What a Swedish Company Must Show on Its Website
By CodexierPublished 7 min read
Several Swedish laws decide what has to appear on a company website, and they stack: a basic set for every business, a much larger set if you sell to consumers, and GDPR and cookie rules on top. Most sites we audit miss at least one item. This guide lists them by situation and says where each belongs on the page.
Basic company details
The mechanism behind the rule is simple: a customer, a supplier or an authority must be able to identify the legal entity they are dealing with and reach it. The org number is the anchor, because everything else (VAT status, F-tax, credit reports at UC) hangs off it. A sole trader's org number is the owner's personal identity number, and it still has to be shown.
Extra rules if you sell to consumers
The moment a private person can buy or book something on the site, the distance selling act applies and the list grows. The information has to be given before the purchase, in a way the customer can save, which in practice means a terms page plus the key points repeated in the checkout.
| Must be shown | Where it belongs | Why |
|---|---|---|
| Main characteristics of the product or service | Product page | The customer must know what they are buying |
| Total price, or how it is calculated, plus delivery costs | Product page and checkout | No surprises at payment |
| Delivery time and method, payment options | Checkout and terms | Sets the customer's expectations legally |
| Right of withdrawal: 14 days, how to use it, who pays return shipping | Terms, order confirmation | Missing information extends the withdrawal period substantially |
| The standard withdrawal form | Terms page, downloadable | Required by the act |
| Contract length, minimum period and how to cancel | Terms, and again at sign-up | Subscriptions have their own reminder rules |
| Complaints: right to complain for three years, and information about ARN | Terms | The consumer sales act and the ADR act |
The withdrawal information is the item most often wrong. If it is missing or incorrect, the customer's fourteen days do not start running, which can turn into months of open returns.
Two further points catch companies out. Any button that completes a paid order must say plainly that it creates a payment obligation ('Buy' or 'Order and pay', not 'Continue'). And the EU's online dispute resolution platform was shut down in 2025, so an old ODR link in your footer is now a dead link; replace it with plain information about ARN.
Price information and VAT
The price information act requires that prices shown to consumers are the final price including VAT and all unavoidable charges. A B2B site may show prices excluding VAT, but must say so clearly, and if consumers can also buy, the consumer rule wins. Show both if in doubt, and label them.
- Consumer prices: including VAT, with delivery cost stated before checkout.
- B2B prices: 'excl. VAT' next to every price, not only in the terms.
- Sale prices: the reference price must be the lowest price of the previous thirty days.
- Services priced per hour or per unit: state the unit and any minimum charge.
- ROT and RUT deductions: show the price before and after the deduction, and say that the deduction depends on the customer's own eligibility.
Where to place it all
A footer with company name, org number, address, email and phone; a contact page repeating them; a terms page for anything sold; a privacy page; and, when you sell to consumers, the key terms repeated in the checkout. That is the whole map. A one-page website carries the same footer as a fifty-page site, which is why we treat the legal block as part of the structure, not a bolt-on.
When you do not need help with this: if you sell nothing online and collect no data beyond a contact form, an afternoon with this list and your Bolagsverket registration is enough. Buy help when you run a webshop or subscriptions, where the wording of withdrawal and cancellation terms has money attached. Every website we launch includes the legal block by default; if you want yours checked, bring the URL to a short call.
Frequently asked questions
Does a sole trader have to show a personal identity number on the website?
A sole trader's organisation number is the personal identity number, and the e-commerce act requires the organisation number to be shown. In practice most sole traders show it in the footer or on the contact page. If that feels exposed, remember it is already public through the trade register and on every invoice you send.
Is a contact form enough, or do I need to show an email address?
You need a direct electronic contact route, and an email address is the safe way to meet that. A form can sit next to it, but a form alone has been judged insufficient because the customer cannot keep a record of what they sent. Show the address and let the spam filter do its job.
Do these rules apply to a B2B-only website?
The basic company details and the GDPR and cookie rules apply to every website. The distance selling rules and the consumer price rules do not apply to sales between businesses, but you must make it clear that the site sells to businesses only, and prices must say whether VAT is included.
What happens if something is missing?
The Consumer Agency can require corrections and, for repeated or serious cases, fines. The bigger practical risk is with withdrawal information: if it is missing, the consumer's withdrawal period is extended, and you can end up accepting returns long after delivery. For privacy notices, IMY is the supervisory authority.
Does the accessibility law apply to my company site?
The Swedish act based on the European Accessibility Act applies from 2025 to e-commerce and certain consumer services, with an exemption for the smallest companies. A plain information site is not covered, but building it accessibly costs little extra and widens your audience, so we do it by default.
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