UK Market

The Ultimate Guide for EU eCommerce Brands: Expanding into the UK Market with Ease

Discover the Key Tax, Logistic, and Operational Factors to Consider when Selling in the UK 


Greetings, fellow eCommerce enthusiasts! Are you an ambitious European brand eager to tap into the thriving UK market? You’ve come to the right place! This comprehensive guide will provide you with essential insights into tax implications, logistics, and other critical factors to make your expansion into the UK seamless and successful. Get ready to conquer the British Isles with the help of Guide Hustle, your trusted eCommerce accountants, as we navigate the complexities of selling in the UK market. 

Tax Implications: 

  1. VAT Registration:  As an EU eCommerce business selling in the UK, you must be aware of the UK’s Value Added Tax (VAT) system. You will need to register for VAT if your annual taxable turnover exceeds £85,000 or if you expect it to exceed this threshold within the next 30 days. For non-UK businesses, the VAT registration threshold is £0, which means you must register for VAT as soon as you start making taxable supplies in the UK. 
  2. Distance Selling Rules:  Post-Brexit, the distance selling rules no longer apply for EU-based online retailers selling in the UK. You are now required to account for VAT on sales made to UK consumers at the point of sale. This means charging the UK VAT rate (currently 20%) and remitting the collected VAT to the UK tax authorities. 
  3. VAT on Imports:  When importing goods into the UK, you’ll need to pay import VAT and, in some cases, customs duties. The UK operates a ‘postponed VAT accounting’ system for VAT-registered businesses, allowing you to defer paying import VAT until you submit your VAT return. It’s vital to have an Economic Operator Registration and Identification (EORI) number to import goods into the UK. 

Logistics Issues: 

  1. Customs Declarations:  As an EU-based eCommerce business, you’ll need to complete customs declarations for goods entering the UK. This process can be time-consuming and complex, so it’s worth considering using a customs agent or freight forwarder to help you navigate the paperwork. 
  2. Delivery Times and Costs:  Delivering goods from the EU to the UK can involve additional costs and longer transit times due to customs checks and other border controls. It’s crucial to factor these changes into your pricing and customer communication strategies. 
  3. Inventory Management:  To mitigate potential delays and costs, many EU eCommerce brands opt to hold inventory in the UK. This approach can help streamline operations and improve the customer experience, but it requires careful planning and management to ensure optimal stock levels and efficient fulfilment. 

Additional Considerations: 

  1. Legal Compliance:  When selling to UK consumers, you must comply with UK consumer protection laws, including the Consumer Rights Act 2015 and the Consumer Contracts Regulations 2013. These regulations cover areas such as returns, refunds, and product descriptions. Make sure you familiarise yourself with these rules and adjust your business processes accordingly. 
  2. Payment Processing:  Ensure your payment gateway supports transactions in GBP and is compatible with popular UK payment methods, such as debit and credit cards, PayPal, and Apple Pay. Offering familiar payment options can help build trust with UK consumers and increase conversion rates. 
  3. Localisation:  To succeed in the UK market, it’s essential to adapt your website, marketing, and customer service to the local audience. This includes using British English grammar and spelling, providing pricing in GBP, and offering customer support with UK-based phone numbers and working hours. 


Expanding your EU eCommerce business into the UK market can be a lucrative and rewarding endeavour, but it requires careful planning and consideration of tax, logistics, and operational factors. With the right strategy and expert guidance from Guide Hustle, your trusted eCommerce accountants, you can successfully navigate the complexities of the UK market and establish a thriving presence on the British Isles. 

As you embark on this exciting journey, remember to focus on localisation, compliance with UK regulations, and efficient logistics management. By doing so, you’ll not only build a strong foundation for growth in the UK but also enhance your brand’s reputation and customer loyalty. 

Don’t let the challenges of expanding into the UK market hold you back – with determination, adaptability, and a little help from the experts at Guide Hustle, your eCommerce brand can flourish and reach new heights in this thriving and diverse market. 

To learn more about how Guide Hustle can assist your EU eCommerce brand in its expansion into the UK, or if you have any questions or concerns about the process, don’t hesitate to get in touch with our team of experienced eCommerce accountants. We’re here to help make your transition into the UK market as smooth and successful as possible. 

Are you ready to take your EU eCommerce business to the next level in the UK market? Reach out to Guide Hustle today and book in a call using the Calendly box below! 

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