GPSR on a Wix store: what every product page has to show, and how to get it there

The General Product Safety Regulation (Regulation (EU) 2023/988, "GPSR") has applied since 13 December 2024. Most of it is about product safety in the physical sense: risk assessments, technical documentation, recalls. The part that reaches a storefront is Article 19, which says what an online offer of a consumer product has to display before an EU consumer can buy it.

If you sell on Etsy or Amazon you have met this already: both added GPSR fields to their listing forms and restrict EU sales for listings that leave them empty (Etsy's GPSR help page spells out the same four items as this guide). Wix did not. As of September 2026, Wix Stores has no GPSR field, no prompt, and no help-centre article about it, so a Wix shop that ships into the EU has to solve it on its own. This guide is what we would have wanted to read before doing that.

Who it catches

The rule applies to consumer products offered to consumers in the EU (and in Northern Ireland, via the Windsor Framework; the UK government publishes its own GPSR guidance for Northern Ireland). Where the seller sits does not matter. A store in the US, the UK or Switzerland that accepts orders from Germany or France is in scope for those orders. A store in the EU is in scope for everything it sells.

"Product" is broad: new, used, repaired and reconditioned goods, handmade items, print-on-demand merchandise, kits. Digital downloads and services are not products. Excluded outright are food, feed, medicinal products, living plants and animals, animal by-products, plant protection products, aircraft, antiques, and products that have to be repaired or reconditioned before use and are sold as such.

Products already on the EU market before 13 December 2024 can still be sold under the old rules (Article 51), but a new batch, a new supplier or a new product is not "already on the market". In practice a shop with a moving catalogue has to treat everything as in scope.

What the product page has to show

Article 19 lists four things. All four have to be on the offer itself, so on the product page, not on an "about us" page or in a PDF someone can request:

1. The manufacturer. Name (or registered trade name or trademark), postal address and an email address. If you make the product yourself, this is you.
2. The EU Responsible Person, if the manufacturer is outside the EU. Name, postal address and email address of a person or company established in the EU who takes on the Article 16 duties for that product. This is the item that catches most non-EU sellers, see below.
3. A way to identify the product. A picture, the product type, and any other identifier such as a model number, batch or serial number. Wix product pages already have the picture; the identifier is the part you add.
4. Warnings and safety information, in the language of the member state you sell into. Whatever has to be on the packaging or in the leaflet has to be visible in the listing too: "not suitable for children under 3", the button-cell warning, the magnet warning, "keep away from fire" on textiles, and so on. German buyers get it in German, French buyers in French.

There is no exemption for small sellers, no threshold in revenue, and no "we ship from outside the EU" carve-out.

The Responsible Person problem for non-EU sellers

Article 16 says a product from a manufacturer outside the EU can only be placed on the EU market if there is an economic operator established in the EU who is responsible for it. That operator is, in order: the manufacturer if established in the EU, an importer established in the EU, an authorised representative appointed in writing by the manufacturer, or a fulfilment service provider in the EU if none of the others exist.

For a US or UK Wix shop that has products made abroad and ships them straight to EU consumers there is no EU importer, because the consumer is the importer. So the choice is:

• Appoint an authorised representative in the EU. Several companies offer this as a service, typically a yearly fee per brand or per product range. Their name and address then go on every affected product page.
• Ship from an EU fulfilment provider. If a fulfilment centre in the EU stores and dispatches your products, and there is no manufacturer, importer or representative in the EU, the fulfilment provider is the Responsible Person by default. Print-on-demand suppliers that print in the EU generally document their own role here; ask yours which entity to name.
• Sell only products whose manufacturer is in the EU, in which case item 2 does not apply.

If you make the products yourself outside the EU, you are the manufacturer and you still need one of the first two.

Why this gets enforced on a small shop

Market surveillance authorities do exist, but the mechanism that actually reaches a small store is not a regulator. In Germany, missing Article 19 information is treated as a breach of a market-conduct rule under the Unfair Competition Act (§ 3a UWG), which means a competitor or a trade association can send a formal warning letter, an Abmahnung, demanding a cease-and-desist declaration and their legal costs, usually a few hundred to a couple of thousand euros. Warning letters for missing GPSR details have been reported since early 2025 by the trade association Händlerbund and the law firm IT-Recht Kanzlei, both in German. The letter does not care that the shop is on Wix, or in Ohio; it cares that the shop sold into Germany with an incomplete listing.

The other enforcement path is the marketplaces. If you also list on Etsy, eBay or Amazon, those platforms already require the details, and a customer who compares your listings notices what is missing on your own site.

Three ways to put it on a Wix product page

Wix Stores has no GPSR field, so it comes down to where you put text.

1. Paste it into each product's description or info sections. Works, costs nothing, and is the right answer for a shop with a handful of products. The costs show up at scale: the manufacturer block is repeated per product and per language, changing a Responsible Person means editing every listing, and nothing tells you which products still lack it. Wix Multilingual will translate the block if you use it, but the legally required warning wording is fixed text, not something to machine-translate.

2. Add a text element to the product page template. Every product page shares one layout in the Wix editor, so a text box there shows the same details on every product. This is fine if every product in the shop has the same manufacturer and the same Responsible Person, and the warnings are the same for all of them, which is true for some single-brand shops and false for everyone else.

3. Use an app that stores the records once and assigns them to products. This is what we built. EU Compliance Kit for Wix keeps manufacturer and Responsible Person records (with the Article 16 role each one plays), lets you assign them to products in bulk by category or tag, and a product-page plugin shows the details, the identifier, the CE line and links to the declaration of conformity or manual. Warnings come from a library of the standard statements in every language your site publishes, and a coverage report lists what is still missing. The GPSR part is in the Pro plan ($12.99/month, or $10.99/month billed yearly, 14-day trial); the Omnibus prior-price and withdrawal features are free.

Whichever way you go, check the result on a real product page, in each site language, on a phone. "Visible on the offer" means visible without expanding a hidden tab.

A checklist

• Every product page shows manufacturer name, postal address and email.
• For manufacturers outside the EU: Responsible Person name, postal address and email.
• A product identifier (model, type, batch) next to the picture.
• The warnings that are on the packaging, in the language of each market you sell into.
• The details are on the listing itself, not behind a link or in a PDF.
• Someone owns the job of adding this when a new product or supplier arrives.

Frequently asked questions

Does GPSR apply if my Wix store is in the US or UK and I only occasionally ship to the EU? Yes. The rule attaches to the product being offered to an EU consumer, not to where the seller is. A single order to Germany from a listing that lacks the Article 19 details is a listing that lacks them. If EU sales are rare, the practical alternative is to switch off EU shipping regions in Wix.

Do I need a Responsible Person if I make the products myself? If you make them inside the EU, you are the manufacturer and the Responsible Person at once; your own details are enough. If you make them outside the EU, you are the manufacturer and you need an EU authorised representative or an EU fulfilment provider that takes on the role.

Is a link to a "product safety" page on my site enough? No. Article 19 requires the information on the offer. A page-level link is the same as the "see packaging" approach the regulation was written to close. Put the details on the product page.

Which language do the warnings have to be in? The language the member state you sell into requires, which for the large markets means German for Germany and Austria, French for France, Italian for Italy, and so on. English alone is not enough for those countries. The manufacturer and Responsible Person block itself is names and addresses, so it needs no translation.

Does GPSR apply to second-hand or handmade products? Both are in scope. The only used-goods exemption is for antiques and for products sold as needing repair or reconditioning before use, and only when the seller says so clearly.

What about Great Britain? GPSR is EU law. It applies in Northern Ireland under the Windsor Framework, not in England, Scotland or Wales, where the older GB product safety rules continue. A GB shop selling into the EU or Northern Ireland is in scope for those sales.

Sources

• Regulation (EU) 2023/988 on general product safety, EUR-Lex. Article 19 (distance sales information), Article 16 (responsible person), Article 51 (transitional provision), Article 2 (scope and exclusions).
• Regulation (EU) 2019/1020 on market surveillance, EUR-Lex. Article 4, the responsible-person rule the GPSR builds on.
• § 3a UWG, the German Unfair Competition Act provision under which missing statutory information can be pursued by competitors.
• GPSR: the first warning letters, Händlerbund, and warning letters for missing manufacturer details under the GPSR, IT-Recht Kanzlei. Both German-language.
• General product safety regulations: Northern Ireland, GOV.UK.
• What is the General Product Safety Regulation (GPSR)?, Etsy Help.

Written by the team behind EU Compliance Kit, a Wix and Shopify app that keeps the GPSR records and renders them on the product page, alongside the Omnibus prior price, the withdrawal button and the legal guarantee notice. The rule applies however you implement it. Nothing here is legal advice; for how it applies to your products and markets, ask a lawyer in the market you sell into. The Wix app is on the Wix App Market.