UK Market Entry Strategy: Retailer or Supplier?

Leah Solmaz
4 days ago
3 min read

Stacked shipping containers at a port, symbolising international trade and UK market entry. — Preparing to enter the UK market means getting your logistics, strategy, and compliance in order from day one.

I recently had an initial conversation with a prospective client looking to bring a new product line into the UK. While we’re still waiting on the full project brief, it got me thinking about how often these types of enquiries land in my inbox. With over 14 years of experience in the logistics industry, from goods in to goods out, and two years as Head of Marketing for a fulfilment company, I’ve seen first-hand what it takes to enter a new market smoothly and sustainably.

While this isn’t a full play-by-play (we like to hold a few cards close until we know the fit is right), if you’re exploring how to set up for success from the start, this will give you a solid foundation to work from.

Warehouse team in discussion and a clipboard with an invoice, representing logistics and supply planning. — Understanding your route to market is the first step whether you're selling direct or into the trade.

Choosing the Right Route: Retailer or Supplier?

One of the first things I always clarify is whether the client is planning to enter the UK as a retailer or a supplier.

If you’re a retailer, that usually means you're building a direct-to-consumer ecommerce brand, either via your own website or through a platform like Amazon.

If you’re a supplier, then the focus shifts to selling into the UK trade sector, think retailers, contractors, distributors, or housing associations.

Both approaches have potential, but they require very different strategies and come with different compliance obligations.

What You Need to Have in Place

Whether you're bringing in smart gadgets, homeware, or wellness products, there are a few non-negotiables if you're importing physical goods into the UK:

✅ EORI number – required for importing goods into the UK
✅ VAT registration – especially if your annual turnover exceeds the current threshold, or if you want to reclaim import VAT
✅ PVA (Postponed VAT Accounting) – helps with cash flow by allowing you to account for import VAT in your return instead of paying it upfront
✅ CE or UKCA certification – essential if your product is electric or falls under regulated UK safety laws
✅ A fulfilment plan – either storing stock locally or working with a UK-based third-party logistics provider (3PL)

If even one or two of these are missing, it can lead to serious delays or stop your launch entirely.

Digital illustration of ecommerce icons connected in a network, representing the online retail ecosystem. — Selling direct to UK customers means building a retail-ready ecosystem that connects product, platform, and marketing.

Snapshot: Strategy for Retailers

If you’re looking to build a brand and sell directly to UK customers, here’s a basic outline of what that could involve:

A branded Shopify or WooCommerce website
Product listings that are optimised for UK search terms
VAT setup, shipping logic, and payment systems
Google Shopping and Meta Ads to start generating leads
Initial competitor research, especially in established or saturated markets
Fulfilment and returns that are customer-friendly but commercially viable

The UK market is mature, with plenty of established players in every category, so your offer needs to be clear, competitive, and well positioned from day one.

Close-up of a green computer keyboard key labelled "Suppliers". — Being supplier-ready means more than having stock. It's about clarity, compliance, and connecting with the right trade buyers.

Snapshot: Strategy for Suppliers

If you're entering the UK as a supplier or wholesaler, then it’s more about trade credibility and outreach:

A clean brochure-style site or landing page aimed at trade buyers
Transparent information on pricing, MOQs, and certifications
Direct outreach through email and LinkedIn to UK procurement teams
A simple CRM setup or lead funnel to track conversations and follow-ups

Most serious buyers won’t even consider engaging without the correct UKCA or CE certification in place, so having your documentation ready is crucial.

Final Thoughts on UK Market Entry Strategy

Entering the UK market isn’t just about ticking compliance boxes. It’s about choosing the right model, understanding the playing field, and avoiding the traps that trip up so many first-time importers.

If you’re preparing to launch a physical product in the UK particularly in home goods, hardware, or lifestyle sectors and want to get it right from the start, I’d be happy to have a conversation.

At Solmaz Marketing, we offer tailored UK market entry strategy packages that bring together logistics understanding and real marketing insight. We help clients cut through red tape, sharpen their message, and launch with confidence.