In 2026, the European eCommerce landscape has reached a new level of maturity. Gone are the days of simple domestic selling; today, the most successful brands are those that treat the entire continent as a single, unified market. Driven by consumer trust and logistical precision, European eCommerce is projected to grow by 15% this year, with a heavy shift toward Direct-to-Consumer (DTC) channels.

The DTC Revolution: Why Your Website is Your Best Asset

In 2026, relying solely on third-party marketplaces (like Amazon or eBay) is no longer enough. The Direct-to-Consumer (DTC) model has become the gold standard for high-margin growth. By selling through your own merchant website, you gain full control over the customer journey, capture 100% of your customer data, and build long-term brand equity.

Selling directly allows you to implement EAS automation for VAT and product safety, ensuring that while you focus on brand storytelling, your compliance is handled seamlessly behind the scenes.

GPSR and IOSS: The Twin Pillars of EU Compliance

Two regulations now define the “entry price” for selling in Europe in 2026. Without these, international expansion is effectively impossible.

1. GPSR (General Product Safety Regulation)

Since its full enforcement, GPSR has become a significant part of doing business in the EU. Every non-food consumer product must have an EU-based Authorised Representative. Failure to comply results in immediate product removals from marketplaces and potential bans from EU digital space. EAS provides an automated GPSR solution starting at 199€/year, appointing your AR and managing your technical documentation in as little as 1 business day.

2. IOSS (Import One-Stop Shop)

For orders under 150€, IOSS is strongly recommended. It is the only way to provide the “Green Channel” customs experience. By collecting VAT at the point of sale on your website, you eliminate the “delivery fee shock” for customers, ensuring your conversion rates remain high and your brand reputation stays intact.

The Evolution of AI and Sustainability

By 2026, AI is no longer a “feature”—it is the engine. From hyper-personalized product recommendations to AI-driven inventory management, technology is helping brands reduce waste and increase efficiency. Sustainable shopping has also reached a tipping point; European consumers now demand eco-friendly packaging and green delivery methods, often choosing brands based on their carbon footprint transparency.

Offering Fast, Flexible, and Localized Payments

Consumer payment habits in Europe remain diverse. While Buy Now, Pay Later (BNPL) through providers like Klarna remains dominant, supporting local methods like iDEAL in the Netherlands or Bancontact in Belgium is critical. In 2026, checkout friction is the number one killer of DTC sales; offering the customer’s preferred local currency and payment method is essential for conversion.

Conclusion: Scaling with Confidence

The European eCommerce ecosystem in 2026 is full of opportunity for those who prioritize brand ownership and compliance. By focusing on your own DTC website, leveraging AI for personalization, and automating your IOSS and GPSR obligations with EAS, you can scale across borders with absolute certainty.

Ready to manage your global compliance from one place? Visit the EAS Dashboard to manage your data, or explore our Pricing Page for all-in-one expansion packages.

2026 eCommerce FAQ

How has IOSS changed in 2026?

IOSS remains the most efficient way to handle low-value imports. In 2026, it is considered the “standard” for cross-border sellers to ensure fast customs clearance and transparent pricing at checkout.

Is GPSR required for all products?

GPSR applies to almost all non-food consumer products sold in the EU. If you ship from outside the EU, you must have an Authorised Representative, a service EAS provides automatically.

Why is DTC better than selling on Marketplaces?

DTC offers higher margins, control over the brand experience, and direct access to customer data, which is vital for long-term retention and AI-driven marketing in 2026.