--- title: "Route to market: what each channel asks for" description: "What each EU sales channel asks a non-EU seller for before go-live: marketplaces such as Amazon, Zalando, Otto, bol and Allegro, distributors and importers, and your own web shop — with the Conphora items that solve each." type: "page" url: "https://www.conphora.com/sell-in-europe/route-to-market/" markdown: "https://www.conphora.com/sell-in-europe/route-to-market.md" locale: "en" language: "en" updated: "2026-09-10" author: "Conphora compliance team" publisher: "Conphora" tags: ["sell-in-europe", "non-EU", "GPSR"] license: "Free to quote with attribution and a link to the page" --- # Route to market: what each channel asks for > What each EU sales channel asks a non-EU seller for before go-live: marketplaces such as Amazon, Zalando, Otto, bol and Allegro, distributors and importers, and your own web shop — with the Conphora items that solve each. The rules are the same; the gatekeeper differs. Marketplaces check at listing time, importers before the first order, and on your own shop you are the seller of record. ## In short A non-EU seller reaches EU customers through three channels, each with its own gatekeeper: marketplaces, which must show the EU responsible person on the listing and ask for certificates before go-live; distributors and importers, who become the importer and ask for the technical file, test reports and the declaration of conformity before signing; and the seller's own web shop, where the seller is the seller of record with the responsible person on the shop, product information in the right language, VAT on distance sales and recall duties. - Online offers aimed at consumers in the EU count as making the product available on the market (GPSR Art. 4). - Every online listing must show the manufacturer's details, the responsible person's details where the manufacturer is outside the EU, the product identification and the required warnings (GPSR Art. 19); marketplaces must make room for it (Art. 22(9)). - The EU company that first places your product on the market is the importer and must verify your compliance first. - Marketplaces and economic operators must notify affected consumers directly in a recall and offer a remedy. ## Marketplaces Amazon EU, Zalando, Otto, bol, Allegro … Marketplaces must enable traders to supply the manufacturer's and the responsible person's details and the product identification, and consumers must see them on the listing. For regulated goods they ask for the certificates and the declaration of conformity before go-live, and they process product-safety notices within three working days, act on authority orders within two, and can suspend traders that repeatedly offer non-compliant products. - The EU responsible person's name and address, shown on the listing - Product identification: type, batch or serial number, a picture - Warnings and safety information in the language of the marketplace's country - Certificates, test reports and the declaration of conformity for regulated goods, uploaded before go-live - A self-certification of compliance where the marketplace requires one Document requests, delisting and trader suspension are the marketplace's tools; a listing can also be removed within two working days on an authority's order. In Conphora: [Product validation](https://platform.conphora.com/) · [Documentation generator](https://platform.conphora.com/) · [Audit & share links](https://platform.conphora.com/) ## Distributors and importers One partner per country or region The EU company that first places your product on the market is the importer. It may only do so after verifying that you have met your obligations, it puts its own name and address on the product, it keeps a copy of the technical documentation and it cooperates with the authorities. That is why a serious importer sends a supplier questionnaire before the first order, and why a complete file is your best sales argument. - Which acts apply to the product, and the evidence for each - The technical file: risk assessment, test reports, drawings, bill of materials, standards applied - The EU declaration of conformity and the CE marking where a CE act applies - Label artwork with the manufacturer's and importer's details and the language sets - Who registers for packaging, WEEE and batteries in the importer's country Without a complete file the importer refuses the product, or takes on duties it cannot document — which comes back to you at the first inspection. In Conphora: [Product validation](https://platform.conphora.com/) · [Documentation generator](https://platform.conphora.com/) · [Audit & share links](https://platform.conphora.com/) ## Your own web shop Selling direct to EU consumers When your offer is aimed at consumers in the EU, the product counts as made available on the market and you are the seller of record. The shop must show the manufacturer's details, the responsible person's details, the product identification and the required warnings in the language of each Member State you sell to. VAT on distance sales runs through the Import One-Stop Shop or the One-Stop Shop, and in a recall you must notify affected consumers directly and offer a remedy. - An EU responsible person, shown on the product page and on the product - Product information, warnings and instructions per language - IOSS or OSS registration for VAT on distance sales (a pointer, not guidance) - A returns process and a recall procedure that reaches every buyer you can identify - Accident reporting through the Safety Business Gateway when the manufacturer is outside the EU Authorities can require documents, order withdrawal or recall, and have the online interface removed or a warning displayed where no other means eliminates a serious risk. In Conphora: [Product validation](https://platform.conphora.com/) · [Documentation generator](https://platform.conphora.com/) · [Recall manager](https://platform.conphora.com/go/recall) ## Answer every customer's data and document requests from one supplier account When an EU retailer, importer or brand runs its products in Conphora, its requests to you land in one supplier account: you see only what each customer asked for, you answer once per product, and the link in a request works without an account. Set up once, answer every customer. Create a supplier account - [Next: get started with the 8-step guide](https://www.conphora.com/sell-in-europe/get-started/) ## How Conphora helps ### Free to read Regulation pages, the glossary, this guide and the free compliance checker. No account. [Open](https://www.conphora.com/regulations/) ### Free account The Academy track, downloads and Radar follow. Never a card. Create a free account ### Subscription The compliance engine, every tool and 20 products included. [See plans and pricing](https://www.conphora.com/pricing/) ### Managed We run the whole route for you, with a named contact. [Talk to us about Managed](https://www.conphora.com/sell-in-europe/managed/) _Reviewed 2026-09-10 by Conphora compliance team_