The photo shows more than the parcel contains

You order an electric toothbrush, and the product picture shows a charging stand, two brush heads and a travel case lined up side by side. What arrives in the parcel is just the toothbrush with a single brush head; the rest was decoration for the photo or belongs to a more expensive version of the same product. That is not a one-off: what is included, meaning what is actually in the box, regularly differs from what a product picture suggests at first glance. If you do not check this before you buy, you end up holding an incomplete set and have to order more or complain.

Where to find what is actually included

The reliable information on what is included is rarely in the main image, but in a separate section of the product description, often headed "What's in the box" or "Included in the package". Some shops list it as bullet points far down the page, below the specifications, where it is easy to miss if you only read the first few paragraphs. If there is no separate section at all, it helps to look at the customer questions under the product, because other buyers there often point out when something they expected was missing.

Classic gaps between the picture and the box

• Batteries that look as if they are already fitted in the picture, but have to be bought separately.
• Cables and power adapters that, for some devices, only come at extra cost or not at all.
• Accessories such as stands, cases or extra attachments that belong to a more expensive version of the same product.
• Fixings for furniture, which may be included or may need to be ordered separately, depending on the version.

None of these points is automatically dishonest; shops usually label such exclusions correctly, just not always where you would first expect to find them.

A worked example with follow-up costs

Say a torch costs 19 euros and looks cheaper than a rival model at 24 euros. The cheaper torch, however, comes without batteries, which cost another 6 euros separately, while the more expensive model already includes them. Once you add the batteries, the supposedly cheaper torch ends up costing you 25 euros, one euro more than the alternative that comes with everything. Without looking at the details, you would have taken the wrong torch for the better deal.

Why what is included varies by version

Many manufacturers sell the same basic device in several versions that look almost identical from the outside but come with different accessories. A different model number often stands for different features, and the basic version usually includes only the essentials. Comparing the model numbers of two offers sometimes shows why the contents differ before you have even read the description in detail.

How to check what is included before you buy

A quick look in three places is usually enough: the dedicated section on what is included, if there is one, the list of specifications, where accessories are sometimes listed separately, and the customer questions, where earlier buyers have often already mentioned gaps. If you find a second, cheaper offer for the same product via the EAN or item number, it is worth taking the same look there too, because a lower price can simply come down to less in the box.

When something really is missing from the parcel

If you find after unpacking that a part promised in the product description is missing, that is a case for the shop to put things right, not something to put up with in silence. The shop has to send the missing part or offer another solution, because what was promised was everything listed in the description, not just what actually ended up in the box. Taking a photo of the box and its contents before you contact customer service makes it much easier to sort out.

The difference between a set, a bundle and an accessory kit

Many product pages also use terms like "set", "bundle" or "accessory kit", which seem to mean the same at first but can refer to different things. A set usually brings together several main items of equal standing, such as several pans in different sizes. An accessory kit, by contrast, consists of one main device plus small extras that would hardly be worth anything on their own. Which of these terms applies often tells you whether a lower price is realistic or whether there is little extra value compared with buying the item on its own. Either way, checking the list of parts under the name is more reliable than the name alone.

How marketplace listings describe the contents differently

If a product is offered by several sellers on the same marketplace, each seller may have added their own, slightly different description of what is included, even if they all sell the same basic product. One seller may include an extra cable, another may sell just the device itself at a lower price. Before you decide between several offers for the same product on price alone, it is therefore worth taking a second look at each description, because the lowest price is not automatically the better deal if it leaves out accessories you would otherwise have to buy separately.

Frequently asked questions

Does a shop have to state everything that is included?

A clear and truthful description of the goods is one of the basic obligations of selling online. How detailed the list of contents is varies between shops, which is why it still makes sense to check for yourself before you buy.

What should I do if the product picture and the list of contents seem to contradict each other?

In that case, the text in the section on what is included counts for more than the picture, because product photos often show a complete range or a higher-spec version for illustration. If in doubt, a quick question to customer service before you order helps.

Are batteries usually included with electronics?

That varies from product to product and there is no general answer. The section on what is included reliably shows whether batteries come with the product or have to be bought separately.

Can I send a product back because something is missing from the box?

Within the EU, yes: during the 14-day withdrawal period for online purchases you can withdraw anyway without giving a reason. If something that was promised really is missing, you are also entitled to have it delivered, regardless of the right of withdrawal. Outside the EU, for example in the UK, the US or Canada, the rules depend on the country.