How to maximise UK sales during the General Product Safety Regulation (GPSR) EU eCommerce chaos
From 13 December 2024, businesses selling products in the EU will face a major regulatory shift. The new EU General Product Safety Regulation (GPSR) introduces stringent requirements affecting every stage of the product lifecycle, from design and testing to labelling and supply chain management. It marks the beginning of a challenging new era for EU sales.
Many brands, understandably, feel left in the dark, with some saying that ‘the government has been no help’. For such a monumental change, there’s a surprising lack of readily available information online. While we don’t have all the answers, this article offers one of the clearest explanations. Plus, don’t miss our free on-demand GPSR workshop with legal expert Babs Neilan for clear guidance and advice — sign up to access the replay here.
The opportunity: Strengthening your UK presence
For eCommerce brands heavily reliant on EU sales but not yet aligned with these regulations, the transition could present significant barriers. For some, selling to the EU might become temporarily out of reach, raising a critical question: What’s next?
Credit: @yogi_pod
Credit: @pixieroseforchildren
Credit: @emoryartmodel
Credit: @totodo_s
The immediate answer lies in the UK. With the EU market on hold for some product businesses, the UK offers an opportunity to strengthen brand presence and build customer loyalty locally.
If EU GPSR compliance remains a work in progress, now is the time to turn your attention to boosting awareness and driving sales in the UK. Here are actionable steps to make the most of this transitional period through PR:
1. Double down on product placement
Make PR a priority—whether for 30 or 60 minutes each week - to keep your brand in the spotlight.
When pitching to journalists, emphasise what makes your product notable - whether it’s sustainability, wellness, or inclusivity. These differentiators help cut through the noise and demonstrate your brand’s commitment and credibility. Consumers are bombarded with choices, but they’re increasingly selective, drawn to brands that stand for something and deliver value not just more options.
Press coverage signals that your brand is credible and committed. It holds more weight than self-promotion ever will.
With the new EU General Product Safety Regulation (GPSR) likely driving more UK-focused shopping, you want to aim to get featured in online magazine
round-ups and shopping guides to reach a wider UK audience. Digital PR also boosts visibility on Google and supports SEO through valuable backlinks -
a win-win for brand visibility.
2. Embrace profile PR and value-led storytelling
Storytelling is essential for connecting with customers. Profile features allow you to share your brand's story, mission, and values, helping to build trust and loyalty through authentic, "show, don't tell" content.
For UK-founded brands, building a personal brand. is also a powerful tool to stand out. It’s not about self-promotion, but about creating a genuine presence that reflects your values and the value you offer. A strong personal brand can establish you as an industry leader, drive thought leadership, create partnerships, and generate more media coverage—giving you a competitive edge.
The GPSR’s implementation marks a pivotal moment for product businesses selling in the EU. While the transition might feel daunting, this is the time to refocus and strengthen your position in the UK.
There’s no better time to maximise your efforts in the UK. Your success in the UK market could be the key to long-term growth.
Want to get the clarity you need to navigate this new regulatory landscape? Access our free on-demand workshop now.
We joined forces with legal expert Babs Neilan to help break down GPSR and show you how to navigate it effectively. Register to access the replay below.