Can You Sell in Europe Without Registering a Company in the Netherlands?

We hear this question almost every week at FirmNL. Founders from the US, UK, India, UAE, and even Australia ask us the same thing on calls: “Can I sell in Europe without registering a company in the Netherlands?”
The confusion is very real. Europe looks like one market, marketplaces make onboarding easy, and many sellers start seeing EU orders before they even think about legal structure. Platforms like Amazon, Shopify, or B2B invoicing tools don’t always force company registration on day one, so it feels possible to delay everything.

What usually happens is this: sales start small, then inventory moves faster, customers ask for VAT invoices, or logistics partners demand local registration. That’s when founders realize selling is easy, but selling compliantly is the hard part. This is exactly where most non-EU businesses get stuck, and why this question keeps coming back again and again.

Short Answer: Yes, But Only in Limited Scenarios

The short answer is yes, you can sell in Europe without registering a company in the Netherlands — but only in very specific and limited situations. This is where many founders misunderstand things. Selling once or occasionally is different from running a proper business in the EU.

Selling in Europe Without a Dutch Company: What Is Actually Allowed

Let’s be very clear here, because this is where most confusion happens. There are situations where selling in Europe without a Dutch company is allowed, but these are more like temporary windows, not long-term setups.

If you are a non-EU business and you ship products directly from your home country to EU customers, without storing goods in Europe, this is usually acceptable at an early stage. Many founders start like this using Shopify or direct invoicing. In this case, customs clearance happens per shipment, and VAT is often paid by the end customer or handled through import rules. It works, but it’s not smooth.

Another allowed scenario is selling digital services from outside the EU. For example, software, SaaS, or consulting services can sometimes be sold without a Dutch company at the beginning. Still, EU VAT rules for digital services apply, and VAT registration may be required even without a company setup. This part is often missed.

Marketplaces also create confusion. Platforms like Amazon or Etsy may allow you to list and sell before asking for full EU registration. But once you use their EU warehouses or fulfillment programs, the rules change immediately. Stock inside Europe triggers local VAT and compliance obligations.

So yes, selling without a Dutch company is possible in these narrow cases. But the moment you store inventory, sell regularly, issue EU VAT invoices, or scale marketing inside Europe, these allowances stop applying. This is usually the point where founders come to us and say, “We should have planned this earlier.”

When You Are Forced to Register a Company or VAT in the Netherlands

This is the point where selling in Europe stops being flexible and becomes legally structured. We see many founders reach this stage without realizing it, and then suddenly everything feels urgent.

If you store goods in the Netherlands or anywhere in the EU, VAT registration becomes mandatory. It does not matter if the company is registered outside Europe. The moment inventory sits in a Dutch warehouse or a fulfillment center, Dutch VAT rules apply. This is one of the most common triggers we see with e-commerce sellers using EU logistics partners.

Another clear trigger is regular sales to EU customers. If selling becomes continuous and not just occasional, tax authorities view it as ongoing business activity. At that stage, operating without proper VAT setup is no longer acceptable. Customers may also start demanding compliant VAT invoices, especially B2B buyers.

You are also forced to act if you sell through EU marketplaces with local fulfillment, or if payment providers request EU tax details to keep your account active. Many founders only discover this when payouts get paused or onboarding is blocked.

Also Checkout: Dutch Legal Entities and Accounting Standards: What Founders Must Know

The Hidden Risks of Selling Without a Dutch Entity

On paper, selling in Europe without a Dutch entity looks simple. In reality, this is where most silent risks sit, and founders usually notice them too late.

The biggest issue is VAT exposure. If VAT should have been charged but wasn’t, the liability does not disappear. Authorities can go back years, calculate unpaid VAT, add penalties, and interest. We’ve seen cases where sellers thought they were “too small to notice,” but once platforms or banks flagged them, the damage was already done. Fixing VAT retroactively is always harder and more expensive.

Another risk is marketplace and payment disruption. Platforms like Amazon, Stripe, or PayPal may suddenly ask for EU VAT proof or local registration details. If you can’t provide them quickly, payouts get paused or accounts restricted. Sales may continue, but cash flow stops. For growing businesses, this is dangerous.

There is also a trust issue. EU B2B customers often check VAT numbers before paying invoices. Without proper registration, deals slow down or fall apart. Logistics partners and warehouses also hesitate to work with sellers who are not compliant locally.

This is why many sellers eventually move toward a proper structure, often starting with a Dutch setup. We usually recommend reviewing options like a full company structure or VAT-based solutions early, instead of reacting under pressure later. For founders planning long-term EU sales, a structured route such as a Dutch BV setup often removes these risks completely.

Why Many Sellers Choose the Netherlands as Their EU Base

When founders finally decide to set things up properly in Europe, the next question is usually where. Over time, we’ve seen a clear pattern: many international sellers end up choosing the Netherlands, even when they had other EU countries in mind.

One big reason is logistics. The Netherlands sits right at the center of European trade routes. With ports like Rotterdam and strong road access to Germany, Belgium, and France, goods move fast. For e-commerce and import/export businesses, this alone removes a lot of delivery delays and customer complaints.

Another reason is VAT efficiency. The Dutch system is very structured and predictable. Options like VAT deferment make it easier to manage cash flow, especially when importing goods into the EU. Founders don’t like surprises when it comes to tax, and the Netherlands offers clarity compared to many other jurisdictions.

There is also a credibility factor. A Dutch entity or Dutch VAT registration is well accepted across Europe. Marketplaces, payment providers, and B2B clients are already familiar with Dutch compliance standards, so onboarding becomes smoother. Things that were blocked earlier suddenly start moving.

Finally, scalability matters. Many sellers don’t just want to sell in one EU country. They want access to the full European market. A Dutch setup is often flexible enough to support that growth without needing constant restructuring.

Alternatives to Full Company Registration (Fiscal Rep & Article 23)

Not every seller needs to register a full Dutch company on day one. We explain this clearly on calls, because jumping too early can also create unnecessary cost. There are structured alternatives that let you sell compliantly in Europe while keeping things lighter at the beginning.

One common option is VAT registration in the Netherlands with fiscal representation. This allows non-EU businesses to register for Dutch VAT without forming a BV. You can legally import goods, charge VAT, and sell inside the EU, while a local representative handles communication with the tax authorities. For many early-stage e-commerce sellers, this acts as a bridge setup.

Another important tool is Article 23 VAT deferment. Instead of paying import VAT upfront at customs, VAT is reported and settled through your VAT return. This improves cash flow significantly, especially for sellers importing goods regularly into the EU. Many founders don’t know this exists until they struggle with blocked capital at the border.

These options are not shortcuts or loopholes. They are official Dutch mechanisms designed for international trade. But they must be structured correctly from the start. If done wrong, sellers still face VAT exposure or compliance gaps later.

How FirmNL Helps You Sell in Europe the Right Way

At this stage, most founders already know what they want to do. The real problem is how to do it correctly without losing time or money. This is where we come in at FirmNL.

We don’t start with paperwork. We start by looking at how you actually sell. Where your customers are. Where goods move. How payments come in. Based on this, we recommend the right structure — not the most expensive one, not the fastest one, but the one that keeps you compliant and scalable. Many clients appreciate this because it avoids redoing things six months later.

For sellers who need a full presence, we handle Dutch BV incorporation end to end, including VAT and EORI registration, accounting setup, and compliance onboarding. 

If a BV is not required yet, we structure VAT registration with fiscal representation and apply Article 23 where it makes sense, so imports don’t block cash flow

Beyond legal setup, we also support the operational side. From warehouse introductions to EU logistics coordination, we help sellers actually run their European operations, not just register them

In short, we act as your local partner in the Netherlands. You focus on sales and growth, we make sure Europe stays compliant, predictable, and ready to scale.

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