How to Enter the US Market as a European Manufacturer (2026)

To enter the US market as a European manufacturer, work out your landed cost (most EU goods face about a 15% US tariff), pick one region, plan for state sales tax, get US certifications, sell from your home company first, and put a local sales rep in front of buyers. Repserve connects you with fractional US sales reps so you can test demand before you build a US team.

The US is the largest single market most European manufacturers will ever sell into. It is also 50 states, each with its own tax rules, buyers who expect a local contact, and import costs that have changed more than once since 2025. The companies that get it right do not start with an office. They start with a person.

1. Know your landed cost first

Since the EU-US trade agreement, most EU-origin goods face a US tariff ceiling of about 15%, with the normal (MFN) duty included in that figure. Steel and aluminium are still far higher. Some goods, such as aircraft parts and generic pharmaceuticals, pay only the normal duty.

Rates have moved several times since 2025. Check your exact HTS code with a licensed US customs broker before you set a price list.

2. Pick where you sell, not "the US"

Treat the US as a set of regional markets. A furniture maker might start in New York and Chicago. An industrial supplier might start in Texas and the Midwest. One region, one buyer type, one channel. Expand once that works.

3. Plan for sales tax, state by state

The US has no VAT. Each state sets its own sales tax. Since the 2018 Wayfair ruling, a seller with no US office can still owe sales tax in a state once sales pass that state's threshold. Most states use $100,000 a year in sales; a few set it higher. Selling B2B through resellers often shifts this work, but check it before your first invoice.

4. Get US certifications early

CE marking is not recognised in the US. Electrical products sold into workplaces usually need certification from an OSHA-recognised lab such as UL or Intertek. Electronics may need FCC approval. Furniture buyers often ask for BIFMA testing. Product liability claims are more common than in Europe, so get US-level insurance cover too.

5. You do not need an entity on day one

Many European manufacturers sell their first US orders from their home company, using a customs broker and an importer of record. A US entity (often a Delaware LLC or corporation) makes sense once revenue is steady and you need US contracts, a bank account or local staff.

6. Put someone on the ground

US buyers buy from people they can meet. A full-time US hire means a US salary, benefits and an entity to employ them. A fractional sales rep is a local salesperson who works part of their week on your brand. They already know the buyers and trade shows in your sector, so you test demand before you commit to a full team. For a side-by-side look at the options, see fractional business development vs distributor vs full-time hire.

How Repserve helps European manufacturers

Repserve connects European manufacturers with screened fractional sales reps across the US:

• Fractional business development managers for 25%, 50% or 100% of their time.
• Lead generators and appointment setters to book meetings with real buyers.
• Trade show representatives to cover US shows in your sector.

You post what you need. We screen the reps. You meet them, and a Repserve manager stays involved. Companies post for free, and we have teams in Dubai, London, Miami, Singapore and Hong Kong.

Ready to test the US? Post a free request, or book a consultation. If you are a US company looking the other way, read our guide to entering Europe with local sales reps.

This article is general information, not legal, tax or customs advice.