Amazon, and especially its 3P selling platform, has proven to be a great incubator for new brands. As brands take off on Amazon.com, we frequently get the question, “What’s next?” Increasingly, the answer includes expansion to the European market leveraging Amazon’s ecommerce tools as an accelerant. With 300M unique visitors per month to its European properties and an estimated sales of about 25-30% of US revenues, Europe expansion, if done right, is a very attractive option for new brands. The real question is “how?”
Amazon global selling documentation will often lead prospective sellers and brands to believe a European expansion project to be a relatively simple, pain-free process. But, a closer examination of the various regulatory, legal, tax and product safety requirements, in addition to multi-faceted supply chain and logistical considerations, prove that launching EU operations on Amazon is inherently complex for clients to pursue on their own.
In response to these challenges, our team, in partnership with a licensed import/export consultant, piloted a new five-step, fully integrated approach to launch one of our fastest growing client brands in Europe in under 90 days! We’ve compiled our learnings below to illustrate some of the hurdles we faced along the way and highlight some of the considerations brands should evaluate when deciding to expand internationally to the EU.