The General Product Safety Regulation (GPSR), which has been in effect since December 2024, lays out clear rules to ensure that online products meet safety and regulatory standards. As online marketplaces continue to grow, GPSR is becoming increasingly important for managing cross-border sales. By appointing an Authorised Representative for eCommerce, you can ensure your products stay in line with these standards. They can help maintain compliance with safety requirements, and allow you to confidently sell online in the EU and UK markets without the risk of fines or product bans.
Let’s understand the importance of the AR role, why appointing one is essential for businesses outside the EU or UK with online marketplaces, and how it benefits your eCommerce business.
What is an Authorised Representative?
An Authorised Representative (AR) is a person or business entity located within the EU or UK that acts on behalf of a manufacturer based outside these regions. Think of them as your compliance ally in foreign markets. Their primary job is to ensure your products adhere to local regulations, particularly for product safety and documentation. They’re also the main point of contact for market surveillance authorities and consumers.
As per the GPSR (EU) 2023/988 rules, economic operators, which also includes ARs, play a significant role in making sure that only safe and compliant products are placed in the market. And this is especially important for eCommerce businesses selling to EU or UK customers, where cross-border sales are common and regulations are strict.
Why Do eCommerce Businesses Need an Authorised Representative?
With such strict regulations, eCommerce businesses face unique challenges with compliance. In traditional retail, local partners often handle it, but with online sales, sellers are fully responsible for meeting the rules.
Therefore, here’s why you need an Authorised Representative for eCommerce:
1. It’s a Legal Requirement
Appointing an Authorised Representative for eCommerce is mandatory if you’re a non-EU or non-UK business selling products in these regions. These products must comply with local safety, labelling, and documentation standards as per the GPSR and UKCA marking framework requirements.
According to Article 22 of the GPSR (EU) 2023/988: “Providers of online marketplaces shall designate a single point of contact allowing for direct communication, by electronic means, with Member States’ market surveillance authorities in relation to product safety issues.”
Selling through online platforms often rely on Authorised Representatives to handle compliance, technical documentation, and communication with authorities. If you fail to appoint an AR, your products risk being removed from online marketplaces, facing fines, or even being banned outright. Appointing an AR ensures that your business meets all safety requirements, giving both regulators and consumers’ confidence in your products.
2. Navigating Cross-Border Complexity
Selling to customers across multiple countries can get complicated when faced with various regulatory requirements. By having an Authorised Representative for eCommerce on your side, your products are ensured to meet the relevant standards for each region, helping you navigate the complexities of cross-border sales. This includes managing differences between EU and UK compliance frameworks.
3. Managing Product Safety and Recalls
One of the most significant role of an Authorised Representative for eCommerce is to assist with product recalls and safety issues. If a product sold online turns out to be unsafe, the AR coordinates with market surveillance authorities and manages the recall process. This includes notifying consumers, addressing safety risks, and ensuring your brand’s reputation stays intact.
As the regulation emphasises: “Moreover, for the purposes of effective market surveillance, providers of online marketplaces should register in the Safety Gate Portal and indicate, in the Safety Gate Portal, the information concerning their single point of contact for the facilitation of communication of information on product safety issues.”
4. Handling Regulatory Inquiries
Online marketplaces face growing oversight, with authorities regularly checking product listings. Regulators may sometimes request documents or details about a product. Without appointing an Authorised Representative for eCommerce, handling these requests can be difficult and time-consuming. An AR ensures all necessary documents are ready and available when needed.
5. Facilitating Consumer Trust
Consumers are becoming more aware of product safety and compliance issues. Having an Authorised Representative shows that your business takes compliance seriously, which can build consumer trust and loyalty. Clear labelling, accessible documentation, and a reliable AR can make a significant difference in building confidence with your customers.
How to Appoint an Authorised Representative for eCommerce
Setting up an AR for your eCommerce business is straightforward:
- Choose a Compliance Expert – Work with a specialist who understands EU/UK regulations.
- Sign an Agreement – Your AR will take on compliance responsibilities.
- Update Your Product Listings – Ensure your AR’s details are on packaging, manuals, and online listings.
- Stay Updated – Regulations evolve, so your AR should keep your business informed.
eCommerce Platforms and Compliance Tools
Platforms like WooCommerce, Shopify, and Magento make it easier to integrate compliance tools, helping you meet local requirements. For WooCommerce store owners, WordPress Plugin for GPSR, CE, & UKCA Compliance simplifies the process by letting you showcase and store Declarations of Conformity (DoCs), add safety information, and include necessary user manuals. One of the key features of this plugin is the ability to easily add EU and UK Authorised Representative details to your product pages, ensuring you stay compliant and your products are ready for the market.
The Risks of Not Having an Authorised Representative
Some of the serious risks of not having an AR include:
- Restricted Market Access: There are chances of non-compliant products being blocked from sale in the EU or UK, causing revenue loss and business disruptions.
- Fines and Penalties: Violations – especially if a product poses safety risks, can raise significant fines.
- Reputation Damage: Failing to meet compliance standards can weaken customer trust and harm your brand, particularly with online reviews and social media.
- Legal Risks: Without an AR, you may be held responsible for non-compliance or product safety issues.
Conclusion
Businesses need to meet strict GPSR compliance standards as eCommerce continues to grow. By appointing an Authorised Representative, you are complying with legal obligations while making a successful investment. From ensuring product safety to managing recalls and facilitating smooth market entry, an AR is your trusted partner in navigating the complexities of EU and UK regulations.
From ensuring your compliance to optimising your store for growth, reach out to Sweans to help guide you through every step in your eCommerce and compliance journey.
Need help finding the right AR? Let us connect you with trusted compliance experts!
