Selling non-food consumer products into the European Union now requires stronger compliance structure, clearer product traceability, and an EU-based contact for product safety matters. Westwood provides an EU Authorised Representative service aligned with the General Product Safety Regulation (GPSR 2023/988), helping non-EU manufacturers, brand owners, and importers meet EU expectations for market access across online channels and direct-to-consumer sales.
What GPSR 2023/988 Means for Non-EU Sellers
GPSR 2023/988 sets requirements for general product safety for non-food consumer products sold in the EU and Northern Ireland. The regulation increases expectations around traceability, product identification, and readiness to provide documentation when requested by market surveillance authorities or selling platforms. For businesses established outside the EU, the common requirement becomes appointment of an EU Responsible Person, also called an EU Authorised Representative, to support compliant market placement and structured communication.
When an EU Authorised Representative Is Required
An EU Authorised Representative is typically required when a business is located outside the EU and sells non-food products to EU consumers. The requirement also applies when a company acts as manufacturer, brand owner, or importer placing products on the EU market for the first time. Sales channels can include marketplaces such as Amazon, Etsy, or eBay, plus direct-to-consumer storefronts shipping into the EU, because the requirement relates to consumer sales and not only marketplace sales.
Products Covered Under GPSR
GPSR generally covers non-food consumer products sold in the EU and Northern Ireland, including general consumer products, toys, electronics, home decoration items, stationery, jewellery, textiles, shoes and apparel, personal protective equipment, and sports and fitness items. Coverage also extends to new, used, repaired, and reconditioned products. Some categories are typically excluded or managed under other frameworks, including B2B-only products not intended for consumer use, cosmetics, semi-finished products, medicinal products, food, feed and pet food, living plants and animals, animal by-products, plant protection products, antiques, and broken products that are not yet repaired.
Why EU Representation Matters Beyond Marketplaces
EU representation is often discussed in the context of Amazon compliance, but GPSR expectations apply to all sales of non-food consumer products to EU consumers, including direct shipping from outside the EU, distributor-led sales, and cross-border e-commerce on multiple platforms. An EU-based compliance contact supports faster handling of product safety questions and reduces disruption when documentation is requested, which helps protect sales continuity and customer trust.
What an EU Authorised Representative Service Supports
An EU Authorised Representative service supports practical compliance readiness through defined steps and documentation discipline. Support commonly includes acting as an EU point of contact for product safety communication, helping align mandatory GPSR product information for traceability, guiding technical documentation organisation, and ensuring a clear process exists for responding to compliance inquiries. The goal is operational clarity: product data, technical files, and response processes organised in a way that reduces delays and avoids last-minute scrambling.
Get an EU Responsible Person in Four Steps
A structured onboarding process helps move from purchase to compliance readiness without friction. Step one is order submission to begin the workflow. Step two is contract signature to authorise representation. Step three is addition of mandatory GPSR information to product presentation and traceability fields. Step four is upload of technical files using a template route or assisted preparation option. This process suits catalogue-based sellers, multi-SKU brands, and e-commerce operations that require repeatable compliance routines.
Pricing and Planning
A clear annual pricing model supports predictable budgeting. The service shown is offered as Yearly: 150.00 € (tax excluded). For many businesses, yearly EU representation costs less than repeated listing interruptions, delayed launches, or rushed documentation preparation, especially when selling across multiple EU destinations.
Common Gaps That Create Compliance Risk
Common avoidable issues include missing EU contact details linked to products, incomplete technical file preparation, incorrect assumptions about product category scope, and inconsistent product information across listings and storefronts. Fixing these gaps improves traceability and reduces the chance of sudden sales disruption due to compliance checks.
Choosing a Reliable EU Representative Partner
Selection of an EU Responsible Person impacts market stability and risk management. Key indicators include EU-based presence with clear contact channels, a documented onboarding workflow, experience acknowledged through customer testimonials, and the ability to support technical documentation organisation across multiple products. Westwood operates from Breda, Netherlands and provides structured support through a defined onboarding flow.
Conclusion
GPSR 2023/988 raises the bar for non-food consumer product safety and supply chain accountability. For businesses established outside the EU, appointing an EU Authorised Representative becomes a practical step toward legal EU market access, stronger traceability, and smoother compliance communication. A service built around clear onboarding, correct product information alignment, and technical file readiness supports long-term selling confidence across EU marketplaces and direct-to-consumer channels.
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