Selling in the EU: How the Digital Services Act (DSA) Impacts Your Business

A new era of digital regulation has arrived in Europe. The Digital Services Act (DSA) is a landmark piece of EU legislation designed to create a safer, more transparent, and more accountable online environment. For Amazon sellers, this isn't a distant policy change; it brings new, mandatory requirements for business transparency that you must comply with to continue selling in the European Union.

This guide will break down what the DSA is, what new information you are now required to provide to Amazon, and what this means for your business.

1. What is the Digital Services Act (DSA)?

The DSA is a new, EU-wide rulebook for all online platforms, from social media sites to online marketplaces like Amazon. Its primary goals are to:

• Better protect consumers from illegal goods, services, and content.
• Increase the transparency and accountability of online platforms.
• Ensure that what is illegal offline is also illegal online.

As a "trader" (a professional seller) on a "Very Large Online Platform" (VLOP) like Amazon, you have new legal obligations to be transparent about your business identity, helping customers know exactly who they are buying from.

2. The New Transparency Requirements for Sellers

The core of the DSA's impact on you is the "Know Your Business Customer" (KYBC) principle. Amazon is now legally obligated to collect, verify, and, in some cases, publicly display key information about your business. If you do not provide this information, Amazon must suspend your selling privileges in the EU.

Here is what you are now required to provide to Amazon:

1. A Business Registration Document: You must provide a copy of your official trade register document (e.g., your certificate of incorporation from Companies House in the UK).
2. A Compliance Self-Certification: You must formally self-certify that you commit to only offering products or services that comply with all applicable EU laws.
3. Contact Information for Public Display: This is the most significant change. Amazon is now required to display the following information on your public-facing Seller Profile page in all EU marketplaces:
   
   • Your business's phone number.
   • Your business's email address.
   • Your business's physical address.
4. An EU Responsible Person: The DSA reinforces existing product compliance laws. For most product categories, you must have an EU-based "economic operator" (such as a brand representative, importer, or your EU Responsible Person) whose name and contact details are listed on your product or its packaging.

3. What Does This Mean for Your Business?

• Increased Transparency (and Scrutiny): The biggest impact is the end of relative anonymity. Your core business contact details are now public on your seller page. This means that customers, competitors, and intellectual property rights holders can identify and contact you directly.
• Enhanced Brand Credibility: For legitimate, professional brands, this increased transparency is a good thing. It helps build customer trust by clearly showing that you are a real, verifiable, and accountable business. This can help you stand out from less professional or untrustworthy sellers.
• A Level Playing Field: By increasing traceability, the DSA makes it much harder for bad actors who sell illicit or non-compliant goods to operate on the platform. This helps to clean up the marketplace and creates a fairer environment for compliant businesses.

Navigating the evolving regulatory landscape in Europe, from VAT and EPR to the new Digital Services Act, is a full-time job. As a full-service agency, Sitruna stays on the cutting edge of these compliance changes, ensuring our clients' businesses are always protected.

Useful Resources

• Amazon Seller Central: Digital Services Act Help Page
• The European Commission: The Digital Services Act Explained

Conclusion: The New Normal for European E-commerce

The Digital Services Act represents a fundamental shift towards greater transparency and accountability in the European digital marketplace. Complying with these new requirements is not optional; it is a mandatory part of selling to customers in the EU. For professional, compliant brands, the DSA should be viewed as a positive step—one that helps build a more trustworthy and secure environment for everyone.

Need to ensure your business is ready for the new era of digital regulation in Europe? Schedule a free discovery call with the Sitruna team at www.sitruna.com/meet to discuss your compliance strategy.

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