Lantara Helps US Brands Enter UK, EU Markets
The new compliance partner takes on regulatory obligations for American ecommerce companies expanding into Britain and the European Union.
Updated on Nov. 4, 2026 in Retail
Lantara, founded by Drew Cooper, launched as a compliance partner for US ecommerce brands expanding into the UK and EU. The firm takes ownership of regulatory and compliance obligations on behalf of its clients, which already include brands in food, supplements, personal care and consumer goods.
Why it matters
Overseas sellers face UK and EU requirements that are easily overlooked, including VAT registration and product-safety rules. The UK presents a significant opportunity for ecommerce-led businesses, making compliance support a key step for expansion.
Online made up 28.8% of Great Britain retail sales in September 2026, compared with 17.1% of US retail sales in Q2 2026, according to official statistics. The UK VAT registration threshold stands at £90,000 (about $120,000), but it applies only to UK-established businesses.
The players
Lantara
A newly launched compliance partner that handles regulatory obligations for US ecommerce brands entering the UK and EU markets.
Drew Cooper
The founder of Lantara, who brings a decade of ecommerce experience including six years helping US brands enter the UK market.
The details
Lantara takes responsibility for regulatory and compliance obligations across the UK and EU on behalf of US brands, acting as a long-term partner as their operations grow. Overseas sellers holding goods in the UK must register for VAT from the first direct sale, and selling through a marketplace such as Amazon does not remove that obligation.
Timeline
December 2024: EU rule requiring an EU-established responsible economic operator for covered consumer products took effect.
28 October 2026: UK Budget confirmed the £90,000 VAT registration threshold remains unchanged.
October 2027: Marketplaces will begin collecting VAT on sales by many UK businesses.
Market Landscape
Online accounted for 28.8% of Great Britain retail sales in September 2026, according to the Office for National Statistics, reflecting sustained growth in digital commerce. That shift has widened the pool of overseas sellers seeking access to the UK market, where regulatory requirements can be complex.
US brands selling directly to UK customers must register for VAT from their first sale, even when using a marketplace. Sellers relying on marketplaces should confirm their own registration obligations rather than assume the platform covers them.
The takeaway
Overseas ecommerce sellers should treat UK and EU compliance as a core part of expansion planning rather than an afterthought. Early attention to VAT and product-safety obligations can prevent costly corrections as sales grow.
Further reading
Explore more Retail coverage for context on how ecommerce brands are expanding across borders.
Source note: This article includes information reported by American Journal of Transportation | AJOT | 1-800-599-6358.
