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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
The EU Right to Repair Directive required member states to transpose its obligations into national law by July 31, 2026. That deadline has passed. In markets where national legislation is now in force, US consumer electronics brands face live obligations.
Directive 2024/1799 gives consumers the right to request repair over replacement for covered products. For manufacturers and importers, that right must be practically deliverable: spare parts at fair prices, repair services at reasonable cost. Products where repairability cannot be demonstrated face enforcement action in markets with national law in force.
The Directive initially covers electrical household goods and consumer electronics — the same categories already under EU WEEE regulations. Washing machines, dishwashers, televisions, smartphones, tablets, and laptops are covered in most national implementations. Product-specific annexes define the full scope per market.
Not every EU member state met the July 31 deadline. Some have enacted national law; others are in legislative arrears and face Commission enforcement proceedings. Right to Repair obligations are live where national law is in force, and not yet active where implementation is delayed.
Assuming the Directive applies EU-wide, or does not apply at all, is equally wrong. The correct step is to confirm transposition status in each specific target market before drawing any conclusions about current obligations.
Confirm national implementation in your EU target markets. Check whether the Directive has entered national law in Germany and the Netherlands, your primary EU entry markets. Review your EU product range for covered products and current repairability status — spare parts availability, repair pricing, repair service access. Flag any product lines where repairability improvements are needed, and build a remediation timeline before Q4 inventory goes in.
Brands entering the EU for the first time have a genuine advantage here: building repairability into the EU go-to-market plan from day one is simpler than retrofitting it post-launch.
Expandly's product compliance review covers Right to Repair alongside CE marking, WEEE registration, and Battery Regulation labelling as part of the onboarding sequence. Getting the compliance picture right before a single unit ships is the foundation all EU expansion is built on.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
Right to Repair adds to the compliance stack that US consumer electronics brands face in Europe, alongside CE marking, WEEE registration, Battery Regulation labelling, and the EU Cyber Resilience Act. No single requirement is insurmountable. What causes problems is encountering them individually, after launch, without a structured plan. Expandly's onboarding process covers the full compliance picture for electronics brands before the first unit ships, including product labelling review, WEEE registration, and now Right to Repair obligation assessment.
EU consumer electronics market
E-bike search scores in Germany averaged 60/100 in 2026, up 111% from January to April. German consumers are among the most engaged electronics buyers in Europe — and among the most attentive to product standards.
+111%
Expandly Proof Point Bank — Consumer Electronics segment, DE market, 2026
EU CRA enforcement exposure
EU Cyber Resilience Act non-compliance penalties reach up to €15 million or 2.5% of global annual turnover. Right to Repair enforcement joins a compliance stack where the financial exposure for non-compliance is significant.
€15M
EU Cyber Resilience Act 2024, maximum penalty threshold
Compliance-First Onboarding
For electronics brands expanding into Europe, we start with the full compliance picture before a unit ships. From there, VAT registration, marketplace setup and EU-local fulfillment follow in the right order.
2,000+
brands expanded with Expandly