How to Sell to the EU: Complete Guide for Non‑EU Sellers
Selling products into the EU is a major opportunity for global brands, but it comes with strict rules to protect consumers. The General Product Safety Regulation (GPSR) ensures that all products placed on the EU market meet essential safety standards. Understanding your responsibilities as a non-EU seller is key to entering and succeeding in this regulated market.
Who can sell to the EU?
Any business based outside the EU can sell into the EU single market, provided their products comply with all applicable EU laws, including safety and labeling requirements. The seller must appoint a legal representative in the EU who can act as their contact point for authorities.
What is the General Product Safety Regulation (GPSR)?
The GPSR applies to all non-food consumer products and replaced the General Product Safety Directive in December 2024. It strengthens product traceability, labeling, and recall obligations, requiring manufacturers and non-EU sellers to provide clear documentation and appoint an EU-based Responsible Person (EU RP). Learn more about the risk analysis process for GPSR compliance.
Appoint an EU Responsible Person
For non-EU sellers, having a properly appointed EU Responsible Person is mandatory. The EU RP ensures your products meet safety requirements, maintains technical documentation, responds to regulators, and supports recalls if needed.
Product safety and labeling obligations
Your product must be safe for its intended use and foreseeable misuse. Under GPSR, the following details must appear on the product or its packaging:
- Manufacturer name and contact details
- EU Responsible Person name and address (for non-EU sellers)
- Product batch, lot, or serial number for traceability
- Safety warnings in the local language of the target market
These rules also apply to your online listings when selling via platforms like Amazon, Etsy, or your own website. See our guide to labeling requirements for GPSR compliance.
Technical documentation requirements
Non-EU sellers must prepare and maintain technical documentation demonstrating compliance with GPSR and other applicable EU standards. This documentation must include:
- A general product description
- A risk assessment and details of any testing conducted
- Labeling, warnings, and usage instructions
- Traceability documentation
The EU Responsible Person must hold this documentation for at least 10 years and provide it to EU market surveillance authorities on request. Visit our page on what we offer for compliance support.
CE marking for regulated products
Some product categories such as toys, electronics, machinery, or medical devices require CE marking. CE marking shows that your product meets the specific requirements of EU directives or regulations. If your product requires CE marking, you must conduct conformity assessments, prepare a Declaration of Conformity, and affix the CE mark visibly on the product before sale in the EU.
Online marketplaces and Safety Gate requirements
Online platforms like Amazon or eBay have strict GPSR-related policies and will block listings that do not meet EU Responsible Person, labeling, and traceability requirements. In addition, authorities monitor online listings and will take action if a product poses a safety risk. The EU Safety Gate system publishes weekly alerts for unsafe products, and manufacturers and their EU RPs must act quickly if their products are subject to a recall.
How EaseCert helps
- German-based EU Responsible Person services
- Preparation and review of technical documentation and safety labeling
- Guidance on CE marking requirements where applicable
- Support for recalls and incident reporting under GPSR
- Fast-track compliance solutions for SMEs and international sellers
Learn more about our EU compliance service solutions, or contact us directly.
Summary checklist
- Ensure your product is safe for its intended use and foreseeable misuse
- Label the product with manufacturer and EU RP contact details, batch/serial numbers, and safety warnings
- Prepare and maintain a technical file for at least 10 years
- Appoint an EU Responsible Person to act as your contact point
- Ensure online listings meet GPSR requirements
- Affix CE marking if your product falls under specific directives
- Be ready for market surveillance checks and recalls
Frequently Asked Questions
Is an EU Responsible Person required for all non-EU sellers?
Yes. Under Regulation (EU) 2023/988, all non-EU sellers placing consumer products on the EU market must appoint an EU Responsible Person if no EU importer or distributor is taking responsibility.
What does an EU Responsible Person do?
The EU RP ensures that your product meets safety and labeling requirements, holds your technical documentation, acts as a contact point for EU authorities, and assists with recalls and incident reporting if necessary.
Where must the Responsible Person’s details appear?
The name and address of your EU RP must appear on the product itself, its packaging, or accompanying documents. This is a legal requirement and essential for customs clearance and marketplace listings.
Do all products require CE marking?
No. CE marking is only required for products falling under specific EU legislation, such as toys, electronics, machinery, and medical devices. Most general consumer products only require compliance with the GPSR.
What happens if I sell to the EU without meeting these requirements?
Your goods may be seized by customs, removed from online platforms, subject to recalls, or lead to penalties and enforcement action by EU market surveillance authorities.