Guides to selling online in the European Union

The European Union (EU) is one of the world's largest and most advanced e-commerce markets, offering Canadian businesses access to hundreds of millions of consumers through a single market. Selling online in the EU can help your business:

• diversify exports
• reach new customers
• scale more efficiently through digital channels

To succeed, you need to understand both the commercial opportunities and the regulatory requirements involved in selling online to EU consumers. 

Access our guides to get practical information to help you:

• develop an e-commerce strategy
• choose the right sales channels
• navigate the EU's legal framework

Learn how to assess opportunities in the EU online marketplace and develop an effective market entry strategy, including:

• key characteristics and trends shaping the EU e-commerce market
• opportunities created by the EU Single Market
• choosing between online marketplaces and your own website
• evaluating major European online marketplaces
• warehousing, fulfillment, and logistics considerations
• digital marketing strategies for reaching European customers
• finding service providers and partners to support your expansion
• common challenges faced by Canadian exporters and how to address them

Learn about the regulatory requirements that may apply when selling online to EU customers, including:

• consumer protection requirements
• digital commerce and online sales regulations
• product compliance and safety obligations
• value added tax (VAT) and tax considerations
• data privacy and customer information requirements
• online platform and marketplace obligations
• cross-border sales requirements within the EU
• other legal considerations that may affect your e-commerce activities

These resources are designed for:

• businesses with little or no export experience
• small and medium-sized enterprises (SMEs) looking to expand internationally
• companies already active in one EU country and seeking to grow across additional EU markets
• businesses considering e-commerce as a market entry strategy for Europe

For detailed guidance, practical checklists, and market-specific information, request copies of our complete guides:

• Selling online in the EU: A market report for Canadian SMEs (updated: February 2022)
• Selling online in the EU: Understanding and leveraging the EU regulatory framework for e-commerce (updated: March 2026)

Contact: breu-td@international.gc.ca