The European Commission has presented a package of proposals to stop geo-blocking, which will level the playing field for cross-border parcel delivery and boosting consumer protection.
The move is part of the commission's drive to make the Single Market apply to online transactions as well as off-line ones.
Vice-President for the Digital Single Market Andrus Ansip said: "All too often people are blocked from accessing the best offers when shopping online or decide not to buy cross-border because the delivery prices are too high or they are worried about how to claim their rights if something goes wrong.
"We want to solve the problems that are preventing consumers and businesses from fully enjoying the opportunities of buying and selling products and services online."
The commission said it wants to ensure consumers seeking to buy products and services in another EU country, be it online or in person, are not discriminated against in terms of access to prices, sales or payment conditions, unless this is objectively justified for reasons such as VAT or certain public interest legal provisions.