The single digital market has been a key target of the European Union since the Directive on information society services and e-commerce almost two decades go. However, the single digital market is still a project under construction which necessitated additional legal texts such as the Geo-Blocking Regulation and amendments to Directives concerning consumer protection in the sphere of online sales of goods and services. Intellectual Property laws are also constantly evolving in an effort to keep up with developments in technology and consequent changes to market practices. This panel will analyse the legal challenges for retailers seeking to commercialise their products and services in a global digital market mostly governed by national rules (with few exceptions such as the existing harmonised legal framework in the European Union).