A search for D 0 meson decays to the π + π − e + e − and K + K − e + e − final states is reported using a sample of proton-proton collisions collected by the LHCb experiment at a center-of-mass energy of 13 TeV, corresponding to an integrated luminosity of 6 fb − 1 . The decay D 0 → π + π − e + e − is observed for the first time when requiring that the two electrons are consistent with coming from the decay of a ϕ or ρ 0 / ω meson. The corresponding branching fractions are measured relative to the D 0 → K − π − [ e + e − ] ρ 0 / ω decay, where the two electrons are consistent with coming from the decay of a ρ 0 or ω meson. No evidence is found for the D 0 → K + K − e + e − decay and world-best limits are set on its branching fraction. The results are compared to, and found to be consistent with, the branching fractions of the D 0 → π + π − μ + μ − and D 0 → K + K − μ + μ − decays recently measured by LHCb and confirm lepton universality at the current precision.