Geoblocking makes it hard for online shoppers to buy from a website based in another EU country. This is why the European Commission proposed in May 2016 as part of the Digital Single Market strategy new rules for ending discrimination on the basis of nationality or place of residence in e-commerce. The new rules – which will enter into force by the end of 2018 will ensure that consumers no longer face unjustified barriers such as being re-routed back to a country-specific website, or asked to pay with a debit or credit card from a certain country.