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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
ICS2 Phase 3 completed on 1 June 2026, extending the EU's pre-arrival customs declaration requirement to road and maritime freight. All shipments entering the EU — by air, road or sea — now require an Entry Summary Declaration (ENS) filed before arrival. The rollout that began in 2021 is complete.
The Entry Summary Declaration is filed by the carrier or freight forwarder before the shipment reaches the EU border. It provides customs authorities with advance visibility of inbound consignments: the shipper, the consignee, the goods description, and the route. For brands working with major carriers and established freight forwarders, Phase 3 creates no operational change. Their systems have been filing ENS declarations for air freight since the earlier phases, and road and maritime extension is handled at the carrier level.
The risk sits with brands using smaller or legacy freight arrangements. For these operators, it is worth a direct confirmation with the freight partner that ENS filing is in place for all EU-bound road and maritime shipments. A shipment arriving at the EU border without a prior ENS risks customs holds or rejection. The filing responsibility sits with the carrier or freight forwarder, not the brand, but the operational and commercial consequences of a hold fall on the consignment.
ICS2 is part of a broader EU customs modernization that also includes the €3 flat-rate duty from July 1 and the EU Customs Data Hub transition to full tariff-rate duties by 2028. Together, these changes give EU customs authorities more advance data on inbound shipments than at any point in the system's history. For brands building logistics infrastructure for EU expansion, compliance at every layer of this system is now a baseline requirement.
If your freight forwarder or 3PL is handling EU-bound road or maritime shipments, ask them directly: are you filing ENS declarations for all consignments before arrival?
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
ICS2 represents the EU's move to full pre-arrival customs visibility across every mode of entry. It runs alongside the €3 duty regime and the Customs Data Hub transition as part of a broader EU customs modernization. Together, these changes mean EU customs authorities have more advance data on inbound shipments than at any point in the system's history — and non-compliant or incomplete declarations get flagged earlier in the process.
ICS2 Phase 3 Completion
Road and maritime freight added to EU pre-arrival ENS requirement — completing the rollout that began with air freight in 2021
1 Jun 2026
Source: nShift / European Commission
Transport Modes Now Covered
Air (since 2021-2023), road and maritime (from June 2026) — all EU entry routes now require a pre-arrival Entry Summary Declaration
All 3
Source: European Commission ICS2
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