EU regulations for cross-border webshops: What you need to know in 2026
Shipping within the EU is customs-free, but not regulation-free. Since 2024-2026, several new regulations have come into force that directly impact e-commerce. Non-compliance can result in sales bans, fines of €50,000+ and blocked shipments.
This overview gives you (almost) everything you need to know on one page.
Packaging legislation (PPWR / EPR)
What: since 12 August 2026, the EU Packaging and Packaging Waste Regulation (PPWR, EU 2025/40) applies as a direct regulation. A mandatory EU declaration of conformity is required per packaged product, describing which elements and components the packaging consists of. Different registration, reporting and compliance obligations apply per country.
Purpose: Packaging accounts for 40 percent of plastic and 50 percent of paper used in the EU. Less and smaller packaging means less waste and fewer fossil fuels needed for production.
Core rule: your obligations depend on your role in the packaging chain. Your shipping terms, such as DAP or DDP, don't change that.
- Manufacturer: ensures the packaging complies with the PPWR and records this in a technical file and an EU declaration of conformity. Do you have boxes made to your own size, with your own material specification or with your own print? Then you are the manufacturer of that packaging. You can use your supplier's data for your file, but the responsibility stays with you.
- Producer: is financially responsible for collection and recycling (EPR) in the country where the packaging becomes waste. This doesn't have to be the same company as the manufacturer.
For webshops: register as a producer in every EU country where you deliver products to consumers. Some countries apply a weight threshold for certain EPR obligations, but the PPWR requirements for the packaging itself always apply.
Per country:
- 🇩🇪 Germany: LUCID + dual system (Der Grüne Punkt)
- 🇫🇷 France: ADEME + Citeo/Léko
- 🇮🇹 Italy: CONAI
- 🇪🇸 Spain: Ecoembes
- 🇦🇹 Austria: ARA
Fines: up to €50,000+ per violation, sales bans on marketplaces.
These brands deliver a perfect delivery experience with Wuunder
Product safety (GPSR)
What: General Product Safety Regulation (EU 2023/988), in force since 13 December 2024.
Core rule: every product in the EU must have an EU-based "Responsible Person".
For webshops:
- Contact details of the Responsible Person on the product or packaging
- Mandatory safety information in your product listing
- Traceability (batch number or serial number)
Impact: marketplaces (Amazon, Bol.com) actively block products without correct GPSR data.
VAT and One Stop Shop (OSS)
What: centralised VAT filing for B2C cross-border sales within the EU.
Threshold: €10,000/year in cross-border turnover. Above this, you pay VAT in the customer's country.
OSS: via a single filing in your own country, you account for VAT across all EU countries.
Note: ViDA (VAT in the Digital Age) tightens the rules from 2027 onwards.
Geo-blocking prohibition
You may not discriminate EU customers based on nationality: no higher prices, no blocking of your webshop, no refusal of payment methods based on country of issue.
Age verification for alcohol delivery
In the Netherlands, it is prohibited to sell or deliver alcohol to persons under 18 (Drank- en Horecawet). For online sales and home delivery, webshops are required to have the recipient's age verified at the point of delivery. Carriers such as PostNL and DHL offer an age verification (ID check) as a delivery option: the driver checks a valid ID before handing over the parcel. Without valid ID, the parcel is not delivered.
Similar rules apply in other EU countries. In Germany, Altersverifikation is mandatory; in Belgium, the minimum age is 16 (beer/wine) or 18 (spirits). Make sure you activate the correct delivery option per destination country.
Digital accessibility (EAA / WCAG)
What: European Accessibility Act (Directive (EU) 2019/882), in force since 28 June 2025.
Core rule: webshops selling to consumers must make their website and ordering process accessible to people with visual, auditory, motor or cognitive disabilities. Compliance is assessed against the W3C's WCAG guidelines, through the European standard EN 301 549.
For webshops:
- Full keyboard navigation, including in the checkout
- Sufficient colour contrast and labels that screen readers can read aloud
- Clear form error messages, including when choosing delivery or a pickup point
Impact: enforcement and penalties vary per member state. A checkout that customers can't complete also costs you revenue directly.
Note: micro-enterprises (fewer than 10 employees and no more than €2 million in annual turnover) are exempt.
Consumer rights (14-day withdrawal)
The 14-day cooling-off period applies across the entire EU, regardless of where you are based. Ensure your return process accommodates this, including for international shipments.
Batteries and electronics (WEEE)
Selling products with batteries or electronics? Additional registration obligations apply per country (EU Battery Regulation + WEEE Directive). Also note that carriers have special conditions for shipping batteries (LQ/DG requirements).
Official sources
- Packaging (PPWR/EPR): European Commission – Packaging waste
- Product safety (GPSR): European Commission – General product safety
- VAT / OSS: European Commission – VAT e-commerce (OSS)
- All EU e-commerce rules: Your Europe – Selling goods and services in the EU
- Accessibility (EAA): European Commission – European Accessibility Act
Discover the possibilities
We'd love to show you during a demo how Wuunder can help you to comply with the EU regulations.
Q: Do I need to register with LUCID if I ship to Germany?
A: Yes. Every webshop that delivers packaged products to German consumers must register with Verpackungsregister LUCID, regardless of where your business is based. Without registration you risk a sales ban and fines.
Q: What is a Responsible Person under GPSR?
A: An EU-based company or individual responsible for product safety. Their contact details must appear on the product or packaging. Without a Responsible Person, your product will be blocked on marketplaces like Amazon and Bol.com.
Q: Does PPWR also apply to my shipping boxes?
A: Yes. Both product packaging and transport packaging fall under PPWR. PuzzlPack helps you determine the smallest packaging size per order, reducing both costs and material usage. More about how Wuunder helps you ship more sustainably: sustainable shipping.
Q: How does the One Stop Shop (OSS) system work?
A: With OSS you file a single VAT return in your own country for all B2C sales across the EU. This applies once you exceed €10,000/year in cross-border turnover. No need to register for VAT in each country separately.
Q: How do I handle international returns within the 14-day cooling-off period?
A: The 14-day rule applies across the EU. With Wuunder Returns you offer customers in every EU country a local return point, so returns come back quickly and affordably.
Q: Can I charge higher shipping costs for customers in other EU countries?
A: Higher shipping costs based on destination are allowed, as long as they reflect actual costs. What's not allowed: blocking customers or redirecting them to a more expensive version of your webshop purely based on their country.
Q: Does my checkout need to comply with the European Accessibility Act?
A: Yes, if you sell online to consumers and aren't a micro-enterprise. The delivery options in Wuunder Checkout meet WCAG 2.2 Level AA.
Q: Does PPWR also apply to my shipping boxes?
A: Yes, both product packaging and transport packaging fall under it. If you have boxes printed with your logo or made to your own size, you are responsible for their compliance. PuzzlPack helps you pick the smallest box per order. More on sustainable shipping.
Q: Does PPWR still apply if I place only a small volume of packaging on the market?
A: Yes. National weight thresholds only cover certain registration and reporting obligations, not the PPWR requirements for the packaging itself. See the official EU information on packaging.
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