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A six step process for effective expansion
Understand the opportunity and requirements
The first country you choose doesn’t just set your launch date.
Compliance failures rarely surface at launch.
Ads don’t kill margin overseas.
Most brands launch everywhere at once.
Brands rarely fail to grow.
Most brands don’t lose internationally because they picked the wrong market.
You're already shipping to Europe. Start operating in it.
Amazon handed prep work back to sellers, and the consequences of getting it wrong land on you rather than on them. A carton that arrives wrong gets refused, refused stock sits somewhere earning nothing, and a launch date moves.
FBM keeps the things worth keeping. Your packaging, customer data & margin. It also puts Amazon’s performance metrics directly on your dispatch times, which is a comfortable trade at home and a much harder one from four thousand miles away.
On a marketplace, a slow delivery is the marketplace’s fault. On your own store it is yours. The box that arrives, the day it arrives and how easy it is to send back are all part of what someone bought, and they decide whether a first order becomes a second one.
Treated as a cost, a return is written off twice, once on the refund and again on the unit. Treated as inventory, a lot of it goes back on sale. What decides which of those happens is how quickly the unit gets looked at and how far it had to travel to be looked at.
Stock held inside the market it sells into arrives as a domestic delivery. No customs event on the order, and nothing for your customer to settle before the courier hands the parcel over. Ours sits in the UK, the Netherlands and the US, which covers...
End-to-end playbooks for cross-border growth
Pre/post-event intelligence tied to EU expansion
Supplements and EU health regulations
Cosmetics and personal care expansion
Sports & outdoor brand expansion into Europe
Selling clothing brands into European markets
CE marking, WEEE & compliance in Europe
Amazon, Otto, Zalando & European strategy
Market-by-market guides, incl. size & sector data
VAT, customs & import tax across EU markets
Selling requirements and extended producer responsibility rules
Warehousing, fulfilment & cross-border shipping
Amazon has updated its Pan-EU FBA programme to require active inventory in the Netherlands from September 3, 2026. Sellers enrolled in Pan-EU FBA who do not hold stock in Amazon.nl by that date will have their Pan-EU FBA eligibility suspended across all EU markets.
Pan-EU FBA allows sellers to store inventory at a single Amazon fulfilment center and have Amazon distribute it across its full EU fulfilment network. The programme covers Amazon stores in the UK, Germany, France, Italy, Spain, Poland, Sweden, Netherlands, and Belgium. Until now, Netherlands inventory was not a mandatory enrollment condition. From September 3, it is.
Sellers currently enrolled in Pan-EU FBA who have not set up the Netherlands as an active inventory location need to act before September 3, 2026. Amazon has confirmed that non-compliance results in suspension of Pan-EU FBA eligibility across the full EU network. This is not a Netherlands-only consequence. Source: ChannelX, reported August 29, 2026.
Belgium (Amazon.com.be) becomes a mandatory inventory location in February 2027. Brands with existing Pan-EU FBA setups should note both dates and build inventory planning around them.
For sellers without existing Netherlands inventory, options include enrolling Netherlands as an active FBA location and shipping stock in directly, or routing through a third-party logistics provider in the Netherlands and then into Amazon.nl inventory. September 3, 2026 is the deadline.
For brands building an EU fulfilment footprint, Netherlands inventory is a commercial decision that predates this requirement. Amazon's mandate makes the timeline less flexible.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
Amazon's Netherlands mandate is the latest step in a sustained push toward requiring sellers to hold in-market inventory as the operating model for Pan-EU access. The Port of Rotterdam handles a major share of EU import volume, and the Netherlands has one of the highest ecommerce penetration rates in Europe. Belgium follows in February 2027. Expandly's compliance-first onboarding places inventory and marketplace setup in parallel, so Netherlands is operational when the Amazon.nl listing is ready.
European Marketplace GMV
Online marketplaces account for 61% of all ecommerce revenue generated across Europe. For US brands entering the EU, Amazon and its regional equivalents are not one channel among many. Source: Marketplace World, 2025.
61%
of European ecommerce GMV flows through online marketplaces
EU Import VAT Threshold
Goods shipped into the EU from outside with a declared value under 150 euros fall under the IOSS regime. US brands shipping direct to EU consumers without IOSS registration face a per-parcel customs processing fee on every order. Holding stock in-market removes this exposure entirely.
€150
EU IOSS import VAT threshold (Regulation (EU) 2021/232)
Marketplace-Ready at Launch
Every marketplace in Europe has its own compliance and listing requirements. Expandly handles setup and integration for each channel so your products are ready to sell from day one.
2,000+
brands launched with Expandly