Although the Omnibus Directive applies across the EU, each country has implemented it slightly differently. Consequently, obligations regarding price display, review verification, and seller labeling may differ in detail.

Businesses selling internationally must adapt both the content of their marketing communications and the way they present prices and promotions to local interpretations. Failure to do so may result in financial penalties, accusations of misleading consumers, or the need to immediately change the way they present their offer.

Directing sales to foreign markets requires communication in the official language of the target country. This applies to marketing content, legal documents, returns information, customer service, and the store interface.

From a legal and commercial perspective, this means that customers must receive clear and understandable information in the language they speak. This is not only a legal obligation but also a factor that builds trust and has a real impact on conversions.

For many companies, sales platforms are the easiest way to enter foreign markets. They allow them to leverage ready-made logistics, payment, and marketing infrastructure while providing access to millions of customers.

However, the marketplace also has its own complex regulatory structure:

• responsibilities related to the presentation of offers,
  
• principles of opinion control,
  
• seller data requirements,
  
• platform returns policy,
  
• product liability principles.
  

Therefore, entering the marketplace requires analyzing the platform's conditions and adapting communication to its regulations.

Foreign sales give rise to special tax obligations.

A trader must apply the recipient country's VAT rate if their total sales exceed €10,000 per year (the threshold applies to sales to all EU countries, not individually for each country). The VAT OSS system allows you to settle your tax in a single country without having to register in each country separately.

Outside the EU, it may be necessary to:

• obtaining a local tax number,
  
• compliance with customs requirements,
  
• fiscal settlements in accordance with local law.
  

Proper preparation for tax settlements is one of the key elements of safe expansion.

Trademark registration is an important element of legal protection when entering new markets. It protects your brand from unfair competition and allows you to take legal action in the event of infringement.

There are three scopes of protection to choose from:

• national registration at the Patent Office of the Republic of Poland (UPRP),
  
• EU registration at the EUIPO (European Union Intellectual Property Office),
  
• international registration at WIPO (World Intellectual Property Organization).
  
  

This allows the entrepreneur to protect the brand both locally and globally, depending on the expansion strategy adopted.

The choice of legal form of business affects the liability, taxes, administrative costs and credibility of the entrepreneur on the foreign market.

Each structure has specific legal consequences:

• an entity registered in the home country can conduct cross-border sales,
  
• a foreign branch enables market testing,
  
• a local company builds credibility and opens up access to services, platforms and payment systems unavailable to foreign entities.
  

The legal structure must be adapted to the business model and the specifics of the target market.