GPSR 2024: What E-commerce Sellers Need to Know

What is the General Product Safety Regulation (GPSR)?

The General Product Safety Regulation (GPSR) represents the most significant overhaul of EU product safety law in over two decades. Replacing the General Product Safety Directive (GPSD) that has governed consumer product safety since 2001, GPSR introduces stricter requirements, enhanced enforcement mechanisms, and specific obligations for online sellers that did not exist before.

For e-commerce sellers, this is not optional reading. GPSR applies to all consumer products sold in the EU market, whether manufactured domestically or imported from third countries. The regulation came into full effect on December 13, 2024, meaning non-compliant products can now be removed from marketplaces, seized at borders, or result in significant fines.

Key Takeaways for Sellers

Before diving into the details, here is what you need to know at a glance:

• GPSR applies to all non-food consumer products sold in the EU
• Online marketplaces must verify seller compliance before listing products
• Products require a responsible person established in the EU
• Traceability requirements mandate detailed product and manufacturer information
• Non-compliance can result in listing removal, product recalls, and fines up to 4% of annual turnover

Who Does GPSR Apply To?

GPSR establishes clear obligations for each type of economic operator in the supply chain. Understanding your role is the first step toward compliance.

Manufacturers

If you design and produce products under your own brand, you are classified as a manufacturer under GPSR. This applies even if you outsource production to a third-party factory. Manufacturers bear primary responsibility for product safety, including conducting risk assessments, maintaining technical documentation, and ensuring products meet all applicable EU requirements.

Importers

Sellers who bring products from outside the EU into the European market are importers. This is crucial for Amazon sellers sourcing from China, for example. Importers must verify that manufacturers have fulfilled their obligations, ensure products bear required markings, and maintain documentation for ten years after the product is placed on the market.

Distributors

If you purchase products already on the EU market and resell them, you operate as a distributor. While distributors have fewer obligations than manufacturers or importers, they must still verify that products bear required markings and refuse to sell products they know to be non-compliant.

Online Marketplace Obligations

GPSR introduces specific requirements for online marketplaces for the first time. Platforms like Amazon, eBay, and Etsy must now implement systems to verify seller compliance, remove dangerous products within 24 hours of notification, and cooperate with market surveillance authorities.

The Responsible Person Requirement

One of the most impactful changes under GPSR is the mandatory requirement for a responsible person established in the EU. This applies to all products sold in the EU where the manufacturer is located outside the European Union.

The responsible person must be either:

• The manufacturer's authorized representative in the EU
• An importer established in the EU
• A fulfillment service provider established in the EU
• A person specifically designated by the manufacturer

This responsible person must appear on the product or its packaging with their name, registered trade name, postal address, and electronic contact. They are accountable for verifying conformity documentation, cooperating with authorities, and informing authorities about dangerous products.

For many non-EU sellers, this requirement means establishing a relationship with an EU-based entity or service provider who can serve as your responsible person.

Traceability Requirements

GPSR significantly strengthens traceability requirements to enable faster identification and recall of dangerous products. Every product sold in the EU must display:

• Product identification (type, batch, serial number, or other element)
• Name and contact address of the manufacturer
• Name and contact address of the responsible person (if different from manufacturer)
• Warnings and safety information in the language of the member state where sold

This information must be on the product itself, its packaging, or accompanying documentation. Digital formats are acceptable where physical labeling is not feasible, but must be easily accessible to consumers.

What Happens If You Are Not Compliant?

The consequences of GPSR non-compliance are severe and immediate:

Marketplace Enforcement

Amazon, eBay, and other platforms have implemented automated systems to verify GPSR compliance. Products missing required information are being flagged and delisted. Sellers with repeated violations may face account suspension.

Market Surveillance Actions

EU member state authorities have expanded powers to remove non-compliant products from the market, order recalls, impose fines, and pursue criminal prosecution for serious violations.

Financial Penalties

Fines for GPSR violations can reach up to 4% of the economic operator's annual turnover in the affected member states. For small sellers, this can mean business-ending penalties.

Your GPSR Compliance Checklist

Follow these steps to ensure your products meet GPSR requirements:

1. **Identify your role** - Determine whether you operate as manufacturer, importer, or distributor under GPSR definitions
2. **Appoint a responsible person** - If your products are manufactured outside the EU, establish a relationship with an EU-based responsible person
3. **Review product labeling** - Ensure all products display required traceability information including manufacturer details, responsible person contact, and product identification
4. **Prepare technical documentation** - Maintain risk assessments, test reports, and conformity documentation for each product
5. **Update marketplace listings** - Add responsible person information to your Amazon, eBay, and other marketplace accounts
6. **Implement monitoring systems** - Establish processes to track product complaints and safety issues
7. **Document everything** - Maintain records for 10 years after products are placed on the market

How SellSafe Helps

Navigating GPSR compliance manually is time-consuming and error-prone. SellSafe automates the compliance assessment process, identifying which requirements apply to your specific products and generating the documentation you need to prove conformity.

Our platform connects you with verified responsible person services, tracks regulatory changes that affect your products, and provides clear go/no-go signals before you ship inventory.

The Bottom Line

GPSR is not a future concern—it is the current reality for EU e-commerce. Sellers who fail to comply face listing removals, inventory holds, and significant financial penalties. Those who prepare properly gain a competitive advantage as non-compliant competitors exit the market.

The requirements are clear. The deadlines have passed. The only question is whether your products are ready.