GPSR Guide for Ecommerce Sellers

Who this applies to

This guide is for ecommerce sellers — on Shopify, Amazon, Etsy, WooCommerce and independent online stores — who sell or plan to sell physical products to consumers in the EU or wider EEA. It is relevant for sellers based inside and outside the EU.

It is particularly useful for:

• Sellers new to EU markets who want to understand the GPSR landscape before launching
• Non-EU sellers who want to understand whether an EU Responsible Person may be relevant
• Multi-platform sellers who want a central overview before reviewing platform-specific guides
• DTC brands and independent retailers preparing their product information for EU compliance review

Important: This is an educational overview. It does not determine compliance. Product categories, supply chains and target markets vary — consult official sources and qualified providers for your specific situation.

What GPSR is

GPSR stands for the General Product Safety Regulation (EU) 2023/988, which replaced the previous GPS Directive on 13 December 2024. It sets requirements for the safety of consumer products placed on the market in or affecting the EU.

Key points to understand:

• Product safety focused — GPSR covers the safety of physical consumer products sold to EU consumers
• Not platform-specific — GPSR is not limited to marketplace sellers. It may be relevant for physical consumer products sold to EU consumers, including through independent online stores, depending on product category and market setup
• Not the same as EPR — GPSR addresses product safety, not environmental responsibility topics. EPR (Extended Producer Responsibility) covers packaging, WEEE and batteries. These are different topics
• May apply to non-EU sellers — Sellers based outside the EU who sell to EU consumers may need to ensure EU Responsible Person representation and required product information are in place
• Product category matters — Some products have additional specific regulations beyond GPSR. The applicable requirements may vary by product type

Why GPSR matters for ecommerce sellers

GPSR topics may be relevant for ecommerce sellers because:

• EU market surveillance authorities may request product safety documentation at any time
• Marketplaces like Amazon and Etsy have introduced GPSR compliance requirements for sellers listing products in EU markets
• Non-EU sellers need a contact point within the EU for product safety matters
• Product safety information may need to be accessible to EU consumers in the appropriate language
• Sellers may need to demonstrate traceability from manufacturer to consumer
• Platform requirements and enforcement may evolve over time

Reviewing GPSR topics early — before launching in EU markets — may help sellers avoid listing restrictions, platform requests or compliance gaps.

Core GPSR topics sellers may need to review

The following topic areas may be relevant depending on your product categories, supply chain and target markets. Not every item applies to every seller:

• Product identity information — name, model, type, batch/serial number where relevant
• Manufacturer name and address
• Importer and distributor information where relevant
• EU Responsible Person contact details where applicable
• Safety warnings appropriate to the product
• Instructions for safe use, storage and disposal where relevant
• Language considerations for each target EU market
• Consistency between product label, packaging and online listing
• Traceability documentation that providers or authorities may request
• Documentation available from manufacturer or supplier

For a detailed checklist covering these areas, see the GPSR Product Safety Information Checklist.

EU Responsible Person overview

Non-EU sellers of consumer products may need an EU Responsible Person to act as the point of contact for EU market surveillance authorities and consumers on product safety matters. The EU Responsible Person may:

• Hold product safety documentation on behalf of the seller
• Receive communications from market surveillance authorities
• Cooperate with authorities on safety matters

The EU Responsible Person is not a substitute for compliance — it is a representative role. Whether you need one depends on your product category, supply chain and target markets.

See the Do I need an EU Responsible Person? guide and EU Responsible Person service page for more context on whether this may apply to your situation.

Product safety information overview

Sellers may need to prepare and make accessible various types of product safety information. This information should be accurate, specific to the product, and available in the language of the target EU market.

Key areas to review:

• Product identity — Ensure the product name, model and identifiers are accurate and consistent across all channels
• Manufacturer details — Have the manufacturers name, address and contact information ready. Request documentation from your supplier if needed
• Warnings and instructions — Prepare warnings specific to your product, not generic ones copied from other sources
• Language — Safety information may need to be in the official language of each target EU country
• Consistency — Ensure labels, packaging, documentation and online listings contain matching information

See the GPSR Product Safety Information Checklist for a comprehensive list of areas to prepare.

GPSR vs EPR — different topics

GPSR and EPR (Extended Producer Responsibility) are different regulatory topics that may both be relevant for ecommerce sellers. It is important not to confuse them:

Some providers may offer both GPSR and EPR services, but they are separate obligations. For a comparison of EPR packaging, WEEE and battery topics, see the EPR Packaging vs WEEE vs Batteries guide.

EPR coverage by platform: EPR compliance for Amazon sellers, EPR compliance for Shopify sellers, Germany EPR packaging, France EPR packaging.

Platform-specific GPSR paths

Each selling platform has its own GPSR compliance process and interface. While the underlying GPSR topics are similar, the way you address them differs by platform. Review the guide for your specific selling channel:

What sellers may need to prepare

Before launching in EU markets or contacting a compliance provider, having the following information ready may help:

• Business legal name and location
• Target EU countries for selling
• Selling platform or store type
• Product categories and approximate volumes
• Manufacturer name, address and contact details
• Product identifiers (model, batch, serial numbers)
• Safety warnings and use instructions available
• Whether you already have an EU Responsible Person arrangement
• Existing platform warnings or compliance requests
• Documentation available from manufacturer or supplier

Common mistakes to avoid

When to use the EU Seller Compliance Checker

If you are not sure which GPSR and EU compliance topics apply to your business, use the EU Seller Compliance Checker to get a personalised list of topics to review based on your business location, selling platforms and product categories.

The checker may help you identify whether GPSR, EU Responsible Person, EPR packaging, WEEE, battery compliance or other topics may be relevant before you start preparing product information or contacting providers.

When to contact a compliance provider

Consider reaching out to a compliance provider if:

• You are unsure about your GPSR topics or how to prepare product safety information
• You need an EU Responsible Person arrangement and want help setting one up
• You have received platform compliance requests or warnings related to product safety
• You sell complex or high-risk product categories and want professional guidance
• You want help preparing documentation for market surveillance authority requests

Before contacting a provider, review the EU Compliance Provider Directory to understand the main provider categories and questions to ask before engaging a service.