BRUSSELS/SHENZHEN/HANGZHOU — Cross-border e-commerce sellers face unprecedented regulatory pressure as the December 13 enforcement deadline for the EU's General Product Safety Regulation (GPSR) approaches. Major platforms including Amazon, AliExpress, and TEMU have intensified compliance audits, leaving many sellers scrambling to meet new requirements.
The GPSR Challenge for Cross-Border Commerce
The EU's GPSR legislation aims to enhance product safety and consumer protection across the single market. The regulation introduces stricter compliance obligations, most notably requiring all products sold in the EU to have a designated Economic Operator (commonly called an "EU Representative") based within the bloc.
This representative serves as the primary contact for EU authorities regarding product compliance issues and acts as a liaison between regulators and non-EU businesses.
Platform Enforcement Intensifies
E-commerce platforms have implemented rigorous verification processes to ensure seller compliance with GPSR requirements. These measures present significant operational challenges for cross-border merchants.
Amazon's Verification Process
Numerous Amazon sellers have received notifications requesting validation of their EU Representative information. The platform has made clear that failure to provide valid documentation will result in product listing removals, potentially disrupting sales and market presence.
TEMU's Two-Tier Verification
TEMU has implemented a dual verification system requiring both signed authorization agreements with EU Representatives and direct confirmation from the representatives themselves. This approach ensures the authenticity of compliance documentation.
AliExpress's Ongoing Monitoring
AliExpress conducts periodic reviews of seller compliance, verifying that all product listings maintain consistent EU Representative information. The platform enforces strict penalties for violations, including product delistings and account restrictions.
Beyond Platform Requirements: The Strategic Value of Compliance
While many sellers view EU Representative registration as merely a platform requirement, proper compliance offers broader strategic benefits:
- Product Oversight: Representatives monitor product compliance with EU standards
- Regulatory Liaison: Serve as the primary contact for EU authorities regarding product safety issues
- Risk Mitigation: Help prevent legal penalties for non-compliance
- Consumer Confidence: Enhance buyer trust through demonstrated compliance
Compliance Checklist for Sellers
Merchants should conduct thorough reviews of their compliance status using this verification framework:
Document Validation
- Confirm executed agreements with authorized EU Representatives
- Verify agreements specify representative responsibilities and duration
- Ensure coverage of all required compliance oversight functions
Platform Submission Requirements
- Upload complete, legible authorization documents
- Maintain consistency between agreement terms and platform submissions
- Accurately provide representative contact information in required fields
Labeling Compliance
- Affix EU Representative information to products, packaging, or accompanying documentation
- Include all required elements: EC/REP designation, company name, address, and contact information
- Prioritize printed labels over adhesive options for durability
- Ensure label visibility and legibility under normal handling conditions
Selecting a Qualified EU Representative
When choosing compliance partners, sellers should evaluate:
- Physical Presence: Verify legitimate EU business registration and office location
- Regulatory Expertise: Assess the representative's knowledge of EU product safety regulations
- Operational Capacity: Confirm ability to fulfill compliance obligations and provide ongoing support
Industry Perspective on Compliance
"Regulatory compliance represents the future of cross-border e-commerce," noted one industry analyst. "As global trade regulations become more stringent, meeting these standards will separate successful businesses from those facing operational disruptions."
Conclusion: Compliance as Competitive Advantage
The implementation of GPSR presents both challenges and opportunities for cross-border sellers. Those who proactively address compliance requirements position themselves for sustainable growth in the EU market. With the December deadline approaching, immediate action is essential to maintain market access and competitive positioning.