What is a Merchant of Record?
A Merchant of Record (MoR) is the entity legally responsible for a sale: it invoices the end customer, collects the payment, applies and remits the correct VAT, and answers for regulatory compliance. When B2Vibe acts as your Merchant of Record in Europe, we purchase your products and resell them on European channels in our name – your brand stays on the storefront, while the fiscal and legal weight of every transaction moves to us.
The difference from a traditional distributor is control: you keep deciding positioning, assortment and pricing strategy. The difference from selling directly is everything you no longer have to build – foreign VAT positions, local invoicing, consumer-law compliance in each market.
How it works
We agree on purchase terms and market price lists; we list your products on the chosen channels; from that moment every order is invoiced by B2VIBE S.r.l. to the end customer with the right local VAT. On your side, each period closes with a single B2B sale to one Italian counterpart.
Who it is for
The model works best for brands and manufacturers with healthy product margins that want to sell in several European countries without building an administrative structure for each one. If you operate in a single market where your tax setup already works, our ecommerce outsourcing service may fit better – we will tell you which one the numbers support.
Frequently asked questions
Who is liable for VAT on European sales?
B2Vibe. As the seller of record we declare and remit VAT in every EU country, through the OSS regime or local registrations where required.
Does my company need a foreign VAT number?
No. You sell to B2Vibe with your domestic VAT number; any foreign tax positions are ours.
Does the brand stay visible to end customers?
Yes. Product pages, imagery and brand communication remain yours – only the invoicing entity changes.
How is this different from a distributor?
A distributor resells according to its own strategy. As Merchant of Record, we resell according to yours: assortment, positioning and channels are decided together, with full reporting on sales and margins.