News institutionnelles
First Edition: Understanding the EU Market Fundamentals.
As a part of its mission to support Luxembourg companies in their journey to GO International, and building on the success of the E-FORUM 2025, the International Affairs of the Chamber of Commerce, in collaboration with the House of Entrepreneurship and the House of Training, has launched a new masterclass series to support companies in leveraging e-commerce as a powerful tool for international expansion.
The inaugural masterclass “Building a successful E-Commerce strategy in the EU” took place on 4 March 2026 to provide companies with an overview of the fundamentals of e-commerce in the European Union, while highlighting how e‑commerce practices, regulations, and consumer expectations can vary significantly from one country to another.
The masterclass focused on 2 main aspects: decoding the regulations as well as developing an e-commerce strategy.
Decoding regulations
Operating an e-commerce business within the EU requires compliance with regulatory framework shared by the 27 Member States. Ensuring that products put on the market are safe and meet the requirements of General Product Safety Regulation (GPSR) has been an obligation for online and distance sales since 2023. In Luxembourg, product safety falls under the responsibility of the Market Surveillance department of the ILNAS.
The masterclass included a presentation by Alexandre Gonçalves from the Service for online platforms at the Competition Authority of Luxembourg, who provided a comprehensive overview of the competition rules under the Digital Services Act as well as other applicable regulations that ensure a fair and safe market for consumers across the EU.
Two aspects can appear particularly complex at first, especially when adding the international dimension: taxation and logistics. Sylvie Eiras, Indirect Tax Consultant for VAT Solutions, demystified VAT obligations including registrations, declarations, and exemptions. Florian Kopf, Key Account & Business Development Manager at DHL Express Luxembourg, highlighted how optimising logistical processes including deliveries and returns, can significantly improve the efficiency of an e-commerce model.
Developing an effective ecommerce strategy
Building an e-shop requires understanding the target consumer, integrating secure technologies, while highlighting the values and identity of the brand. Jean-Charles Bernacconi, Co-founder & CEO of Nutri-bay, illustrated how he built his own web shop which contributed to the growth of the brand. To market and advertise one’s e-shop, digital marketing is a crucial aspect, as explained by Dominik Berg, Founder & Managing Director of Montmedia. Finally, Francesco Scafuri, Senior Sales Manager at Wallee Group, presented best practices for implementing secure and efficient payment solutions, applicable across all Member States.
Integrating into existing marketplaces can be an effective way to boost online visibility. While international platforms may be used alongside a company’s own webshop, they require careful management to preserve brand identity and optimised logistics across multiple sales channels.
The masterclass also highlighted the support services at the disposal of Luxembourg companies to help them boost their e-commerce strategy. These include:
The SME Packages, managed by the House of Entrepreneurship which help finance the implementation of digital solutions, such as webshops or specific tools.
The House of Training’s dedicated programmes offering in-depth e-commerce and online sales training.
The International Affairs of the Chamber of Commerce, which assist companies in their internationalisation strategy.
The next masterclass will focus on how to do e-commerce in China, on 18 June 2026. Stay tuned!
