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The first country you choose doesn’t just set your launch date. It sets your logistics footprint, your working capital cycle and your compliance load for everything that follows.
Compliance failures rarely surface at launch. They surface six months later, when cash is tighter, growth has accelerated, and unwinding the mistake costs more than getting it right would have.
Ads don’t kill margin overseas. The supply chain does, longer lead times, more customs exposure, more fulfilment nodes, more currency movement, all multiplying the moment you cross a border.
Most brands launch everywhere at once: Shopify, Amazon, eBay, TikTok, wholesale and retail, all in the same market in the same month. That’s channel chaos, not scale. We stabilise your platform first...
Brands rarely fail to grow. They fail by growing too early, pouring spend and ambition onto governance that isn’t structured, logistics that can’t absorb it, and channels that were never sequenced. Once Explore...
Most brands don’t lose internationally because they picked the wrong market. They lose because they never built a roadmap at all, so expansion becomes a series of launches and reactive fixes...
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
From July 1, 2026, the EU abolishes the €150 duty-free threshold for incoming parcels, replacing it with a €3 flat customs charge per consignment. PostEurop, the association representing 52 postal operators across Europe, has called for a 6 to 12 month delay, citing infrastructure readiness concerns. No ruling on the delay has been confirmed. At the same time, the US Federal Register confirmed on April 9, 2026 that the US de minimis suspension for all countries continues, with no reinstatement in sight. Both relief mechanisms are being removed in the same quarter, so brands shipping DTC between the US and EU face structurally higher costs from July 1 regardless of the PostEurop outcome.
The PostEurop delay request is a lobbying position, not a regulatory suspension. Postal operators across Europe are concerned that IOSS infrastructure and customs declaration capacity will not scale fast enough to handle the volume of small parcel declarations required from July 1. The concern is legitimate, because the €3 duty applies to every parcel, so operators must file a declaration for shipments that previously cleared automatically. But the request has not produced any formal Commission action as of publication. Brands planning Q3 fulfillment from US warehouses should not build their logistics model around a delay that has not been confirmed.
The US dimension makes the picture structurally more significant. A Federal Register order published April 9, 2026 confirms the continued suspension of duty-free de minimis treatment for all countries, effective from February 24, 2026. The US suspension and the EU threshold removal are running at the same time, so brands that previously used low-value parcel exemptions in either direction now face a new cost reality on both legs of any US-EU shipment. For health supplement brands sending samples to EU distributors, or EU-purchased stock returning to the US, the duty picture has changed in both directions at once.
The PostEurop request may yet produce a formal Commission response, but planning for July 1 as a firm date is the only defensible commercial position. Expandly's EU fulfillment model positions brands with Netherlands-based stock, removing the per-consumer-parcel customs charge on EU orders by shifting customs to the bulk inbound shipment. The €3 duty per parcel becomes a one-time inbound cost rather than a recurring per-order expense.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
The €150 de minimis threshold was not a subsidy but a customs processing efficiency measure that happened to make low-value cross-border DTC commercially viable. Its removal, alongside the simultaneous US de minimis suspension, ends a decade-long era where brands could ship individual consumer orders across the Atlantic without triggering duty on either side. The brands best positioned for the new reality are those that had already moved EU fulfillment to EU-local stock before July, while those that have not face a margin conversation on every EU DTC order from Q3 onward. Expandly's compliance-first onboarding runs product compliance and VAT setup in parallel from day one, then positions Netherlands-based stock so the per-parcel charge becomes a single inbound customs cost, which reduces the per-order drag before the November handling fee compounds it.
EU Parcel Duty Structure
From July 1, 2026 the EU applies a €3 flat customs duty per parcel per HS6 code, and from November 2026 an additional €2 handling fee takes the combined exposure to €5 per HS6 code. France has also applied a national €2 per-item surcharge since March 2026, so brands with multi-category orders and high France volumes face the highest per-order duty exposure in the EU.
€5
combined EU parcel duty per HS6 code per parcel from November 2026: €3 flat duty plus €2 handling fee
US De Minimis Suspension
The US Federal Register order published April 9, 2026 confirmed the continued suspension of duty-free de minimis treatment for all countries, effective from February 24, 2026, and it applies to all international postal shipments regardless of origin. With no reinstatement date confirmed, brands running EU-to-US sample, return or direct shipment flows now face duty on both legs of the transaction.
Feb 24
2026, the effective date of the US de minimis suspension for all countries (Federal Register order, April 9, 2026)
Compliance-First Onboarding
Product compliance and VAT setup run in parallel from day one. From there, VAT registration, marketplace setup and EU-local fulfilment follow in the right order.
2,000+
brands expanded with Expandly