In This Article
- US sellers must now adhere to comprehensive EU regulations, including GPSR 2024.
- It is legally required to appoint an EU Authorised Representative before entry into the EU market.
- Platforms like Amazon and Shopify are increasing enforcement of EU-based seller requirements.
- Appointing an expert partner like Eldris simplifies technical, labelling and documentary compliance.
- Failure to comply can result in fines, delisting, confiscation of inventory and permanent reputational harm.
Overview of EU Rules Affecting US Sellers in 2024
New Regulatory Trends
The European Union has established a dynamic regulatory framework that directly impacts international sellers. As of 2024, EU Compliance for US Sellers is not simply best practice — it is a legal necessity. The General Product Safety Regulation (GPSR) and related mandates now expose US companies to the same obligations as EU-based businesses. These rules apply if products are sold directly to consumers in the EU, either via own websites or platforms such as Amazon and Shopify.
Key developments include mandatory product traceability, pre- and post-market monitoring obligations, and the requirement to appoint an EU Authorised Representative. Furthermore, digital marketplaces are being held increasingly accountable for ensuring that products they enable comply with EU regulations.
Do You Need an EU Authorized Representative?
Legal Obligations Under GPSR
The GPSR, officially effective from July 2024, introduces sweeping rules around product accountability. For US-based entities that sell to EU end-users, having an EU Authorised Representative is not optional under this new regime — it is mandatory. The role of the Authorised Representative is to serve as the point of contact located within the EU and to take partial responsibility for product compliance and documentation. This legal entity ensures that authorities have a local presence to liaise with regarding product safety matters.
If you sell directly to EU consumers through your own website or indirectly via ecommerce platforms, failing to appoint such a representative may result in enforcement actions including product removal, fines, or even criminal liabilities. It’s important to distinguish this role from other EU-based entities such as importers or distributors — the Authorised Representative operates independently and solely on behalf of the manufacturer.
“Every US seller targeting EU consumers in 2024 must treat the EU Authorised Representative as a cornerstone of compliance, not a supplementary formality.”
What the EU Responsible Person Role Covers
The term “Responsible Person” under the GPSR is effectively interchangeable with the Authorised Representative for non-EU sellers. This individual or entity is legally obligated to perform several actions on your behalf. First, they must verify that the products meet EU technical documentation requirements. This includes ensuring labeling is accurate, CE marks (where mandated) are properly affixed, and declarations of conformity are available.
Additionally, the Responsible Person must cooperate with market surveillance authorities during inspections or product recalls. Their name and contact details must appear on the product packaging or accompanying documentation. The Responsible Person must maintain an up-to-date copy of the technical file and be ready to communicate safety measures on short notice. Therefore, selecting an experienced and qualified EU-based representative is essential for demonstrating genuine EU Compliance for US Sellers.
New EU Product Safety Requirements under GPSR 2024
Beyond representation, the GPSR introduces various safety and transparency initiatives. For example, product information must be made readily available and intelligible for European consumers. Additionally, manufacturers must perform risk assessments before launching products in the EU. This is of particular importance for electronics, cosmetic goods, and toys — categories under heightened scrutiny.
Furthermore, product traceability obligations have evolved. Sellers must implement track-and-trace systems, possess documented procedures for corrective actions, and maintain stock records. Digital elements of products — such as software updates — are now also considered part of GPSR compliance, meaning software-driven devices must be designed with built-in safety protocols.
Ultimately, it is no longer sufficient to comply only with US standards. American companies must rigorously adhere to EU-specific laws. This includes registering in systems like the EU’s Safety Business Gateway and performing post-market monitoring, depending on product category.
Appointing an EU Representative: Step-by-Step
The process of appointing an EU Authorised Representative starts with an internal audit of your current compliance posture. You must evaluate whether your existing documentation aligns with EU standards. Once you’ve identified any gaps, you can proceed to formalise a written mandate with a third-party EU-established entity that meets the regulatory definition of a representative. This document must outline which aspects of compliance the representative will oversee.
The next step is to update all your product documentation — labels, manuals, packaging — to include your Authorised Representative’s contact details. Make sure the information is both visible and legible as per the GPSR 2024 standards. Also, you must provide the representative access to full technical files, safety data sheets, and testing certifications. Without this cooperation, the representative cannot legally serve in the role.
Finally, inform relevant marketplaces and customs brokers of this appointment. It ensures that your compliance status is recognised across all consumer and regulatory touchpoints. The process, when done correctly, not only brings you into compliance but also provides a critical line of defence against liability.
Compliance When Selling on Amazon, Shopify, and Marketplaces
Ecommerce platforms bear a growing share of compliance responsibility under EU law. This means Amazon, eBay, Shopify, and equivalents are introducing stricter seller requirements in anticipation of regulatory scrutiny. If you’re a US-based seller, these platforms may demand proof that you’ve appointed an Authorised Representative within the EU, that your products bear proper markings, and that technical documentation is complete.
Amazon’s Compliance Reference Centre already requires sellers to upload documentation demonstrating conformity with CE-marking rules, GPSR obligations, and environmental directives like RoHS and REACH, where applicable. Demands may vary by category, but all sellers must expect increasing enforcement from digital channels. Shopify and Etsy are imposing similar demands, particularly around product labelling, declarations, and proximity to EU customers.
Failure to meet platform-specific policies may lead to listings being deactivated or accounts suspended. It’s therefore critical to align your internal processes with platform requirements — which effectively mirror EU legal mandates. Consulting services like Learn more about EU Responsible Person Compliance can help automate and improve your compliance workflows for each platform.
Checklist: What US Brands Must Do Before Selling in the EU
- Verify if your products fall under the GPSR or other EU sector-specific regulations.
- Create or update a full technical file for each product, including risk assessments and testing certificates.
- Appoint an EU Authorised Representative, with a documented mandate outlining responsibilities.
- Update product labelling and packaging to display the contact information of your EU representative.
- Register your brand with EU portals, such as the Safety Gate Business Gateway.
- Perform post-market activities, including customer feedback monitoring and incident reporting.
- Ensure conformity with digital platform policies for international sellers.
- Train your internal compliance team or outsource to EU compliance consultants such as Read a related article.
Consequences of Non-compliance and Legal Risks
Non-compliance with the GPSR and related EU regulations exposes US brands to severe consequences. Enforcement mechanisms across the EU now include coordinated inspections, fines, product recalls, and legal action against non-EU sellers. Failure to designate an EU Authorised Representative, for example, can trigger immediate product removal from the market and increased scrutiny on any connected entities.
Additionally, your brand reputation, customer trust, and platform access can all suffer. Ecommerce platforms have legal motivations to protect themselves from liability, which often results in swift listing suspensions when compliance gaps are discovered. Notably, multiple member states within the EU manage their own enforcement processes, and penalties can be applied in parallel across several jurisdictions.
Ensure you understand regional implications when planning your market entry — this is not a one-size-fits-all environment. Effective EU Compliance for US Sellers requires both preparation and professional legal integration. Consider engaging third-party compliance partners or legal advisors with local EU presence, as understanding the nuances of each national authority can dramatically reduce risk.
How Eldris Supports US Exporters to the EU
If navigating these regulatory waters appears overwhelming, you’re not alone. Eldris specialises in helping US-based manufacturers and ecommerce brands meet and maintain EU Compliance for US Sellers. Our team includes multilingual regulatory experts, legal consultants entrenched in EU law, and a network of notification contacts across all 27 EU member states.
Our service ensures that your obligations — from document verification to EU representation — are fulfilled without delay or ambiguity. We offer scalable pricing for SMEs and enterprise brands alike, covering everything from initial audits to long-term monitoring and enforcement defence. Clients gain access to digital compliance dashboards, multilingual safety labels, and alerts for upcoming regulation changes.
Whether you’re entering the EU market for the first time or scaling your ecommerce operations, letting Eldris handle your compliance responsibilities can de-risk your expansion and improve customer trust. To learn more, contact us or explore services at General Product Safety Regulations 2024: An Overview.
Conclusion: How to Stay Competitive and Compliant
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