Importing goods in Europe and customs clearance in the EU

If you want to ship your goods to Europe then you have to get them through customs and formally import them. This article describes a number of important aspects.

Please note that if you need help, there are various parties available to support you.

Shipping your products

If you sell physical products, you need to get them delivered into Europe. Depending on the country you are in, this may be a challenge.

First of all you may have to pay import duties or settle VAT. There are certain thresholds for both of these charges, e.g. while importing in the EU you don’t have to pay import duties on any shipment worth less than € 150.

There may also be non-financial bariers, like certifications or approvals to be obtained. Especially for food, cosmetics or medicine this may be the case. Check this in advance, even before you invest in your marketing.

VAlidate the HS-codes you use for shipping

Almost every country or trade block in the world has its own detailing on the international HS-code list. With our report you strongly reduce the risk on misclassifications, delays and higher custom duties than expected.

Tell us what you want to ship and where to and we ask you all relevant questions to get to the most likely code.

Importing goods

The European Union (EU) operates as a single customs union, meaning goods can move freely between member states without customs duties or additional barriers once they are cleared for entry into the EU. The process of importing goods into the EU is regulated by EU Customs Law, which includes a harmonized set of rules and procedures across member states. However, each EU country still has its customs authority to manage the enforcement of these rules locally.

General Import Process into the EU

Customs Declaration
- The customs declaration must be submitted electronically to the customs authority in the EU country where the goods enter (the first point of entry). This is typically done via the Customs Handling of Import and Export Freight (CHIEF) system or the Import Control System (ICS).
- A variety of documents are required, including a commercial invoice, packing list, bill of lading, and potentially specific certificates depending on the type of goods (e.g., origin certificate, phytosanitary certificates, or certificates of conformity).
Import Duties and VAT
- Customs Duties: Import duties are based on the HS code (Harmonized System code) and the customs value of the goods, which is determined by the cost of the goods, transport, and insurance (CIF). The EU has a Common Customs Tariff, which sets duty rates for different products. You can check duties through the EU TARIC database.
- Value Added Tax (VAT):
  - The standard VAT rate in most EU countries is 21%. However, many countries apply reduced VAT rates for certain goods like food, books, and medicines.
  - In the EU, VAT is applied to both the value of the goods and any import duties, so it is important to calculate VAT on the full cost (CIF + duties).
  - Example reduced rates:
    - Germany: 7% for food, books, and medicines.
    - France: 5.5% for food and certain other products.
    - Italy: 4% for basic food items, books, and newspapers.
Import Control Procedures
- Customs Compliance: In addition to financial considerations, the EU enforces strict non-financial requirements, such as compliance with health, safety, and environmental standards. Certain goods may need to meet EU regulatory requirements (e.g., CE marking for electronics, REACH compliance for chemicals, or conformity to EU safety standards for consumer products).
- Health and Safety Checks: Agricultural products, food, plants, and animals are subject to health and safety checks to prevent the introduction of pests and diseases. The European Food Safety Authority (EFSA) and European Medicines Agency (EMA) also regulate imports in their respective areas.
- Product-Specific Certificates: For some goods, like alcohol, tobacco, or pharmaceuticals, special certifications or licenses are required. These may be needed before the goods can be imported into the EU.
Inspection and Clearance
- Customs authorities can inspect the goods to ensure compliance with all regulations. Non-compliant or incorrectly declared goods may be delayed, fined, or seized.
- The clearance time depends on the customs procedures in the specific EU country of entry and whether the goods are flagged for inspection. Generally, customs clearance takes between 1-5 business days.
Release of Goods
- After customs clearance, goods are released for further transport to the destination country within the EU or for storage in a Customs Warehouse or Free Trade Zone. The Union Customs Code (UCC) facilitates the movement of goods between EU countries without further customs checks once cleared at the first point of entry.

Service Providers for Import Assistance

Various logistics companies and customs brokers provide comprehensive services to manage imports into the EU, from paperwork to shipping and delivery. Some of the prominent providers include:

DHL Global Forwarding – dhl.com
Kuehne+Nagel – kuehne-nagel.com
DB Schenker – dbschenker.com
Toll Global Forwarding – tollgroup.com
XPO Logistics – xpo.com

Importing Small Parcels in the EU

For importing small parcels (less than 2kg), major couriers such as DHL, UPS, FedEx, and local postal services (like La Poste in France, Royal Mail in the UK, PostNL in the Netherlands, or Deutsche Post in Germany) are widely used.

Typical costs for a 2kg parcel:

From the USA: €20-€40 for economy shipping.
From China: €15-€30 for economy shipping.

Express shipping (2-5 days) is available at higher costs. Shipping costs depend on the courier, destination, and urgency of delivery. To get an accurate quote, check with your chosen courier.

Convince foreign distributors with numbers, not with stories

Alfred Griffioen, founder of Exporteers

In the past 15 years me and my colleagues have approached hundreds of agents, distributors, importers and retailers worldwide for brand owners aiming to sell their products abroad. In 2012 a call was enough to get a meeting. Today, you first have to send your pitch — and then hope that someone will answer.

The distributors needed to reach your clients already work with your competitors. They have invested in marketing, stock and sales, and they are making money. Asking them to switch to you means asking them to start all over again.

My experience is that if you only send a website or product catalogue, answers are rare. Numbers make the difference. Show expected volumes, margins, sales effort and investment. Show that there is a business case for them, not just for you.

Frequently asked questions

How to find an importer in Europe for your product?

The best way to find an importer in Europe is to understand the sales channel for your product, and what parties are involved. Then find the right importers or wholesalers at the beginning of that chain. Before starting to push your product, approach a number of them to ask what they need. This way you can position your product better before you reach out to a broader group.

How to find a web shop for your product in Europe?

First check whether your product normally is sold through web shops in Europe or that other distribution structures are more common. Then determine the characteristics of your ideal web shop, and find a number of these, or outsource this search. When you approach the first few, you will learn what they find important and who your competitors are.

How to convince an importer in Europe to work with you?

As in any country, convincing an importer or wholesaler to put your product in his assortment is difficult. Importers in Europe look at the rotation of the product, how easy and often they can sell it, and multiply this with the margin they can make on it. The result should be higher than they earn now from any competing product. Only if you have proper sales data, for example from other countries, they will engage in a discussion with you.