EU Product Identifiers (PIDs) 2026: What ANZ retailers and 3PLs need to know

Shipping online orders to the EU? There’s a new product code requirement to get ready for.

As more online orders arrive in the EU, customs needs a clearer picture of what’s in each parcel. That’s where Product Identifiers (PIDs) come in: they help authorities trace specific items and check for goods that may be unsafe or fail to meet EU rules.

From 1 November 2026, customs declarations for online orders sent to EU customers from outside the EU must include these codes for every item, whatever the order value. A missing required code could delay a shipment or mean it’s returned, so now’s a good time to check your product data.

If you’re an Australian or New Zealand retailer, or a 3PL shipping for one, read on to find out which codes you need and how Starshipit can help you add them to your EU orders.

Table of contents

• What are the EU Product Identifier requirements for 2026?
• Which Product Identifiers are required from 1 November 2026?
• Are Product Identifiers the same as HS codes?
• Do EU Product Identifier rules affect Australian and New Zealand retailers?
• What do EU Product Identifier changes mean for 3PLs?
• How can you add EU Product Identifiers in Starshipit?
• What happens if PIDs are missing from an EU order?
• How should you prepare before 1 November 2026?
• Frequently asked questions

What are the EU Product Identifier requirements for 2026?

When you ship online orders to the EU, customs already asks for a product description, HS code, country of origin and value. From 1 November 2026, you’ll also need Product Identifiers (PIDs) for each item. These are your own product code, a code assigned by the manufacturer or supplier and, if one exists, a standardised code such as a GTIN. The codes identify the exact product or variant in the parcel. You’ve been able to provide them voluntarily since 1 July 2026.

The rules apply to online purchases shipped to EU customers from outside the EU, which EU law calls “distance sales of imported goods”.

Start with your catalogue: check that each product and variant has the right codes, then make sure those codes are included on the order’s customs declaration when you ship.

The EU regulation specifies these identifiers for each relevant item.

If you sell a T-shirt in different sizes, the codes need to match the exact variant in the order. For a navy T-shirt in size medium, that could mean:

• your SKU: TEE-NAVY-M
• the manufacturer’s style code: STYLE-240-M
• an EAN identifying that particular product variant.

Are Product Identifiers the same as HS codes?

Both help customs understand what’s in your parcel, but in different ways. An HS code classifies the type of goods, while a Product Identifier identifies the exact item or variant.

So when you add Product Identifiers, keep the usual customs details too: a product description, HS code, country of origin and item value.

Read more about HS codes and customs classification.

Do EU Product Identifier rules affect Australian and New Zealand retailers?

If you sell online to EU customers and ship their orders from Australia or New Zealand, this change applies to those orders.

Your catalogue is a good place to start: check the codes for each product and variant, especially manufacturer codes you might need to get from a supplier. You’ll have more time to fill any gaps before those orders reach your shipping team.

Before 1 November, work through these checks:

• Your SKUs and product codes: Make sure each code points to the exact product or variant in the order.
• Manufacturer product codes: Find the model, style, part or product code assigned by the manufacturer, brand owner or supplier. If you don’t have it, ask now.
• Standardised identifiers: Add a recognised code such as a GTIN, EAN, UPC or ISBN where the product has one.
• Your shipping workflow: Check that the codes move from your catalogue or commerce system onto the order and its customs declaration.
• Your courier requirements: Confirm which fields your courier and service need and how to provide them.

If a product doesn’t have a standardised identifier, leave that field blank. There’s no need to make one up or use a placeholder.

Once you’ve filled the gaps, test an EU order to check the codes come through. That gives you a chance to catch missing data before a courier holds or rejects a shipment.

A missing manufacturer code is harder to fix when an order is ready to leave the warehouse. Collecting it earlier can save your team a manual check at dispatch.

Explore Starshipit for third-party logistics providers.

How can you add EU Product Identifiers in Starshipit?

Start with Product Catalogue if you ship the same products regularly. We’ve added fields for Merchant Product ID, Manufacturer Product ID and Standardised Product ID. The columns are hidden by default, so show them before adding your codes.

For a larger catalogue, add the codes for each product and variant to a Product Catalogue CSV, then import them in bulk. Starshipit can use these fields for EU orders sent with DHL Express, FedEx or UPS.

See the Product Catalogue guide

Using Shopify? You can now import Merchant, Manufacturer and Standardised Product IDs from product or variant metafields into new orders. Add the codes in Shopify, then turn on EU product identifier metafield import in your Starshipit Shopify integration settings. See how to set up the metafields and import setting.

You can also add codes to an individual order or include them with order details through an Order CSV upload or API. If a manufacturer code is missing, ask your supplier or brand owner for the code that matches the item. Then test an EU order to check the identifiers come through as expected.

Here’s how the three fields relate to one product. Use the codes for the exact item or variant you ship; add a standardised code when one exists.

Set up Product Identifiers for EU shipments

What happens if PIDs are missing from an EU order?

An EU order can be packed and ready to go, but missing or incorrect PIDs may still hold it up. A courier may hold or reject the shipment, customs clearance may be delayed, or the parcel may be returned. Before you ship, check that the codes match each item and variant and meet your courier service’s requirements.

How should you prepare before 1 November 2026?

If you sell or ship orders to EU customers, check your product codes before 1 November.

Start by:

1. Identifying the products you sell into the EU.
2. Checking that you have your own code and a manufacturer code for each item or variant.
3. Adding recognised standardised identifiers where they exist.
4. Adding the codes in Starshipit: Save them in Product Catalogue. If you have many products or variants, use a Product Catalogue CSV import to add them in bulk.
5. Checking how those codes move from your product or commerce system into shipping.
6. Checking your courier’s requirements for the services you use.
7. Testing an EU order before 1 November to make sure the codes are there.

For 3PLs, add one more step: tell clients which codes you need from them now. That gives both teams time to fill gaps before the deadline.

Get your EU product data ready

Start with a product you regularly ship to the EU. Check that you have your own product code and a manufacturer code for the exact item or variant, plus a standardised code where one exists. If the manufacturer code is missing, now’s the time to ask your supplier.

Add the codes to Starshipit, then run a test EU order with your courier to make sure they appear on its customs declaration. Once that works, you can update the rest of your catalogue, using a CSV import if you have lots of products or variants.

Got a question about your EU product codes? Chat with Barry, our support assistant, or submit a support ticket if you’d like help checking your setup.