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E-commerce without shortcuts.

A practical view of the changes affecting European online sales. We turn regulations, fees and market data into concrete decisions for brands, suppliers and logistics partners.

Market6 min read

European e-commerce reached €911 billion. Growth alone is not enough.

Online sales in Europe are growing again, even after inflation. Regional differences show, however, that successful expansion needs more than a translated product listing.

After a period of high inflation, European B2C e-commerce has returned to a healthier pace. According to the European E-commerce Report 2026, turnover rose from €842 billion to €911 billion. Crucially, this is not just a result of higher prices: real growth after inflation reached around 4%. Meanwhile, 75% of Europeans aged 16 to 74 shopped online.

One continent, different stages of market development

Western Europe generates 57% of European turnover and remains the largest region. Growth was faster elsewhere, however: southern Europe grew by 11% and eastern Europe by 14%. This does not make every fast-growing market the best choice. A smaller market may have higher acquisition costs, more complex delivery or a lower average basket value.

Expansion decisions must therefore distinguish the size of the opportunity from the economics that can realistically be achieved. A sound model accounts for the price after local VAT, marketplace commission, fulfillment, shipping, returns and capital tied up in stock. Without this context, turnover can grow faster than profit.

The local experience is built in operations

Customers do not see the seller’s organisational structure. They see product availability, information quality, delivery dates and ease of returns. Cross-border sales therefore need a consistent product feed, local pricing and clear inventory rules. Translating a product name is only the beginning.

For suppliers, this means maintaining complete specifications, images, safety information and stable SKU identifiers. Fulfillment partners need accurate stock synchronisation and traceable order events. Carriers must provide tracking that can reach the end customer.

How to test a new market

  • Select a focused product range with sufficient margin and reliable availability.
  • Set a minimum margin after all variable costs and returns.
  • Launch a pilot in one market and on one main sales channel.
  • Track cancelled orders, delivery times and claims as well as sales.
  • Scale only after confirming that the process works in both normal and peak conditions.
Takeaway for partners

Market growth creates opportunities, but the competitive advantage remains the ability to turn product data, local availability and logistics into predictable economics for every order.

Source: Ecommerce Europe — European E-commerce Report 2026
VAT6 min read

OSS and IOSS are becoming the standard for cross-border sales.

A single registration can simplify VAT payments across several countries. It still requires accurate order data, the correct country of taxation and careful returns processing.

Since July 2021, the EU has collected more than €125 billion in VAT through the One Stop Shop and Import One Stop Shop schemes. In 2025, the total was €38 billion, up 17% on the previous year. The number of registered businesses exceeded 193,000.

What OSS and IOSS simplify

For selected cross-border B2C sales, OSS allows businesses to declare and pay VAT through one Member State instead of registering separately in every customer’s country. IOSS is designed for sales of imported goods in consignments worth up to €150 and allows VAT to be collected at checkout.

The benefit is simpler administration, rather than the removal of rules. Sellers still need to know where goods were delivered, which rate applied, whether an order was returned and the reporting period for any correction.

System mismatches are the most common problem

A marketplace report may use the payment date, a warehouse the dispatch date and accounting the invoice date. A return also changes the amount, period and order status. Without a shared transaction identifier, month-end closing becomes a manual matching exercise.

A good implementation therefore needs a data model that separates the order, payment, delivery, return and tax document. The marketplace total is a checkpoint, rather than the sole source of truth.

ViDA moves towards a single registration

The VAT in the Digital Age package, adopted in 2025, will be introduced gradually. It extends OSS to more B2C transactions and provides for a special scheme for transfers of own goods between Member States. The aim is to reduce the situations in which a business needs local registration.

  • Unify order identifiers across the marketplace, warehouse and accounting.
  • Store the delivery country and applied VAT rate for every transaction.
  • Process a return as a separate event linked to the original sale.
  • Regularly reconcile OSS/IOSS returns with payments and goods movements.
Takeaway for partners

A single registration reduces administration, but cannot fix inconsistent data. The most important investment is a reliable link between the order, country, warehouse, return and tax document.

Source: European Commission — five years of e-commerce VAT rules
Product data6 min read

The digital product passport is already being tested.

The EU’s new registry turns product data from an internal catalogue into part of the distribution infrastructure. The biggest task will be the quality of the data behind the QR code.

The European Commission has launched the digital product passport registry and a testing environment for economic operators and service providers. The digital product passport is intended to hold verifiable product information, from identification and materials to life cycle details and category-specific requirements.

The registry does not store the entire product catalogue

The architecture is decentralised. The data itself can remain with the economic operator or its provider, while the unique identifier and selected metadata are registered in the central system. The registry helps locate the right passport and verify its link to the product.

For businesses, this means that creating a new information page is not enough. They need a stable identifier, access management, data versioning and an update process for the entire period the product is on the market.

The marketplace listing and passport must describe the same product

If the manufacturer, distributor, warehouse and marketplace use different references, the passport may be technically available but operationally unusable. The foundation is a unified map linking GTIN, internal SKU, variant, batch and digital passport identifier.

The same applies to language versions. Required information may vary by category and market, but there should be a single source of truth. Localisation must use a controlled structure, rather than free text copied between channels.

Where to start before the deadline

  • List product attributes and their owners within the business.
  • Map identifiers across the manufacturer, ERP, PIM, warehouse and marketplaces.
  • Flag missing, outdated or unverifiable information.
  • Test registration and the API on a small group of products.
  • Set up a data correction process that preserves the product’s identity.

The first specific deadline applies to selected large batteries from 18 February 2027. Further categories are expected over time, including textiles, steel and aluminium, tyres, furniture, ICT and energy-related products. The scope of required data will follow the rules for each product group.

Takeaway for partners

The digital product passport is primarily a project about data quality and accountability. Businesses that already have a unified product identity and traceable information sources will find integration and distribution easier.

Source: European Commission — Digital Product Passport Registry
Customs and costs5 min read

An extra three euros changes the economics of low-value parcels.

The EU’s temporary duty is not simply calculated per parcel. For low-priced products, it can determine whether direct shipping from outside the EU remains viable.

Since 1 July 2026, a temporary €3 customs duty has applied to goods in consignments worth up to €150 imported from outside the EU. The key detail is that the duty applies to each category of goods under customs classification, rather than automatically once per consignment.

Why the total can exceed three euros

A parcel containing five identical T-shirts represents one category of goods, with a €3 duty. A parcel containing three shirts and a watch represents two classifications, resulting in a €6 charge. With a wide mix of low-cost products, the customs component can therefore grow faster than the number of parcels.

The seller or importer is responsible for payment. The marketplace and logistics model may affect how the charge is collected, but its economic impact must ultimately be reflected in the product price, margin or distribution costs.

Landed cost must be calculated at SKU level

For an €8 or €12 product, three euros is a significant cost. An average parcel cost is therefore insufficient. The calculation needs the customs code, origin, selling price, consignment contents and delivery method. Incorrect classification can lead to both an inaccurate margin and shipment delays.

The product catalogue, invoice and customs data must agree. If different systems use different names or codes, corrections arise at the most expensive point in the process: during transit or customs clearance.

When European stock makes sense

Local or regional fulfillment adds inbound and inventory holding costs, but reduces the number of individual imports. It can also shorten delivery times and simplify returns. The decision is therefore about more than duty: the entire flow from supplier to customer must be compared.

  • Check customs codes and country of origin for every active SKU.
  • Model orders with multiple goods categories, not just the average basket.
  • Compare direct imports with consolidated stock in the EU.
  • Include delivery speed, returns and claims in the calculation.
Takeaway for partners

The new duty highlights the value of clean product data and accurate cost calculations. With the right product range, EU stock can offer better economics and a better customer experience.

Source: European Commission — duty on low-value consignments
Marketplaces6 min read

Amazon has changed its European fees. Averages are not enough.

An average fee reduction looks positive, but a product’s economics depend on its category, dimensions, market, turnover and fulfillment method.

Amazon announced an average reduction in European selling fees of €0.17 per unit for 2026. For FBA parcels in Germany, France, Italy, Spain and the United Kingdom, fulfillment fees are set to fall by an average of €0.32.

Where opportunities are opening up

The Low-Price FBA programme is expanding to products priced up to €20, with average savings of around €0.45 for eligible items. Referral fees are also falling in selected categories, including clothing and accessories below certain price thresholds, home products, pet food, groceries and vitamins.

These changes can improve the economics of lightweight, fast-moving products. However, each SKU must still be checked for eligibility based on price, category, dimensions and weight.

Not every fee is falling

The update also includes selected increases in storage, removal and disposal fees, and some FBA services in the Netherlands, Sweden, Belgium, Ireland and Poland. Amazon states that the overall average increase in FBA fees in these areas is around €0.02 per unit.

The platform-wide average is therefore unsuitable for pricing or product range decisions. A product with a low referral fee may have a weak margin because of lengthy storage or a high returns rate. Conversely, a higher fulfillment fee may make sense with fast stock turnover and lower in-house logistics costs.

Calculate economics by SKU, market and route

  • Model the selling price after VAT and commission for each country.
  • Include fulfillment, storage, inbound shipping and long-term inventory.
  • Use realistic category-specific return and damage rates.
  • Compare FBA with local or cross-border fulfillment.
  • Set a threshold that automatically triggers a product review.

Before launching at scale, use a revenue estimation tool and your own landed cost model. The pilot should track contribution margin, rather than just order volume or sales rank.

Takeaway for partners

Fee changes can create opportunities, but the details decide the outcome. Every SKU needs its own economics for the specific country, fulfillment route and expected turnover.

Source: Amazon — European fees for 2026

Amazon is a Stocklane sales channel. This article does not claim official partnership or certification.

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