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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
A new EU implementing regulation published in July 2026 updates the technical framework for the OSS and Import One-Stop Shop (IOSS) VAT schemes. Regulation 2026/1869 applies from January 2027 and tightens digital reporting and VAT compliance obligations for ecommerce sellers.
IOSS is the VAT registration mechanism that allows non-EU sellers to collect and remit VAT at the point of sale for goods valued below EUR 150, shipped direct to EU consumers. The scheme simplifies the VAT position for US brands shipping small parcels into Europe without holding EU-based stock. Regulation 2026/1869 updates the technical reporting standards that underpin how that VAT is declared and verified.
The January 2027 application date gives sellers time to review current IOSS processes and confirm their reporting infrastructure meets the updated specifications. Brands using third-party IOSS intermediaries should confirm with their provider that their systems will be updated ahead of the deadline. Sellers self-filing through the scheme should check their OSS/IOSS registration and reporting workflow against the updated Regulation.
IOSS registration and ongoing VAT reporting are part of Expandly's standard setup for brands shipping from outside the EU to EU consumers. Changes to the technical framework like those in Regulation 2026/1869 are absorbed at the platform level, so clients don't need to manage the updates themselves.
January 2027 is the date to plan to. Confirm your IOSS reporting setup before then.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
The EU's VAT in the Digital Age (ViDA) programme is a multi-year initiative updating VAT reporting, e-invoicing and the OSS/IOSS framework to match the scale and speed of digital commerce. Regulation 2026/1869 is a technical implementing regulation under that programme. It won't change how IOSS works conceptually, but it will require sellers and their intermediaries to meet updated digital reporting specifications. For US brands building EU operations for the first time, getting IOSS registration right from the start -- and with a platform that keeps pace with regulatory changes -- avoids having to retrofit compliance later.
IOSS Threshold
IOSS applies to goods valued below EUR 150 shipped from non-EU sellers direct to EU consumers. Goods above this value are subject to import VAT at the border. For US brands with an average order value below EUR 150, IOSS is the mechanism that determines how VAT is collected and remitted.
EUR 150
IOSS threshold for direct-to-consumer shipments from non-EU sellers, EU 2026
VAT Applies Everywhere
Every EU market charges VAT on goods sold to consumers. Standard rates range from 17% in Luxembourg to 27% in Hungary. IOSS simplifies the collection and remittance process, but it does not eliminate the VAT obligation. Getting registration and reporting right from the start avoids penalties.
17–27%
range of EU standard VAT rates across member states, 2026
VAT Registration, In Sequence
A missed EU VAT registration means your first shipments stall at the border. Expandly builds registration into your launch sequence so compliance is in place before anything moves.
2,000+
brands launched with Expandly