Transparency, collaboration, and communication are three principles underlying a good market surveillance policy. The example of how these principles have been included in the European General Product Safety Regulation (GPSR) and how they will change the approach to market surveillance and evaluation of the safety of products sold online, will show up in EU in December 2024. While waiting for this important date, we'll discuss the challenges market surveillance authorities were facing in the past, how these challenges will be mitigated by the GPSR, how providers of online marketplace will contribute to solve past challenges and how consumers will benefit from a clearer set of rules on online sales. These innovations can be taken as inspiration from other policy makers, to potentially develop an aligned approach to increasingly regulate online commerce using the same tools available for market surveillance, agreeing on the responsibilities of online marketplace’s providers and consumer rights.