Non-EU companies selling into the EU increasingly need a person established in the EU. Since December 2024 every consumer product needs a GPSR responsible person, or marketplaces remove the listing. Processing EU residents' data requires a GDPR representative. Imports need an EU-established customs declarant and, in some countries, a fiscal representative. Platforms and high-risk AI providers need representatives too. One provider can cover most roles.
Selling into the EU without being there now needs a local name
For years a company in China, Turkey, the UK, the US or the Gulf could sell to European customers with nothing more than a website or a marketplace account. That changed. EU product safety, data protection, customs and platform rules now each require a person or company established in the EU that authorities can contact and, in some cases, hold liable.
The most visible change came in December 2024, when marketplaces started blocking products without an EU responsible person. The others are quieter but enforced: GDPR representatives, customs representatives, fiscal representatives and, for some businesses, digital and AI representatives.
GPSR responsible person
Name on the packaging and the listing.
GDPR representative
Article 27 contact for regulators.
Indirect representative
Declarant established in the EU.
DSA and AI Act
Legal representative for platforms and AI.
Every EU representative role in one table
| Role | Legal basis | Who needs it |
|---|---|---|
| Responsible economic operator | GPSR, Regulation 2023/988, Art. 16; Market Surveillance Regulation 2019/1020, Art. 4 | Non-EU sellers of consumer products, CE-marked goods |
| Cosmetics responsible person | Regulation 1223/2009, Art. 4 | Non-EU brands selling cosmetics |
| GDPR representative | GDPR, Art. 27 | Non-EU businesses processing EU residents' data |
| Indirect customs representative | Union Customs Code, Art. 18 and 170 | Non-EU importers clearing goods |
| Fiscal representative | National VAT law (e.g. Belgium for non-EU companies; Dutch Article 23 licence) | Non-EU companies registered for VAT |
| Legal representative | Digital Services Act, Art. 13 | Non-EU intermediary services and platforms |
| Authorised representative | AI Act, Art. 22 | Non-EU providers of high-risk AI systems |
Law and practice: The GPSR applies since 13 December 2024 and obliges online marketplaces to show the EU responsible person in listings. The GDPR representative can be addressed by authorities and data subjects instead of, or in addition to, the controller. Under the Union Customs Code the declarant must generally be established in the EU. Fines under the GPSR and the GDPR are set by member states and can be significant; for the GDPR up to 4% of worldwide turnover.
One EU address for all roles
- Map your obligationsProducts, data, imports, VAT, platforms, AI.
- Appoint the rolesWritten mandates for GPSR and GDPR representation from our Benelux entity or a partner.
- Labels and listingsName and contact data for packaging and marketplace listings.
- Customs and VATEORI, indirect customs representative and fiscal representative where needed.
- Documents on fileTechnical documentation, declarations of conformity, records of processing.
- Contact pointHandling of requests from authorities and customers.
A Turkish kitchenware brand sells on Amazon in Germany, France and the Netherlands. Its listings are blocked in early 2025 for lack of a GPSR responsible person. We appoint our Dutch entity as authorised representative, update labels and listings, add GDPR representation for its EU customer data and arrange an indirect customs representative in Rotterdam. Listings are back within two weeks.
Which EU representatives do you need?
The result updates with each answer.
Which EU representatives do you need?
Tick what applies to your business outside the EU. You see every representative role you need, why, and what happens without it.
GPSR responsible person since 2024.
GDPR representative.
EU-established declarant.
Several roles, one provider.
EU representative for non-EU companies: frequent questions
Why did Amazon block my listings in the EU?
Since 13 December 2024 the General Product Safety Regulation requires an economic operator established in the EU for every consumer product sold there, with its name and contact details on the product or its packaging and in the online listing. Marketplaces must remove listings without one.
Who can be my responsible person under the GPSR?
An EU manufacturer, an EU importer, an authorised representative appointed in writing, or a fulfilment service provider in the EU. For a non-EU seller without an importer, an authorised representative is the usual solution.
Does a non-EU company need a GDPR representative?
Yes, if it offers goods or services to people in the EU or monitors their behaviour, unless the processing is occasional, low-risk and does not cover sensitive data on a large scale. The representative must be in a member state where the data subjects are.
Can a company outside the EU clear goods through EU customs itself?
Generally not: the declarant must be established in the EU. A non-EU importer needs an EORI number and an indirect customs representative, who shares liability for the duties and VAT.
Is one company enough for all roles?
Often yes. One EU entity or service provider can act as GPSR authorised representative, GDPR representative and contact point, while customs and VAT representation are usually done by a licensed broker or fiscal representative.