by Renee

3 min reading time

Multichannel E-Commerce: Expanding Beyond Amazon




If you’re a European e-commerce seller active on Amazon, you’re well aware of the intense competition. Amazon is an e-commerce giant with a vast customer base, but it’s not the only player in the field. So, how can you expand your online sales strategy beyond Amazon? In this article, we delve deeper into the importance of exploring other e-commerce platforms for multichannel selling, optimizing your SEO strategy, and navigating the complex world of European VAT regulations.

Exploring Other E-commerce Platforms

If you want to start selling multichannel, there are numerous other e-commerce platforms active in Europe, such as, Zalando, Cdiscount, and Allegro. Each of these platforms has its unique features, target audiences, and sales opportunities.

  • This Dutch platform has a significant market in the Benelux and offers a wide range of products. also has an excellent sales partner program.
  • Zalando: Zalando is a significant fashion and lifestyle platform, strong throughout Europe. It offers opportunities for brands to sell their products via their Partner Program.
  • Cdiscount: This French platform has a wide assortment and a large customer base in France and Belgium.
  • Allegro: Allegro is the largest online marketplace in Poland with millions of customers.

By expanding your presence to other platforms, you can tap into new markets and increase your sales.

The Importance of SEO for International Sales

Optimizing your product listings for search engines (SEO) is crucial for international success. Keywords are the key to visibility and influence how high your products appear in search results. That’s how you get more traffic to your store front! This means it’s critical to identify the right keywords for each product and include them in the appropriate places in your product listing.

Moreover, language is a vital part of your SEO strategy for international sales. This doesn’t just mean translating your product descriptions and titles, but also considering how people in different countries and cultures search for products. Therefore, invest in professional translations and use native speakers to localize your content.

Also, stay up-to-date with algorithm updates from search engines. These updates can bring significant changes in how search engines rank content and consequently influence your visibility.

Navigating the Complexity of European VAT

For international e-commerce sellers, one of the biggest challenges is navigating the complexity of European VAT regulations. Each member state has its own VAT rules and rates, and as a seller, you have to make sure you comply with them. And if you sell through Marketplaces, you as the seller are responsible for getting your VAT right; so even if you sell multichannel.

As of July 1, 2021, a new European VAT regulation known as the One Stop Shop (OSS) has been introduced. This scheme is designed to simplify the VAT declaration process for e-commerce businesses. If you sell goods to customers in different EU member states, you can choose to register for the OSS in one member state. You then make your VAT returns and payments through this single member state, which then distributes the VAT to the relevant EU member states. You are eligible for the OSS if you sell annually for more than 10,000 euros and internationally. Especially if you sell multichannel, so keep an eye on whether you go over this threshold!

While the OSS scheme simplifies the process, you still need to understand the specific VAT rules and rates of each member state. This means knowing when to charge VAT and at what rate.

In addition, it’s crucial to keep abreast of changes in VAT legislation. The EU and individual member states can change VAT rules and rates, and it’s your responsibility as a seller to comply.

If all this seems overwhelming, consider hiring a tax advisor or a specialized company. They can help you navigate the complexity of European VAT legislation and ensure you meet all relevant rules and regulations.

How Staxxer can help

Expanding your online sales beyond Amazon and selling multichannel can be lucrative, but it also brings new challenges. Exploring other e-commerce platforms, investing in a thorough SEO strategy, and learning to navigate the complex European VAT regulations are crucial steps on this journey.

When selling internationally on Amazon, and especially when selling multichannel, VAT comes into play. If you need help navigating this complex world, feel free to contact us for personal advice.

We can take your VAT returns off your hands through our software and apply for VAT registrations on your behalf. Are you or do you have an accountant? Then our software is definitely worth a look: it calculates down to the penny how much VAT you owe in each country, and the OSS declaration can be prepared in 5 minutes. Want to know more? Get in touch with us.

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A young man in a black sweatshirtvat filing, smiling in front of bushes.
Yonis Brander

VAT consultant

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