Sell on marketplaces in the UK. With customs and tax in view.
Since Brexit, the UK has been a market outside the EU for merchants from Germany. Here you can see which British channels are on our channel list, which of them accept merchants from Germany and what is different about VAT.
Why the UK
The UK has its own marketplaces alongside Amazon and eBay: department stores, DIY stores, mail-order retailers and specialists. The language of the item data is English, so existing English texts can often be reused. Because the country is no longer part of the EU, however, separate rules on import and VAT apply to goods from Germany. And not every British marketplace accepts merchants without a UK registered office.
Which channels on the channel list sell in the UK
- OnBuy: marketplace with 21 customer markets, including the UK, Germany and France. According to OnBuy, the standard plan includes access to the API and integrations. Selling is also possible from outside these markets if items and delivery meet the requirements of the respective market. OnBuy on OnCommerce
- Fruugo: cross-border marketplace for over 40 countries, with its own UK site fruugo.co.uk. Fruugo translates items into the buyer's language and converts the currency. Fruugo Corporate
- Debenhams: department store brand, with its own marketplace on Mirakl since October 2021 for fashion, beauty, sport and home. Mirakl, October 2021
- B&Q: DIY store, marketplace on diy.com since March 2022, built with Mirakl. Mirakl, March 2022 and Kingfisher, March 2024
- Wowcher: deals platform with vouchers and products. Merchants submit a request via a form, Wowcher writes and publishes the offer. The location selection in the form covers UK regions, Ireland and “International”. Wowcher Business
- Grattan: mail-order retailer, operated by Grattan plc, based in Bradford, England. grattan.co.uk
- Curvissa and Kaleidoscope: British fashion sites that share a customer account with other sites. Curvissa is operated by Freemans plc. Curvissa: Our Sites
- Not On The High Street: marketplace for small brands. According to the company, sellers must be registered in Great Britain or Northern Ireland and trade from there. This channel is therefore not open to companies based only in Germany. Not On The High Street: Seller FAQs
- Decathlon: sport, Mirakl marketplace in the UK, among others. Mirakl, July 2021
Source: All information from the linked pages, retrieved on 01.11.2026. Please check the current conditions directly with the respective marketplace. BestBuy is also on the channel list, but sells in the USA and Canada, not in the UK.
What applies to merchants from Germany
- Item data and customer service in English: you need titles, descriptions and attributes in English, and customer enquiries and returns are also handled in English.
- Goods up to 135 pounds from abroad: if you sell goods that are located outside the UK at the time of sale to private customers via a marketplace and the consignment is worth no more than 135 pounds, according to HMRC the marketplace calculates and pays the UK VAT.
- Goods in a UK warehouse: if your goods are already in the UK at the time of sale, the marketplace is also responsible for VAT for sellers from abroad, regardless of value. Import VAT and customs duty on import remain with you as the seller.
- Registration: in certain cases, HMRC requires VAT registration or an exemption from it. Please clarify with your tax adviser what this means for your company.
- Approval per marketplace: some channels only accept UK companies, such as Not On The High Street. Before planning, check whether the channel accepts your company.
Source: GOV.UK: VAT and overseas goods sold to customers in the UK using online marketplaces and Not On The High Street: Seller FAQs, retrieved on 01.11.2026. This information does not replace legal or tax advice.
Two British channels on the same technology
Debenhams and B&Q run on Mirakl, as does the UK marketplace of Decathlon. Once you have connected one of them, you connect the others on the same foundation. More on Connect Mirakl marketplaces.
The UK and other channels from one data source
With X-Sitter MARKETS, the British marketplaces run on the same item data maintenance as Amazon, Otto, Kaufland and the other channels on the channel list, directly on your ERP, your inventory management or your shop. On request, we take care of setup and operation: Have marketplaces connected.
As of: November 2026