New EU Product ID Requirements Start November 1: What Australian Shippers Need to Know

From 1 November 2026, customs can hold a parcel from an Australian online store to a European Union (EU) customer and charge a Pre-Release Notification Fee if its product data is missing. The EU product ID requirements make Product Identifier (PID) data mandatory for applicable parcels sold directly to EU consumers. 

Australian e-commerce businesses shipping to EU customers must ensure they capture and submit the required product data before the deadline. This article explains what the EU product ID requirements mean for Australian shippers and how businesses can prepare.

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EU Product ID Requirements from November 1: Quick Summary

From 1 November 2026, Australian businesses shipping applicable B2C parcels worth €150 or less to EU consumers must provide the required Product Identifier data for each item. 

• Applies to Australian businesses shipping B2C parcels to EU consumers with an intrinsic value of €150 or less.
• Starts as voluntary PID reporting on 1 July 2026 and becomes mandatory on 1 November 2026.
• Requires up to three separate product identifiers for each item.
• Shipments submitted without the required PIDs after 1 November may face customs holds and an additional Pre-Release Notification Fee.

Couriers & Freight provides customs clearance support for Australian exporters preparing for the new EU product ID requirements.

What the New EU Product ID Requirements Cover

The EU Product Identifier (PID) requirement applies to goods sold through distance sales to EU consumers in consignments with an intrinsic value of €150 or less.

From 1 November 2026, the customs declaration must include the required product identifiers for each applicable item. The EU's updated customs legislation defines three PID categories.

For each applicable item, businesses need to provide the relevant product identifier information: 

• Merchant Product Identifier: The seller's or platform's own product reference, such as a product code or stock keeping unit (SKU). UPS identifies this as required for applicable B2C distance sales of €150 or less. 
• Non-standardised Manufacturer Product Identifier: The manufacturer's own product reference, such as a proprietary model or product code. It is separate from the merchant's identifier.
• Standardised Manufacturer Product Identifier: An internationally recognised standard identifier, such as the Global Trade Item Number (GTIN) behind a retail barcode, where one exists.

Where an item has no standardised identifier, the Merchant Product Identifier and the applicable non-standardised Manufacturer Product Identifier are still required.

Key EU Customs Dates for PID Compliance

Businesses can provide PID information voluntarily from 1 July 2026, and reporting becomes mandatory from 1 November 2026 for applicable distance-sale imports.

For Australian businesses already shipping B2C orders to EU customers, this means reviewing the product data attached to those shipments before the November deadline. The requirement is an EU-wide customs rule. It applies to shipments carried by any carrier serving the EU, including FedEx and DHL.

Before the deadline, businesses shipping applicable products to EU consumers should identify which products require PID information. They should then confirm that the relevant identifiers are available and can be captured during the shipping process. Preparing this information before dispatch can reduce avoidable delays.

What Happens If PID Data Is Missing After November 1

After 1 November 2026, shipments submitted without the required Product Identifier data may face customs holds and an additional Pre-Release Notification Fee. UPS states that shippers must provide complete PID information before transport to avoid delays or holds.

For example, a Melbourne-based skincare business ships serum bottles directly to customers in Germany. If the non-standardised Manufacturer Product Identifier for a serum has not been entered into its shipping system, the parcel could be placed on hold. The hold could delay delivery and add the Pre-Release Notification Fee to the shipment cost.

Get Help with EU Customs Clearance from Couriers & Freight

Couriers & Freight provides customs clearance support for Australian exporters shipping to Europe, including help with the documentation and shipment information needed for international customs processing. Its Europe export guidance highlights the importance of complete customs documentation and accurate shipment information to reduce clearance delays.

Businesses can use the period before 1 November 2026 to review their product information and shipping processes. The required PID data needs to be ready when applicable EU shipments are submitted.

Book customs clearance for your EU-bound parcels with Couriers & Freight.

Get Customs Clearance for EU Exports

Clear your Australia to Europe shipments through customs with Couriers & Freight.

Get a Quote Now