Product Identifiers (PID)
New EU import rules for B2C e-commerce shipments
What you as a Shipper Need to Know
The European Union (EU)1 is introducing new import requirements to support product safety, strengthen customs controls, and improve compliance with EU product regulations.
From 1 November 2026, Product Identifiers (PID) will become a mandatory line-item customs data element for goods sold in distance sales of imported goods (B2C e-commerce shipments) with an intrinsic value not exceeding EUR 150 that are imported into the EU.2
To support smooth and compliant customs clearance and avoid shipment delays or returns, Shippers must provide complete and valid PID information during the shipment creation process.
Footnotes
1 EU27 (European Union, 27 Member States): Austria, Belgium, Bulgaria, Croatia, Republic of Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain and Sweden.
2 Goods falling within the scope of this requirement are considered “distance sales of imported goods” within the meaning of the EU Value Added Tax (VAT) Directive and applicable national VAT legislation of EU Member States.
What are Product Identifiers?
PID 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.
Three types of PID may exist, and two PID must be declared for customs clearance at line-item level:
- Merchant Product Identifiers (M-PID): The M-PID constitute mandatory data elements in the import customs declaration. They are non-standardized codes assigned by an online seller, marketplace, or platform to identify and trace the product within their system, such as a Stock Keeping Unit (SKU).
- Manufacturer Product Identifiers (NS-PID): The NS-PID constitute mandatory data elements in the import customs declaration. They are non-standardized codes assigned by the manufacturer, producer, or the product supplier using their own internal numbering system, such as the Model Number, rather than an internationally recognized identification standard.
- Manufacturer Product Identifiers (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)). The S-PID should be provided in the import customs declaration where one exists for the product.
How You Can Ensure PID Compliance
Step 1: Determine Whether Your Shipment Is in Scope
From 1 November 2026, PID will become a mandatory customs data element for B2C shipments of goods imported into the EU27 from non-EU27 countries.
The requirement applies to shipments with an intrinsic value not exceeding EUR 150.
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 PID to be provided as part of the electronic shipment data at line-item level for customs declaration purposes:
Example: Where to find Product Identifiers
Product Identifiers may often be found in online product listings, product specifications, manufacturer catalogues, product labels, or packaging.
Step 3: How to Provide the Product Identifiers to DHL
Once you have identified the required Product Identifiers, please provide them electronically during the shipment creation process using the DHL shipping solution available to your business.
Before submitting your shipment, ensure that:
- The Merchant Product Identifier (M-PID) is provided.
- The Non-Standardized Manufacturer Product Identifier (NS-PID) is provided.
- The Standardized Manufacturer Product Identifier (S-PID) is included where available.
- Product Identifier information is provided at line-item level.
- Product descriptions, values, and HS codes are complete and accurate.
- Commercial or Proforma Invoice data is submitted electronically.
What happens if mandatory PID are missing?
If mandatory PID are missing or incomplete, 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.
Need help?
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, personalized or print-on-demand products.
