IOSS (Import One-Stop Shop)
Collect EU VAT at checkout on imported parcels up to €150, so the customer pays nothing on delivery.
What it is
The Import One-Stop Shop covers goods shipped into the EU from outside it in consignments with an intrinsic value of up to €150. The seller charges the buyer's EU VAT rate at checkout and files one monthly return. Sellers based outside the EU generally have to appoint an EU-established intermediary to register.
Why it costs you money
Without it, the VAT is collected at the door, usually with a carrier handling fee on top. That surprise bill is how imported parcels get refused, returned at your cost, and reviewed badly.
How to check it yourself
Check what share of your EU orders fall under €150 of goods value. If most do and you ship from the US or UK, compare an intermediary's fee with the refusal rate you are already paying for, then show VAT-inclusive prices to EU visitors.