Reseller, agency or your own team?
There are three common ways to go global. The main difference is who holds the accounts and who carries the work and the risk.
The short answer
Build your own team if you already have people abroad. Hire an agency if you want to keep the accounts and can carry tax and logistics. Use an authorized reseller if you want growth abroad without building any of that yourself.
| Topic | Your own team | An agency | An authorized reseller |
|---|---|---|---|
| Who holds the seller accounts | You, usually one per region | You | The reseller |
| Who customers see as the seller | Your company | Your company | The reseller |
| VAT, duties and customs | You and your advisers | You, with guidance | The reseller |
| Stock and shipping | You or your warehouse partner | You or your warehouse partner | The reseller, from stock you supply |
| Customer questions and returns | Your team | Often extra scope | The reseller |
| How it costs you | Salaries, tools and fees | Retainer or commission | You get paid for what sells, on agreed terms |
| Who sets the final price | You | You | The reseller, within a pricing plan you agree |
| Your control day to day | Full | High | Set by agreement |
| Your brand on marketplaces | You enroll and manage it | You enroll, then add the agency as a user | You enroll, then name the reseller |
Which fits you
Your own team fits if
- You already have people and companies abroad
- You want every decision in-house
- Your margin can carry a fixed cost base
An agency fits if
- You want to keep the accounts and customer data
- You can register for tax and arrange logistics
- You mainly need help with ads and listings
A reseller fits if
- You want no new companies or tax registrations abroad
- You want one partner from warehouse to shopper
- You are happy to set out control in an agreement
What the law says about price control
With a reseller, you need to know this: in many places, a brand can’t fix what a reseller charges.
- European Union. The European Commission treats fixing resale prices as a serious restriction of competition. In October 2025 it fined Gucci, Chloé and Loewe more than €157 million for it.
- United Kingdom. The Competition and Markets Authority treats a fixed or minimum resale price as a hardcore restriction. Capping discounts, minimum advertised prices and threats count too. A recommended or maximum price is fine by itself, if there is no pressure behind it.
- United States. Federal courts look at minimum price rules case by case, but some state laws still treat them as illegal.
That is why we agree a pricing plan up front, based on your recommended prices and each market’s rules, and don’t promise fixed minimum prices.
How marketplaces see the roles
- Amazon. The trademark owner enrolls in Brand Registry. An agent can’t enroll for you, but can be added as a user. Amazon staff say a brand’s administrator can give a selling account a “Reseller” role.
- Walmart. A brand owner can name one acting brand owner and several authorized resellers in Brand Portal. Resellers can’t apply by themselves, so the role has to come from you.
Sources: European Commission, Gucci, Chloé and Loewe decision, UK CMA, vertical agreements guidance, US Federal Trade Commission, Amazon Brand Registry, Amazon staff post on selling roles, Walmart Brand Portal. Fees and rules change, so please check the current position. General information, not legal or tax advice. Last checked November 2026.
More comparisons
Start with one market.
Tell us what you sell and where you sell it today. We’ll come back with the first three markets we’d open, and why.
