GPSR Compliance for DTC Brands

Who this applies to

This guide is for DTC (direct-to-consumer) brands preparing to sell physical products to consumers in the European Union or wider EEA. It applies whether you are based inside or outside the EU.

This includes:

• Shopify or WooCommerce independent store brands
• Custom-built storefront brands
• Brands running preorder or crowdfunding campaigns
• Independent brands selling on their own domain
• Non-EU brands preparing to enter EU markets
• Brands with existing EU sales who want to review GPSR topics

Important: This page is educational guidance. It identifies GPSR topics for DTC brands to review. It does not determine whether GPSR applies to your specific products, store or business. Consult official sources and qualified providers for your situation.

Why GPSR matters for DTC brands

DTC brands often have more direct control over the customer experience than sellers on third-party marketplaces. You control the product label, packaging, inserts, manuals, online product page and post-purchase communications. This means you also carry more direct responsibility for the product safety information available to consumers.

GPSR (General Product Safety Regulation — EU Regulation 2023/988) applies to all physical products sold to EU consumers. It requires sellers to provide product safety documentation, traceability information, and in some cases EU Responsible Person contact details. DTC brands should review these topics before launching in EU markets.

Unlike marketplace sellers who may receive platform-specific guidance and compliance checklists, DTC brands running their own stores must independently identify and prepare required product safety information.

DTC brand setup topics to review

DTC brands should review the following topics when preparing for EU market entry. The specific items that apply depend on your product categories, target markets and store setup:

• Business legal name and location
• Brand owner or manufacturer role
• Target EU countries and launch markets
• Product categories and types
• Product identifiers (model, batch, type)
• Product labels and label content
• Packaging materials and inserts
• Safety warnings and instructions
• Instructions for safe use
• Language requirements for target EU markets
• Online product page content
• EU Responsible Person information where applicable
• Fulfilment setup (in-house, 3PL, fulfillment service)
• Existing compliance documentation
• Provider or legal review path

Review each topic in the context of your specific products and target EU countries. Some topics may not apply depending on your product category or sales model.

Product safety information topics

DTC brands may need to prepare and display product safety information for each product sold to EU consumers. Key areas to review include:

• Product identity — product name, model, type identifier and images
• Manufacturer information — name, address and contact details of the manufacturer
• EU Responsible Person contact — where applicable, the EU Responsible Person name and address must be accessible
• Safety warnings — warnings appropriate to your product category and foreseeable uses
• Instructions for safe use — clear instructions in the language of the target EU market
• Traceability information — batch number, serial number or other identifier relevant to product safety

For a comprehensive checklist, see the GPSR Product Safety Information Checklist.

EU Responsible Person topics for DTC brands

Non-EU DTC brands selling physical consumer products to EU consumers may need an EU Responsible Person to act as the point of contact for product safety matters under GPSR. Unlike marketplace sellers who may be directed to a platform-appointed representative, DTC brands with their own stores must independently arrange this service.

Key factors to consider:

• Where your business and manufacturer are based
• Your role in the supply chain (manufacturer, importer, seller)
• The product categories you sell
• The EU countries you target

See the Do I need an EU Responsible Person? guide and EU Responsible Person service page for more context.

Labels, packaging and product page consistency

DTC brands often control multiple information channels simultaneously:

• Product label — physical label attached to or printed on the product
• Packaging — outer box, mailer or envelope
• Packaging inserts — manuals, instructions, warranty cards, thank-you notes
• Online product page — product description, images, technical details
• Brand support pages — FAQ, contact, returns, safety information
• Post-purchase communications — order confirmation, dispatch notification, follow-up emails

DTC brands may need to review whether product safety information, warnings and instructions are consistent across labels, packaging, manuals and online product pages. Inconsistency between physical and digital channels may create gaps in the information available to consumers and market surveillance authorities.

Note: Consistency does not mean identical content in every channel. Different formats and spaces may require different presentation. Focus on ensuring key safety information is available and accurate across each channel.

Shopify, WooCommerce and custom storefront notes

The underlying GPSR topics are similar across all DTC storefront types. Key differences relate to how you display product safety information:

• Shopify — you control product descriptions and media. Consider adding safety information to descriptions, images (including label photos) and separate information pages. Review your current theme and app capabilities.
• WooCommerce — you control your WordPress store, product pages and checkout. You can add information to descriptions, create separate safety pages and update footer content. Theme and plugin capabilities may affect how and where you display information.
• Custom storefront — full control over design and content. You decide how and where to display product safety information. Ensure your content management system supports the required disclosures.

Unlike marketplace sellers who fill in platform compliance forms, DTC brands running their own stores must independently prepare and display required product information.

For Shopify-specific GPSR guidance, see the GPSR Compliance for Shopify Sellers guide. For WooCommerce-specific guidance, see the GPSR Compliance for WooCommerce Sellers guide.

Launch and preorder considerations

DTC brands launching new products, crowdfunding campaigns or EU market expansions should review GPSR topics before products reach EU consumers.

Consider reviewing GPSR topics when:

• New product launches — product pages, labels and packaging may need updates before EU launch
• Crowdfunding or preorder campaigns — product specifications, packaging and safety information may need review before fulfilling to EU backers
• EU market expansion — entering new EU countries may affect language requirements and labelling
• Product variants — new colours, sizes or configurations may require separate safety review
• Bundle products — combined products may create new safety considerations
• Packaging changes — updates to packaging materials or design may affect required information
• Manufacturer changes — switching manufacturers may affect product safety documentation
• Safety warning updates — product pages and packaging may need revision if safety information changes

Product pages, packaging and instructions can be harder to update after products are in market or preorders have shipped. Review GPSR topics early in your launch planning process.

GPSR vs EPR for DTC brands

DTC brands selling physical products to EU consumers may encounter both GPSR and EPR topics. These are different regulations covering different obligations:

Both GPSR and EPR may be relevant for DTC brands. Review each separately based on your product types and target markets. Germany and France are common starting points for EPR packaging review. See Germany EPR and France EPR guides for country-specific detail.

What DTC brands may need to prepare

Use this checklist to identify areas you may need to prepare before selling to EU consumers. Not every item applies to every product or DTC brand:

• Business legal name and registered address
• Brand owner or manufacturer details
• Target EU countries
• Product categories and types sold
• Product identifiers (model, batch, type number)
• Product label design and content
• Packaging materials and insert content
• Safety warnings and use instructions
• Online product page content
• Storefront platform and setup
• Fulfilment method and EU-based storage
• EU Responsible Person information where applicable
• Existing compliance or provider documents

For a comprehensive list, see the GPSR Product Safety Information Checklist.

Common mistakes to avoid

When to use the EU Seller Compliance Checker

If you are not sure which GPSR and EPR topics apply to your DTC brand, use the EU Seller Compliance Checker to identify areas you may need to review before selling to EU consumers.

The checker asks about your business location, store platform, product types and target EU markets to suggest relevant compliance topics to review.

When to contact a provider

DTC brands who need support with GPSR compliance may consider contacting a qualified compliance service provider in these situations:

• You are unsure whether GPSR topics apply to your specific products
• You need EU Responsible Person representation and do not have an EU entity
• You want help preparing product safety documentation or safety assessments
• You sell in multiple EU countries and need coordinated compliance support
• You want a professional review of your product labels, packaging and online content
• You are preparing for a product recall or market surveillance inquiry

Browse providers in the EU Compliance Provider Directory to understand provider categories and prepare questions before engaging a service.

You can also request compliance quotes through the EUReadySeller quote request form.