EU Product Identifiers (PIDs) 2026: What UK Businesses Shipping to the EU Must Know

The EU has changed the way it checks low-value parcels sent to consumers. As part of the EU Customs Reform, which took effect on 1 July 2026, every low-value B2C shipment into the EU now needs Product Identifiers (PIDs) that describe exactly what is inside. Since 1 November 2026, these identifiers have been mandatory, and parcels without them are being held at customs or returned to the sender.

This guide covers what Product Identifiers are, which three types you need to supply, how to format them correctly for DPD and the steps to take to keep your EU deliveries moving.

What Are EU Product Identifiers?

Product Identifiers (PIDs) are reference codes that tell EU customs exactly which product is in a parcel. They form part of the EU Customs Reform, which removed the de minimis exemption for low-value goods and introduced closer checks on parcels sent directly to consumers.

The EU has introduced PIDs for two main reasons:

To counter undervaluation

Some imports are declared at artificially low values to reduce duty. PIDs allow customs authorities to compare a declared item against its real listing and price.

To improve product safety traceability

If a product is found to be unsafe, PIDs make it easier to trace where it came from and who sold it.

In practice, this means EU customs officers can take the identifiers on your shipment and check them directly against your live website or product catalogue. The codes you supply need to be accurate and match the products you actually sell.

When Did the PID Rules Come Into Force?

The new requirements were introduced in two stages:

• 1 July 2026: The EU Customs Reform took effect and the de minimis exemption was removed. PID submission became available in DPD systems and was recommended for all low-value B2C shipments.
• 1 November 2026: PIDs became strictly mandatory for all low-value B2C shipments into the EU.

The rules now apply in full, so any low-value B2C parcel sent to the EU without valid Product Identifiers is likely to face customs delays, or to be returned to origin. If you have not yet updated your shipping data, this should be treated as a priority.

What Are the Three Types of Product Identifier?

The EU framework recognises three types of Product Identifier. Each has its own prefix code, which is used when the identifiers are passed to DPD.

The Standardised Manufacturer ID must be supplied wherever one exists for the product. If a product genuinely has no GTIN or EAN, you can leave this value empty, as shown in the examples below.

How Should Product Identifiers Be Formatted?

PIDs are passed to DPD in the Product Code field (Field 11) as a single line of text. The three identifiers follow a set order, with each one separated by a pipe character:

MMI#:[value]|IMI#:[value]|SMI#:[value]

Example 1: A Single Item With All Three Identifiers

For a blue t-shirt with a Merchant SKU of "Tshirt Blue-001", a manufacturer code of "Blue Fashion Shirt-101" and an EAN of "5012345678900", the Product Code field would read:

MMI1:Tshirt Blue-001|IMI1:Blue Fashion Shirt-101|SMI1:5012345678900

Example 2: An Item With No GTIN or EAN

If a Standardised Manufacturer ID does not exist for the item, keep the SMI1 prefix and leave the value empty after the colon:

MMI1:Tshirt Blue-001|IMI1:Blue Fashion Shirt-101|SMI1:

Field Length

The Product Code field holds up to 255 characters. This limit includes the prefixes, colons and pipe delimiters as well as the identifier values themselves, so it is worth checking that longer product codes still fit.

Submitting PIDs to DPD

How you add PIDs depends on how you create your shipments:

• EDI and API users: Contact DPD's IT Automation team at edisupport@dpdgroup.co.uk before making any changes to your automated data feeds.
• MyDPD users: Add PID values to your Product Book so they are included automatically when shipments are created.
• File import customers: If your import file uses pipe (|) or colon (:) characters as delimiters, you must wrap the Product Code field in text qualifiers, such as quotation marks. Without them, the file will not be read correctly.

It is important to get the formatting right first time. DPD's systems do not automatically validate the syntax of the Product Code field, so a formatting error will not be flagged when the shipment is created. Instead, the shipment will be held and marked Return to Customer (RTC).

The same format can also be used for Manufacturer ID (MID) requirements on exports to the United States, by replacing the first identifier with MID.

How to Avoid Customs Delays

Shipments without valid PIDs, or with incorrectly formatted ones, will be held at EU customs or returned. Because customs officers can check your identifiers against your live product listings, accuracy matters just as much as format.

To keep your EU parcels moving:

• Check that every product you ship to EU consumers has a Merchant SKU and a manufacturer code recorded
• Find and record the GTIN or EAN for each product wherever one exists
• Make sure the codes you supply match those shown on your website, marketplace listings or product catalogue
• Format the Product Code field exactly as shown above, with the counter set to 1 for each identifier
• Confirm the full string stays within the 255 character limit
• Use text qualifiers around the Product Code field if your import file uses pipe or colon delimiters
• Speak to DPD before changing any EDI or API data feeds, or update your MyDPD Product Book
• Test a small number of shipments before rolling changes out across your full EU volume

PIDs sit alongside the existing customs requirements for UK to EU shipments, including commercial invoices, HS codes and EORI numbers. For a full overview, see our UK to EU shipping guide and our European Union import customs guidelines.

How CSM Can Help

CSM's experience in European parcel delivery and cross-border customs compliance means our team can help you understand what the PID requirements mean for your own shipments.

If you have questions about Product Identifiers for your shipments, contact your local CSM branch to speak to a member of the team. You can also open an account to access CSM's full range of European and worldwide delivery services.

Frequently Asked Questions

What Is a Product Identifier (PID)?

A Product Identifier is a reference code that tells EU customs exactly which product is in a parcel.

Under the EU Customs Reform, low-value B2C shipments into the EU must carry PIDs so that customs authorities can check declared items against live retailer websites and product catalogues.

What Are MMI, IMI and SMI?

These are the prefix codes for the three types of Product Identifier. MMI is the Merchant SKU set by the retailer or marketplace, IMI is the manufacturer's own production or model code, and SMI is an internationally recognised code such as a GTIN or EAN.

What If My Product Does Not Have a GTIN or EAN?

The Standardised Manufacturer ID must be supplied wherever one exists. If a product genuinely has no GTIN or EAN, keep the SMI1 prefix in the string and leave the value empty after the colon.

What Happens if I Ship Without PIDs?

Low-value B2C shipments into the EU without valid PIDs will experience customs delays or be returned to origin. This can mean added cost for your business and a poor experience for your customer.

Does This Affect UK Businesses?

Yes, the requirement applies to low-value B2C parcels entering the EU, so UK businesses selling directly to EU consumers need to supply valid PIDs with each shipment.