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Founder of Euverify | EU & UKCA Compliance Expert
Ajay is an eCommerce expert with 17+ years of experience as an Amazon, eBay, and Etsy seller and a Shopify specialist. He excels in EU and UK compliance, including GPSR and UKCA, helping businesses expand into European and UK markets. Ajay is the founder of Sweans, a London-based eCommerce agency, and Euverify.com, a SaaS platform streamlining compliance for non-EU sellers.
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How to Sell Products in the EU: A Non-EU Seller's Complete Guide
The European Union is one of the largest consumer markets in the world — over 450 million consumers across 27 Member States. For sellers based in the US, UK (post-Brexit), China, India, and other non-EU countries, it represents an enormous opportunity.
But selling in the EU comes with a compliance landscape that can feel like a maze. CE marking, GPSR, authorised representatives, declarations of conformity, labelling requirements, GDPR — the list goes on. Miss any one of these, and your products can be blocked at the border, pulled from marketplaces, or hit with enforcement action.
This guide is your roadmap. It covers every major compliance area you need to understand as a non-EU seller, with brief explanations and links to deeper resources for each topic.
KEY TAKEAWAYS
- To sell in the EU, non-EU businesses must appoint an EU-based responsible person or authorised representative. Your products cannot legally be placed on the market without one.
- Most regulated products require CE marking and a Declaration of Conformity before they can be sold in the EU.
- The GPSR (Regulation (EU) 2023/988) applies to virtually all consumer products and requires labelling, risk assessment, and an EU responsible person.
- Product labels must display: the manufacturer’s name, postal address, email, a product identifier, and the EU responsible person’s details.
- If you collect personal data from EU customers (even through a website), GDPR compliance — including a possible Article 27 representative — may apply.
- Euverify provides a single platform covering EU and UK Authorised Representative services, GPSR compliance, CE/UKCA marking support, and GDPR representation.
Does This Apply to Me? Who This Guide Is For
This guide is for any business based outside the European Union that wants to sell physical consumer products to EU customers. That includes:
- US-based sellers expanding to Amazon Europe, Etsy, or their own Shopify store.
- UK-based businesses that, since Brexit, are now treated as non-EU exporters when selling to the EU.
- Chinese and Indian manufacturers selling directly to EU consumers through online marketplaces.
- Brands based anywhere outside the EU using drop-shipping, fulfilment centres, or third-party logistics to reach EU buyers.
If you are selling physical products to people in the EU, through any channel, this guide is for you.
Step 1: Understand the EU Regulatory Landscape
The EU has a layered system of product regulation. Here are the key frameworks you need to know about:
The General Product Safety Regulation (GPSR)
Regulation (EU) 2023/988, fully applicable since 13 December 2024. This is the baseline safety regulation that applies to virtually all consumer products sold in the EU, whether or not they fall under more specific legislation. It requires manufacturers to ensure products are safe, conduct risk assessments, label products correctly, and have an EU-based responsible person.
EU Harmonisation Legislation (CE Marking Directives)
For specific product categories — electronics, toys, machinery, medical devices, PPE, radio equipment, and more — the EU has dedicated directives and regulations. These require CE marking, conformity assessment, and a Declaration of Conformity. The specific rules depend on your product type.
GDPR (General Data Protection Regulation)
If you collect, store, or process personal data from EU individuals — including through your e-commerce website — the GDPR applies to you, even if your business is outside the EU. Article 27 may require you to appoint an EU GDPR representative.
Sector-Specific Regulations
Depending on your product, additional regulations may apply: the Cosmetics Regulation, REACH (chemicals), RoHS (hazardous substances), the Packaging and Packaging Waste Directive, WEEE (electronic waste), and more.
Step 2: Appoint an EU Authorised Representative
This is the single most important step for any non-EU seller.
Under the GPSR (Article 16), every consumer product placed on the EU market must have an economic operator established in the EU who is responsible for it. If you are outside the EU, you need to appoint one.
Under EU harmonisation legislation, non-EU manufacturers must appoint an EU Authorised Representative through a written mandate (as described in the relevant directives).
What the EU Representative Does
- Acts as your legal contact point in the EU.
- Cooperates with market surveillance authorities.
- Keeps your technical documentation available for inspection.
- Their name, address, and email appear on your product labels.
How to Appoint an EU Representative
Euverify provides EU Authorised Representative services with a legal entity in Ireland. You get an official EU address within 24 hours, ready to use on your labels and marketplace listings. If you also sell to the UK, Euverify has a UK entity in England.
Plans start from EUR 200 per year, with a 14-day free trial.
How Euverify Can Help:
Step 3: Determine Your CE Marking Requirements
If your product falls under an EU harmonisation directive, you need CE marking. Common product categories include:
- Electrical and electronic products: Low Voltage Directive (2014/35/EU), EMC Directive (2014/30/EU).
- Toys: Toy Safety Directive (2009/48/EC).
- Machinery: Machinery Directive (2006/42/EC).
- Radio equipment: Radio Equipment Directive (2014/53/EU).
- Medical devices: Medical Device Regulation (EU) 2017/745.
- Personal protective equipment: PPE Regulation (EU) 2016/425.
- Construction products: Construction Products Regulation (EU) No 305/2011.
The CE Marking Process (Simplified)
- Identify which directives apply to your product.
- Test your product against the applicable harmonised European standards (EN standards).
- Prepare technical documentation (test reports, risk analysis, design documentation).
- Draw up an EU Declaration of Conformity.
- Affix the CE mark to your product.
Euverify provides CE marking compliance support, including Declaration of Conformity templates and EU Authorised Representative services.
Step 4: Comply with the GPSR
Even if your product does not require CE marking, the GPSR almost certainly applies. Here is what you need:
Product Safety
Your product must meet the general safety requirement under Article 5 — it must not present unreasonable risks to consumers.
Risk Assessment
Conduct an internal risk analysis and prepare technical documentation (Article 9(2)). This does not need to be a formal engineering document for simple products — but it must exist and be kept for 10 years.
Labelling
Your product must display (Article 9(5), (6), and Article 16(3)):
- A product identifier (type, batch, or serial number).
- The manufacturer’s name, postal address, and email.
- The EU responsible person’s name, postal address, and email.
- Safety information in the language of the target market.
EU Responsible Person
As covered in Step 2, a responsible person established in the EU is mandatory.
Step 5: Get Your Declaration of Conformity Right
For CE-marked products, you need a Declaration of Conformity (DoC). This document formally states your product meets the applicable EU requirements.
Your DoC must include:
- Your company name and address.
- Product identification (model number, description).
- The EU directives/regulations you comply with.
- The harmonised standards applied.
- Your EU Authorised Representative’s details.
- A signature, date, and place of issue.
Euverify provides free Declaration of Conformity templates for both EU (CE) and UK (UKCA) marking.
Step 6: Understand EU Product Labelling Requirements
Labels are not optional. They are a legal requirement. Under both the GPSR and various CE marking directives, your product must carry specific information.
Mandatory Label Information
- Manufacturer: name, postal address, email (GPSR Article 9(6)).
- Product identifier: type, batch, or serial number (GPSR Article 9(5)).
- EU Responsible Person: name, postal address, email (GPSR Article 16(3)).
- CE mark: where applicable.
- Importer details: if applicable (GPSR Article 11(3)).
- Safety warnings and instructions: in the language of the target market.
Label Placement Hierarchy
- On the product itself (preferred).
- On the packaging (if not possible on the product).
- In an accompanying document (last resort).
For the EU responsible person, the information can also go on the parcel.
Learn more about GPSR labelling here: GPSR Labelling Requirements: Complete Guide to EU Product Safety Labels
Step 7: Set Up for Online Marketplace Compliance
If you sell on Amazon Europe, Etsy, eBay, or other EU-facing marketplaces, you need to meet their compliance requirements in addition to the regulatory ones.
Amazon Europe
Amazon requires: EU responsible person details in your product listings, a Declaration of Conformity for regulated products, GPSR-compliant product information, and CE marking documentation where applicable.
Listings without these may be suspended.
Etsy
Etsy has been rolling out GPSR compliance fields for EU-facing shops. Sellers must provide the responsible person information and manufacturer details in their listings.
eBay
eBay’s EU compliance policies mirror the GPSR requirements. You need to provide responsible person’s details and product safety information.
Your Own Website (Shopify, WooCommerce)
If you sell directly to EU consumers, all GPSR and CE marking obligations still apply. You must display your responsible person details and ensure your product pages include the required information.
Step 8: Address GDPR Requirements
If your e-commerce website collects personal data from EU visitors — through checkout forms, newsletter sign-ups, cookies, analytics, or customer accounts — the GDPR applies to you.
Key GDPR Obligations for Non-EU Sellers
- Lawful basis for processing: You need a legitimate reason to process each type of personal data.
- Privacy policy: Must be transparent, accessible, and detailed.
- Data subject rights: EU individuals have the right to access, correct, delete, and port their data.
Article 27 representative: If you are outside the EU and process EU personal data, you likely need to appoint a GDPR representative in the EU.
Do You Need a UK GDPR Representative Too?
If you also serve UK customers, the UK GDPR (separate from the EU GDPR since Brexit) may require a UK Article 27 representative.
Euverify provides GDPR Article 27 representative services for both the EU (Ireland) and UK (England), with a DSAR management portal, compliance badges, and secure data storage.
Step 9: Handle Sector-Specific Requirements
Depending on what you sell, additional regulations may apply:
Cosmetics
If you sell cosmetics in the EU, you need: a Responsible Person based in the EU, a Product Information File (PIF), CPNP notification (the EU’s cosmetic product notification portal), and compliant labelling. Euverify provides cosmetics compliance support including Responsible Person services and PIF Builder tools.
Electronics (RoHS and WEEE)
Electronic products must comply with the RoHS Directive (restriction of hazardous substances) and you may have obligations under the WEEE Directive (waste electrical and electronic equipment), including registering with national take-back schemes.
Medical Devices
Medical devices sold in the EU must comply with the Medical Device Regulation (EU) 2017/745 and require an EU Authorised Representative. Euverify provides medical device AR services including EUDAMED readiness and MDR documentation support.
Chemicals (REACH)
If your products contain chemicals, the REACH Regulation may apply. You may need an Only Representative in the EU for REACH registration purposes.
Step 10: Plan for the UK Market Too
If you sell to UK customers as well as EU customers, remember that since Brexit, the UK has its own separate regulatory framework.
Key UK Requirements
- UKCA marking (replacing CE marking for the GB market, mandatory from 1 January 2028 for most products).
- UK Authorised Representative for non-UK manufacturers.
- UK GPSR equivalent (UK product safety regulations).
- UK GDPR compliance (separate from EU GDPR).
Dual-Market Strategy
Rather than managing EU and UK compliance separately, use a platform that covers both. Euverify has legal entities in Ireland (EU) and England (UK), allowing you to handle both jurisdictions through a single dashboard.
Common Compliance Roadmap by Seller Type
Seller Type | Key Requirements | Where to Start |
US Amazon seller (electronics) | CE marking, GPSR, EU AR, DoC, Amazon compliance fields | Appoint EU AR, prepare DoC, update labels |
UK seller (post-Brexit, general goods) | GPSR, EU AR, labelling, GDPR Art 27 | Appoint EU AR, update packaging, check GDPR |
Chinese manufacturer (toys) | CE marking (Toy Safety Directive), GPSR, EU AR, testing | Third-party testing, appoint EU AR, prepare DoC |
Indian cosmetics brand | EU Cosmetics Regulation, Responsible Person, CPNP, GPSR | Appoint EU Responsible Person, prepare PIF, notify CPNP |
Etsy seller (handmade goods) | GPSR, EU responsible person, labelling | Appoint EU responsible person, update labels and listings |
SaaS company (serving EU users) | GDPR, Article 27 representative | Appoint GDPR Art 27 representative, update privacy policy |
Frequently Asked Questions About Selling in the EU
Do I need an EU authorised representative to sell in Europe?
Yes, if you are a non-EU manufacturer or seller. Under the GPSR (Article 16) and various CE marking directives, an EU-based responsible person or authorised representative is required. Without one, your products cannot legally be placed on the EU market.
How much does it cost to become compliant to sell in the EU?
Costs vary widely. A basic EU representative service starts from around EUR 200 per year. CE marking testing can range from EUR 500 to EUR 5,000+ depending on the product. GPSR compliance (labelling, documentation) can be handled affordably with the right platform.
Can I sell to the EU from the UK after Brexit?
Yes, but you are now treated as a non-EU exporter. You need an EU Authorised Representative, CE marking (not UKCA) for the EU market, GPSR compliance, and potentially a GDPR Article 27 representative.
Do I need CE marking for all products sold in the EU?
No — only products that fall under specific EU harmonisation directives. General consumer goods that are not covered by a specific directive do not need CE marking, but they must comply with the GPSR.
What happens if I sell non-compliant products in the EU?
Products can be removed from the market, marketplace listings suspended, shipments seized at the border, and you may face enforcement actions and penalties from national market surveillance authorities.
Do I need different compliance for each EU country?
The core requirements (CE marking, GPSR, authorised representative) are the same across all 27 EU Member States — this is one of the benefits of the EU single market. However, labelling language requirements vary by country, and some Member States have additional national requirements.
Can one platform handle all my EU compliance needs?
Yes. Euverify consolidates EU and UK Authorised Representative services, GPSR compliance, CE/UKCA marking support, cosmetics compliance, medical device representation, and GDPR Article 27 services on a single platform.
Start Selling in the EU — Compliantly and Confidently
Euverify is the all-in-one compliance platform for non-EU sellers:
- EU Authorised Representative (Ireland) — official address within 24 hours
- UK Authorised Representative (England) — for dual-market sellers
- GPSR compliance: labelling, risk assessments, certificates, document storage
- CE/UKCA marking: Declaration of Conformity templates and support
- Cosmetics compliance: Responsible Person, PIF Builder, CPNP/SCPN submissions
- Medical device representation: EU/UK AR, EUDAMED readiness
- GDPR Article 27: EU and UK representation with DSAR management portal
- Plans from EUR 200 per year, with a 14-day free trial
Visit www.euverify.com and access the entire EU market from one dashboard.
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