Since November 1, 2026, US online sellers shipping goods directly to customers in the European Union must include three product identifiers in every EU customs declaration.
Key points
- Since November 1, 2026, the EU has required three product identifiers (PIDs) in customs declarations for e-commerce imports sold to EU-based buyers – a rule that applies to US sellers shipping there, because the US is outside the EU.
- The three identifiers are a merchant identifier (M-PID), a manufacturer/model identifier (NS-PID) and, where one exists, a standardized code such as a GTIN or UPC (S-PID).
- It is the customs declarant in the EU – an IOSS intermediary or customs representative, not the US seller directly – who submits the data.
- This EU rule does not affect packages entering the United States; US imports are handled separately by US Customs and Border Protection (CBP).
US-based online retailers that sell directly to customers in the European Union now face a new compliance requirement: since November 1, 2026, every qualifying EU customs declaration must carry three product identifiers. The rule does not touch packages coming into the United States, but it does apply to American sellers shipping out to EU buyers.
The European Commission describes the obligation as a binding requirement to state product identifiers for goods sold at a distance to buyers in the EU. A UK-based customs-data specialist that tracks the same EU regulation confirms the rule applies to “all retailers based outside of the European Union” shipping business-to-consumer (B2C) parcels to any EU destination – which includes US merchants – unless that retailer already holds stock inside an EU member state, in which case different, EU-internal rules apply instead.
The three identifiers US sellers now need
The M-PID identifies the specific listing in a shop, marketplace or platform – for example a seller’s own SKU, item number or Amazon ASIN – and is assigned by the seller or platform. The NS-PID links the product to its manufacturer and model, such as a manufacturer’s part or model number; there is no single mandatory international format. The S-PID is an internationally standardized code, typically a barcode such as a UPC, EAN or ISBN; where none exists, the customs declarant must enter a designated exemption code instead.
A seller’s own item number can serve as the M-PID, but it cannot substitute for the NS-PID: both are required on every qualifying declaration, while the S-PID is mandatory only where a standardized code already exists for the product. The requirement covers B2C distance sales; business-to-business (B2B) shipments are generally excluded.
A separate story at home: the US ended its own import exemption
US sellers are dealing with this EU paperwork at the same time as a major change to America’s own import rules: the US ended the “de minimis” exemption under Section 321, which had let shipments valued at $800 or less enter the United States duty-free. Following an executive order, CBP began collecting duties on low-value imports once covered by that exemption starting August 29, 2025. That is a separate US rule governing goods coming into the US and has no legal connection to the EU’s product-identifier requirement – but it means US-based e-commerce sellers are now navigating new customs paperwork on both sides of the Atlantic.
Who actually submits the data
According to the European Commission, the customs declarant handles the submission – typically the IOSS (Import One-Stop Shop) intermediary or a customs representative based in the EU, not the US retailer’s own website and not the EU buyer. For US sellers, the practical task is making sure product-level data (description, HS code, country of origin, M-PID, NS-PID and S-PID where available, plus quantity and value) is complete and can be passed on to whoever lodges the declaration, such as a carrier, freight forwarder or marketplace.
Checklist for US sellers shipping to EU customers
- Confirm every product has a merchant identifier (M-PID) – an SKU, item number or marketplace ASIN.
- Record a manufacturer/model identifier (NS-PID) for every product.
- Where a GTIN, UPC, EAN or ISBN exists, store it as the S-PID; otherwise use the designated exemption code.
- Check that your e-commerce, warehouse and shipping systems can store and transmit these fields to whoever declares the shipment in the EU.
- Test the data flow before shipping, since customs may refuse to clear parcels with missing PID data, which can delay orders to EU customers.
The identifiers are neither a safety certificate nor an EU customs fee in themselves. According to the Commission, they are meant to improve traceability and risk-based selection for customs checks, against a background of sharply rising numbers of small e-commerce parcels entering the EU.
Frequently asked questions
Does this EU rule apply to packages coming into the United States?
No. It applies to goods sold at a distance to buyers inside the EU. Imports into the US are handled separately by CBP, including the end of the Section 321 de minimis exemption in August 2025.
Which US businesses does it actually affect?
US-based online sellers, marketplaces and platforms that ship business-to-consumer parcels directly to customers in any EU country, unless they already hold stock inside an EU member state.
What are the three identifiers again?
M-PID (seller/platform), NS-PID (manufacturer/model) and, where it exists, S-PID (a standardized code such as UPC, EAN or ISBN); without an S-PID, a designated exemption code is used instead.
Since when has this been mandatory?
It has been mandatory since November 1, 2026; voluntary submission was possible starting July 1, 2026.
Sources and status
- European Commission, Taxation and Customs Union: Product identifiers mandatory for e-commerce imports from 1 November 2026, November 3, 2026.
- European Commission: E-commerce, product compliance and safety – EU customs data on shipment volumes and checks.
- Spring GDS: Product identifiers – the November 1 changes for non-EU retailers.
- US Customs and Border Protection: Section 321 programs (context on the separate US de minimis change).
Research and data as of November 7, 2026. The figures concern the EU’s e-commerce import rules as they apply to US-based sellers shipping to EU buyers; customs handling of an individual shipment depends on the procedure used.
Transparency note: AI-assisted tools were used in researching, structuring and writing this article. The sources used are listed in the article. Publication takes place only after manual editorial approval. US edition researched and adapted from an article on Net Trends.
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