As we enter the new year, the importance of compliant operations continues to grow. With the EU's requirements for Product Representatives (EU Authorized Representatives) becoming increasingly clear and stringent, major platforms are also strengthening their qualification review processes.

AliExpress is set to upgrade its control measures, introducing a new submission portal for EU Authorized Representative documentation. This portal is expected to open in mid-to-late January 2026.

Sellers are advised to review and prepare relevant documentation in advance to ensure uninterrupted store operations in the European market.

Three Core Requirements for AliExpress EU Representative Compliance

1. Strict Submission Deadline

After the portal opens in mid-to-late January, sellers must complete uploads within the platform's specified timeframe. Products submitted late or lacking valid documentation will be progressively blocked.

2. Strict Qualification Requirements

Sellers must upload a valid, signed agreement with their EU representative. The agreement must include validity period and product category coverage, and the agreement entity must match the manufacturer entity registered on the platform. Using fake EU representatives, expired agreements, or borrowing/misappropriating others' EU representative contracts is strictly prohibited.

3. Simultaneous Binding and Labeling

After successful review of the EU Representative information upload, immediately bind it to the corresponding products (within the agreement's coverage scope). Simultaneously, create physical labels per GPSR requirements—labels must clearly display the EU Representative's name, address, contact information, product identification code (model/batch number), manufacturer details, and “Made in China” origin. Special categories require additional CE, E-mark, or other applicable markings. Actual photos of the labels must be uploaded to the product qualification module for verification.

How to Self-Check EEA Compliance?

AliExpress not only requires sellers to upload EEA information but also conducts periodic qualification reviews. If expired agreements, unbound products, or invalid qualifications are detected, review alerts will be issued.

Sellers should proactively self-check using these key points to prevent compliance issues from disrupting store operations:

1. Ensure EEA information is authentic and reliable

Beware of “fake EEA” scams. Select an EEA entity with a genuine EU address and proven accountability through official channels to avoid qualification invalidation due to false information.

2. Contract content must be accurate

Uploaded EEA agreements must be valid, signed documents covering all product categories sold to the EU. The issuing entity must match the manufacturer information registered on the platform. Lending, borrowing, or misappropriating others' EEA contracts is strictly prohibited.

3. Information binding must precisely match

After the EU Representative information is approved, it must be promptly linked to the corresponding products in the store. The scope of binding must not exceed the agency scope stipulated in the agreement. The declared information must fully align with the agreement content; otherwise, it will be rejected.

4. Product Labeling Must Be Standardized and Clear

Per GPSR regulations, EAD information must be integrated into product labels printed on the item itself, its outer packaging, or accompanying documentation. Ensure standardized layout, clear fonts, and complete information to pass platform verification.

5. Timely Renewal of Agreement Validity

If the current EAD agreement is nearing expiration, initiate the renewal process in advance to avoid compliance lapses due to expired agreements, which could disrupt normal product sales.