PrestaShop & the EU Digital Markets Act (DMA) 2025 Guide

Understanding the Digital Markets Act

The Digital Markets Act (DMA) is the European Union’s most significant regulatory framework for digital platforms since GDPR. While it primarily targets “gatekeeper” platforms like Google, Apple, Meta, and Amazon, its ripple effects will fundamentally change how PrestaShop stores handle analytics and advertising.

I’ve been tracking DMA developments since its proposal, and I can tell you that this regulation will reshape the digital advertising landscape. For PrestaShop merchants, understanding DMA isn’t just about compliance – it’s about adapting to a new era of digital marketing where transparency and user choice take center stage.

Key DMA Objectives

The DMA aims to create a more competitive and fair digital market by:

• Preventing gatekeeper dominance – Ensuring fair competition in digital markets
• Enhancing user choice – Giving users more control over their digital experiences
• Increasing transparency – Making advertising and data practices more transparent
• Promoting interoperability – Allowing different platforms to work together
• Protecting smaller businesses – Leveling the playing field for smaller players

DMA Gatekeeper Criteria

The DMA identifies “gatekeepers” as companies that:

• Have significant market impact – Affect multiple EU countries
• Operate core platform services – Search engines, social networks, app stores
• Have entrenched market position – Strong, stable market presence
• Meet financial thresholds – €7.5 billion annual turnover or €75 billion market cap

DMA Impact on E-commerce

How DMA Affects PrestaShop Stores

While DMA primarily targets gatekeeper platforms, its effects cascade down to all digital businesses, including PrestaShop stores. Here’s what you need to know:

1. Advertising Platform Changes

Major advertising platforms are implementing DMA compliance measures that affect all advertisers:

• Google Ads transparency – More detailed reporting on ad performance
• Meta advertising restrictions – Changes to data sharing and targeting
• Apple App Tracking Transparency – Enhanced user consent requirements
• Amazon advertising changes – Modified data usage policies

2. Analytics and Tracking Limitations

DMA requirements are driving changes in how analytics platforms operate:

• Reduced cross-platform tracking – Limited data sharing between platforms
• Enhanced consent requirements – More granular user consent for tracking
• Data minimization principles – Collection of only necessary data
• User control enhancements – Better tools for users to manage their data

3. Payment and E-commerce Integration

DMA affects how payment systems and e-commerce platforms integrate:

• Payment method interoperability – Users can choose payment methods more freely
• Reduced platform lock-in – Easier migration between platforms
• Enhanced data portability – Users can move their data between services
• Fair access to services – Non-discriminatory access to platform features

PrestaShop Analytics Changes

Google Analytics 4 DMA Compliance

Google Analytics 4 is adapting to DMA requirements, which means changes for PrestaShop stores using GA4:

Enhanced Consent Mode

Google has updated Consent Mode to better align with DMA requirements:

• Granular consent controls – Separate consent for analytics, advertising, and personalization
• Consent state modeling – Better handling of consent-denied users
• Regional consent settings – Different consent requirements for EU vs. non-EU users
• Automatic consent detection – Integration with consent management platforms

Data Processing Changes

GA4 is implementing stricter data processing controls:

• IP anonymization – Automatic IP address anonymization for EU users
• Data retention limits – Shorter retention periods for certain data types
• Cross-border data transfers – Enhanced controls for international data flows
• User deletion requests – Improved tools for handling user deletion requests

Implementing DMA-Compliant Analytics

For PrestaShop stores, implementing DMA-compliant analytics requires several steps:

1. Update Consent Management

Ensure your cookie consent solution supports DMA requirements:

• Granular consent categories – Separate consent for different analytics purposes
• Consent withdrawal mechanisms – Easy ways for users to change their preferences
• Consent state persistence – Remember user choices across sessions
• Regional compliance – Different consent flows for EU vs. non-EU users

2. Configure GA4 for DMA Compliance

Update your GA4 configuration to meet DMA standards:

1. Enable Consent Mode v2 – Use the latest consent mode implementation
2. Configure data streams – Set up separate data streams for different regions
3. Update measurement IDs – Use region-specific measurement IDs if needed
4. Configure data retention – Set appropriate retention periods
5. Enable IP anonymization – Automatically anonymize IP addresses

3. Implement Privacy-First Analytics

Consider privacy-first analytics approaches:

• Server-side tracking – Reduce reliance on client-side cookies
• Aggregated reporting – Focus on aggregate insights rather than individual tracking
• First-party data emphasis – Prioritize data you collect directly
• Zero-party data collection – Explicitly requested user preferences

Advertising Transparency Requirements

Enhanced Ad Disclosure Requirements

DMA requires greater transparency in digital advertising, affecting how PrestaShop stores run ads:

1. Ad Content Disclosure

Advertising platforms must provide more information about ads:

• Advertiser identification – Clear identification of who is paying for ads
• Targeting criteria disclosure – Information about how ads are targeted
• Performance metrics transparency – More detailed reporting on ad performance
• Algorithmic decision explanations – Basic explanations of how ad algorithms work

2. User Control Over Ads

Users must have more control over the ads they see:

• Ad personalization controls – Users can opt out of personalized ads
• Ad frequency management – Controls over how often users see ads
• Ad category preferences – Ability to block certain types of ads
• Data usage transparency – Clear information about how data is used for ads

PrestaShop Advertising Adaptations

PrestaShop stores need to adapt their advertising strategies for DMA compliance:

1. Update Ad Campaigns

Modify your advertising campaigns to meet new transparency requirements:

• Clear ad labeling – Ensure all ads are clearly marked as advertisements
• Honest product claims – Avoid misleading or exaggerated claims
• Transparent pricing – Include all costs and fees in ad content
• Clear call-to-actions – Make it obvious what users should do

2. Implement Ad Verification

Add verification processes to ensure ad compliance:

• Content review processes – Review all ad content before publication
• Compliance checklists – Use checklists to verify DMA compliance
• Regular audits – Periodically review ad campaigns for compliance
• Documentation requirements – Keep records of ad approvals and changes

Data Sharing Restrictions

Reduced Cross-Platform Data Sharing

DMA significantly restricts how platforms can share user data, affecting PrestaShop analytics and marketing:

1. Platform Data Isolation

Gatekeeper platforms must limit data sharing between their services:

• Search and advertising separation – Limited data sharing between search and ads
• Social media data restrictions – Reduced cross-platform data sharing
• App store data isolation – Limited data sharing between app store and other services
• Cloud service data separation – Reduced data sharing between cloud and other services

2. Third-Party Data Access

Platforms must provide fair access to data for third-party services:

• Non-discriminatory access – Equal access to platform data and features
• Transparent data policies – Clear rules about data access and usage
• Fair pricing – Reasonable costs for data access
• Technical interoperability – APIs and tools for data integration

Impact on PrestaShop Data Strategy

DMA data restrictions require PrestaShop stores to rethink their data strategies:

1. First-Party Data Emphasis

Focus on data you collect directly from customers:

• Customer registration data – Information provided during account creation
• Purchase history – Transaction data from your store
• Behavioral data – How customers interact with your store
• Communication preferences – Marketing and communication preferences

2. Reduced Reliance on Third-Party Data

Minimize dependence on external data sources:

• Limited social media data – Reduced access to social platform data
• Restricted cross-site tracking – Limited tracking across different websites
• Reduced lookalike targeting – Limited ability to find similar audiences
• Minimal external profiling – Reduced access to external user profiles

Compliance Strategies for PrestaShop

DMA Compliance Framework

Implementing DMA compliance for PrestaShop stores requires a systematic approach:

1. Data Audit and Mapping

Start by understanding your current data practices:

• Inventory data collection – Document all data you collect
• Map data flows – Understand how data moves through your systems
• Identify third-party integrations – List all external services using your data
• Assess consent mechanisms – Review current consent collection methods

2. Update Privacy Policies

Revise your privacy policies to reflect DMA requirements:

• Enhanced transparency – More detailed explanations of data use
• Clear user rights – Explicit explanation of user control options
• Third-party disclosure – Clear information about data sharing
• Regular updates – Commit to regular policy updates

3. Implement Technical Controls

Add technical measures to support DMA compliance:

• Enhanced consent management – Granular consent controls
• Data minimization tools – Collect only necessary data
• User control interfaces – Easy-to-use privacy controls
• Audit logging – Track all data processing activities

Staff Training and Awareness

Ensure your team understands DMA requirements:

• DMA education – Train staff on DMA principles and requirements
• Compliance procedures – Establish clear procedures for DMA compliance
• Regular updates – Keep team informed about DMA developments
• Responsibility assignment – Assign specific DMA compliance responsibilities

Alternative Analytics Solutions

Privacy-First Analytics Platforms

With DMA restrictions on traditional analytics, consider privacy-first alternatives:

1. Server-Side Analytics

Move analytics processing to your server:

• Piwik PRO – Self-hosted analytics with full data control
• Fathom Analytics – Privacy-focused analytics without cookies
• Plausible Analytics – Lightweight, privacy-first analytics
• Simple Analytics – Cookie-free analytics solution

2. First-Party Data Analytics

Focus on data you collect directly:

• Customer journey mapping – Track user paths through your store
• Purchase behavior analysis – Analyze buying patterns and preferences
• Email engagement metrics – Track email marketing performance
• Customer feedback analysis – Analyze reviews and feedback data

3. Zero-Party Data Collection

Collect data explicitly provided by users:

• Preference surveys – Ask customers about their preferences
• Product interest forms – Collect information about product interests
• Communication preferences – Let users specify how they want to be contacted
• Personalization settings – Allow users to customize their experience

Implementing Alternative Analytics

Transition to privacy-first analytics requires careful planning:

1. Assess current analytics needs – Identify what insights you actually need
2. Choose appropriate alternatives – Select solutions that meet your requirements
3. Plan migration strategy – Develop a plan for transitioning from current analytics
4. Test new solutions – Validate that new analytics provide needed insights
5. Train your team – Ensure staff can use new analytics tools effectively

Advertising Adaptations

DMA-Compliant Advertising Strategies

Adapt your advertising approach to work within DMA constraints:

1. Contextual Advertising

Shift from behavioral to contextual advertising:

• Content-based targeting – Target ads based on page content, not user behavior
• Keyword targeting – Use search keywords to target relevant ads
• Category-based placement – Place ads in relevant product categories
• Time-based targeting – Target ads based on time of day or season

2. First-Party Audience Targeting

Use your own customer data for targeting:

• Customer list targeting – Target ads to your existing customers
• Lookalike audiences from first-party data – Find similar users based on your data
• Retargeting based on store behavior – Target users based on their actions on your store
• Email list integration – Use email subscribers for ad targeting

3. Creative and Content Optimization

Improve ad effectiveness through better creative:

• A/B testing – Test different ad creatives and formats
• Dynamic creative optimization – Automatically optimize ad elements
• Personalized messaging – Customize ad content based on available data
• Video and interactive content – Use engaging formats to improve performance

Platform-Specific Adaptations

Different advertising platforms are implementing DMA compliance differently:

Google Ads Adaptations

• Enhanced conversion tracking – Improved measurement without third-party cookies
• Consent mode implementation – Better handling of consent states
• Privacy-safe audience solutions – New targeting options that respect privacy
• Attribution modeling updates – New ways to measure ad effectiveness

Meta Ads Adaptations

• Conversions API – Server-side tracking for better attribution
• Aggregated Event Measurement – Privacy-safe event tracking
• Enhanced matching – Better customer matching without third-party data
• Advantage+ audiences – AI-powered audience targeting

Monitoring DMA Compliance

Ongoing Compliance Monitoring

DMA compliance requires continuous monitoring and adjustment:

1. Regular Compliance Audits

Conduct periodic reviews of your DMA compliance:

• Monthly data practices review – Check that data practices align with policies
• Quarterly consent mechanism audit – Verify consent collection is working properly
• Annual comprehensive assessment – Full review of all DMA compliance measures
• Ad hoc reviews – Check compliance when making significant changes

2. Performance Monitoring

Track how DMA compliance affects your business metrics:

• Analytics data quality – Monitor the quality of analytics data post-DMA
• Advertising performance – Track ad performance changes
• User engagement metrics – Monitor user behavior and engagement
• Conversion rates – Track how compliance affects conversions

3. Regulatory Updates

Stay informed about DMA developments:

• Monitor regulatory guidance – Follow official DMA guidance and updates
• Track platform changes – Monitor how platforms are implementing DMA
• Industry best practices – Learn from other businesses’ DMA implementations
• Legal consultation – Regular consultation with legal experts

Frequently Asked Questions

What is the Digital Markets Act for Shopify?

The DMA affects all e-commerce platforms, including Shopify stores. While the regulation primarily targets gatekeeper platforms like Google and Meta, its effects cascade down to all digital businesses. Shopify stores face the same challenges as PrestaShop stores: reduced cross-platform data sharing, enhanced transparency requirements, and stricter consent mechanisms. The key is adapting your analytics and advertising strategies to work within DMA constraints.

How does DMA affect my PrestaShop analytics?

DMA significantly impacts analytics in several ways. Traditional cross-platform tracking is being restricted, consent requirements are becoming more granular, and data retention periods are being shortened. Your Google Analytics 4 setup needs updates to handle consent mode v2, IP anonymization, and regional data processing differences. Many stores are moving toward privacy-first analytics solutions that rely more on first-party data and server-side processing.

Do I need to change my advertising strategy because of DMA?

Yes, but the changes can actually improve your advertising effectiveness. DMA restrictions are pushing advertisers toward more privacy-safe methods like contextual advertising, first-party data targeting, and improved creative optimization. While you may lose some behavioral targeting capabilities, these changes often lead to better ad performance and higher user trust. Focus on building strong first-party data relationships with your customers.

How can I prepare my PrestaShop store for DMA compliance?

Start with a comprehensive data audit and consent management review. Update your privacy policies to reflect DMA transparency requirements, implement granular consent controls, and consider migrating to privacy-first analytics solutions. Build stronger first-party data collection capabilities and reduce reliance on third-party data sources. Most importantly, view DMA compliance as an opportunity to build better relationships with your customers through transparency and respect for their privacy.

Will DMA compliance hurt my store’s performance?

Initially, you might see some changes in analytics data and advertising metrics, but DMA compliance can actually improve long-term performance. Users are increasingly privacy-conscious and prefer transparent, respectful data practices. Stores that adapt to DMA requirements often see improved user trust, higher engagement rates, and better customer retention. The key is viewing privacy compliance as a competitive advantage rather than a limitation.

What analytics alternatives should I consider for DMA compliance?

Consider privacy-first analytics solutions that don’t rely heavily on third-party cookies. Server-side analytics like Piwik PRO give you full control over your data. Cookie-free solutions like Fathom Analytics or Plausible Analytics provide insights without privacy concerns. Focus on first-party data collection through customer surveys, preference forms, and direct user interactions. The goal is to gather meaningful insights while respecting user privacy and maintaining DMA compliance.