Breaking into the U.S. supplement market is every health brand’s dream—high margins, massive demand, and a population obsessed with wellness. But what looks like a goldmine often hides a bureaucratic wall: legal requirements, tax codes, FDA compliance, and entity formation that can cost thousands before a single bottle ships.
The good news? There’s a smarter way.
If you’re a CPA brand or supplement seller outside the U.S., you can sell legally—without creating a company or opening a bank account in the United States. The key lies in understanding one model: Merchant of Record (MoR).
The Legal Wall Most Brands Hit
Normally, selling supplements in the U.S. means forming a U.S. company, applying for an EIN, handling tax collection, managing FDA registration, and setting up fulfillment with local carriers. This process can take months and cost thousands in legal and operational fees.
For many international supplement brands, these barriers kill their go-to-market plans before they begin.
But here’s the loophole: you don’t need to be the legal seller to sell in the U.S.
The MoR Strategy: Sell Without Being the Seller
The Merchant of Record (MoR) model allows international brands to sell products in the U.S. while a third-party assumes the legal and financial responsibilities.
Here’s what that looks like:
- Your brand markets and controls the product
- The MoR (like Kiki Latam) handles compliance, tax collection, invoicing, and payment processing
- You get paid in your preferred currency, minus a service fee
- No U.S. company registration required
It’s a full-stack compliance and logistics solution — minus the red tape.
Logistics Without Borders: MoR + Fulfillment = Scale
A powerful MoR strategy is only as good as the fulfillment behind it. That’s where 4PL and localized logistics make the difference.
Instead of shipping from overseas with long delivery times and customs delays, top-performing supplement brands use:
- U.S.-based fulfillment centers for faster delivery
- AI-powered inventory management to reduce stockouts
- Cash on Delivery (COD) for LATAM expansion
- Real-time tracking systems for complete visibility
With the right partner, you can sell like a local—without becoming one.
Real-World Example: Supplements Without a U.S. Entity
Let’s say you’re a supplement brand based in Eastern Europe. You want to sell in the U.S., but you don’t want to:
- Form a U.S. LLC
- Hire a tax advisor
- Manage FDA paperwork
- Open an American bank account
Instead, you partner with a Merchant of Record like Kiki Latam. You send your products to a U.S. warehouse. Kiki handles:
- Regulatory compliance
- FDA label validation
- State-level sales tax
- Order fulfillment and customer service
You focus on performance marketing, ROI, and growing your brand.
Is This Legal? Yes—If Done Right
Using a Merchant of Record isn’t a loophole—it’s a recognized business model used by platforms like Amazon, Shopify, and Stripe Atlas. As long as your MoR follows U.S. law, collects and remits taxes, and fulfills FDA standards, your business stays compliant.
According to Forbes, MoR services are one of the most effective ways for international brands to enter the U.S. without forming a domestic entity.
Why This Matters for CPA and Nutra Brands
For affiliate and CPA brands in the supplement space, speed matters. Markets change fast. Trends peak and fade. If you’re waiting three months to register a business, you’re already behind.
With MoR logistics, you can:
- Launch a campaign in weeks, not months
- A/B test product formats and prices without legal risk
- Focus on CR and AOV instead of legal overhead
- Collect payments in crypto, USD, or local currency
Selling supplements in the U.S. doesn’t have to be a legal minefield.
If you’re a global supplement brand ready to scale, the Merchant of Record model is your shortcut to entering the U.S. market legally, quickly, and without friction.
Kiki Latam offers a complete MoR and fulfillment solution tailored for performance marketers and nutra brands. From compliance to COD, from FDA standards to real-time logistics—we help you operate like a U.S. brand, without setting foot in the country.
👉 Ready to launch without limits? Book a call with our team and discover how we help supplement brands go direct in the U.S.—smarter.