Discover how a €40M Austrian kitchenware brand expanded with Amazon Pan-EU VAT and automated VAT compliance powered by hellotax’s platform.
The Challenge: Expanding E-Commerce, Rising Compliance Complexity
A €40M-revenue Austrian kitchenware and household goods manufacturer decided to expand from traditional manufacturing into a direct-to-consumer (D2C) e-commerce model. With 250 employees, the company launched its own Shopify store and joined the Amazon Pan-European (Pan-EU) programme to accelerate growth.
But expansion came with serious VAT compliance challenges:
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Multiple EU markets (Germany, Poland, Czech Republic, Italy, France, Spain) -
Different VAT registration rules, timelines, and filing requirements -
In-house finance team lacked EU-wide VAT expertise -
High risk of penalties, delays, and blocked sales channels without a scalable compliance system
The Solution: Automated EU VAT Compliance with hellotax
To overcome these hurdles, the company partnered with hellotax — a trusted provider of automated VAT compliance for e-commerce businesses.
Seamless Integration Across Platforms
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Amazon & Shopify API connections ensured real-time syncing of all transactions. -
Bulk data uploads enabled visibility across additional sales channels.
Fully Managed VAT Services
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Multi-country VAT registrations in five EU states, handled end to end. -
Automated VAT filings & OSS returns, including proforma invoices for intra-EU stock movements.
Centralised Dashboard & Expert Support
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A cloud-based dashboard to track VAT compliance across all markets. -
A dedicated account manager guiding the company through onboarding, filings, and future expansions.
Amazon’s official guide on Pan-EU FBA VAT and storage obligations here.
The Implementation: Fast, Transparent, Scalable
Onboarding was designed to be smooth and scalable:
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Document Provision → Company documents submitted once, used for all VAT registrations.
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System Integration → Amazon & Shopify accounts connected to hellotax’s VAT software.
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Automated Compliance → VAT obligations tracked, reported, and filed automatically, with expert oversight.
This setup was particularly valuable for Amazon Pan-EU VAT compliance. Since stock was stored in multiple EU fulfillment centers, the client needed VAT numbers in each relevant country. hellotax automated the registrations and filings, ensuring that Pan-EU expansion ran without disruption.
The Results: Growth Without the Tax Headaches
The partnership allowed the kitchenware brand to expand across Europe fully compliant, without overloading the in-house team.
Immediate Wins
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Fast VAT registrations enabling timely market entry
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Automated filings removing manual work
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Centralised visibility across all EU sales
Long-Term Scalability
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Future-proof VAT system ready for new countries, products, and platforms
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Reduced compliance risk thanks to automated filings
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Finance team freed to focus on growth instead of admin tasks
The results highlight the value of automated VAT compliance for companies operating across borders. With Amazon Pan-EU VAT obligations covered, the brand was able to expand into multiple countries quickly, without facing delays or penalties that could have jeopardized sales momentum.
Lessons Learned: Why Automated VAT Compliance Matters
For businesses expanding across multiple EU markets, VAT compliance is not just a legal requirement — it’s a strategic necessity. This case showed that relying solely on an in-house finance team often leaves gaps when it comes to Amazon Pan-EU VAT obligations, where goods are stored in several fulfillment centers at once.
By implementing automated VAT compliance, the brand gained:
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Predictability – no surprises with tax deadlines or filings.
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Speed – faster registrations and returns across six EU countries.
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Accuracy – reduced risk of human error in manual filings.
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Growth capacity – the ability to scale into more markets without new compliance headaches.
For mid-sized e-commerce companies, this approach ensures VAT does not become a growth bottleneck. Instead, compliance becomes a streamlined process running in the background, while the business focuses on customers, products, and sales.
Conclusion: The Right VAT Partner for E-Commerce Growth
This case study shows how a mid-sized e-commerce brand scaled across Europe by relying on hellotax’s automated VAT compliance platform.
With integrations for Amazon Pan-EU VAT, Shopify, and other platforms, plus expert support, hellotax ensures that sellers expand confidently without tax headaches.
Ready to simplify your VAT compliance? Book your free consultation today and discover how hellotax can support your cross-border growth.
For extensive information on cross-border e-commerce VAT, check other articles from hellotax here.
The post Case Study: How an Austrian Manufacturer Expanded Kitchenware Sales to Germany and Beyond with Automated VAT Compliance appeared first on Hellotax Blog.
This articles is written by : Nermeen Nabil Khear Abdelmalak
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