Selling in Europe? It’s time to tap into the world’s #1 marketplace. Pair Shopify’s flexibility with Amazon’s unmatched reach across the EU, and you have a powerful formula to scale fast, sell smart, and stay entirely in control.
This guide is your go-to roadmap for European sellers ready to enter new markets, boost visibility, and stay compliant from day one.
Understanding the European eCommerce Landscape
Europe’s eCommerce market is diverse, encompassing multiple countries, languages, and regulations.
Amazon operates several marketplaces across Europe, including Germany, France, Italy, Spain, the Netherlands, Sweden, Poland, the UK, Ireland and Belgium. Each marketplace has its own set of rules, customer preferences, and logistical considerations.
Key considerations:
- VAT compliance: Register for VAT in each country you sell to; it’s essential for legal and tax compliance.
- Language localization: While Amazon auto-translates listings using its MT Engine, the results may miss product-specific nuances. If no product page exists for your ASIN in the target marketplace, Amazon may attempt to auto-create one using a machine translation, but this isn’t guaranteed and depends on several factors.
- Cultural nuances: Adapt to regional preferences in products, marketing, and support.
- Cross-border shipping: EU logistics are simplified, but non-EU sellers and UK-EU trade still face customs and VAT rules.
- Marketplace differences: Buyer expectations vary, Germans prefer speed and accuracy, while French buyers value native-language support.
- Currency handling: Amazon EU uses multiple currencies. Use tools to manage conversions and payouts smoothly.
- Eco regulations: Follow local packaging and recycling laws, especially in Germany and France (EPR required).
- Brexit impact: The UK now requires separate VAT and customs handling, and treats it as a standalone market.
And don’t forget to check out the summary of the 2025 EU fee changes from Amazon.
Amazon’s data to keep in mind:
- As of 2025, Amazon hosts approximately 9.7 million sellers globally, with around 2 million active sellers.
- Amazon’s European markets account for 24% of its global sellers, with the UK and Germany being the largest markets.
- In Germany, Amazon’s penetration rate is 64%, while in Spain, it’s 50%.
- The average purchase rate across five major European countries was 8.5%, with an average order value of €34.08.
- In 2024, over 127,000 European SMEs sold on Amazon, generating more than €15 billion in export sales, with €12 billion attributed to intra-EU exports.
Benefits & Challenges of Selling on Amazon Europe from Shopify
Expanding into Amazon’s European marketplaces through Shopify opens up massive opportunities but comes with a few hurdles worth knowing upfront.
Key benefits:
- Broader reach: List your products across Amazon UK, DE, FR, IT, ES, and more, tapping into millions of new customers.
- Higher sales potential: Multi-country exposure means more visibility, especially if you tailor listings to local languages.
- FBA logistics power: With Pan-European FBA, Amazon stores and delivers your products across borders, speeding up shipping and reducing costs.
- Brand tools & protection: Amazon Brand Registry unlocks A+ Content, brand defense, and new seller incentives like fee discounts and ad credits.
- Automation-friendly: Apps like M2E simplify listing sync, order routing, and tax handling, making your multichannel setup easier to scale.
Common challenges:
- Complex VAT rules: VAT must be managed country by country – registration, collection, and returns. (M2E helps automate this.)
- Strict EU compliance: Products must meet labeling, safety, and documentation rules (like GPSR) to stay listed.
- Approval delays: Setting up a seller account can involve document reviews and extra verification steps.
- Tough competition: Saturated categories require strong SEO, pricing, and reviews to stand out.
- Language barriers: Automation can handle basic translations, but crafting accurate, localized listings and customer support still takes time, and quality matters.
What Are the Real Costs of Selling on Amazon Europe from Shopify?
Amazon-related fees:
- Professional Seller Plan – €39/month (flat fee for all EU marketplaces).
- Referral fees – Typically 7%–15% per item sold (varies by category).
- FBA fees (if using Fulfillment by Amazon) – Based on product size/weight and destination.
- Cross-border selling costs – May include additional FBA export fees or higher fulfillment rates.
Regulatory & Tax costs:
- VAT Registration & Filing – Required in each country you sell to.
- EORI Number – Free but mandatory for customs clearance.
- Product Compliance (e.g., GPSR) – Costs may arise for testing, labeling, or documentation.
5 Steps to Start Selling on Amazon Europe
Ready to launch your business across borders? Here are 5 essential steps to start selling on Amazon Europe with confidence.
#1: Setting Up Your Amazon Europe Seller Account
Thinking of joining Amazon Europe? Already have a brand? Register it with Amazon Brand Registry and unlock tools and bonuses for new sellers. Don’t miss out – get started while the incentives are still active! Now’s the time.
You can claim up to £42,000 in perks to jumpstart your brand:
- Cashback: 10% on your first £40,000 in branded sales, then 5% for the rest of the year one;
- Shipping credits: Up to £160 with Amazon logistics;
- Free FBA storage & returns via New Selection;
- Ad bonuses: £160 for Vine reviews, £40 for ads and vouchers.
Available for a limited time – get started via Seller Central Europe.
Here is a quick setup guide:
- Create an account: Sign up via Amazon Europe Seller Central.
- Submit your documents: Business details, tax ID, and bank info.
- Choose your markets: Pick the EU countries where you want to sell.
- Select fulfillment: Go with FBA for hands-off delivery or FBM for full control.
#2: Integrating Shopify with Amazon Europe
There’s no direct integration available – you’ll need to use apps like M2E Multichannel Connect. Just connect your store and enjoy effortless multichannel selling.
With the proper Shopify Amazon Europe integration, sellers can easily manage listings, inventory, and orders across multiple EU marketplaces from one central hub.
Using M2E Cloud to connect Shopify with Amazon Europe offers more than basic listing sync. It’s a full-featured automation platform built to simplify selling across multiple marketplaces while keeping everything under your control. Let’s see what you get.
Discover how to link your Shopify store to M2E Multichannel Connect in our guide.
Centralized listing & Inventory management
- Language barriers still matter: Automation like Amazon’s MT Engine can translate listings, but often misses product-specific context.
- Manual input takes time: Even in the age of automation, creating accurate, localized content still requires effort.
- No more switching tabs: Manage Shopify and Amazon EU listings from one dashboard—list in multiple languages with ease.
- Built-in localization: Our tool lets you create and manage listings in different languages, helping you save time and stay accurate across marketplaces.
- Localized content: Translate titles and descriptions into each marketplace’s language.
- Cultural relevance: Tailor products and messaging to local preferences.
- SEO: Use local-language keywords to boost Amazon search visibility.
Learn more about how to list simple products on Amazon with M2E Cloud in our documentation, and check out how to Import Amazon Products to Shopify in our guide.
Real-time Inventory & Stock accuracy
- Prevent overselling and stock mismatches with smart, automated inventory sync.
- Any updates on Shopify- like price or stock changes – instantly apply across Amazon EU and other marketplaces.
- Track inventory across warehouses, keep listings up to date, and view sales performance by channel in real time.
Full order automation
- Streamline your fulfillment with real-time order syncing.
- Track orders live, filter by date, channel, or shipping method, and manage both FBA and FBM in one place.
Read more about Shopify Quantity Reservation in M2E Cloud: A Smart Solution for Pending Orders.
Easy setup, seamless experience
- The clean, beginner-friendly interface makes setup fast and simple – no tech skills needed.
- Whether you’re listing one item or managing hundreds across Europe, M2E Cloud scales with you.
- Perfect for both new and seasoned sellers, with zero learning curve.
Human support that understands eCommerce
When you need help, M2E Cloud doesn’t send you into a chatbot maze. You get responsive, five-star human support, which is especially helpful for navigating Amazon’s complex EU landscape.
Using the Amazon Sales Channel on Shopify Europe, you can reach millions of Amazon customers while controlling your entire catalog from your Shopify dashboard.
#3: Managing Taxes and Legal Compliance
When selling on Amazon in Europe, you must follow strict VAT, GPSR, and other regulatory requirements:
- VAT registration in each country where you have tax obligations;
- EORI number for customs clearance;
- Product compliance, including labeling and safety (like GPSR).
As of December 13, 2024, the new EU GPSR replaces the old safety directive, applying to all non-food product sellers in the EU and NI.
Key rules:
- Appoint an EU/NI-based contact;
- Add proper labels and safety warnings;
- Keep compliance documents ready.
Why it matters:
- Non-compliance may lead to suspensions or fines. Following GPSR builds trust.
Remember to read more in our blog How the New GPSR Requirements Will Impact Amazon and eBay Sellers After December 2024 and check out our guide about Amazon’s GPSR compliance.
Using M2E? Then you don’t need to worry – we handle product compliance and regulatory setup for you.
Check out our documentation to see how we manage it all.
#4: Navigating Fulfillment and Logistics
Efficient fulfillment is critical for customer satisfaction and business success.
Fulfillment options:
- Fulfillment by Amazon (FBA): Amazon handles storage, shipping, returns, and customer service, plus Prime access.
- Fulfillment by Merchant (FBM): You manage everything for more control, but with higher effort.
Considerations:
- Pan-European FBA: Store inventory across EU warehouses for faster, cheaper delivery.
- Multi-Channel Fulfillment (MCF): Using Amazon’s logistics network, fulfill Shopify and other channel orders.
#5: Leveraging Marketing and Advertising Tools
Promoting your products effectively increases visibility and drives sales.
Strategies:
- Amazon ads: Run Sponsored Products, Brands, and Display campaigns.
- Social media: Target EU buyers on Facebook, Instagram, and Pinterest.
- Email: Use personalized emails to promote offers and stay at the top of your mind.
FAQs About How to Sell with Shopify on Amazon Europe
Q1: How can I manage Amazon Europe listings, stock, and orders directly from Shopify?
While some manual syncing is possible, it’s much easier to use apps like M2E Multichannel Connect. You can control listings, stock, and orders from one Shopify dashboard.
Q2: How does fulfillment work – via Shopify, Amazon FBA, or my warehouse?
It depends on the region you sell in:
- EU: Use Pan-EU FBA to fulfill orders across all Amazon EU marketplaces from a single inventory pool. Alternatively, ship directly from your Shopify-connected warehouse.
- UK: You’ll need separate FBA stock in the UK or fulfill orders yourself, EU-based FBA inventory won’t be shared with the UK.
Q3: How do returns and customer service work across Europe?
If you use FBA, Amazon handles both. If you ship yourself, you’ll need to manage returns and support per each country’s rules – M2E helps automate and streamline this.
Q4: Can I use the Shopify Amazon MCF App instead?
Yes. Amazon MCF (Multi-Channel Fulfillment) allows you to use Amazon’s fulfillment network to ship orders from your Shopify store, even if the order didn’t come through Amazon. It’s a great way to offer fast, reliable delivery using Amazon’s infrastructure.
You can read more about how to use Amazon MCF for Temu orders and TikTok Shop orders.
However, MCF only covers fulfillment. If you want to manage listings, stock levels, order routing, VAT settings, or meet EU regulations like GPSR across multiple marketplaces, M2E offers a complete multichannel solution, with all tools in one place.
Yes, the Shopify Amazon MCF App lets you fulfill Shopify orders via Amazon FBA. However, for full multichannel management (listings, orders, VAT, GPSR), M2E is the all-in-one solution.
Q5: Do I need a separate Amazon account for each European country?
No, you don’t. With one Amazon Europe Seller Account (European Unified Account), you can sell across all major EU marketplaces, like Germany, France, Italy, Spain, the Netherlands, Poland, Sweden, Ireland and Belgium.
However, you’ll still need to set up language, VAT, and shipping settings for each country to stay compliant and meet customer expectations.
To sell in the UK, you’ll need a separate UK Seller Account (due to Brexit), but you can link it to your EU account for easier cross-region management.
Sell on Amazon Europe with Shopify: Focus on Growth, Not Routine
Expanding to Amazon Europe via Shopify is a real growth opportunity, if you get the setup right. From VAT and legal compliance to local listings and fulfillment, there’s a lot to manage.
M2E Cloud handles the heavy lifting: syncing listings, stock, orders, and keeping you compliant with EU rules like GPSR and EPR.
You focus on growing your business – we’ll take care of the rest.
