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A six step process for effective expansion
Understand the opportunity and requirements
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
In May 2026, the European Food Safety Authority issued a positive safety opinion on beta-NMN, confirming it safe for adults at up to 300mg per day. For health and wellness brands tracking NMN's regulatory journey in Europe, this is significant progress. It is not, however, authorization to sell.
beta-NMN remains classified as a novel food under EU Regulation 2015/2283. A positive EFSA safety opinion is a required step in the Novel Food authorization process, not the end of it. The European Commission must still grant formal authorization before any brand can include beta-NMN in a supplement product sold within the EU.
For brands currently selling NMN supplements in the US and looking at EU expansion, the timeline now has a clearer shape. The EFSA opinion is on record. The authorization application can proceed. But until the Commission issues its decision, NMN products marketed as supplements cannot legally be sold in EU markets, regardless of the safety data.
The EU Novel Food framework exists specifically to evaluate ingredients that were not in common use in EU food products before May 1997. beta-NMN falls into this category. Brands that have been waiting for the regulatory picture to clear before committing to EU launch will want to monitor the Commission's authorization calendar closely.
For health and wellness brands building an EU expansion plan, understanding which ingredients in your formulations are classified as novel foods -- and where they are in the authorization process -- is foundational compliance work. Expandly's market setup process covers ingredient regulatory status as part of onboarding, so brands know what they can and cannot launch before they commit.
The EFSA opinion is the green light from the science. The market authorization is the green light to sell. They are different steps.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
beta-NMN is one of several high-interest supplement ingredients currently in the EU Novel Food authorization pipeline. Brands building EU product ranges need to map every ingredient in their formulations against the Novel Food catalog before committing to a launch plan. An ingredient that is freely sold in the US may be unauthorized in the EU, either pending a Commission decision or subject to conditions that change the product format entirely. Expandly's compliance onboarding includes an ingredient review as standard, which means a brand knows its full regulatory position before investing in EU-specific inventory, labeling and marketplace setup.
Global Supplement Demand
43% of global consumers use supplements at least weekly. For US supplement brands looking at EU expansion, that demand base exists across European markets, but the legal pathway to supply it depends on the regulatory status of each ingredient in your formulation.
43%
of global consumers use supplements at least weekly (Euromonitor, February 2025)
EU Supplement Compliance
Directive 2002/46/EC governs food supplement composition and labeling across all 27 EU member states. A Responsible Person designation and product notification are required before any supplement reaches the EU market. Expandly manages both as part of your market setup.
27
EU member states governed by Directive 2002/46/EC on food supplements
Compliant Before It Ships
EU product compliance is a prerequisite for selling, not something to address after launch. Expandly audits products against applicable directives before anything reaches a marketplace or leaves a warehouse.
2,000+
brands expanded with Expandly