How to sell to Europe without an EU entity

Selling to EU Consumers from Outside the EU

If your business is based in the US, UK, Asia, or any other non-EU country, you can theoretically sell to EU consumers — but you must comply with a range of legal and tax requirements:

• VAT registration and collection: From 2025, if your total EU sales exceed €10,000 annually, you must register for VAT in the EU and collect it on all B2C sales.
• Product compliance: Many goods (especially those requiring CE marking) must have an EU Authorised Representative.
• Customs and import duties: You are responsible for customs declarations and ensuring your goods meet EU import standards.
• Consumer protection laws: You must comply with EU rules on returns, warranties, and data protection (GDPR).

These requirements can be complex, time-consuming, and costly — especially without a local presence.

IDEAL GROUP’s Merchant of Record Service

At IDEAL GROUP, we understand the challenges non-EU businesses face. That’s why we offer a Merchant of Record (MoR) service — a turnkey solution that allows you to sell in Europe without setting up a legal entity.

As your Merchant of Record, IDEAL GROUP:

• Handles all VAT obligations on your behalf
• Acts as your EU-based legal entity for compliance and invoicing
• Manages payment processing, including card payments, SEPA, and local methods
• Ensures product and packaging compliance with EU regulations
• Provides a seamless checkout experience for your European customers
• Takes care of returns, refunds, and customer service in line with EU law

You focus on your product and growth — we handle the rest.

Why Choose IDEAL GROUP?

• Trusted by international brands entering the EU market
• Integrated POS and payment solutions for both online and offline sales
• Full regulatory compliance with EU tax, customs, and consumer laws
• Personalized support from a dedicated team of EU commerce experts

No EU Entity? No Problem.

Selling to European consumers doesn’t have to mean setting up a company in the EU. With IDEAL GROUP as your Merchant of Record, you can enter the European market quickly, legally, and confidently — without the administrative burden.