunes en la Uni\u00f3n Europea (UE), pero que comenzar\u00e1n a ser ilegales y sujetas a penalizaci\u00f3n a partir del 03 de diciembre.<\/p>\n<h2>\u00bfQu\u00e9 cambia con el Reglamento Europeo?<\/h2>\n<p>\u00bfTienes un negocio\u00a0<em>online<\/em>? En este caso, tendr\u00e1s que garantizar que no se discrimina injustificadamente a los consumidores europeos por el lugar de residencia, nacionalidad o direcci\u00f3n comercial. Es decir, los consumidores europeos que no sean espa\u00f1oles o que no vivan en Espa\u00f1a deben tener igual acceso a los bienes y servicios comercializados en tu tienda electr\u00f3nica.<\/p>\n<p>No debe existir una diferenciaci\u00f3n en relaci\u00f3n a los medios de pago disponibles. Es decir, si tu tienda\u00a0<em>online\u00a0<\/em>permite pagos a trav\u00e9s de transferencias bancarias, tarjeta de cr\u00e9dito de un determinado consorcio (Visa, por ejemplo) o d\u00e9bito directo, estas opciones deben estar disponibles para todos los clientes europeos (independientemente de la geograf\u00eda).<\/p>\n<h2>El Reglamento le impide a tu tienda online:<\/h2>\n<p><strong>1. Limitar la cumplimentaci\u00f3n de los formularios de registro solo a clientes localizados en Espa\u00f1a.<\/strong><br \/>\nCualquier consumidor europeo debe poder concluir el registro del cliente y completar su pedido. Para esto, no deber\u00e1 limitar los campos como direcci\u00f3n, c\u00f3digo postal o n\u00famero de tel\u00e9fono a formatos espec\u00edficos.<\/p>\n<p><strong>2. Discriminar de forma injustificada los medios de pago.<\/strong><\/p>\n<p><strong>3. Bloquear el acceso al website con base a la localizaci\u00f3n geogr\u00e1fica del consumidor\u00a0<\/strong>(a trav\u00e9s de la direcci\u00f3n IP u otros medios como coordenadas GPS o la direcci\u00f3n de registro). Sin embargo, podr\u00e1s rechazar el acceso a determinado bien o servicio si estuviera previsto en la legislaci\u00f3n nacional. Esta explicaci\u00f3n debe estar de forma clara para los consumidores afectados.<\/p>\n<p><strong>4. Transferir autom\u00e1ticamente a los consumidores para otra versi\u00f3n de tu plataforma, teniendo en cuenta la nacionalidad.<\/strong>\u00a0Por ejemplo, aunque detectes que un consumidor est\u00e1 en Portugal, no podr\u00e1s redireccionarlo despu\u00e9s de la versi\u00f3n \u00ab.es\u00bb para la versi\u00f3n \u00ab.pt\u00bb del website. Este redireccionamiento solo puede ocurrir con el consentimiento expreso del consumidor y la primera versi\u00f3n debe permanecer de f\u00e1cil acceso en caso de que cambie de opini\u00f3n.<\/p>\n<p><strong>5. Cambiar autom\u00e1ticamente las condiciones de la venta (incluyendo precios y promociones) teniendo en cuenta la localizaci\u00f3n geogr\u00e1fica del consumidor.<\/strong><br \/>\nEl Reglamento permite la diferenciaci\u00f3n de precios cuando la legislaci\u00f3n nacional as\u00ed lo establezca.<\/p>\n<h2>\u00bfQu\u00e9 motiv\u00f3 el Reglamento?<\/h2>\n<p>La UE quiere incentivar m\u00e1s ventas\u00a0<em>online<\/em>\u00a0entre Estados-Miembros y reforzar el Mercado \u00danico Europeo electr\u00f3nico. Actualmente, solo 15 % de los consumidores europeos compran productos de una tienda\u00a0<em>online\u00a0<\/em>en otros Estados-Miembros.<\/p>\n<p>De acuerdo a un estudio de la\u00a0<a href=\"https:\/\/www.consilium.europa.eu\/en\/infographics\/geo-blocking\/\" target=\"_blank\" rel=\"noopener noreferrer\">Comisi\u00f3n Europea<\/a>, 63 % de los websites de\u00a0<em>eCommerce<\/em>\u00a0no dejan a los consumidores de otros Estados-Miembros efectuar una compra. De estos, 27 % niega el registro del cliente y 26 % bloquea la transacci\u00f3n al momento del pago. Esto ocurre con m\u00e1s frecuencia en la venta de electrodom\u00e9sticos y equipos electr\u00f3nicos.<\/p>\n<h2>\u00bfUna limitaci\u00f3n o una oportunidad?<\/h2>\n<p>El fin del\u00a0<em>geo-blocking<\/em>\u00a0es una forma de incentivar el fin de las barreras geogr\u00e1ficas al\u00a0<em>eCommerce\u00a0<\/em>en Europa lo que puede tener consecuencias positivas para tu negocio. Para aprovechar esta oportunidad, puedes ir m\u00e1s all\u00e1 de las obligaciones legales y disponibilizar tu tienda electr\u00f3nica en diversas lenguas, para que la experiencia de compra de los diferentes consumidores europeos sea a\u00fan mejor. Aseg\u00farate de que tu soluci\u00f3n de\u00a0<em>eCommerce<\/em>\u00a0te permita traducir r\u00e1pidamente tus art\u00edculos y servicios prestados.<\/p>\n<p>Antic\u00edpate a las alteraciones y adapta tu website para que pueda ser accedido por cualquier consumidor europeo, de esta forma estar\u00e1s cumpliendo las orientaciones de la UE, pero tambi\u00e9n escalar\u00e1s el mercado potencial de tu negocio a m\u00e1s consumidores. 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