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Cross-Border eCommerce Between the UK and EU: How to Sell Across Borders

Cross-border eCommerce has emerged as a significant growth area for businesses, particularly those operating between the UK and the EU. This is due to rising demand for online purchases and cross-border sales, as consumers and companies seek to buy and sell products and services across borders. However, operating in this market also brings a host of complexities, such as customs fees and duties, VAT, product safety regulations, and logistics. 

This blog provides valuable insights on tackling the challenges and maximizing the benefits of cross-border eCommerce between the UK and EU, including regulations, customs fees, taxes, logistics, customer experience, and marketplaces.

Alterations in taxes and fees  

As an eCommerce professional, knowing the customs and tariffs that may affect your products when dealing with both UK and EU markets is essential. Familiarizing yourself with laws and regulations is necessary for compliance when selling goods across borders. This overview will provide all the critical information needed for successful trading. Here's what to keep in mind about this crucial topic.

EU and UK trade relations: After over four years of Brexit negotiations, the UK and EU have reached a Trade and Cooperation Agreement to govern trade between them from January 2021. This historic agreement will ensure both sides can continue to benefit from each other's markets despite being outside the European Union. 

Customs declarations: UK-EU trade is now subject to a customs clearance process and will require documentation of the goods being traded, their worth, and applicable taxes. Customs declarations must be made for all trading parties involved to remain compliant with updated regulations. 

Tariffs: The relationship between the UK and EU post-Brexit can be complicated regarding trade, particularly regarding tariffs. Companies must familiarize themselves with tariff schedules for both countries to ensure that their goods are not subject to hefty taxes upon arrival. 

Looking up applicable rates from an official tariff schedule available online makes this task more straightforward - but businesses must remain aware of changes that may affect shipments over time. 

Rules of Origin: Businesses should consider the implications of their product's origin, as preferential tariffs may be negotiated through compliance with regulations in the Trade and Cooperation Agreement. It is thus essential to ensure that goods can demonstrate traceability by meeting all necessary criteria established within this agreement. 

Value-Added Tax (VAT): The UK and EU have distinct VAT regulations, making cross-border eCommerce challenging for businesses. Failure to adhere to regional rates and guidelines could lead to hefty fines or penalties – understanding the rules is critical! 

Import and export licenses: eCommerce owners must carefully consider their plans for importing and exporting to or from the UK and EU. They may need permission from the government to import or export certain items like weapons, dangerous materials, or food to follow international laws and restrictions. Researching the regulations before starting to import or export will help ensure that all eCommerce transactions between these regions are successful. 

After regulations and laws have been addressed, the focus shifts to shipping in cross-border eCommerce between the UK and EU. A strong shipping strategy is vital to guarantee an effortless delivery experience for both parties involved. The following section examines the elements that need to be considered when selecting a shipping method.

Shipping between the UK and EU  

Although shipping between the UK and EU is a complex task, there are steps eCommerce business owners can take to make sure their products successfully reach customers. When planning logistics strategies for international sales, it's essential to consider factors such as allowing plenty of time for shipments and researching local entry requirements at both ends. By taking these precautions into account beforehand, businesses may rest assured that deliveries will arrive on time with no issues! 

Shipping duration: When shipping between the UK and EU, it is essential to explore your options to understand how long transit can take. Utilizing comparative research will aid you in finding a carrier and delivery method that suits your requirements for speed, cost efficiency, reliability -- or any other criterion necessary for seamless transport! 

Customs clearance: With the UK and EU having separate customs regimes, it's important to know how your goods will move between them. Customs clearance is required for every shipment moving across borders - which can entail inspections, fees, or tariffs that need to be factored into pricing and logistics strategies. Planning with these costs in mind is paramount when shipping internationally! 

Monitoring: Creating a tracking system is vital to ensure seamless shipping and customer service. It gives customers timely delivery updates so they can have confidence in their purchases. 

Packaging: It is crucial to select appropriate packaging to protect items during transportation and comply with carrier requirements. The materials used for packaging must be chosen wisely, and the packaging itself must be securely packed for maximum safety. 

Carriers: To ensure your shipments between the UK and EU are handled efficiently, choose a carrier with a strong background in shipping logistics and a well-established network and infrastructure. They should also be knowledgeable in import/export procedures to ensure a seamless supply chain process.

Insurance: Secure yourself and your belongings against potential harm or loss by obtaining the appropriate insurance coverage before shipping any items. 

Communication: Maintaining an open dialogue with your customers is imperative to ensure a positive customer experience. Keep them in the loop by alerting them whenever there is an update on their order's shipping progress and provide tracking information for further convenience. 

By maintaining clear communication with customers, you can foster a positive customer experience and build trust. However, there are other factors that can impact the customer experience, such as customs fees and duties. The next section will explore strategies for reducing shopping cart abandonment and customer loss by effectively managing customs fees and duties.

Minimizing Shopping Cart Abandonment and Customer Loss: Strategies for Managing Customs Fees and Duties

Cross-border eCommerce between the UK and EU can be a complex and challenging endeavor with numerous hurdles. One of the main challenges faced by businesses is the issue of shopping cart abandonment.


This problem is particularly pronounced in cross-border eCommerce due to the added difficulties posed by differences in currency, shipping costs, and customs regulations. 

Despite these challenges, there are several strategies that businesses can employ to minimize the risk of shopping cart abandonment and maintain customer satisfaction. 

Be transparent: To ensure customers are aware of any additional costs associated with their purchase, provide comprehensive information about customs fees and duties on your website and at checkout. It will prevent surprises during the payment process, allowing for a smoother shopping experience. 

Provide an estimate of customs fees: Providing customers with an estimate of international shipping expenses, including any applicable customs fees and duties, based on their provided address can be a valuable tool for businesses.

By assisting customers in planning for these costs, they are equipped with accurate information to make informed purchasing decisions that meet their needs. It can help ensure that customers are not surprised by unexpected costs during the checkout process, leading to a smoother shopping experience and greater customer satisfaction.

Include a Duty and Tax Calculator: To enhance the shopping experience for your customers and ensure that they are fully informed about the costs associated with their purchase, consider adding a duty and tax calculator to your website. This tool would allow customers to quickly and easily calculate the additional fees they may be required to pay, including customs duties and taxes.


This information is crucial in helping customers make informed purchasing decisions. It can also help reduce the risk of shopping cart abandonment by providing shoppers with a clear understanding of the costs associated with their order. 

Provide a Range of Shipping Options: Having a range of shipping options is crucial to cater to the varied requirements of your customers. In addition to standard shipping, consider offering options such as express shipping or expedited customs clearance.

While these options may come with an additional cost, they can significantly reduce delivery times, providing customers with a faster and more efficient shipping experience. This flexibility can help increase customer satisfaction and foster customer loyalty. It can also help reduce the risk of shopping cart abandonment by providing customers with shipping options that meet their needs. 

Offer Exceptional Customer Service: Providing excellent customer service is crucial in reducing the risk of shopping cart abandonment, especially in the context of international eCommerce and the potential for customs fees and duties. Supporting your customers by promptly addressing their questions and concerns is crucial in maintaining a positive customer experience. It is key to being available and equipped to provide them with the information they need.

It may involve offering live support, having a knowledgeable customer service team, or providing precise and detailed information on your website. By being available to assist customers and providing them with accurate information about customs fees and duties, you can help increase customer satisfaction and reduce the risk of lost sales. 

Implement a Transparent Return Policy: Implementing a transparent and customer-friendly return policy is another effective strategy for reducing shopping cart abandonment and increasing customer confidence in purchasing. 

A clear and reasonable return policy that allows customers to return items if unsatisfied can help build trust and increase customer loyalty. This can be particularly important in cross-border eCommerce, where customs fees and duties may contribute to a customer's uncertainty about a purchase. 

By providing a straightforward and convenient return process, you can help reassure customers and encourage them to complete their purchases, even if they have concerns about potential customs fees or duties. 

Adhere to Compliance Regulations: Ensuring compliance with regulations and laws in the UK and EU reduce the risk of unexpected issues or delays that may discourage customers. It includes verifying that your logistics provider is also in compliance.

Following all applicable rules and regulations can ensure a seamless and hassle-free experience for your customers and minimize the risk of cart abandonment. 
Adopting a customer-centric approach and developing a tailored marketing strategy is crucial for increasing the chances of success in cross-border eCommerce between the UK and EU.


Providing outstanding customer service, updating the information on their website in the local language, accepting local currencies, and offering flexible delivery options are ways to reduce shopping cart abandonment and retain customers. In addition, businesses must comply with the regulations and laws of the UK and EU that apply to their business. Their logistics provider must also be compliant to avoid any unexpected issues or delays that may discourage customers. 


While cross-border eCommerce between the UK and EU presents several challenges, one of the biggest is shopping cart abandonment. However, with the right strategies, businesses can mitigate this risk and ensure customer satisfaction. One such method is to expand your online presence in Europe by leveraging specialized marketplaces. These marketplaces offer many opportunities to reach new customers and grow your business. The following section examines some of the best European marketplaces to sell your products and help you reach your target audience. 

Selling on cross-border eCommerce platforms

Selling online in Europe opens up your business to a wide range of potential customers. To maximize your reach, you should explore the vast array of specialized marketplaces available across the continent, including specialized marketplaces for specific products or industries.


Take some time to research these tremendous European marketplace opportunities to determine which ones are best suited to help grow your business. Here are a few of the best marketplaces to sell in Europe: 

  • Amazon: Amazon is an influential force in European eCommerce, paving the way for businesses to grow through their expansive marketplace and customer relations. Offering a wide range of product categories with features like fulfillment services and advertising options, Amazon has empowered sellers and consumers on its unending quest to revolutionize digital marketplaces worldwide.
  • eBay: eBay is a leading marketplace with an incomparable presence across the UK, Germany, and France. Enjoy expansive product selection plus valuable listing enhancement options to give you an edge on advertising that won't be beaten.
  • Etsy: Etsy is the perfect destination for shoppers looking to express their unique and creative style. With a widespread presence throughout Europe, this inspiring marketplace offers one-of-a-kind items from jewelry to handmade goods – all of which cater to those who appreciate artistic craftsmanship.
  • Alibaba: A well-known Chinese marketplace that provides wholesale and bulk purchasing options. It has a strong presence in the European market and can be an effective platform for promoting your products to a large audience.
  • Rakuten: Rakuten is a marketplace with a broad reach throughout Europe, and it is a popular choice for sellers of all types of products.
  • Zalando: Zalando is a marketplace specializing in fashion and clothing products; it is an excellent choice for those looking to sell these types of items in Europe. With advanced technology solutions that are tailored for sellers of these kinds of goods, this marketplace is an ideal platform for expanding your customer base.
  • Cdiscount: Cdiscount is a leading French marketplace popular among savvy sellers. It offers a wide range of products from clothing, and electronics to home decor, making it a one-stop-shop for customers.  
  • Asos: Asos has been providing fashionable and on-trend clothing to customers worldwide for nearly two decades. It is a leading online retailer of its products and many other brands across 190 countries, including Great Britain, America, and Australia. 

Grow your brand globally with OPLOG

OPLOG manages the entire eCommerce operations for your business, from receiving and storing products in its warehouse to picking, packing, and shipping your customer orders. The main advantage of OPLOG fulfillment is that it allows your brand to focus on its core competencies, such as sourcing products, marketing, and sales.

Besides, OPLOG stores your products through contracted fulfillment centers and ensures that your orders are shipped to all European countries. If you are looking to expand to new countries, OPLOG is here to help! 


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