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What changes after 1 November for Shopify and Wix sellers shipping to the EU

From 1 November 2026, the EU's product identifier rule is enforced for parcels sent from outside the EU to shoppers in the EU. If your products aren't all ready, you're not alone. This is a product data job, done one variant at a time, and you can start with the things you ship most. Here's what changes, what Shopify does, what we know about Wix, and what to do next.

What changes on 1 November

The Commission's 5 October guidance says the rule applies to goods sold to EU consumers from outside the EU in consignments worth up to €150. Operators could send the identifiers voluntarily from 1 July. In the guidance's words, "effective enforcement starts from 1 November 2026". Sales to EU businesses are "in principle not concerned".

For each item, the customs declaration needs:

  1. Your own product code.
  2. The maker's code, such as a model or part number. If you make the product yourself, it's your own code.
  3. A standard barcode (GTIN, EAN, UPC or ISBN), only where one exists. If there isn't one, the declaration carries the code Y081 instead. Makers have "no obligation" to assign barcodes, so you don't need to buy them.

Your carrier, postal service or customs agent usually files the declaration. But they can only pass on what you give them, so the identifiers need to be in your product data, or wherever your carrier asks for them.

What Shopify does from 1 November

Our checklist for Shopify stores covers each field in more detail.

What about Wix?

When we last checked (26 October), we couldn't find any official Wix guidance on the EU product identifier rule. What Wix's Help Center does say is that you can give each product variant its own SKU and barcode (GTIN). So fill those in with real values, and ask your carrier or shipping service how they want the maker's code and "no barcode" items sent. We'll update this guide if Wix publishes guidance.

Missed the deadline? What to do now

  1. Start with what you ship most. Look at your recent EU orders and fix those products first. You don't have to do the whole catalogue in one go.
  2. Check each item's barcode, or the tick. If a product has a real barcode, make sure it's typed correctly with the right type. If it genuinely has none, use the "no standardized identifier" setting on Shopify. Don't make up a number or type "None".
  3. Add the maker's code. The manufacturer's model or part number, or your own code if you make the product. In Shopify, add it as a barcode with the NS-PID type.
  4. Ask your carrier what it needs. Ask what they need, and where they read it from: your store, a field when you book, or an upload. For example, since 26 October Royal Mail's Click & Drop has asked for a product SKU and a manufacturer ID on EU-bound e-commerce items, and won't apply postage until they're there. Royal Mail adds that if you're not the manufacturer, that ID shouldn't be the same as your SKU.
  5. Then work through the rest, a batch at a time.

How we can help (this is our product)

These tools are made by Your Evenings Ltd, the company behind this guide.

You don't need either to follow the steps above.

Sources

We're not customs brokers or lawyers, and this isn't legal or customs advice. It summarises the official sources above, so please check them, and your own set-up, with your carrier or broker.

Written with AI assistance by Your Evenings Ltd. Last updated: 26 October 2026.