Common grocery retailers in Iceland include Bónus, with 33 stores, Krónan, with 26 stores concentrated mainly in Reykjavík, the capital region and the South Coast, and Samkaup brands such as Nettó, Kjörbúðin, Krambúðin and Samkaup Strax. Regional availability, opening hours, delivery zones and postal-code coverage vary, so the retailer's current information determines whether a product or service is available locally. Specialty shops and shopping centres are concentrated especially in the capital region. Lyfja pharmacies sell personal-care products, cosmetics, over-the-counter medicines and some household or convenience goods. Online medicines should be ordered only from authorised netapótek listed by Lyfjastofnun; the common EU logo and the official registry help verify an authorised pharmacy. Clothing retailers include Icelandic brands such as Icewear and 66°North, whose wool and outdoor products have strong local relevance because of Iceland's climate. Sizes, stock and return terms remain retailer-specific. ELKO sells phones, computers, gaming products, appliances and cables through its webstore and physical stores. Its advertised 30-day return policy is a contractual retailer policy and is not a general statutory right to return an in-store purchase. Online shopping in Iceland normally gives the consumer a 14-day withdrawal period without stating a reason. The goods should generally remain undamaged, and customized goods or sealed goods may be excluded after the seal is broken. The seller must generally refund the payment within 30 days. For an EEA seller, official guidance states a minimum period of seven working days in the relevant circumstances, so the seller's jurisdiction and current terms should be checked. Record the direct URL, seller identity, refund and return conditions, payment confirmation and delivery terms before ordering. A displayed consumer price generally includes VAT, fees and freight. Sellers label goods in stores, and a company may not demand payment for unordered goods. Card payments in foreign currency can include a conversion markup commonly around 2–3%; compare the terms and pay in ISK when the card terminal offers a choice. Cards account for more than 90% of daily transactions in Iceland in 2024. Debit cards, credit cards, bank transfers and mobile wallets are common. From 1 July 2026, an issuer may support an offline card function for essential purchases up to 50,000 ISK per card, but the scheme is issuer-specific, requires a physical card and PIN, and does not support a phone or watch in the stated form. Imported purchases can add customs duty, excise duty, VAT and processing or recycling fees. Iceland's usual VAT rate is 24%, while selected books, press products and food categories use 11%. Permits or import restrictions may apply, and delivery timing depends on the carrier and customs clearance. A non-Iceland resident may qualify for tax-free shopping when one receipt is at least 12,000 ISK, the goods leave Iceland within three months, and the traveller presents the original receipt, the retailer-signed form and the purchase for airport validation. An in-store purchase becomes binding, and Iceland has no general statutory right to return an undamaged item bought in a store unless the retailer agreed to one. Defects should be reported as soon as possible, preferably within two months after the defect became known. The general complaint period is two years and can be five years for durable goods. Depending on the case, the consumer may seek repair, replacement, a price reduction, cancellation or compensation and may withhold payment. The seller has at most two attempts to remedy the same defect. Keep the receipt or another proof of purchase. If a seller does not resolve a complaint, the independent Kærunefnd vöru- og þjónustukaupa can review a consumer dispute, including through login options with or without an Icelandic ID. Neytendastofa supervises markets, unfair practices and product safety and can issue notifications, bans, recalls and fines. For cross-border EEA problems, European Consumer Centre support is available through Neytendasamtökin. Report suspected payment fraud to the bank and the Icelandic Police immediately. Use the retailer's direct official URL, check the seller's contact details and refund terms, and read every SMS or app payment confirmation for the amount, currency and seller name. Endurvinnslan operates Iceland's national deposit system for beverage containers. The deposit, called skilagjald, is 23 ISK per applicable container, with about 60 return facilities. The system covers ready-to-drink beverages including wine and liquor but excludes fresh milk, fresh milk products and juice extract. Plastic carrier bags are not free, and applicable rules prohibit plastic carrier bags in covered cases. Reuse, repair and recycling reduce disposal, while access to packaging sorting and municipal collection varies by municipality.
Shopping in Iceland
Shopping in Iceland includes physical stores, online retailers, pharmacies, specialty shops and delivery services. Prices displayed to consumers generally include VAT, fees and freight, while imported goods can create additional customs, tax and processing costs. Return rights, payment options, delivery conditions and product availability depend on the sales channel and retailer.
Tip
Choose the sales channel according to the risk of the purchase: compare local availability for routine goods, verify the seller carefully for online orders, and calculate import charges before buying from abroad. Treat return rights as a contract question, keep proof of purchase, and report defects promptly. Pay in ISK only after comparing conversion terms and use extra checks for medicines, payment fraud and tax-free purchases.