EU aims to reduce Cookie Clicks: What does this mean for online shops?
The European Commission is working on new rules to drastically reduce the number of cookie notices on websites. The goal? A more user-friendly internet and greater transparency for consumers. But what does this mean for online shops and e-commerce businesses?
Why this change?
We all know the situation: every time you visit a website, you have to accept or reject cookies again. This not only frustrates users but also creates a tangle of settings that are often unclear. The EU wants to simplify this by introducing standard browser settings and stricter tracking rules. This way, consumers can set their privacy preferences more easily, without being constantly interrupted by pop-ups.
What will change?
> Fewer pop-ups: Websites will no longer be allowed to ask for consent on every visit if the user has already set a preference in their browser.
> More control for users: Consumers can indicate in their browser whether they allow tracking, and websites must respect these choices.
> Stricter enforcement: Companies that do not comply with the rules may face fines.
Impact on online shops
For e-commerce businesses, this means that collecting data via cookies will become more difficult. Personalisation and remarketing will rely more on first-party data and customer accounts. It is therefore important to start investing in:
> Your own customer data: Gather valuable information through your own platform, such as preferences, interests, and purchase history.
> Transparency: Clearly communicate why you use data and offer simple options for adjusting settings.
> Technical preparation: Check that your webshop software and marketing tools are ready for these changes.
What can you do now?
1. Follow developments: The legislation is not yet final but is expected in 2026.
2. Optimise your consent management: Make it simple and user-friendly for your customers.
3. Think ahead: Fewer cookies means shifting your strategy towards qualitative data and stronger customer relationships, rather than relying on third-party tracking.
The new EU rules are designed to make the internet more user-friendly, but they also require adjustments from online shops. By investing now in your own data, transparency, and technical readiness, you can future-proof your webshop and strengthen your customer relationships.