New EU import rules for B2C e-Commerce shipments: Product Identifiers (PID)
What you as a Shipper Need to Know About Product Identifiers (PIDs)
The European Union (EU) is introducing new import requirements to support product safety, strengthen customs controls, and improve compliance with EU product regulations.
From 1 November 2026, several types of PIDs must be provided for customs clearance of all imported e-commerce goods sold online to consumers in the EU (B2C), regardless of their intrinsic value.1
To support smooth and compliant customs clearance and avoid shipment delays or returns, Shippers will be required to provide complete and valid PID information in a timely manner.
What are Product Identifiers (PIDs)?
PIDs are unique alphanumeric codes assigned to a particular model, batch or article enabling market surveillance authorities in the EU to trace the corresponding product throughout the supply chain.
For each distinct product line in a shipment, three types of Product Identifiers may exist, and two Product identifiers must be declared for customs clearance:
- Merchant Product Identifiers (M-PID): They are non-standardized and assigned by an online seller, marketplace, or platform, e.g., Stock Keeping Unit (SKU).
- Manufacturer Product Identifier (NS-PID): They are non-standardized and assigned by the manufacturer or brand owner using their own internal numbering system, e.g., Model Number, rather than an internationally recognized identification standard.
- Manufacturer Product Identifier (S-PID): They are standardized and assigned by the manufacturer, producer, or the product supplier based on internationally recognized standards (e.g., Universal Product Code (UPC), European Article Number (EAN), Global Trade Item Number (GTIN), International Standard Book Number (ISBN). This should be provided in the import customs declaration where available.
How you can ensure PID compliance
Step 1: Determine whether your shipment is in scope
From 1 November 2026, PIDs must be provided for customs clearance (customs procedure “release for free circulation”) of all imported e-commerce goods sold online to consumers in the EU (B2C).¹ The requirement applies regardless of the intrinsic value of the goods.
NOT IN SCOPE: Business-to-business transactions (B2B) that do not qualify as distance sales of imported goods are not in scope (e.g., typical sales to VAT-registered business customers).
Step 2: Identify the required Product Identifiers
DHL requires the following PIDs to be provided at line-item level for customs declaration purposes:
- Merchant Product Identifier (M-PID) (mandatory)
- Non-Standardized Manufacturer Product Identifier (NS-PID) (mandatory)
- Standardized Manufacturer Product Identifier (S-PID) (mandatory when available)
A separate set of PIDs must be provided for each distinct product line. This means that if a shipment item contains multiple products, the PID information for each product must be declared separately.
Examples:
| M-PID | NS-PID | S-PID |
|---|---|---|
Stock Keeping Unit (SKU) Listing ID (on a marketplace) Other internal codes used to identify the product
| Model Number assigned by the manufacturer Style Number commonly used for apparel, footwear, and accessories Manufacturer Product Code used internally by the manufacturer Supplier Product Reference provided in catalogues or product specifications
| UPC: Universal Product code, 12 digits, mainly used in North America EAN: European Article Number, 13 digits, mainly used in Europe GTIN: Global Trade Item Number, 14 digits, used to identify products in different packaging styles ISBN: International Standard Book Number, Unified with EAN at 13 digits
|
Where to locate your Product Identifiers:
| Identifier | Typical Sources (examples) |
|---|---|
| M-PID | SKU, ERP system, marketplace listing, product catalogue |
| NS-PID | Manufacturer model number, part number, style number, supplier catalogue |
| S-PID | EAN, GTIN, UPC, ISBN printed on product packaging or available from the manufacturer |
Step 3: How to Provide the Product Identifiers to DHL
Please provide the PID electronically during the shipment creation process using the DHL electronic shipping solution available to your business.
| Data Field | Example |
|---|---|
| Product description | Wireless Bluetooth Headphones, Black |
| HS code | 851830 |
| Country of origin | CN |
| M-PID | WH-BT-BLK-001 |
| NS-PID | MODEL-X500-BLK |
| S-PID | EAN 5901234123457, where available |
What happens if mandatory PIDs are missing?
If mandatory PIDs are missing, incomplete or incorrect, customs authorities may be unable to release the shipment at the point of entry into the EU or impose other measures.
This may result in:
- Requests for additional information and customs clearance delays
- The shipment being returned to origin, or
- Inspections or even later post-clearance audits.
Useful Guidance On the PID
In case of legal questions or uncertainty, Shippers are advised to consult the guidance published by the EU and national customs authorities or seek advice from qualified external counsel. This may include applicable exceptions, tolerances or special rules for certain product categories, such as second-hand, refurbished, personalised or print-on-demand products.
1. Goods in scope of “distance sales of imported goods” within the meaning of EU Value Added Tax (VAT) Directive and applicable national VAT legislation of EU member states.