As December 13 approaches, the European Union's new General Product Safety Regulation (GPSR) is set to become fully mandatory. This means that any business wishing to sell products in Europe must appoint an EU-based authorized representative (commonly called an "EU Rep"). Major e-commerce platforms including Amazon, AliExpress, TEMU, Alibaba International, and SHEIN have already issued final warnings - no EU Rep, no European market access.
Platform-Specific Requirements: Is Your EU Rep Registration Correct?
Different platforms have varying requirements for EU Representatives. A one-size-fits-all approach won't work:
Amazon: ASIN-Specific Verification
Amazon is known for its attention to detail, and its EU Rep requirements are no exception. The platform verifies compliance at the ASIN (Amazon Standard Identification Number) level. Each product must have its EU Rep accurately registered. Missing even one ASIN will trigger Amazon's compliance alerts, requiring immediate corrective action.
TEMU: Store-Wide Verification
TEMU focuses on overall store compliance. The platform conducts comprehensive reviews of seller qualifications and operations to ensure EU Rep validity. TEMU has previously contacted EU Rep agencies directly to verify agreement authenticity, with non-responsive agencies potentially leading to product delistings.
AliExpress: Dual Verification System
AliExpress combines store verification with ASIN-level checks. Sellers must not only register an EU Rep but also ensure all ASINs are properly documented and match the representative's information. The platform conducts periodic reviews, with non-compliance potentially resulting in product removal or store restrictions.
Common Compliance Pitfalls: Lessons From Seller Experiences
While the EU Rep requirement appears straightforward, several compliance issues frequently arise:
- Shell Companies: Some sellers opt for EU-based shell companies that lack physical offices or reliable contact methods. These "ghost representatives" often disappear when product issues arise, leaving sellers without support during critical situations like customs holds.
- Falsified Information: Providing fake EU Rep details (such as using a random European address) may temporarily satisfy platform requirements but risks severe penalties when discovered, including product bans and potential legal consequences.
- Labeling Errors: Improper product labeling - such as missing importer details or incomplete product identification - can trigger EU customs inspections and compliance investigations.
Selecting a Reliable EU Representative: Key Considerations
Choosing an appropriate EU Rep requires careful evaluation:
- Physical Presence: Verify the representative has legitimate EU registration and actual office locations. On-site visits can confirm operational capabilities.
- Service Scope: Beyond providing an address, proper representatives should handle regulatory communications, document retention, compliance audits, incident reporting, and recall coordination.
- Crisis Management: Assess the representative's capacity to handle emergencies, including customs inspections and product safety issues, with prompt response times.
Non-compliant EU Rep arrangements may lead to substantial fines, product removals, or store suspensions. The selection process demands thorough due diligence to avoid operational disruptions.