Europe has long been an important source of products for American businesses. From German machinery and Italian furniture to French cosmetics, Swiss products, specialty foods, automotive components, pharmaceuticals, industrial equipment, and luxury goods, European manufacturers serve almost every major sector of the US economy.

The scale of this relationship is enormous. The United States imported approximately $633.2 billion in goods from the European Union in 2025, according to the Office of the U.S. Trade Representative. Major sources included Germany, Ireland, Italy, and France.

For a first-time importer, however, buying from a European supplier is only the beginning.

You also need to understand product requirements, supplier verification, transportation, customs classification, tariffs, documentation, insurance, and the final cost of getting the merchandise into your US warehouse.

That may sound complicated at first.

The good news is that you can break the process into manageable steps.

This guide walks through importing from Europe to the USA, from finding the right supplier to clearing customs and receiving your products.

Why Are US Businesses Importing from Europe?

European countries have strong reputations in many manufacturing and specialty-product categories.

Depending on the country and industry, businesses may source:

• Industrial machinery
• Automotive parts
• Pharmaceuticals
• Medical equipment
• Furniture
• Apparel
• Footwear
• Cosmetics
• Food and beverages
• Specialty chemicals
• Electrical equipment
• Luxury goods
• Engineering components
• Renewable-energy equipment
• Consumer products

The US market already has substantial demand for European merchandise.

In 2024, leading US imports from the European Union included pharmaceuticals, road vehicles, industrial machinery, electrical machinery and parts, and specialized machinery.

But popularity should not be confused with profitability.

A product that sells well in the United States can still be a poor import opportunity if transportation, tariffs, compliance costs, and other expenses eliminate your margin.

So the first rule is simple:

Research the business opportunity before placing the order.

Step 1: Decide Exactly What You Want to Import

Before contacting European suppliers, define your product as precisely as possible.

Avoid starting with a broad description such as "European furniture" or "industrial equipment."

Instead, document:

• Product name
• Model
• Materials
• Dimensions
• Weight
• Intended use
• Quantity
• Packaging
• Technical specifications
• Quality standards
• Expected purchase price
• Target US selling price

A detailed specification sheet makes supplier comparisons much easier.

It also reduces the chance of receiving something different from what you expected.

For example, two manufacturers might both sell stainless-steel equipment, but the thickness, grade, electrical specifications, dimensions, and operating capacity could differ significantly.

The more specific your requirements are, the easier it becomes to compare products fairly.

Step 2: Research the US Market

Before committing money to imports from Europe, determine whether customers in your target market actually want the product.

Research:

• Competitors
• Retail prices
• Wholesale prices
• Customer reviews
• Product features
• Market demand
• Seasonal trends
• Available alternatives
• Distribution channels

Look at what successful competitors are doing.

If several companies already sell an identical product at a price close to your expected landed cost, entering that market may be difficult.

On the other hand, you may find an opportunity if customers want better quality, faster delivery, different specifications, or a product that is currently difficult to source.

Your goal is not simply to find something European that you can buy.

Your goal is to find something you can buy, import, sell, and profit from.

Step 3: Choose the Right European Country

"Europe" is not one manufacturing market.

Each country has its own industrial strengths, business culture, logistics infrastructure, and supplier base.

For example:

Germany

Often associated with machinery, automotive products, engineering, industrial equipment, and precision manufacturing.

Italy

Known for furniture, fashion, footwear, food products, specialty manufacturing, and luxury goods.

France

Important in areas such as cosmetics, food and beverages, aerospace, fashion, and luxury products.

Netherlands

A major logistics and distribution hub with an important role in European trade.

Spain

Strong in food, agriculture, automotive components, textiles, ceramics, and other manufacturing sectors.

Poland and Central Europe

Important manufacturing bases for machinery, automotive components, furniture, electronics, and industrial products.

These are broad examples, not guarantees.

The best country depends on the product you are sourcing.

Step 4: Find Potential Suppliers

Once you know what you want, start building a supplier list.

Don't immediately select the first manufacturer that gives you a quotation.

Compare several businesses.

Ask potential suppliers about:

• Company history
• Manufacturing location
• Production capacity
• Export experience
• Minimum order quantity
• Lead time
• Product specifications
• Quality-control procedures
• Certifications
• Packaging
• Payment terms
• Shipping terms

You want to know whether the supplier can consistently produce the product you need.

A supplier may be excellent at small orders but struggle with larger quantities.

Another may offer a low price but have long production lead times.

Look beyond the quotation.

Step 5: Verify the Supplier

Supplier verification is one of the most important stages of importing from Europe.

Before making a substantial payment, confirm that the company actually exists and can fulfill your order.

Check:

• Business registration
• Physical address
• Website
• Company history
• Manufacturing facility
• References
• Product documentation
• Certifications
• Export experience

If possible, arrange a factory visit or independent factory audit for a significant purchase.

Ask the supplier for photographs or video of the actual production facility rather than relying exclusively on catalog images.

A professional supplier should be comfortable discussing production, quality control, packaging, and shipping arrangements.

Step 6: Request a Product Sample

Never assume that a product will meet your expectations simply because the supplier's website looks impressive.

Request a sample whenever practical.

Evaluate:

• Materials
• Construction
• Dimensions
• Finish
• Function
• Packaging
• Labeling
• Durability
• Overall quality

For machinery or technical products, request detailed specifications and test information.

For food, cosmetics, medical products, children's products, electronics, and other regulated categories, additional testing or certification may be necessary.

A sample gives you a chance to discover problems while your financial exposure is still relatively small.

Step 7: Check US Import Requirements

This is where many first-time importers make mistakes.

A product legally sold in Europe is not automatically compliant with US requirements.

The United States has its own rules concerning safety, labeling, composition, environmental standards, electrical requirements, food, pharmaceuticals, chemicals, vehicles, and many other products.

Depending on your merchandise, agencies that may be relevant include:

• US Customs and Border Protection
• Food and Drug Administration
• Consumer Product Safety Commission
• Environmental Protection Agency
• Department of Agriculture
• Department of Transportation
• Federal Communications Commission
• Federal Trade Commission

CBP specifically notes that importers must ensure their merchandise complies with requirements imposed by other federal agencies when applicable.

So don't ask only:

"Can this product be exported from Europe?"

Ask:

"Can this exact product legally enter and be sold in the United States?"

That is the more important question.

Step 8: Determine the Correct HTS Classification

Every commercial import needs appropriate customs classification.

The Harmonized Tariff Schedule of the United States, commonly called the HTSUS, provides the tariff classification system used for US imports.

Classification can depend on:

• Product composition
• Function
• Materials
• Manufacturing process
• Intended use
• Technical characteristics

The classification can affect the duty rate and other customs requirements.

Do not automatically use an HTS code supplied by your European supplier.

The supplier may be using the European Union's classification system, while the US uses its own tariff schedule.

If you are uncertain, work with a qualified customs professional or consider seeking a binding ruling from CBP for an appropriate product.

Getting classification right before your shipment leaves Europe is much better than discovering a problem after arrival.

Step 9: Understand Tariffs and Trade Measures

Tariffs are one of the most important financial considerations when planning imports from Europe.

The applicable rate depends on the exact product classification and the trade measures in effect when the goods enter the United States.

Do not assume that every European product has the same duty rate.

Two products purchased from the same country can have completely different tariff treatment.

There can also be additional measures affecting particular products.

US-EU trade policy has also been evolving. In 2026, the transatlantic trade relationship continues to receive significant policy attention, making it especially important to verify current tariff treatment rather than relying on an old rate or a general internet estimate.

For a commercial shipment, confirm the current treatment for the specific HTS classification before finalizing your purchase.

Step 10: Calculate Your Landed Cost

This is arguably the most important financial calculation in the entire process.

Your supplier's price is not your true import cost.

Your landed cost may include:

Product cost + inland transportation + export charges + international freight + insurance + customs duties + tariffs + port charges + customs fees + domestic transportation + warehousing

You may also have:

• Inspection fees
• Testing costs
• Certification
• Special packaging
• Labeling
• Storage
• Demurrage
• Financing costs
• Customs examination expenses

Example

Suppose a European supplier quotes:

Product cost: $50,000

You then spend:

• $2,000 on inland transportation
• $5,000 on ocean freight
• $1,000 on insurance and related charges
• $8,000 on applicable duties and tariffs
• $2,000 on US transportation and handling

Your actual landed cost is approximately:

$68,000

If you calculate your profit using only the $50,000 supplier invoice, your numbers will be misleading.

Always calculate the complete cost before deciding whether the transaction is profitable.

Step 11: Choose the Right Incoterm

Your European supplier may quote an Incoterm such as:

• EXW
• FCA
• FOB
• CIF
• DAP
• DDP

These terms define responsibilities and risk allocation between the buyer and seller.

Don't choose an Incoterm simply because the quoted price looks attractive.

Ask:

• Who arranges transportation?
• Who pays export costs?
• Who handles insurance?
• Where does risk transfer?
• Who handles import clearance?
• Who pays duties?
• Where does delivery occur?

Two suppliers can quote the same product at similar prices but leave you with very different total costs depending on their delivery terms.

Compare quotations on an equivalent basis.

Step 12: Decide Between Air and Ocean Freight

Your shipping method should match the product and business requirements.

Ocean Freight

Ocean freight is often suitable for:

• Large shipments
• Full containers
• Heavy goods
• Furniture
• Machinery
• Large quantities of consumer products

It generally provides lower transportation costs per unit, although transit times are longer.

Air Freight

Air freight may be appropriate for:

• Samples
• Small shipments
• High-value products
• Urgent orders
• Replacement components

The cost is usually higher, but speed can justify the expense.

The cheapest shipping option isn't always the most economical option.

A delayed shipment can result in lost sales, stockouts, or production interruptions.

Step 13: Prepare the Required Documents

Good documentation makes international shipping much easier.

Commercial shipments may require documents such as:

• Commercial invoice
• Packing list
• Bill of lading
• Air waybill
• Purchase order
• Product specifications
• Certificates
• Permits
• Country-of-origin information
• Product-specific documentation

Make sure information is consistent across documents.

Pay particular attention to:

• Product description
• Quantity
• Value
• Weight
• Country of origin
• Buyer
• Seller
• Shipping terms

Avoid vague descriptions such as "parts," "equipment," or "goods."

The description should clearly identify what is being imported.

Step 14: Understand Country of Origin

A supplier being located in Germany, Italy, France, or another European country does not necessarily answer every country-of-origin question.

Products may contain:

• Components from Asia
• Raw materials from Africa
• Parts from North America
• Materials from other European countries

The applicable origin rules determine how the country of origin is established.

Ask your supplier where the merchandise was manufactured and where substantial processing occurred.

Keep supporting documentation.

Accurate origin information is important for customs declarations and tariff treatment.

Step 15: Get Your Importer Information Ready

US businesses importing commercially need appropriate importer identification information.

For many US businesses, the importer number is tied to the company's IRS Employer Identification Number.

CBP explains that an Importer of Record Number is generally the company's EIN for US businesses, while other identification methods can apply in certain situations.

Make sure your business information is ready before the first shipment.

Don't wait until cargo is sitting at the port to discover that your customs paperwork is incomplete.

Step 16: Decide Whether You Need a Customs Broker

A customs broker can make the import process easier, particularly for businesses handling their first commercial shipment.

A broker may assist with:

• Customs entry
• Classification
• Entry documentation
• Duty calculations
• Communication with CBP
• Customs bonds
• Import procedures

However, using a broker doesn't transfer all responsibility away from the importer.

CBP makes clear that the importer remains responsible for compliance even when a broker is involved.

Think of a broker as a professional partner, not a replacement for your own due diligence.

Provide accurate information and review important customs details.

Step 17: Consider Cargo Insurance

International shipping involves risks.

Cargo can be:

• Damaged
• Lost
• Delayed
• Mishandled
• Exposed to weather
• Affected by accidents

Do not assume that the carrier's liability automatically provides complete protection for your shipment.

Consider cargo insurance based on:

• Product value
• Transportation method
• Risk level
• Packaging
• Route
• Business impact of a loss

Ask exactly what the policy covers and what exclusions apply.

Step 18: Plan the US Port and Final Delivery

Your shipment doesn't finish its journey when the vessel reaches the United States.

You still need to move the goods to:

• Your warehouse
• Distribution center
• Manufacturing facility
• Retail location
• Customer
• Third-party logistics provider

Compare the complete route.

Consider:

• Port location
• Trucking
• Rail
• Warehouse distance
• Port congestion
• Delivery costs
• Transit time

A slightly cheaper ocean freight quotation can become more expensive if it creates substantially higher inland transportation costs.

Think in terms of door-to-door cost, not just port-to-port freight.

Step 19: Inspect the Shipment Before Accepting It

When possible, arrange an inspection before the merchandise leaves Europe.

For larger purchases, an independent inspection can help identify:

• Quantity problems
• Product defects
• Packaging damage
• Incorrect specifications
• Missing components
• Labeling problems

It is much easier to address an issue while the goods are still at the supplier's facility.

Once the cargo has crossed the Atlantic, correcting problems can become much more expensive.

Step 20: Start With a Manageable Shipment

If this is your first transaction with a European supplier, don't automatically place the largest order possible.

Start with a manageable shipment.

Use the first transaction to evaluate:

• Product quality
• Supplier communication
• Packaging
• Production time
• Freight reliability
• Customs clearance
• Actual landed cost
• Customer response

Once the process works, increase your order volume.

This approach gives you valuable experience while limiting your financial exposure.

Common Mistakes When Importing from Europe

1. Choosing the cheapest supplier

The lowest quotation doesn't always provide the lowest total cost.

2. Skipping product testing

A product that looks excellent in photographs may disappoint when you receive it.

3. Ignoring US regulations

European compliance does not automatically equal US compliance.

4. Using the wrong HTS code

Incorrect classification can cause customs and financial problems.

5. Calculating profit from the factory price

Your landed cost is what matters.

6. Choosing an Incoterm without understanding it

You could unexpectedly become responsible for transportation, insurance, or other expenses.

7. Waiting until the shipment arrives to prepare customs documents

Preparation should happen before departure.

8. Ordering too much inventory

Large orders increase your exposure to supplier and market risk.

9. Ignoring country of origin

Origin can affect customs treatment and documentation.

10. Assuming the customs broker handles everything

The importer remains responsible for compliance.

A Simple Importing-from-Europe Checklist

Before placing your first order, make sure you can answer these questions.

Product

• What exactly am I buying?
• Does it meet US requirements?
• Is testing required?
• What is the correct HTS classification?

Supplier

• Is the company legitimate?
• Have I checked its facility?
• Have I received a sample?
• Can it meet my required volume?

Costs

• What is my supplier price?
• What will freight cost?
• What tariffs and duties apply?
• What will domestic delivery cost?
• What is my complete landed cost?

Shipping

• Air or ocean?
• Which Incoterm?
• Which US port?
• Who arranges transportation?
• Is cargo insurance appropriate?

Customs

• Do I have the necessary importer information?
• Do I need a customs broker?
• Are all documents ready?
• Have I confirmed product-specific agency requirements?

If you cannot answer several of these questions, you're probably not ready to place the order.

How to Make Imports from Europe More Predictable

Successful importing isn't about eliminating every possible problem.

That isn't realistic.

Instead, the goal is to reduce surprises.

Create a repeatable process.

For every shipment, maintain records of:

• Supplier quotations
• Purchase orders
• Product specifications
• Samples
• Inspection reports
• Invoices
• Packing lists
• Freight documents
• Customs documents
• Duty payments
• Delivery records

After the shipment arrives, compare your original estimate with your actual cost.

Ask:

Did the supplier deliver what was promised?

Was the freight cost accurate?

Were there unexpected customs expenses?

Did the goods arrive on schedule?

Was the packaging sufficient?

Did the final landed cost match the business plan?

The answers will help you improve the next shipment.

Over time, the import process becomes less of a guessing game and more of a repeatable business operation.

Final Thoughts

Importing from Europe can give US businesses access to established manufacturers, specialized products, advanced machinery, premium consumer goods, and unique products that may be difficult to source domestically.

The scale of US-European trade demonstrates how important the relationship already is. US goods imports from the European Union reached approximately $633.2 billion in 2025.

But a strong trade relationship doesn't guarantee that every individual import will be profitable.

Your results depend on preparation.

Research the market before buying.

Verify the supplier before paying.

Test the product before scaling.

Confirm US regulatory requirements.

Classify the merchandise correctly.

Calculate the complete landed cost.

Choose an appropriate shipping method.

Prepare customs documentation early.

And monitor tariff and trade-policy changes before every major shipment.

For first-time importers, the smartest approach is usually to start small, learn the process, document what works, and then scale.

The objective isn't simply to bring European products into the United States.

The objective is to build a supply chain that is legal, predictable, financially sustainable, and capable of growing with your business.

Frequently Asked Questions

What products can US businesses import from Europe?

US businesses import a wide variety of European products, including pharmaceuticals, vehicles, machinery, electrical equipment, furniture, food, apparel, cosmetics, specialty products, and industrial components. The best opportunity depends on market demand, regulations, costs, and supplier capabilities.

Is importing from Europe expensive?

The cost varies considerably. Your total expense can include product price, European inland transportation, international freight, insurance, tariffs, customs duties, port fees, domestic transportation, warehousing, and compliance expenses.

Do I need a customs broker to import from Europe?

Not necessarily. Businesses can sometimes handle their own customs entries, but many first-time commercial importers use a customs broker to assist with entry procedures and documentation. The importer remains responsible for compliance.

Are all European products subject to the same US tariff rate?

No. Tariff treatment depends on the specific merchandise classification and applicable trade measures. Products from different industries can have very different rates and additional requirements.

How long does it take to import products from Europe to the USA?

There is no universal timeline. It depends on the supplier's production time, origin location, transportation method, shipping route, customs processing, port conditions, and final US delivery.

Is air freight better than ocean freight?

Neither is automatically better. Ocean freight can be more economical for large shipments, while air freight can make sense for smaller, urgent, or high-value merchandise.

What is the most important thing for a first-time importer?

Understand the complete transaction before placing the order. That means knowing the product requirements, supplier, HTS classification, tariff treatment, shipping terms, documentation, landed cost, and US regulatory obligations.

How can I avoid costly mistakes when importing from Europe?

Start with supplier verification and product samples. Confirm US requirements before purchasing, calculate landed cost accurately, choose appropriate shipping terms, prepare customs documentation early, and begin with a manageable shipment before scaling.