Guide · updated September 2026

How to sell to the EU from the UK

Since Brexit, every parcel to an EU customer goes through customs. Here are your two options, what each one costs your customers, and the step-by-step setup if you decide to hold stock in the EU.

10 minute readFor UK ecommerce brandsNot tax advice
Your two options

Ship from the UK, or stock in the EU

There are two ways to get your products to EU customers. Most brands start with the first and move to the second as EU orders grow.

Option 1

Ship every order from the UK

Each parcel is exported from the UK and imported into the customer's country. Someone has to pay import VAT, any duty and the courier's clearance fee.

  • DAP: your customer pays at the door. Some refuse, and the parcel comes back at your cost.
  • DDP: you pay upfront so your customer pays nothing on delivery.
  • IOSS: for orders up to €150, you charge EU VAT at checkout and the parcel clears without door charges.

Best for: testing the EU market, or low EU order volumes.

Option 2

Hold stock in an EU warehouse

You send stock to the EU in bulk, clear customs once, and ship EU orders from inside the EU, just like a local brand.

  • No customs on each parcel, so no door charges, no refused parcels and faster delivery.
  • Cheaper EU delivery, because orders travel on domestic EU networks.
  • Easy EU returns that come back to an EU address, not across a border.

Best for: brands with regular EU orders. Our Rotterdam warehouse is at the Port of Rotterdam.

Side by side

UK despatch vs EU stock

Ship from the UKStock in Rotterdam
Customs on every orderYesNo, once per bulk shipment
Charges for your customer at the doorPossible (DAP) or none (DDP / IOSS)None
Typical delivery timeLonger, with customs checksDomestic EU delivery times
Refused parcelsMore likely under DAPRare
ReturnsCross back through customsStay inside the EU
Admin for youCustoms data on every parcelEU VAT registration and bulk imports
Best forLow or occasional EU ordersRegular, growing EU sales
Which is right for you?

Five quick questions

Answer yes or no. It's a rule of thumb, not a quote, but it'll point you in the right direction.

Do you get EU orders every week?
Do your customers often order more than €150?
Have you had parcels refused over import charges?
Do EU customers return a lot of orders?
Do you import stock from outside the UK, for example from Asia?
Our suggestion

Talk to us
Setting up EU stock

Six steps to shipping from Rotterdam

  1. Get your EORI numbers

    A GB EORI to export from the UK, and an EU EORI to import into the EU. You can get an EU EORI from the Dutch customs authority.

  2. Register for Dutch VAT

    You'll need a Dutch VAT number to import and sell from Rotterdam. We can help with Limited Fiscal Representation (LFR), which means you don't need your own Dutch company.

  3. Get your product data right

    Every product needs an HS (commodity) code, an accurate description, a value and a country of origin. This decides the duty you pay.

  4. Ship your stock to Rotterdam

    Send stock in bulk from the UK or straight from your supplier. Submit a customs declaration before it arrives. We check it in within 24 hours.

  5. Connect your store

    Link your webshop so EU orders route to Rotterdam and UK orders to Thame. One stock view, two warehouses.

  6. Start shipping

    EU orders go out on EU networks, with no customs on each parcel. Your customer gets a local delivery experience.

Importing from Asia? Ship EU stock straight from your supplier to Rotterdam. Goods made outside the UK don't qualify for zero duty under the UK–EU trade deal, so routing them through the UK first can mean paying duty twice. See our freight services.

Start EU sign-up

Rules to know

The rules that catch UK brands out

Rules of origin

Goods made in the UK can usually enter the EU duty-free with a proof-of-origin statement. Goods made elsewhere and resold from the UK pay EU duty.

VAT at the customer's rate

EU consumers pay VAT at their own country's rate, for example 21% in the Netherlands, 19% in Germany and 20% in France.

IOSS for low-value parcels

Shipping from the UK, IOSS lets you collect VAT at checkout on orders up to €150, so customers aren't charged at the door.

The €3 duty on small parcels

Since 1 July 2026 the EU charges a temporary €3 duty per tariff line on low-value parcels, until July 2028. What changed in 2026.

Product safety

EU product safety rules can require an EU-based responsible person for products sold to EU consumers. Check what applies to your products.

Packaging and labelling

Some EU countries have their own packaging registration and labelling rules. Check the countries you sell into most.

Your checklist

Before your first EU shipment

  • GB EORI and EU EORI numbers
  • Dutch VAT number (or LFR through us)
  • HS codes, descriptions and origin for every SKU
  • Proof of origin for UK-made goods
  • Decide DDP, DAP or IOSS for any UK-shipped EU orders
  • Check EU product safety and labelling rules
  • Customs declaration submitted before stock arrives
  • Webshop set up to route EU orders to Rotterdam
FAQs

Selling to the EU, answered

Do I need a company in the EU to sell there?
Not usually. To hold stock and sell from our Rotterdam warehouse you need an EU EORI and a Dutch VAT number, and Limited Fiscal Representation (LFR) lets you do that without setting up an EU company.
What is the cheapest way to ship to EU customers from the UK?
For occasional orders, shipping from the UK with IOSS or DDP is often simplest. Once you have regular EU orders, holding stock in the EU usually works out cheaper, because you clear customs once in bulk instead of on every parcel.
What is IOSS?
The Import One-Stop Shop. It lets sellers outside the EU charge EU VAT at checkout on orders worth up to €150, so the parcel clears customs without the customer paying at the door.
Do I pay duty on UK-made products going to the EU?
Usually not, if they meet the rules of origin under the UK–EU trade agreement and you include a proof-of-origin statement. Goods made elsewhere, for example in China, usually pay EU duty.
How fast can I start shipping from Rotterdam?
Once your EORI and VAT registration are in place and your stock arrives, we check it in within 24 hours and you can start shipping EU orders.
Can I use UK and EU warehouses together?
Yes. Many brands keep stock in both Thame and Rotterdam, with UK orders shipped from the UK and EU orders from the EU.

This guide is general information, not tax or legal advice. Rules change, so check with your accountant, GOV.UK or the customs authority in the country you're selling into. Related: duty and VAT calculator · courier charges explained.

Ready to ship from inside the EU?

Talk to us about moving stock into our bonded, AEO-certified Rotterdam warehouse. We'll help with the setup, from VAT to your first delivery.

Talk to usSee our Rotterdam warehouse