EU GPSR for E-Commerce Sellers: What You Must Know
The EU General Product Safety Regulation (GPSR) took effect in December 2024 with no grace period. If you sell products to EU customers, your listings must comply now or face removal.
GPSR enforcement is active. Marketplaces are already removing non-compliant listings.
What Is the EU GPSR?
The General Product Safety Regulation (EU 2023/988) replaces the old General Product Safety Directive. It applies to all non-food consumer products sold in the EU market, including products sold online from outside the EU.
The regulation strengthens product safety requirements, adds online marketplace responsibilities, and introduces mandatory product traceability.
Key GPSR Requirements for Online Sellers
EU Responsible Person
Every product sold in the EU must have a designated EU-based responsible person. Their name, address, and contact information must appear on the product or its packaging and in the online listing.
Manufacturer Information
The manufacturer's name, registered trade name or trademark, and postal/electronic contact address must be displayed on the product listing.
Product Traceability
Products must have a unique identifier (batch number, serial number, or model number) visible on the product and in the listing. This enables effective product recalls.
Safety Warnings
All necessary warnings and safety information must be provided in the languages of the EU member states where the product is sold.
Product Images
Online listings must include images that allow the product type to be identified. Generic or misleading images are not sufficient.
Does GPSR Apply to Your Business?
GPSR applies if you sell non-food consumer products to customers in any EU member state. This includes:
- Shopify stores that ship to Europe
- Amazon EU marketplace sellers
- Etsy sellers with EU customers
- Dropshippers fulfilling EU orders
- Sellers using EU-based fulfillment centers
- Any online store accessible to EU consumers
Penalties for Non-Compliance
Product Removal
Marketplaces must remove non-compliant listings. Your products disappear from search results.
Financial Penalties
Fines can reach up to 4% of annual revenue in the relevant EU member states.
Account Suspension
Repeated non-compliance can lead to seller account suspension on Amazon, eBay, and other marketplaces.
Product Recalls
Products without proper traceability may trigger costly EU-wide recall obligations.
Steps to Become GPSR Compliant
1. Appoint an EU Responsible Person
If you are based outside the EU, you must designate an EU-established entity as your responsible person. Services like Compliance Gate, EURep24, and others offer this for a monthly fee.
2. Update Your Product Listings
Add manufacturer name and address, EU responsible person details, and product identifiers to every listing. Include safety warnings in the appropriate EU languages.
3. Ensure Product Traceability
Add batch or serial numbers to your products. Maintain records of your supply chain so products can be traced back to source in case of a safety issue.
4. Scan Your Store Regularly
Use automated tools to check all your listings for missing information. Regulations change, and new products need to be checked as they are added.
Is your store GPSR compliant?
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