E-Commerce

Other IT Law areas of expertise:

E-commerce is no longer an alternative channel—it’s the primary way consumers shop today. The global e-commerce sector is growing year over year, and this trend accelerated during the COVID-19 pandemic, when millions of users experienced the benefits of online shopping for the first time. A wide selection of products, 24/7 purchasing, diverse payment options, and home delivery have become the new consumer expectations.

In Serbia and the region, e-commerce is experiencing rapid expansion. More and more small and medium-sized businesses are moving into online sales, while large retail chains are developing digital platforms and marketplace models. This growth brings challenges: regulation is complex, consumers are protected by specific rules, and any misstep in advertising, data processing, or delivery can lead to serious financial and reputational consequences.

That’s why legal certainty from day one is crucial. Zunic Law is a partner to startups and companies aiming to build successful e-commerce models in Serbia and the EU, combining legal expertise with practical experience in the digital industry.

Why Zunic Law for E-Commerce?

Understanding the digital ecosystem – We work with top IT companies and startups, so we know exactly which challenges you face when launching online sales or building a marketplace platform.
Regulatory expertise – Our lawyers specialize in IT law, data protection, and commercial law, offering a comprehensive approach from local laws to European regulations.
Experience with cross-border models – We have helped numerous clients align their operations with EU regulations, including the Consumer Rights Directive, eIDAS, MiCA, and other frameworks.
Practical solutions – We don’t waste time on unnecessary formalities. We focus on what your startup or e-commerce platform truly needs for rapid growth and legal certainty.
Legal support for investment – Beyond e-commerce, we help you prepare for venture capital investment and scaling.

Our Approach: Innovation that Guarantees Safe Commerce

Our goal is to combine innovation with legal certainty. Instead of rules acting as a brake, we use them to build a framework that allows your startup to operate safely and be attractive to both investors and users.

We focus on clear terms of use that protect the company and customers alike, and align documentation with local and European laws – from consumer protection to GDPR.

In this way, we create legal models that grow with you, from an initial online store to an international e-commerce brand.

In addition, we provide ongoing operational support through document updates, team training, and representation before competent authorities, so your business stays compliant and ready to scale.

Key Practice Areas (Overview)

Terms of Use and agreements for digital platforms
Privacy policies and Cookie Policies
Specialized IT contracts and digital contracts
Payments and tax law
E-marketing and advertising
Consumer rights and dispute resolution
Compliance with games of chance and promotional incentives
Product safety and market recall
Representation before consumer protection authorities
Training and internal policies
Legal enablement for investment and expansion

Below are the details for each area, with a focus on the concrete results we deliver.

1) Terms of Use and Agreements for Digital Platforms

We draft Terms of Service that govern the relationship between seller and buyer, clearly setting out rights, obligations, liabilities, and rules such as jurisdiction and applicable law.
We implement clickwrap and browsewrap agreements that ensure explicit acceptance of terms of use—crucial for the validity of digital contracts.
We design affiliate and digital store agreements that protect both the platform and partners, with clear clauses on accidental clicks, refunds, and conversions.
For SaaS models, we craft specific agreements defining subscriptions, SLA standards, user rights, and liability limitations.

Result: Legal documentation that protects the startup, builds user trust, and prevents future legal disputes.

2) Privacy and Cookie Policies

We prepare a Privacy Policy clearly aligned with GDPR and domestic standards, using user-friendly language and including all mandatory information on the purpose and method of data processing.
We create technically and legally sound Cookie Policies, including the banner, cookie categories, and consent/withdrawal mechanisms—key for addressing requests from the Data Protection Authority (Commissioner).
We define procedures for collecting, storing, and processing particularly sensitive data, ensuring lawfulness and user trust.
We advise on consent withdrawal mechanisms and transparent user communications in case of inspections.

Result: Fully compliant and transparent data governance that protects users and shields the company from regulatory risk.

3) Specialized IT and Digital Contracts

We draft web-hosting agreements ensuring security, availability, and provider responsibility (SLA).
We formulate contracts for domain and digital rights transfers, safeguarding the brand and reputation of e-commerce stores.
We prepare EULA agreements that define software usage rights and limitations.
We draft SEO and digital marketing agreements with clear clauses on goals, KPIs, and responsibilities.
We structure cooperation with cloud/SaaS providers with clauses on data protection, portability, and service.

Result: Stable, clear contractual relationships that support your business growth and technology infrastructure.

4) Payments and Tax Matters

We analyze all legal obligations related to online payments, including PCI-DSS, payment gateways, e-wallets, and card transactions.
We implement security standards and assist with bank and PSP agreements to ensure transparency and transaction protection.
We advise on fiscalization and tax obligations (VAT, customs, cross-border trade).
We incorporate tax strategies so that online transactions are efficient and low-risk.

Result: A secure, legally compliant billing system and tax efficiency for your online store.

5) E-Marketing and Advertising

We legally regulate the use of direct marketing (newsletters, SMS campaigns) with GDPR-compliant consent and easy opt-out.
We prevent misleading advertising, “dark patterns,” and hidden psychological triggers that can lead to sanctions.
We prepare agreements and train the marketing team on rules in digital advertising (e.g., transparency of paid content).
We advise on the lawful use of ratings, reviews, and price comparison tools.

Result: Marketing strategies that deliver results without legal complications or reputational risk.

6) Consumer Rights and Dispute Resolution

We review your complaints and returns policies to ensure compliance with the new Consumer Protection Law, including rules on receiving complaints and out-of-court procedures.
We implement ADR (alternative dispute resolution) systems, speeding up dispute resolution and minimizing legal costs.
We represent the company before authorities and courts when a dispute arises.
We train your team to make customer communications and complaints handling transparent and lawful.

Result: A calmer legal environment, higher customer satisfaction, and reputational security.

7) Games of Chance, Promotions, and Other Incentives

We analyze your promotional campaigns to determine whether they fall under games-of-chance restrictions or require authorization.
We prepare rules for prize games, loyalty programs, and promotions that are transparent, fair, and compliant.
We submit applications for permits to competent bodies, such as the Ministry of Finance, where necessary.
We train marketing teams on the legal boundaries of promotions and the risks of unfair practices.

Result: Campaigns that boost sales while remaining entirely safe and legally compliant.

8) Product Safety and Market Recall

We advise on legal product safety standards and the obligations of traders/manufacturers.
We develop crisis protocols for product recall, procedures for notifying customers and regulators.
We support communication and crisis management in case of an incident.
We assist in inspection procedures and in providing legal documentation.

Result: Legal preparedness and reputational protection in crisis situations.

9) Representation Before Consumer Protection Authorities

We prepare a legal strategy for proceedings before market inspections and regulatory bodies.
We provide support during proceedings and draft competent responses to customer complaints.
We recommend amicable resolution strategies and provide court representation if necessary.
After proceedings, we prepare recommendations and procedures to prevent future incidents.

Result: Legal resilience with minimal impact on business operations.

10) Training and Internal Policies

We organize workshops for legal, marketing, IT, and compliance teams on key regulations (e.g., GDPR, consumer protection).
We develop internal policies and guides that streamline day-to-day compliance.
We enable your team to manage compliance in-house without constant outsourcing.

Result: Strong internal capacity for long-term operations without legal risk.

11) Legal Enablement for Investment and Expansion

We help startups and e-commerce platforms prepare for venture capital investments and expansion into EU or US markets.
We prepare complete due-diligence documentation, including IP, GDPR, contracts, and business models.
We provide legal advice on cross-border structures, brand protection, and intellectual property.
We assist in negotiations and legal audits of partnerships and acquisitions.

Result: Your e-commerce business becomes attractive to investors and ready for global growth.

What Collaboration with Us Looks Like

Discovery workshop — we analyze your business model, goals, and challenges.
Compliance assessment — we map legal risks and set priorities.
Implementation — we draft documents, agreements, and procedures.
Operational support — we monitor compliance, train your team, and represent you before institutions.

Examples of Completed Projects

Serbian SaaS startup: drafting Terms of Service, Privacy & Cookie Policy for an international platform.
Large e-commerce chain: alignment with GDPR and the EU Consumer Rights Directive.
Local online apparel store: legal support for introducing a loyalty program and prize games.
Dropshipping business: advice on IT contracts, consumer rights, and complaint procedures.

Tijana Žunić Marić

Jelena Đukanović

Frequently Asked Questions (FAQ)

Do you prepare complete documentation for e-commerce platforms?

Yes. Our lawyers prepare Terms of Use and Privacy Policies tailored to your business model.

What if we sell in the EU or the US?

We help you comply with all relevant laws – from the GDPR and ePrivacy framework to specific rules across jurisdictions.

How do we protect ourselves from complaints and chargeback disputes?

Through clearly drafted terms of use, complaints policies, and dispute procedures, we ensure risk is minimized.

Can we combine e-commerce with games of chance?

Yes, subject to prior legal review and obtaining the necessary permits from competent authorities. Read more in the article “Legal Dilemmas Around Games of Chance”.

Do you provide internal trainings for teams?

Yes, we run workshops for marketing, sales, and IT teams with practical guidance to keep operations compliant.

How long does it take to prepare e-commerce documentation?

We typically prepare the basic set (Terms, Privacy, Cookie Policy) within a few days, while more complex projects require a more detailed analysis and a longer timeline.