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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
For years, parcels valued under €150 entered the EU without attracting customs duty. That changed from 1 July 2026. Regulation 2026/382 has completed the legislative process and the confirmed timetable leaves no ambiguity: every parcel entering the EU from a non-EU origin now carries a €3 flat-rate customs duty, regardless of value.
The timetable runs in three stages. The €3 duty is live from 1 July. An EU monitoring period begins in October. From November 2026, brands must attach structured product identifiers (PIDs) to every EU shipment, providing machine-readable data for faster customs processing. The €2 handling fee arrives alongside PIDs, bringing the combined charge to €5 per tariff heading.
That per-tariff-heading detail is where most brands underestimate the real cost. The duty applies per tariff heading within a consignment, not as a flat fee per parcel. An order containing three products across three separate tariff headings carries €9 in duty, not €3. For brands in health, beauty and home where customers regularly bundle items, the actual per-order cost is materially higher than the headline figure.
The three CEOs of DHL, FedEx and UPS wrote jointly to EU finance ministers in late May warning of a genuine risk of border hold-ups on Day 1 as customs infrastructure adjusts to a fundamentally different volume of dutiable parcels. DHL has publicly recommended that US merchants switch to Delivered to Party (DTP) billing, shifting duty liability to the EU-side logistics partner rather than the origin shipper.
Brands with stock already inside the EU avoid the per-order charge entirely. One bulk inbound shipment to our Netherlands warehouse clears customs once. Every consumer order after that ships domestically.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
The €3 duty is not just a new line on a shipping invoice. It closes a model that allowed brands to compete in Europe without establishing local operations — and the economics only get harder from here. The full EU Customs Data Hub, arriving in 2028, replaces the flat rate with full tariff-rate duties on every shipment. Brands that move stock into the EU now lock in a cost structure their competitors will still be paying per order for years.
Per-Parcel Customs Duty
Flat-rate charge on all EU parcels under €150 from 1 July 2026 under Regulation 2026/382 — no grace period applies
€3
Source: European Council
Combined Per-Heading Charge from November
When structured product identifiers (PIDs) and the €2 customs handling fee take effect alongside the existing €3 duty
€5
Source: Regulation 2026/382
Cross-Border, Properly Prepared
HS codes, commercial invoices, import documentation. Expandly prepares your shipments correctly from the start so goods move without delays at the border.
2,000+
brands expanded with Expandly