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Part of the issue is that the UK is longer dealing with a single entity for customs; there has to individual custom arrangements made between the UK and each country within the EU. It is difficult for small companies to understand this landscape, and the guidance is not exactly clear. Some couriers are helpful in working out these complexities, others apparently don’t care.
(For context, my work has been having some very expensive issues with shipping items to the EU for return (i.e. equipment servicing and repair). This is more complex than moving sales goods in one direction, but some of the problems are the same. There’s a lack of understanding at borders as to how to handle certain items coming from the UK, resulting in situations like one identical parcel making it through whilst the other does not).