UK product safety and compliance regulations require e-commerce sellers to meet specific legal standards before placing goods on the market. Meeting these obligations protects consumers, avoids enforcement action and helps build a sustainable business.
This guide explains the main requirements including CE, UKCA, GPSR and REACH markings and declarations. It sets out practical steps for early-stage founders sourcing products in the UK or overseas so you can check compliance systematically before selling.
Why product compliance matters for UK e-commerce sellers
Every product sold in the UK must satisfy applicable safety, labelling and documentation rules. Responsibility sits with the person placing the product on the market, whether that is a manufacturer, importer or own-brand seller. Non-compliance can lead to products being withdrawn, fines or legal action from trading standards.
Online marketplaces also enforce their own policies and may suspend accounts if safety documentation is missing. Checking rules early prevents costly redesigns or delayed launches. Requirements differ depending on the product category, so begin by identifying which regulations apply to your items.
Understanding the UKCA mark
The UKCA (UK Conformity Assessed) mark replaced the CE mark for most products after the UK left the EU. It demonstrates that a product meets UK essential health and safety requirements. You must use UKCA for goods placed on the market in Great Britain; Northern Ireland follows different rules that still recognise CE in many cases.
To apply the UKCA mark you or your manufacturer must:
- Identify the relevant UK regulations for your product type
- Carry out conformity assessment, which may include testing by a recognised body
- Compile technical documentation and a declaration of conformity
- Affix the UKCA mark visibly, legibly and permanently where required
Many products also need specific labelling such as manufacturer details, batch codes and instructions in English. Keep records for at least ten years so they can be produced if requested.
CE marking and selling in the UK
CE marking continues to be accepted in Northern Ireland under the Northern Ireland Protocol. For Great Britain, CE marking alone is no longer sufficient for most regulated products after 31 December 2024. Some manufacturers still use CE if they follow EU rules, but UK sellers must ensure the correct UKCA documentation is in place for the GB market.
Practical tip: when sourcing from overseas factories, ask suppliers to confirm whether they can provide both UKCA and CE documentation. Request a sample declaration of conformity and check that it lists the correct regulations and standards. If in doubt, arrange independent testing through a UK-approved body before committing to larger orders.
GPSR – General Product Safety Regulation
The UK General Product Safety Regulation (GPSR) applies to consumer products that are not covered by specific sectoral rules. It requires that products are safe under normal or reasonably foreseeable use. Sellers must provide clear information about risks, keep records of complaints and be ready to take corrective action such as recalls.
Key practical steps include:
- Carry out a risk assessment for your product category
- Ensure clear labelling with your business name, contact details and product reference
- Provide safety instructions in English where needed
- Retain technical files and distribution records for the required period
Online listings must accurately describe safety features. If you import goods, you become the responsible economic operator and must register your contact details on the product or packaging.
REACH, restricted substances and other key rules
REACH (Registration, Evaluation, Authorisation and Restriction of Chemicals) controls hazardous chemicals in products. It restricts certain substances such as heavy metals in jewellery, phthalates in plastics or formaldehyde in textiles. You must ensure your supply chain complies and obtain declarations from suppliers confirming restricted substances are below allowed concentrations.
Other common regulations include:
- Toy safety standards covering mechanical, chemical and flammability requirements
- Electrical equipment safety and EMC rules for plugs, chargers and appliances
- Textile labelling rules that require fibre composition details
- Packaging waste rules that may require you to register with a compliance scheme depending on the volume of packaging you handle
Check the specific schedule for your product on GOV.UK. When ordering samples, request test reports from accredited laboratories that cover the relevant standards. Review reports against your exact product specification rather than accepting generic documents.
Practical steps to achieve compliance before selling
Follow this sequence when developing or sourcing a new product:
- Identify the exact product category and list every applicable UK regulation
- Research the essential requirements and harmonised standards for that category
- Source suppliers who can demonstrate existing compliance or willingness to support UKCA processes
- Order samples and arrange independent testing where self-declaration is not permitted
- Compile the technical file including risk assessments, test reports, labels and declarations
- Affix correct markings and prepare English-language instructions and safety information
- Register as an economic operator if required and keep all records accessible
Repeat the process for each product variation. Many founders begin with simple, low-regulation items such as certain clothing or stationery while they learn the system. Budget for testing and certification in your cost price calculations. Review compliance whenever you change suppliers or materials.
Importing, quality control and record keeping
When importing, you take on importer responsibilities under UK law. This includes verifying that overseas manufacturers have carried out required conformity assessments to UK standards. Use Incoterms that give you control over inspection before title passes. Commission pre-shipment inspections focused on safety markings, labelling accuracy and batch traceability.
Maintain a compliance folder for each product line containing:
- Supplier declarations
- Test reports and certificates
- Risk assessments
- Labelling artwork and instructions
- Distribution records
Update records whenever new information arrives. Digital storage with clear naming and version control helps when responding to authority requests. Platforms may ask for this documentation during account verification or random audits.
Frequently asked questions
Do I need UKCA marking on all products sold in the UK?
No. UKCA applies only to products that previously required CE marking under harmonised regulations. Many everyday items such as books, plain clothing without specific claims, or certain handmade crafts fall outside these rules. Always check the exact regulations for your product category on GOV.UK rather than assuming marking is needed.
Can I sell products with only CE marking in Great Britain?
From the end of 2024 most products placed on the GB market must carry UKCA where that marking is required. CE marking remains valid in Northern Ireland for many categories. Check current transitional arrangements on GOV.UK because deadlines can be extended or amended.
Who is responsible for product safety when importing from China?
The UK importer or the business selling under its own brand is the responsible economic operator. You must ensure the products meet UK standards even if the factory provides CE documents. This usually means reviewing or repeating testing to UK regulations and maintaining your own technical file.
How do I know which chemical restrictions apply under REACH?
Start by identifying the materials in your product such as plastic, textile, metal or paint. Then search GOV.UK for the restricted substances list relevant to those materials. Ask your supplier for a signed declaration listing the concentrations of any restricted chemicals. Independent laboratory testing provides further assurance.
What records must I keep for GPSR compliance?
You need to retain technical documentation, risk assessments, supplier information, distribution records and any safety instructions for at least ten years. Keep evidence that you can trace batches and contact customers if a safety issue arises. Digital records are acceptable provided they remain accessible.
Related reading: How to find UK-based manufacturers for private label products, Negotiation tactics with suppliers for early-stage founders, Dropshipping versus bulk buying: which is better for UK sellers. Browse all product sourcing guides or apply to Loomworks.