Selling online across Europe: what changes from country to country

Europe looks like one market on a map. For an online seller it is many markets that sit next to each other. The European Union alone has 24 official languages, and shoppers in each country have their own habits and their own expectations. This guide covers the things that most often change when you start selling in a second or third country.

Language

Shoppers buy with more confidence in their own language. That covers more than the product title. Size guides, delivery information, the returns policy and customer service replies all need to read naturally. A catalogue that is translated word for word, with measurements and terms left in the original convention, is easy to spot and hard to trust.

How people pay

Card payments are common everywhere, but they are not always the first choice. In the Netherlands many shoppers pay with iDEAL. In Poland BLIK is widely used, and in Belgium Bancontact. In Germany paying after delivery, by invoice, has a long tradition. A checkout that leaves out the local favourite loses orders that the product had already won.

Delivery and returns

Delivery expectations are set locally. Parcel lockers and pick-up points are a normal way to receive an order in some countries, and home delivery is the default in others. Shoppers also expect returns to be simple, and a return that has to cross a border at the customer's cost is not simple.

Consumer rights

Some rules are shared. Across the European Union, a shopper who buys online generally has 14 days to change their mind and withdraw from the purchase, and goods come with a legal guarantee of at least two years. The United Kingdom also gives online shoppers a 14-day cancellation period. The details differ by country, including who pays for the return and how long some national guarantees last, so check the rules for each country you sell into.

VAT

Since July 2021 the European Union has applied one threshold of 10,000 euros a year to cross-border online sales to consumers in other member states. Above it, VAT is charged at the rate of the customer's country. The One Stop Shop lets a seller report that VAT through a single return in their home country, in place of registering in every country they sell to. The United Kingdom is outside the EU VAT area, so goods moving between the two pass through customs.

Where a marketplace helps

Much of this work is the same for every seller, which is why marketplaces take it on. Homewizz is our global marketplace, with a beta launch planned for January 2027. Merchants on it can reach customers in over 50 countries, with seller tools, Fulfilment by Homewizz, Global Selling and brand services built in. If that is of interest, our Sell on Homewizz page explains how to apply.

This article is general information and not legal or tax advice. Rules change, so confirm the position for your own business with an adviser.