Audio reader
Download the fulfilmentcrowd x IMRG EU Expansion Report
Bringing your brand an expert view on scaling into the EU.
Get the insightsIf there’s one thing UK eCommerce brands have become unexpectedly familiar with over the last few years, it’s paperwork. Endless paperwork. Forms. Codes. Declarations. Acronyms that sound like you’re not down with the kids any more (or were we ever? Who knows).
Before Brexit, selling into Europe often felt relatively (big stress on ‘relatively’) straightforward. You packed the order, printed the label, waved goodbye to the parcel, and trusted it would arrive in mainland Europe a few days later.
Now? Well, let’s just say expanding into the EU requires a little more than crossing your fingers and hoping customs doesn’t decide your parcel needs a six-day holiday in Belgium. Although, we wouldn’t mind that right about now.
But despite the extra complexity, Europe remains a huge opportunity for UK brands.
The EU is still one of the world’s largest eCommerce markets, with millions of consumers actively shopping online and increasingly willing to buy from international retailers offering quality products, competitive delivery, and a smooth customer experience.
The good news? Selling into Europe post-Brexit is absolutely achievable.
The better news? With the right fulfilment strategy, technology and operational setup, UK brands can still grow successfully across Europe without drowning in admin or watching shipping costs eat their margins alive.
In this guide, we’ll walk through the latest regulations, common challenges and a practical step-by-step roadmap for expanding into Europe post-Brexit.
Selling into Europe post-Brexit may be more complicated than before, but it certainly hasn’t stopped European consumers from purchasing from overseas.
European eCommerce continues to grow rapidly, with customers across Germany, France, Spain, Italy, the Netherlands and beyond actively buying from international brands.
For UK retailers, Europe offers:
And let’s be honest, relying entirely on one market can feel a tad risky these days. Expanding internationally helps brands spread risk while unlocking new growth opportunities. Certainly not to be sniffed at.
Of course, Europe isn’t a single giant market where everyone shops, speaks and behaves the same way.
A customer in Berlin doesn’t necessarily have the same expectations as a shopper in Madrid. Delivery preferences, payment methods, return expectations and shopping behaviours vary significantly between countries.
But that doesn’t mean expansion needs to feel overwhelming. It simply means brands need a smarter strategy.
Ah yes. The B word.
Before Brexit, UK brands could move goods relatively freely across the EU single market. Post-Brexit, the UK became a ‘third country’, meaning exports into the EU are now subject to customs processes, VAT requirements and additional compliance rules.
In practical terms, this means brands now need to consider:
It’s not exactly the glamorous side of international expansion. Nobody launches an eCommerce brand dreaming about commodity codes (unless you’re really into regulations).
But getting these foundations right is essential if brands want to avoid delays, unhappy customers and unexpected costs.
One of the biggest changes impacting UK brands selling into Europe is the introduction of the Import One-Stop Shop (IOSS).
While it sounds like something from a low-budget, dystopian sci-fi film, IOSS is actually designed to simplify VAT collection for low-value goods entering the EU. Who’d have thought?
In short, IOSS allows businesses to collect VAT at the point of sale for consignments valued under €150.
This means:
Without IOSS, customers may end up paying VAT and handling fees when the parcel arrives – your direct line to losing customer trust in a heartbeat.
However, things are changing. The removal of the customs duty exemption for parcels valued below €150 will be the biggest adjustment for brands. The EU agreed to introduce a temporary €3 per-item customs duty from July 2026, while the broader customs reform infrastructure – including the EU Customs Data Hub (2028) – is built.
With this comes the end of a long-standing structural advantage that made low-value cross-border eCommerce into the EU commercially attractive.
For brands serious about EU expansion, it’s vital to wrap your head around IOSS and the upcoming changes set to be enforced by the EU from July 2026. Now’s the perfect time to link to our IOSS blog article, where all is explained. You’re welcome.
Here's fulfilmentcrowd Director of Client Services Chris White on EU compliance changes and what brands should be doing now.
Yes. If you’re exporting goods into the EU, you’ll typically need an Economic Operators Registration and Identification (EORI) number.
This number is used by customs authorities to track shipments entering and leaving the EU. Without one, customs clearance can become delayed or blocked entirely.
And while no one enjoys dealing with customs paperwork, delays are particularly damaging in eCommerce, where customers increasingly expect rapid delivery and complete visibility.
The modern shopper has been thoroughly spoiled by next-day delivery culture – and who can blame them? We enjoy it too. If their parcel disappears into a customs black hole for two weeks, they’re unlikely to respond with patience and understanding.
Expanding internationally can unlock huge growth opportunities, but many brands stumble by underestimating the operational side of cross-border commerce.
Some of the most common mistakes include:
Europe is made up of multiple markets with different languages, shopping habits, delivery expectations and payment preferences.
A strategy that works brilliantly in France may completely flop in Germany. Nein.
Localisation matters.
Cross-border shipping costs can escalate quickly, especially when brands rely entirely on shipping individual orders from the UK.
Without careful planning, margins can disappear fast.
Returns are a critical part of the customer experience.
Complicated or expensive international returns processes can damage customer trust and reduce repeat purchases.
Incomplete paperwork, incorrect commodity codes and poor documentation create delays that frustrate both customers and operations teams.
As order volumes grow, shipping every parcel individually from the UK often becomes inefficient and expensive.
At some point, brands need to consider stock localisation within Europe.
Let’s get practical.
Here’s a roadmap for UK brands looking to grow into Europe post-Brexit.
Trying to launch across every European country at once is a bit like attempting a sofa-to-marathon challenge after one motivational TikTok.
Technically possible, probably unwise.
Start by identifying the markets most likely to succeed based on:
For many UK brands, common starting points include:
Each market has different opportunities and challenges, so prioritisation is key.
Before shipping products into Europe, brands need to ensure they understand:
This is the part where many brands suddenly develop a deep appreciation for logistics specialists.
Getting compliance right early helps avoid costly disruption later.
Cross-border delivery isn’t just about getting parcels from A to B. Although, that would be nice.
Customers now expect:
…meaning brands need to balance speed, cost and customer experience.
Working with a fulfilment partner that integrates multiple carriers can help brands optimise shipping routes and reduce costs across Europe.
At lower volumes, shipping directly from the UK may work perfectly well.
But as demand grows, many brands reach a tipping point where stock localisation becomes essential.
Holding inventory within Europe can help brands:
For growing brands, localised fulfilment can transform EU expansion from operational chaos into scalable growth.
Returns are already one of eCommerce’s biggest headaches.
International returns? Even more fun.
Customers increasingly expect convenient, affordable returns processes. Complicated returns experiences can damage trust, increase support tickets and reduce repeat purchases.
Brands expanding into Europe should consider:
A smooth returns process can become a competitive advantage, which sounds deeply unexciting until you realise how many brands still make returns feel like applying for a mortgage.
Expanding internationally isn’t simply about translating a website and hoping for the best.
Customers across Europe expect localisation across:
Even small localisation improvements can significantly improve conversion rates.
A customer is far more likely to purchase when the experience feels tailored to their market rather than being designed for somebody else.
Successful EU expansion rarely happens overnight.
The smartest brands typically:
This reduces risk while allowing brands to build sustainable international growth.
Expanding internationally introduces complexity very quickly.
More orders.
More carriers.
More customs requirements.
More inventory locations.
More customer expectations.
Trying to manage all of this manually becomes incredibly difficult as brands scale.
That’s where fulfilment technology becomes critical.
Modern fulfilment platforms help brands:
Because while spreadsheets have their place, they’re not always the ideal long-term international growth strategy.
One of the biggest shifts in post-Brexit EU commerce is the growing importance of stock localisation.
Customers increasingly expect rapid delivery, often within two to three days.
Shipping every order individually from the UK can create:
Localising stock within Europe helps brands compete more effectively against local retailers while improving operational efficiency.
For many growing brands, it becomes less of a ‘nice-to-have’ and more of a necessity.
Selling into Europe post-Brexit may be more complex than it once was, but the opportunity remains enormous for ambitious UK brands.
The key is approaching expansion strategically.
Brands that invest in the right fulfilment infrastructure, understand compliance requirements, optimise shipping, and localise intelligently are far better positioned to succeed.
Because while Brexit certainly added some hurdles, it didn’t cancel international growth.
It just made preparation a lot more important.
Check out our other recommendations just for you!
See all
Learn how to strengthen customer loyalty in eCommerce with these post-peak season tips. See how to improve retention with our ready-made roadmap.
AI and automation are transforming eCommerce customer service. Discover how technology can cut response times, reduce errors, and scale support without increasing costs.
Discover practical steps to navigate fulfillment challenges, keep customers happy, and turn mistakes into opportunities. Learn how to minimize disruption and boost loyalty.
By Alice Davies