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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
EFSA has issued a provisional acceptable daily intake for CBD at 0.0275mg per kilogram of body weight per day. For an average adult weighing 70kg, that equates to approximately 2mg per day. Most commercially available CBD supplements in Europe currently deliver doses of 10mg to 100mg per day. The EFSA provisional ADI does not immediately remove CBD products from the EU market, but it creates a compliance framework that most current formulations cannot satisfy — and it directly affects the outcome of pending Novel Food authorization applications for CBD.
CBD (cannabidiol) is classified as a Novel Food in the EU under Regulation (EU) 2015/2283. EU-market CBD products require Novel Food authorization before commercial sale. A number of Novel Food authorization applications for CBD are currently in progress under the EFSA review pipeline. The 2mg/day provisional ADI changes the calculus on those applications: products dosed above 2mg/day will face a significant compliance challenge in demonstrating safety at their marketed dose levels. Brands with pending applications will need to assess whether their dossiers address EFSA's safety concerns at doses above the provisional ADI, and whether reformulation to a 2mg/day dose is commercially viable for their product range.
The provisional ADI is also separate from the UK FSA position. The UK Food Standards Agency has issued guidance setting 10mg/day as the figure consistent with a tolerable intake, though the UK FSA position has not been finalized as a formal ADI and remains under review. US brands planning both UK and EU entry with CBD formulations should note that the two regulatory systems are on different tracks, with different provisional figures and different timelines to any final determination. A UK-compliant 10mg/day formulation is not automatically EU-compliant at the 2mg/day EFSA provisional figure.
The EFSA provisional ADI for CBD is a significant regulatory development for any brand with EU-market CBD products or applications in progress. It is not the final word — provisional ADIs can be revised as safety evidence accumulates — but it defines the compliance benchmark for EU Novel Food applications in the near term. Brands that have been building EU entry plans around CBD as a core formulation ingredient need to factor the 2mg/day figure into those plans now. Expandly's EU compliance program includes Novel Food regulatory strategy for supplement brands, covering both assessment of current EFSA positions and planning for reformulation requirements ahead of EU market entry.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
The EFSA provisional CBD ADI should be read alongside the NMN positive opinion issued the same month. Both are Novel Food regulatory outcomes — and they point in opposite directions for the brands affected. NMN has cleared its safety hurdle at a commercially workable dose. CBD, as currently formulated in most consumer products, has not. The pattern reflects how the Novel Food system functions: EFSA assesses the evidence presented, and the outcome depends entirely on what the safety data shows. Brands that have treated EU CBD entry as a straightforward Novel Food application process — without fully addressing dose-level safety data — are facing the consequences of an EFSA safety assessment that the available evidence did not support at commercial dose levels.