A beginner's guide to importing wholesale goods across borders — Incoterms, customs, landed costs, and compliance essentials.
Access 30,600+ verified suppliers and exclusive wholesale deals with the best margins.
A practical guide to importing products from international suppliers. Understand customs duties, VAT/GST, Incoterms, product compliance, and regional-specific regulations. This guide is designed for first-time importers and covers the UK, EU, and USA.
Tax imposed on imported goods based on product category (tariff classification) and origin country. Duties vary widely — 0% for some goods, 20%+ for others. Always factor duties into your cost calculation.
Value Added Tax (VAT in UK/EU) or Goods & Services Tax (GST in Australia, etc.) is charged on imported goods. Usually 15-20% of the product cost plus duties. Unlike domestic VAT, import VAT is often not easily recoverable.
International rules defining who pays for shipping, insurance, and customs clearance. Examples: EXW (supplier pays nothing), FOB (supplier pays shipping), CIF (supplier pays all until delivery), DDP (supplier pays everything including duties).
Imported products must meet local safety and labelling standards. CE marking for EU, UKCA for UK, FCC for USA, etc. Non-compliant products can be seized or recalled.
Incoterms define who pays for shipping, insurance, and customs. Always confirm Incoterms in writing before ordering to avoid unexpected costs.
You pay for: You pay everything
Use when: Suitable if you have import expertise and relationships with freight forwarders
Lowest supplier price, but highest total cost (you arrange shipping, insurance, customs)
You pay for: Seller pays shipping to port, you pay from port onwards
Use when: Common for container shipments; clear handoff point
Mid-range. You pay shipping after origin port and all customs costs
You pay for: Seller pays shipping and basic insurance to destination port
Use when: Seller absorbs shipping risk, but you still pay customs duties
Higher supplier price, but lower logistics complexity for you
You pay for: Supplier pays shipping, insurance, and duties — product delivered to your door
Use when: Easiest for buyers, but rarest from wholesale suppliers (high supplier risk)
Highest supplier price. Simplest for you — no hidden fees
Required for electronics, machinery, medical devices, and toys. Indicates compliance with EU safety standards. Products without CE marking can be seized.
UK equivalent to CE marking for products sold in the UK. In August 2023 the UK government announced indefinite recognition of CE marking for 18 product regulations covering most consumer goods — CE-marked products can continue to be placed on the UK market, and UKCA remains available as a parallel option. Check the specific regulation for your product category, as a small number of sectors (e.g. medical devices, construction products) still follow separate transition timetables.
Required for electronic devices and radio frequency equipment sold in USA. Test and certification by authorized lab required. Non-compliant products can be confiscated.
Some products require licenses or cannot be imported at all (weapons, narcotics, certain textiles, counterfeit goods). Check local regulations before ordering.
A customs broker is a licensed specialist who files your import paperwork with customs, classifies goods under the correct tariff code, calculates and prepays duties and VAT, and arranges the customs bond. They’re your interface with a system that punishes small paperwork mistakes with days-long delays and high penalties.
When you should use one
Customs bonds (US-specific)
What brokers actually do for their fee
Typical fees
Flat entry fee €60–€150 per shipment for standard declarations. Complex cases, restricted goods, or multiple HS codes push this higher. Expect 1–3% of shipment value all-in once bonds, disbursements, and VAT deferment costs are included. ISF filings (US ocean freight) add $25–$60.
How to pick one
Professional brokers handle all documentation and duty calculations. Costs roughly 1-3% of shipment value but saves time and reduces errors.
Don't just compare supplier prices — include estimated duty and VAT in your total landed cost. A product costing £50 with 15% duty and 20% VAT actually costs you ~£72.
Always clarify with suppliers upfront: Are they quoting EXW or FOB? Who handles customs paperwork? Where does responsibility transfer? Get it in writing.
Check if your product category requires special markings (CE, UKCA, FCC). Order a sample and test compliance before bulk import.
Experienced suppliers know common compliance pitfalls and can advise on documentation, packing requirements, and labelling needed for your destination.
Customs can delay shipments 1-2 weeks for inspection or documentation issues. Plan sourcing timelines with buffer room.
Your first import is complex. Consider hiring a customs broker for your initial shipment — they'll ensure compliance, manage customs clearance, and teach you the process. The 1-3% cost is worth avoiding costly mistakes.
Ready to find suppliers? Read our guide on sourcing products for resale.
Ask our AI assistant for an instant answer — or reach the support team directly.
Prefer a person? Contact the support team
