US Customs Explained: What Every European Brand Needs to Know Before Shipping
European brands often overestimate the complexity of US customs. The key is preparation — understanding how it works before your first shipment, not after.
US customs is more straightforward than you think
European brands often overestimate the complexity of US customs. Compared to EU import procedures, the US system is relatively streamlined, well-documented, and handled daily by a large network of licensed customs brokers who specialise in European goods. The key is preparation — understanding how it works before your first shipment avoids the most common and costly mistakes.
HTS codes: start here
Every product entering the US needs a Harmonized Tariff Schedule (HTS) code — a 10-digit classification number that determines your duty rate and any special import requirements. For most European consumer goods, duty rates are low: 0-5% for clothing, 0% for many food categories, low single digits for most design and homeware products. Know your number before you price your product for the US market, not after.
What you actually pay: a clear breakdown
- Customs duty: percentage of your goods value, determined by HTS code. Often 0-5% for European consumer goods.
- Merchandise Processing Fee (MPF): 0.3464% of the goods value, minimum approximately $31 per entry, maximum approximately $614.
- Harbor Maintenance Fee (HMF): 0.125% of goods value, sea freight only.
- Customs broker fee: typically $100-300 per shipment depending on complexity.
The customs broker: your mandatory partner
For commercial imports above $800 in value, a formal customs entry is required by law. A licensed US customs broker files this entry on your behalf, calculates the duties, pays them, and clears your shipment. The broker fee is modest relative to the cost of a delayed or seized shipment.
Categories that need extra attention
- Food and beverages: FDA registration required for the manufacturer. English-language labeling with ingredients, allergens, and nutritional information per US standards.
- Cosmetics and skincare: FDA-regulated. Some EU-approved ingredients are restricted in the US. Verify your formulation against the FDA prohibited list.
- Supplements: FDA registration and specific labeling requirements.
- Electronics: FCC certification mandatory. No FCC mark, no entry.
- Textiles and apparel: English labeling required showing fiber content and country of origin.
How to avoid the three most common mistakes
Three mistakes account for the majority of delayed or problematic shipments from European brands: an incorrect or missing HTS code, a commercial invoice that is incomplete (every line item needs value, quantity, description, and country of origin), and special-category products shipped without the required registrations or certifications. The simplest fix is to work with a partner who handles customs daily and knows what is required for your specific product category.
