Direct export means selling your product into the US under your own brand, through your own channel, with no local joint venture, no licensing agreement, and no giving up margin to a master distributor. For European companies with a differentiated product and the operational bandwidth to support it, direct export is the most profitable path into the US market.
Direct export at a glance
Why Direct Export?
Going direct is a commitment. It requires more upfront investment than working through a distributor, and you absorb the learning curve yourself. The tradeoff is control: over pricing, brand positioning, customer relationships, and market intelligence.
Why go direct
Companies that build their own US channel from the start are better positioned to scale. They understand their customer, control their pricing, and aren’t dependent on a third party’s sales effort.
Market Research and Analysis
Before you ship a single unit, understand who you’re selling to and what they already buy.
Market Research Areas
| Research Area | What to Investigate |
|---|---|
| Buyer priorities | What do US buyers prioritize: price, lead time, support, certifications? |
| Market size and growth | Total and serviceable addressable market (TAM/SAM) for your specific segment |
| Competition | Who are the incumbent suppliers, and on what dimensions do they compete? |
| Trends | Technology shifts, regulatory changes, consolidation patterns |
Primary research (customer interviews, trade show conversations) is more valuable than secondary data for early-stage market entry. Talk to 15-20 potential buyers before committing to a distribution strategy. Their language and priorities should shape your US positioning.
Legal and Regulatory Requirements
The US has a fragmented regulatory environment. There is no single EU-equivalent body. Oversight is split between federal agencies: the Food and Drug Administration (FDA), Federal Communications Commission (FCC), Consumer Product Safety Commission (CPSC) and Environmental Protection Agency (EPA) and state-level requirements.
Regulatory Landscape
| Regulatory Area | Key Considerations |
|---|---|
| Product standards | UL or ETL safety listing from a Nationally Recognized Testing Laboratory (NRTL), NFPA 79 (the National Fire Protection Association’s electrical standard for industrial machinery), FCC (electronics), FDA (medical devices) |
| Tariffs and duties | Rates depend on your product’s classification in the Harmonized Tariff Schedule (HTS) and its country of origin. The US has no free trade agreement with the EU, so EU goods pay the normal most-favored-nation (MFN) rate plus any additional duties |
| IP rights | File US trademark and patent applications early. Patents are first-to-file; trademark rights come from use, but only a federal registration protects you nationwide |
| Import regulations | Importer Security Filing (ISF, the “10+2” filing for ocean freight), customs entry procedures, bond requirements for commercial shipments |
Get a US trade attorney involved early, especially for regulated product categories. The cost of non-compliance (detained shipments, recall orders, injunctions) far exceeds the cost of proper legal setup.
Not sure which US rules apply to your product? We work with US trade and compliance attorneys and can introduce you before your first shipment.
Ask for an introduction →Setting Clear Objectives
Entering the US without specific targets means you’ll be unable to judge whether the effort is working.
Objectives and Metrics
| Objective | Example Metric |
|---|---|
| Market penetration | Signed customers in target segment within 12 months |
| Revenue targets | $X in US sales by end of year one, year two, year three |
| Brand awareness | Share of voice in key industry publications, LinkedIn impressions |
| Customer acquisition | Cost per acquired customer vs. target customer lifetime value (LTV) |
Set objectives that are specific, time-bound, and tied to resource allocation. If you don’t hit them, you need to know whether the problem is product-market fit, pricing, channel, or execution. Clear targets make that diagnosis possible.
Choosing Distribution Channels
Direct export doesn’t mean selling only through your own sales team. It means you own the channel strategy.
Direct sales is the slowest start but the only option with full control.
Most B2B exporters start with direct outbound to anchor customers, then add distributor coverage for regions or segments they can’t reach cost-effectively.
For a deeper look at channel partnerships as an alternative or complement to direct sales, see how to sell through channel partners. If you plan to use reps alongside your direct efforts, US sales rep commission rates covers how compensation works.
Establishing Pricing Strategies
US pricing must reflect your full cost stack, not just your home-market margin.
Pricing Strategy Selection
| Pricing Strategy | When to Use It |
|---|---|
| Cost-plus | Baseline: ensures you cover landed cost plus target margin |
| Market penetration | Launch discount to acquire reference customers; plan the path to full price |
| Value-based | Appropriate when your product delivers measurable ROI the buyer can quantify |
Calculate your landed cost first, then layer on your target margin. Compare that number to what the market will bear. If the gap is too large, revisit your product-market fit or target segment, not just your price.
- Ex-works price Your factory gate cost
- Freight + insurance Ocean or air, door-to-port
- Customs duties 10% on most EU goods
- Customs fees MPF 0.3464%, HMF 0.125% (see below)
- 3PL handling Third-party logistics warehouse
- Returns and warranty 3-8% by category
Landed cost
Price against this number, not your European list price.
The 10% applies to most EU goods since July 24, 2026: a Section 301 duty tops the normal (MFN) rate up to 10%. Section 232 goods pay their own rate instead: steel, aluminum and copper 50% of full value, metal derivatives 25%, cars, auto parts and certain industrial equipment 15%. The merchandise processing fee (MPF) is a US Customs and Border Protection (CBP) fee on every formal entry, with a per-entry minimum and cap. The harbor maintenance fee (HMF) applies to ocean freight only. 3PL stands for a third-party logistics provider that receives, stores and ships your goods in the US.
Landed cost calculator
Enter one shipment. Results update as you type.
Tariff Rates Change Faster Than Price Lists: EU goods have seen four tariff regimes since mid-2025: a 15% all-in rate under the International Emergency Economic Powers Act (IEEPA) from August 2025, which the Supreme Court struck down in February 2026, a 10% Section 122 surcharge until July 2026, and the current Section 301 duty the Office of the US Trade Representative (USTR) announced on July 23, 2026. Check the duty on your exact HTS line before each price list, and write a tariff adjustment clause into US quotes.
Common Pricing Mistake: Pricing based on European list price converted at exchange rate is the most common error. US buyers compare you against US alternatives, not your home-market price.
Shipping and Customs
The documentation and customs process for direct export is the same as any US import: commercial invoice, bill of lading, packing list, and ISF filing for sea freight. Classify your products with the correct Harmonized System (HS) code (it determines your duty rate), and work with a licensed US customs broker for the first few shipments.
The $800 de minimis exemption won’t help with samples or spare parts anymore. CBP suspended it for commercial shipments in August 2025 and made the suspension indefinite in June 2026; the statutory repeal follows on July 1, 2027. Every shipment, however small, needs a customs entry with duties paid.
For a detailed walkthrough of required documents, tariff classification, and customs procedures, see exporting to the US.
Inventory Management
US buyers expect fast delivery. Shipping per-order from Europe puts you at a disadvantage against domestic suppliers shipping from US stock.
Most European SMEs entering the US start with a third-party logistics provider (3PL) in a mid-Atlantic or Midwest location. This covers the broadest geography at the lowest transit cost and keeps delivery times competitive. Plan your inventory levels around demand forecasting, not production cycles. Stockouts in the first year kill momentum that’s hard to rebuild.
Building Your Brand in the US
US buyers need a reason to buy from a European company over a domestic alternative. “Made in Germany” or “Italian engineering” carries weight in some categories, but it isn’t a strategy on its own.
What actually builds brand
Marketing That Gets Industrial Buyers to a First Meeting
In year one, one number tells you whether your marketing works: qualified first meetings with US buyers per month. Pick the channels that produce those meetings, and measure each one by that.
Paid search can wait until year two. Industrial keywords have little volume and a high cost per click, and you need a few months of buyer conversations to learn which terms your buyers actually use.
Monitoring and Course Correction
Define your KPIs before launch: pipeline value, customer acquisition cost, average shipping time, and sales volume by region. Review monthly. If you’re 12 months in with no pipeline, that’s a strategy problem (revisit channel, pricing, or segment). If you have pipeline but slow close rates, that’s a trust problem (buyers aren’t comfortable buying from a European company they don’t know yet).
Build a quarterly market intelligence review into your operations. Track competitor moves, pricing shifts, and changes in buyer procurement behavior. The US market moves faster than most European markets, and the companies that stay competitive treat market learning as continuous, not something they did once before launch.
For a broader overview of the export process, including customs documentation, regulatory compliance, and distribution options, see exporting to the US. For a comparison of all four US entry models and how direct export fits against channel partners, joint ventures, and subsidiary setup, see the US market entry strategy guide.
Frequently Asked Questions
What is direct export?
Direct export is selling into a foreign market without intermediaries. You own the pricing, brand, customer relationships, and logistics. The alternative is indirect export, where a distributor or trading company handles the market access and takes a margin. Direct export gives you more control and higher margins but requires you to manage compliance, shipping, and customer support yourself.
Is direct export cheaper than using a distributor?
Not necessarily up front. Direct export requires investment in logistics, marketing, and often US-based inventory. A distributor absorbs some of those costs but takes 20-40% margin. The economics depend on your deal size: for high-value products ($50,000+), the margin saved by going direct can be substantial. For lower-value products with high shipping costs, a distributor’s logistics infrastructure often makes more financial sense.
How do I price my product for the US market?
Start with your landed cost: ex-works price plus freight, customs duties, 3PL handling, insurance, and a returns and warranty allowance. Then add your target margin. Compare that number to what US competitors charge. If there’s a large gap, revisit your target segment or value proposition, not just your price. A common mistake is converting European list prices at exchange rate. US buyers compare you against US alternatives, not your home-market pricing.
What certifications do I need to sell products in the US?
It depends on your product category. UL listing is expected by most US industrial buyers. FCC authorization is required for electronics. FDA registration applies to medical devices and food-contact products. CPSC compliance covers consumer goods. CE marking is not equivalent. You need US-specific certifications. Factor 3 to 6 months of lead time into your launch plan.
Can I sell on Amazon or online marketplaces as a European company?
Yes. Amazon Business and industry-specific platforms like ThomasNet are viable channels for standardized products. You’ll need a US bank account, compliant product listings, and US-based inventory to meet delivery expectations. The margin pressure is real: marketplace fees plus shipping can eat 30-40% of revenue. It works best for products with strong differentiation, not commodity items.
Going direct means someone has to start the conversations. We run your US outbound and book the first meetings.
See US Sales Development →