A Guide to Exporting to Europe from the USA

1. Why European shoppers want your brand

The country of origin still signals quality for some buyers, but today’s cross-border decisions are driven more by price, choice, and availability. In 2024, a large multi-country shopper study found the top reasons people buy from retailers abroad are lower prices, a wider range of products, and items or brands not sold locally. Keep your value story simple and make the benefit obvious at a glance.

Geopolitics also shows up in purchase behavior. Recent research reports that many consumers will avoid foreign brands because of the country where they are headquartered. Be clear, practical, and apolitical in your messaging, and lead with tangible shopper benefits.

• Better prices. 53% say lower prices are a main reason to buy cross-border. Tighten your price benchmarking by country and show the total cost early, including duties and taxes.
  

• Access to items not available locally. 40% buy because the product or brand is not sold in their country. Highlight exclusives and back it up with inventory depth and clear delivery timelines.
  

• Wider choice in one place. 42% cite a broader product range. Surface product breadth with curated collections, filters that fit local terminology, and country-specific best-sellers to speed discovery.

2. Choosing the right markets for your business

A good strategy for your European expansion is to concentrate on just a few select markets first. You can then scale up and expand based on those with the best visible results.

The biggest e-commerce markets in Europe are the UK, France, and Germany. These are mature cross-border markets where consumers are comfortable buying from overseas sellers. That alone does not make them your first targets: prioritize the countries with the best-fit customers for your business.

• Review your analytics to see where interest already exists. Is there traffic or demand from specific countries you have not served yet?
  Research demand and competition before committing. If local competitors are strong, define how you will stand out with product, price, or service.

• Study where your US brand peers are already shipping. Their choices can signal healthy customer bases you can test.

A practical approach is to start with a small set of markets, then expand based on results, customer feedback, and manageable fulfillment complexity.

3. Localization: avoid a “one size fits all” approach

When planning your European expansion, do not treat the region like a single market. Each country has its own language, cultural nuances, and shopping preferences. Your sales and marketing strategy should reflect these differences and be tailored for each country to maximize every opportunity.

• Language. Translate your e-commerce website for each market and display prices in the local currency. A dedicated country URL or subfolder can build trust and improve search visibility.
  

• Payment gateways. German and Italian consumers often use digital wallets, the Dutch prefer bank transfer, and many Spanish shoppers use PayPal. Offer the most popular local payment methods, or customers may abandon their carts.
  

• Social media. Identify the most used platforms in each country, when users are active, and whether they buy in-app.

DHL’s dedicated Country Guides can help. Each download includes e-commerce trends and statistics to understand consumers by country, then tailor your sales strategy accordingly.

Also, review leading e-commerce sites in your destination country, especially those selling similar products, and study their tone of voice and social content. The more research you do, the better you will understand what appeals to consumers in that market.

4. Know what’s important to Europeans when shopping online

Despite the differences in point 3, European consumers do share several preferences. Aligning your e-commerce experience to these expectations can lift conversion across markets.

Fast delivery
According to Sendcloud research^{9}, 62% of European shoppers expect delivery within 2 to 3 days for cross-border orders, while the longest many will wait is about 4.4 days. Partnering with an international logistics specialist like DHL helps you offer fast, on-time delivery with full tracking. Our international services include time-critical options that deliver before 9:00, 10:30, or 12:00 on the next business day in select markets.

Free shipping
Many European online shoppers will add another item to reach a free shipping threshold. Test it in new markets and compare the lift in average order value against your costs to decide if it makes sense for your business.

No hidden fees
Unexpected costs cause cart abandonment. Integrate DHL’s Duty & Tax Calculator to let shoppers prepay duties, taxes, and fees at checkout for international purchases. Provide a clear landed-cost estimate at checkout, or offer a simple shipping cost calculator so customers can estimate total costs before paying.

Returns
More than half of European shoppers review an online store’s returns policy before purchasing. State your policy clearly, and if you can make returns free, it can help you win more sales.

5. The “paperwork” need-to-knows

Europe’s VAT de minimis removal

In mid-2021, the EU abolished the threshold at which EU e-commerce transactions became subject to EU VAT and a Customs Declaration. This means that all imports into EU countries, regardless of value, are now subject to VAT.

An Import One Stop Shop electronic portal has been introduced so non-EU businesses can register for VAT in the EU and the correct amount of VAT will make its way to the Member State to which it is due. This simplifies compliance by enabling you to collect, declare, and account for VAT and pay your bill directly to EU tax authorities via a periodic tax return for goods up to €150. VAT e-Commerce - One Stop Shop

For your customers, it means more price transparency: when they buy from a non-EU seller registered with the Import One Stop Shop, VAT will be part of the price they pay to the seller.

Quick paperwork checklist for US exporters to Europe:
• EORI number: Required for customs declarations in the EU. Apply once, then use it across EU Member States.
• IOSS for low-value goods up to €150: Non-EU sellers can register to collect and remit VAT at checkout, which can speed clearance.
• UK VAT rules: For shipments to the UK, VAT is generally collected at the point of sale for consignments up to £135. A UK EORI may also be required.
• HS codes: Use the correct Harmonized System code for each product.
• Commercial invoice: Include accurate descriptions, quantities, and values.
• Incoterms: Set who pays duties and taxes to match customer expectations.

Download our guide to Europe’s VAT de minimis removal has more information to guide you.