GPSR in Estonia: What PrestaShop Sellers Must Do

If you run a PrestaShop store and ship to consumers in Estonia, the EU General Product Safety Regulation — Regulation (EU) 2023/988, or GPSR — applies to you. The GPSR has applied across the European Union since 13 December 2024, and because it is a Regulation rather than a Directive it takes effect directly in every Member State, Estonia included, without national transposition. This guide explains what the GPSR requires and how it plays out in the Estonian market.

What the GPSR Requires

The GPSR sets a general safety obligation: consumer products placed on the EU market must be safe. It updates the older product-safety framework to reflect online selling, imports from outside the EU, and new product risks. The core rules are the same in Estonia as everywhere else in the Union, so meeting them for one Member State broadly means meeting them for all.

A central feature is the requirement for a responsible economic operator established in the EU. Where you sell products manufactured outside the EU, there must be an EU-based responsible person — for example a manufacturer, importer, authorised representative or fulfilment service provider — whose details accompany the product. Without one, the product should not be placed on the market.

Online Listing Information (Article 19)

Article 19 of the GPSR is the part PrestaShop sellers feel most directly. When you offer a product online, the listing itself must carry certain safety information so a consumer can make an informed decision before buying. In practice this means your product pages need to be built to display it consistently.

• The name, registered trade name or trade mark of the manufacturer, plus a postal and electronic address to reach them.
• Where the manufacturer is outside the EU, the details of the responsible person established in the Union.
• Information identifying the product, such as a picture, the type and any batch or serial number.
• Any warnings or safety information that must, by law, accompany the product.

Enforcement in Estonia: TTJA

The GPSR is enforced through national market-surveillance authorities, and in Estonia that role sits with the TTJA — the Consumer Protection and Technical Regulatory Authority (Tarbijakaitse ja Tehnilise Järelevalve Amet). The TTJA combines consumer protection and technical regulatory oversight, which makes it the authority most likely to review product-safety matters for goods sold into the Estonian market. Precise procedures and priorities are a matter for the authority, so treat this as a qualitative picture rather than a fixed checklist.

Unsafe products flagged anywhere in the EU can be circulated to authorities through the EU Safety Gate rapid alert system, so an issue identified in one Member State can quickly become relevant in Estonia too.

Language: Estonian

The GPSR expects safety information, warnings and instructions to reach consumers in a language they can easily understand. For the Estonian market that means Estonian. If your PrestaShop store is set up primarily in another language, plan for Estonian-language warnings, instructions and safety notices on products destined for Estonian buyers, rather than relying on translation after the fact.

Practical Steps for PrestaShop Sellers

• Confirm each product has an identified EU responsible person, especially for goods manufactured outside the EU.
• Audit your product templates so Article 19 information appears consistently on every listing.
• Provide safety warnings and instructions in Estonian for products sold to Estonian consumers.
• Keep records that let you trace products and respond quickly if a safety concern arises.
• Establish a process for handling any contact from the TTJA or reacting to Safety Gate alerts.

For the EU-wide picture, see our overview of the GPSR and our complete GPSR guide. For a country hub, visit our Estonia page.

This article is educational, not legal advice.