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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 UK's eATA system launched on June 1, 2026, digitising the ATA Carnet process for temporary exports from the UK to all EU member states, Norway, and Switzerland. Goods moving temporarily across borders without paying duties or taxes now travel on a digital carnet accessed via smartphone app and validated by QR code at customs.
The ATA Carnet is the international standard for temporarily exporting goods across borders without paying duties or taxes. It covers trade show samples, specialist equipment, commercial samples, film production gear, and artwork. The digital version works through the ATA Carnet app (available on iOS and Android), issued by UK Chambers of Commerce as part of the international ICC/WCO eATA programme. Paper carnets remain available as a backup during the transition period.
UK Border Force expects QR scanners at UK borders from August 2026, completing the infrastructure rollout. The US is expected to join the eATA programme in the second half of 2026, which would extend digital carnet coverage to the most significant bilateral trade corridor for US-origin goods temporarily entering the UK or EU.
For brands sending trade show samples or commercial samples into the EU as part of their expansion preparation, eATA reduces the administrative friction of the temporary export process from day one.
Expandly helps US ecommerce brands expand into Europe — compliance, marketplaces and fulfilment, all handled. We’ve supported 2,000+ brands make the move.
The eATA launch is one of several incremental improvements to UK-EU trade documentation since Brexit. For US brands using the UK as a staging post for EU market entry, or sending product samples and trade show goods across borders, digital carnets reduce one layer of administrative friction. Product compliance and VAT setup run in parallel from day one at Expandly, and the practical steps around moving samples and test shipments into the EU are part of the pre-launch preparation we coordinate. Starting that process early means brands arrive at launch with compliance, documentation, and logistics all aligned.
EU Cross-Border Market
European cross-border ecommerce reached €108 billion in 2025, representing 25% of the total online market. For US brands preparing EU market entry, the size of the opportunity makes every improvement in trade documentation infrastructure directly relevant to the launch timeline.
€108bn
Cross-Border Commerce Europe, 8th Edition, April 2026
EU Import and Customs Scope
The eATA system covers all 27 EU member states plus Norway and Switzerland for temporary exports. For US brands sending commercial samples or trade show goods, this removes the paper ATA Carnet bottleneck across 29 European markets from June 1, 2026.
29
European markets covered by eATA from June 1, 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