How can a Chinese become a seller on eBay?

Becoming an eBay seller for a Chinese manufacturer is a process that requires careful preparation, a wise choice of corporate structure, and an understanding of the regulatory rules applicable to international online commerce. The platform readily works with suppliers from China, but imposes strict requirements for product quality, transparency of origin, tax accounting, and compliance with logistics standards. For companies focused on exporting to Europe and the US, proper business organization is key to stable sales and minimizing the risk of account suspension. Initially, the entrepreneur must determine the format for their presence on the platform. Chinese manufacturers can operate as either individual sellers or through a legal entity. In practice, most exporters choose to register a company, as a corporate account simplifies integration with international payment systems, reduces the likelihood of platform restrictions, and builds a higher level of trust among buyers. Companies targeting the EU often use a structure within a European jurisdiction to ensure access to local warehousing solutions, obtain a European VAT number, and expedite return processing.

To register an account, a merchant will need to provide reliable corporate documents, proof of address, director and shareholder information, and corporate bank account details or an account with a licensed payment system. The platform performs KYC verification, verifying the source of funds, the company’s legal status, its business profile, and production details. Manufacturers should prepare product data sheets, brand confirmation, safety certificates, and documents confirming the right to use intellectual property in advance. After account activation, the seller is required to set up a tax profile. Shipments to Europe will require VAT registration in the relevant countries if the goods are stored in European warehouses or if sales exceed established thresholds. The platform uses its own VAT calculation and withholding mechanism, but the seller is responsible for the accuracy of the data. Manufacturers supplying products directly from China must take into account import regulations, customs clearance, and value limits for which a simplified indirect tax payment procedure applies.

Logistics deserves special attention. Sellers must ensure timely delivery, parcel tracking, and a stable supply chain. Manufacturers who build a flexible model for warehousing their products in overseas warehouses typically reap the benefits: faster order fulfillment, reduced return rates, and improved store ratings. Quality packaging, accurate descriptions, and product specifications that match actual product characteristics are essential for maintaining a seller’s reputation. After-sales service plays a crucial role: responding to customer inquiries, promptly processing disputes, replacing defective goods, and adhering to platform return policies. Chinese exporters should implement quality standards and internal controls before shipping each shipment. This reduces the risk of complaints, maintains a high rating, and helps avoid restrictions or blocking.

Overall, a Chinese manufacturer’s entry into eBay requires a well-thought-out strategy, a legally sound structure, and efficient operational processes. Companies that professionally approach registration, comply with the platform’s requirements, and establish reliable logistics quickly gain access to an international customer base and build a sustainable export channel.

Is it necessary to open a company in Europe to enter eBay Europe?

Establishing a European company isn’t a formal requirement for entering eBay’s European segment, but in most cases, it becomes a strategic advantage and a necessary tool for stable market operations. A Chinese manufacturer can sell directly to the EU from China using a corporate account in their home country, but this model is only suitable in the early stages and limits scalability. European trade regulations, tax rules, and logistics requirements mean that the lack of a legal presence in the EU creates additional risks and undermines buyer confidence and the platform itself. When operating without a European company, sellers are subject to VAT payment and accounting obligations. The platform requires accurate tax status, and when storing goods in EU warehouses, VAT registration is required in the relevant country. When selling through European warehouses, the trilateral “China – EU warehouse – EU consumer” model automatically converts to local deliveries, making tax registration mandatory. If the entrepreneur doesn’t have a European legal entity, the registration process becomes more complex, and interactions with tax authorities less predictable.

A European company streamlines payments. Most European buyers prefer to work with sellers who have local bank details, a clear corporate structure, and the ability to issue VAT-deductible invoices. Payment services and banks integrated with eBay have their own requirements for corporate structure, and some services only open accounts for companies registered in Europe. This significantly reduces operational risks and minimizes the likelihood of funds being blocked. Logistics also becomes more flexible. A manufacturer working through a European company can stock products in regional warehouses, reduce delivery times, and eliminate the hassle associated with customs clearance of each individual parcel. Switching to a local warehouse model improves store ratings, reduces cancellation rates, and builds trust with buyers for whom fast delivery is critical.

Consumer protection regulations are particularly important. European regulations oblige selleras to provide clear returns policies, be responsible for warranty obligations, and ensure legally accurate customer service. For Chinese entrepreneurs, fulfilling these requirements through a European legal entity is more convenient, as it simplifies the organization of returns processing centers, the issuance of warranties, and interactions with local consumer protection authorities. Thus, formally operating on the European eBay platform is possible without registering a company in Europe, but once a stable sales volume is achieved, a European legal entity becomes a virtually indispensable element of the infrastructure. It ensures tax transparency, simplifies access to payment instruments, improves logistics, and enhances customer trust—all of which is especially important for manufacturers seeking to establish a foothold in the European market and build a long-term export channel.

The European Union’s VAT system for selling Chinese goods on eBay

The European Union’s tax system for selling Chinese goods on eBay is based on the principle of final consumption taxation and strict controls over cross-border e-commerce. For Chinese manufacturers and exporters, the correct application of VAT rules is key, as this determines the legality of transactions, the speed of customs clearance, access to European warehouses, and the absence of claims from tax authorities. The EU has developed a multi-tiered VAT administration model that takes into account the seller’s location, the cost of shipment, the delivery method, and the location where the goods are actually stored. When shipping goods from China directly to the EU buyer, the import regime applies. Goods priced under €150 are subject to the IOSS mechanism—a special simplified VAT calculation system for online sellers. The eBay platform can automatically withhold VAT upon order placement, after which the funds are transferred to the budget through a single report. For the seller, this means freedom from the need to register in multiple countries, but the mechanism only works if the product’s value is correctly indicated and partner logistics operators are used who can confirm the import declaration has been completed.

If the value of goods exceeds 150 euros, the classic import model applies. VAT is paid at the border based on the customs declaration, and the buyer may be required to pay additional fees upon receipt. For sellers, this increases operational risks and reduces the attractiveness of the offer, so most large manufacturers seek to optimize logistics through warehouse solutions in Europe.

Storing goods within the EU completely changes the tax status of transactions. Once goods are placed in a European warehouse and sold to a buyer in the same jurisdiction, such a supply is automatically considered local. In this case, the seller is required to obtain a VAT number in the country of warehousing. When selling to other EU countries, tax can be administered through the OSS system, which allows cross-border B2C sales to be declared in a single report. This significantly reduces the burden, but requires compliance with record-keeping rules and accurate determination of the country of destination. It is important for Chinese manufacturers to keep in mind that the European tax system does not allow undervaluation of goods, misclassification, or attempts to evade VAT through undeclared shipments. Platforms—including eBay—are integrated with EU tax and customs systems and are required to transmit transaction data. Discrepancies between actual deliveries and tax information lead to automatic account blocking, fines, and a ban on using EU warehouse infrastructure.

Documentation is particularly important. Sellers must ensure transparency of product origin, including commercial invoices, packing slips, correct HS codes, and unambiguous price markings. Manufacturers operating under their own brands require proof of trademark rights and documents confirming product compliance with European standards. Therefore, the EU VAT system for selling Chinese goods on eBay requires careful preparation and an understanding of regulatory requirements. Sellers must consider the delivery method, product value, storage requirements, and registration obligations in various countries’ tax systems. Effective VAT administration is key to accessing a European audience, speeding delivery, and meeting platform requirements, which directly impacts business sustainability and the ability to scale sales within the European Union.

Is it necessary to obtain a VAT number in an EU country to sell goods from China on eBay?

Obtaining a European VAT number isn’t mandatory for every Chinese seller who ships goods directly from China, but the need for registration depends on the specific trading model, shipment value, and logistics route. European legislation is designed to make VAT payment mandatory for all distance selling, but the mechanism by which the tax is administered varies for different scenarios. Understanding these scenarios helps determine when a VAT number is truly necessary and when the burden shifts to the eBay platform. If a Chinese manufacturer sells goods priced up to €150 and ships them directly from China, eBay automatically withholds VAT under the IOSS system. In this case, the seller doesn’t need a VAT number: the platform acts as an intermediary for tax calculation and independently transfers it to the EU budget. The seller is only required to accurately indicate the actual value of the goods, provide accurate customs classification data, and work with a logistics operator who confirms the import declaration. This model is suitable for lightweight and low-value goods shipped in batches via ePacket, airmail or other postal channels.

The situation changes if the value of the goods exceeds 150 euros. Such shipments are not subject to the IOSS mechanism, and VAT is paid at the border based on the customs declaration. In this case, the VAT is paid by the buyer or logistics partner, and the seller does not need a VAT number as long as the goods are shipped from China and not stored in the EU. However, from a commercial perspective, the model with additional payments upon delivery often reduces conversion, so manufacturers either reduce the cost in batches or switch to warehouse solutions in Europe.

Obtaining a European VAT number is mandatory whenever goods are stored in the EU. As soon as a business places products in a European warehouse—regardless of the country—the sale is considered local, and the seller is required to register for VAT in that country. This applies to:

• eBay warehouses and partner 3PL operators,
• warehouse hubs in Poland, Germany, the Czech Republic, the Netherlands, France and other countries,
• logistics through Amazon FBA, if the goods are used simultaneously for eBay,
• any situations when the goods undergo customs clearance and remain in the EU until sold.

After receiving a VAT number, sellers can use the OSS system to declare B2C shipments to multiple EU countries in a single report. Failure to register for VAT when storing goods within the EU results in tax penalties, automatic requests from tax authorities, and the risk of eBay account suspension. Special attention should be paid to sales to the UK. Since Brexit, the UK has its own VAT administration system, but the logic is similar: storing goods in the country requires mandatory VAT registration, whereas for direct shipments from China, VAT is automatically withheld by the platform based on the order value. Therefore, a VAT number is only required when goods are stored within the EU or when the entrepreneur chooses a trading model that requires independent VAT calculation. For direct sales from China and shipments under €150, eBay assumes VAT withholding responsibilities, and VAT registration is not required. The correct choice of logistics and tax model allows Chinese manufacturers to legally and effectively enter the European market, minimizing risks and ensuring stable sales.

Does eBay have warehouses in the EU?

eBay, as a platform, does not have its own warehouse network in the European Union, unlike Amazon. The platform operates on a marketplace model, providing infrastructure for listing products and processing payments, but does not create a centralized logistics system. However, sellers, including Chinese manufacturers, have access to several warehouse solutions in the EU that essentially serve the same purpose—allowing them to store products closer to the buyer, expedite delivery, and comply with local tax regulations. eBay’s logistics in Europe are based on partner warehouse operators. The platform is integrated with major European 3PL providers that offer storage, packaging, order processing, returns, and post-sale services. These operators are located in key logistics hubs—Germany, the Netherlands, Poland, the Czech Republic, France, Spain, and Italy. Access to them is provided through fulfillment partner programs, which can operate on a full order fulfillment basis, including “last mile” delivery to the buyer’s country.

For Chinese manufacturers, using such warehouses is a strategic tool. Storing goods in Europe eliminates the need to clear customs for each shipment, reduces shipping costs, increases order fulfillment speed, and creates a competitive advantage. However, this also comes with the obligation of tax registration: once goods are stored in a specific EU country, the seller is required to obtain a VAT number there and maintain records of deliveries in accordance with local legislation and the OSS system. Some sellers offer a combined model: low-value products continue to be shipped directly from China under the OSS system, while top-selling items are stored in an EU warehouse for fast delivery. This strategy helps control costs, maintain a high store rating, and increase conversion thanks to shorter delivery times.

eBay’s partner warehouse infrastructure also includes returns processing services. This is critical for the EU market, as European legislation provides expanded consumer rights to return goods, and the lack of a local returns address causes buyer dissatisfaction and leads to blocking by the platform. 3PL operators handle this part of the process, ensuring a simple and predictable refund and replacement process. Thus, despite the lack of its own warehouses, eBay provides sellers with a complete logistics ecosystem through a network of certified partners. Chinese manufacturers can use this infrastructure to expedite delivery, improve service quality, and increase turnover in the EU. When choosing a warehouse model, it is important to consider tax obligations, the legal status of the product, return standards, and consumer law requirements to ensure stable and legally sound operations in the European market.

What Chinese products are in demand on eBay?

When analyzing sales of Chinese goods on eBay, we can identify several categories that are traditionally in high demand among European (and global) buyers. Below is an overview of the product groups that Chinese exporters should focus on if they plan to sell on eBay.

Popular categories of Chinese goods on eBay

• Electronics and accessories.Smart gadgets, wireless headphones, power banks, chargers, cables, phone accessories, LED lamps, and smart home devices are in constant demand.
• Goods for home, kitchen and interior.Chinese manufacturers are quite successful in supplying household items to the EU market: kitchen utensils, organizers, containers, furniture, interior elements, storage items – compact, functional, and stylish solutions are especially in demand.
• Clothes, shoes, accessories.Budget and mid-priced clothing, sportswear, accessories, bags, and backpacks are traditionally popular, especially when they offer a good balance of price and quality.
• Products for sports, health and active lifestyle.Fitness products, home exercise equipment, and accessories for sports, yoga, and outdoor activities are in high demand, especially among buyers seeking affordable and accessible gear.
• Beauty, personal care, personal products.Cosmetics, care products, and accessories are especially in demand if they meet quality and safety standards.
• Products for hobbies, leisure, recreation.Hobby accessories, home and leisure items, and pet products are niches with constant demand and often moderate competition.

Why do these categories work?

China remains competitive in terms of production costs, which allows it to maintain significant margins while offering competitive prices compared to European manufacturers.
Wide range: product diversity and design flexibility allow us to tailor products to the tastes of European consumers – whether it’s functional kitchen gadgets, stylish furniture, simple and affordable clothing, or budget-friendly smart devices.
There is a steady demand for everyday goods, convenience, and savings: many shoppers are looking for products at reasonable prices with a good price-quality ratio, which is where Chinese goods stand out.

What does this mean for a Chinese exporter – a potential eBay seller?

When choosing your eBay inventory, it’s worth focusing on the categories listed above, especially if you can offer competitive pricing, consistent quality, and reliable logistics. The key is to not simply copy mass-produced products, but to consider the specifics of the European market, including packaging, descriptions, compliance with standards, returns, and tax and logistics documentation.

Comparison of European eBay and Amazon

European eBay and Amazon solve the same problem—seller access to EU consumers—but they do so through fundamentally different business models. For a Chinese manufacturer entering Europe, these aren’t “two identical marketplaces,” but rather two distinct infrastructures with different levels of oversight, logistics integration, and regulatory burden.

Platform model and seller’s position

Amazon in Europe is a highly centralized ecosystem: its own warehouses (FBA), standardized delivery processes, strictly regulated customer service, and a high level of control over sellers and product inventory. The platform effectively competes with sellers through its private label brands and, in many cases, is perceived by buyers as an “Amazon store” rather than a collection of independent sellers.

eBay remains a classic marketplace without its own warehouse network in the EU. The platform provides the infrastructure for listings, payments, and basic buyer protection programs, but logistics and after-sales service largely fall to the seller or their 3PL partners. For Chinese manufacturers, this means greater freedom to build their own model, but also higher operational requirements: warehouse selection, shipping rates, returns system, etc.

Practical conclusion:

Amazon is a more closed and standardized environment with high barriers to entry and strong dependence on platform rules.
eBay is a more flexible platform where the business structure is determined by the seller, but the responsibility for the quality of transactions is higher.
Logistics and warehouses in the EU

Amazon has built a dense network of warehouses across Europe: Germany, France, Italy, Spain, Poland, the Czech Republic, the UK, and other countries. Through the FBA and Pan-EU FBA models, manufacturers’ products are integrated into a unified storage and delivery system, while Amazon handles packaging, order processing, and returns. This creates a powerful competitive advantage in terms of delivery speed and trust in the service, but simultaneously binds sellers to Amazon’s requirements regarding volumes, packaging, labeling, and tariffs.

eBay doesn’t have its own warehouses; in Europe, it uses 3PL partner solutions and global shipping programs. Sellers can:

• store goods in China and ship directly to the buyer;
• use European 3PL warehouses in Germany, the Netherlands, Poland, the Czech Republic and other countries;
• build a combined model (part of the product range is from China, bestsellers are from warehouses in the EU).

The logistics infrastructure is less centralized, but the seller is free to choose the provider, tariffs, and level of service.

Practical conclusion:

• Amazon is logistically stronger and is suitable for those who are ready to integrate into the FBA standard and work according to the “Amazon rules”.
• eBay is more suitable for manufacturers who want to manage their own logistics, develop individual plans, and optimize costs.
• VAT, IOSS/OSS and “deemed supplier”

Since 2021, the EU has tightened VAT rules for e-commerce and introduced OSS/IOSS. In some cases, marketplaces are now considered “deemed suppliers” and are required to collect VAT from the buyer at the checkout stage.

The general logic is the same for both marketplaces:

• for distance sales of up to 150 euros imported from third countries, VAT is taken at checkout via IOSS;
• When storing goods in the EU, the seller needs a local VAT number and, as a rule, registration with the OSS for cross-border B2C deliveries;
• In some cases, the marketplace itself acts as a VAT payer as a deemed supplier.

Difference in practice:

• eBay openly positions itself as a platform that withholds and remits VAT itself for most parcels under €150 within the EU, reducing the burden on sellers, especially for non-European companies.
• Amazon does the same, but its close relationship with FBA means that the seller almost always enters into a local VAT registration regime in the countries where the goods are stored, and must accompany this with a full-fledged tax accounting system.

Practical conclusion for the Chinese manufacturer:

• When testing a market with low shipping costs (up to 150 euros) and delivery from China, eBay is often easier from a VAT perspective: the platform takes on a significant portion of the obligations;
• When transitioning to warehouse models in the EU, both platforms require sellers to fully register for VAT and work with OSS; on Amazon, this is integrated into FBA standards, while on eBay, it’s integrated into your own logistics infrastructure.
• Quality control, blocking risks, and brand management

Amazon imposes strict requirements on product quality, defect rates, delivery speed, return rates, and customer reviews. Violating KPIs (late shipment rate, order defect rate, cancellation rate) leads to account insolvency, including freezing of funds. At the same time, Amazon actively protects its brand and customers: disputes are almost always resolved in favor of the customer, and the seller is forced to factor this into their expenses.

eBay remains a more “market-oriented” platform: there is quality control, but the dispute structure is more negotiable, and much depends on the product category, the buyer’s country, and buyer protection settings. The risk of blocking is still present, but overall, the platform is perceived as more flexible in regard to experimental product ranges and unconventional trading models.

From a brand perspective:

• On Amazon, buyers often see the Amazon brand first and the seller’s brand second; promoting your own Chinese brand will require a separate strategy (Brand Registry, A+ Content, advertising).
• On eBay, a seller’s brand is more visible: the store, seller name, and listing style all play a significant role, making it easier to build brand awareness.

Price competition and marginality

Both platforms are highly competitive, but the structure of competition differs:

• Amazon is dominated by “category leaders,” strong private labels, and large resellers who actively use paid advertising within the platform (sponsored products, brands, display).
• This raises the entry barrier for budgets: to gain visibility, manufacturers are forced to budget for advertising and reduce margins.
• Competition on eBay is fierce, but less constrained by platform advertising. Price competition is higher in standard product categories (electronics, accessories), but there are more opportunities for niche products, customization, made-to-order sales, and items where value is determined not only by price but also by the uniqueness of the offering.

For Chinese manufacturers operating in-house, Amazon often offers higher volumes, but at a thinner margin and with a high reliance on paid advertising. eBay allows for flexible pricing, product testing, and segmentation across EU markets, all while maintaining greater margin control.

Strategic role for the Chinese manufacturer

In terms of entering Europe, both platforms complement each other rather than being mutually exclusive: according to industry surveys, Amazon and eBay remain among the key cross-border marketplaces for the EU and together account for a significant share of cross-border online trade.

A rational strategy for a Chinese manufacturer might look like this:

• Product, price, packaging and logistics testing – via eBay, with shipping from China and using the IOSS mechanism for orders up to 150 euros;
• Bringing bestsellers and more standardized categories to Amazon using FBA/Pan-European programs;
• Parallel development of our own brand and customer base – through the eBay store and external channels (website, social media) to reduce dependence on the platform.

In both cases, proper legal and tax setup plays a key role: choosing a jurisdiction for a European company, obtaining VAT numbers, registering with OSS/IOSS, structuring relationships with 3PL partners, and complying with EU consumer and customs regulations. This is where the consulting and practical support of consultants like Regulated United Europe comes in, helping Chinese manufacturers build a sustainable sales model on both eBay and Amazon without tax and regulatory risks.

How can Regulated United Europe help Chinese manufacturers enter eBay?

A Chinese manufacturer’s entry into eBay involves more than simply registering an account; it requires building a comprehensive export model, including legal structure, tax compliance, certification, logistics, and consumer protection. Companies unfamiliar with European regulations face account freezes, bank refusals, the inability to obtain a VAT number, and difficulties working through European warehouses. Professional support is especially crucial at these stages. European e-commerce regulations require sellers to ensure transparency of product origin, proper customs clearance, compliance with labeling requirements, warranty obligations, and accurate application of VAT rules. Chinese manufacturers targeting eBay often enter the market without understanding that storing goods in the EU requires mandatory VAT registration, and that selling through European 3PL warehouses can entail tax liabilities in multiple jurisdictions simultaneously. Mistakes in this process lead to delivery delays, fines, and the inability to scale the business. Registering a company in Europe is one of the most stable ways to enter eBay. A manufacturer requires a structure capable of working with European banks, payment systems, tax authorities, and logistics operators. Choosing the right jurisdiction can optimize tax burdens, simplify VAT registration, and ensure predictable interactions with eBay. After registering a company, it’s necessary to complete the KYC process with a bank or payment system, prepare corporate documents, ensure a transparent shareholder structure, and properly formalize business activities.

The next step is compliance with European VAT regulations. Goods stored in EU warehouses require local VAT registration, accurate accounting, and the use of the OSS system for cross-border B2C sales. It is important for manufacturers to properly structure their tax profile to comply with EU regulations and avoid automatic requests from tax authorities. Additionally, they must establish a customs declaration system, define HS codes, prepare commercial invoices, safety certificates, conformity certificates, labeling, and brand documentation. Having a legally correct set of documents significantly increases eBay’s trust and reduces the risk of disputes with buyers. The logistics model must be integrated with the tax and legal framework. Using European 3PL warehouses speeds delivery, improves seller ratings, and reduces the number of returns, but also creates additional obligations. Manufacturers must ensure the ability to process returns according to European regulations, provide a local return address, and comply with warranty and after-sales service requirements. Without a properly organized cycle, eBay limits account functionality and reduces product visibility.

The final component is preparing the business for the platform’s requirements. Manufacturers must correctly register an account, verify their brand, set up payments, create a listing structure, prepare descriptions, manage their reputation, and comply with eBay rules, including monitoring product quality, shipping conditions, and data completeness. Incorrect configuration or missing supporting documents can lead to immediate restrictions, especially for new accounts from third countries. In these processes, Chinese manufacturers require a partner capable of providing comprehensive support. Regulated United Europe provides entrepreneurs with a full cycle of support when entering eBay: establishing a European company, obtaining VAT numbers, setting up the tax system, supporting KYC procedures, preparing documentation, working with certification, and organizing a logistics model. This provides Chinese manufacturers with a legally transparent and stable infrastructure for selling goods in the EU, allowing them to launch exports without the risk of blocking and achieve long-term growth.

How much does Regulated United Europe cost Chinese manufacturers to access European eBay?

Support for Chinese manufacturers entering the European eBay marketplace consists of several key stages: registration, legal, tax, and logistical preparation. The service starts at €1,500, allowing entrepreneurs to receive a basic support package sufficient for a safe and smooth launch on the platform.

The stated price includes preparing an eBay workflow, analyzing the product range from a European regulatory perspective, clarifying VAT and customs requirements, and developing a proper interaction framework with payment systems. This basic support helps manufacturers avoid common mistakes, such as submitting incorrect data, choosing the wrong account registration method, or violating cross-border online trading rules. Advanced packages also provide support in choosing the optimal jurisdiction for company registration, obtaining a VAT number, preparing corporate documentation, completing KYC/AML procedures, setting up a settlement system, and building a logistics model through European warehouses. Manufacturers focused on long-term operations in the EU also receive consulting support on product certification, technical documentation, labeling, and compliance with consumer law requirements.

The cost increases depending on the chosen business model: the use of European warehouses, the need for company registration, the number of countries requiring VAT accounting, the planned supply volumes, and the specific nature of the products (electronics, cosmetics, textiles, and children’s products require additional procedures). The larger the project, the more legal and operational work is required to properly configure it. Comprehensive support allows manufacturers to avoid eBay account blocking, customs delays, tax risks, and rejections from European payment systems. Regulated United Europe services provide Chinese entrepreneurs with a transparent, secure, and predictable entry into European e-commerce, creating a sustainable infrastructure for regular deliveries and sales growth.