Brussels, June 30, 2026 – The Europe Today: The European Union has introduced a new customs duty on low-value e-commerce imports, a move expected to significantly impact Chinese online retail platforms such as SHEIN, Temu and AliExpress while strengthening consumer protection and creating a more level playing field for European retailers.
The new measure, which came into effect on July 1, imposes a flat €3 customs duty on low-value e-commerce imports. It replaces the previous exemption under which goods valued at less than €150 could enter the EU without customs duties.
According to EU officials, the temporary levy is intended to address unfair competition faced by European businesses, improve oversight of imported products and respond to growing concerns over unsafe goods, customs fraud and the environmental impact of rapidly expanding cross-border e-commerce.
The European Council has clarified that the customs duty is separate from a proposed €2 handling fee currently under negotiation as part of the EU’s broader customs reform package and long-term budget plans.
The EU receives more than two billion low-value e-commerce parcels annually, placing considerable pressure on customs authorities. Officials estimate that as many as 65 percent of these shipments are undervalued or inaccurately declared, limiting the ability of border agencies to conduct effective safety inspections.
Dirk Gotink said there was strong political consensus for introducing the measure, describing the influx of non-compliant fast-fashion products as a “tsunami” that required greater integration of European customs systems.
Consumer organisations have also welcomed tighter controls. Laura Clays of the Belgian consumer organisation Testachats said only a tiny fraction of imported parcels are currently inspected, allowing many products that fail to meet EU safety standards to enter the market.
For years, platforms including SHEIN, Temu and AliExpress benefited from the EU’s “de minimis” customs exemption by shipping individual orders directly from China, avoiding import duties of up to 12 percent on goods valued below €150. The model enabled the companies to maintain highly competitive prices while reducing regulatory oversight.
The new customs regime also introduces significant legal changes. Under reforms to the EU Customs Code adopted earlier this year, online marketplaces will now be legally recognised as “deemed importers,” making them directly responsible for ensuring compliance with EU product safety, consumer protection and chemical regulations. Previously, individual consumers were legally regarded as the importers of such goods.
The legislation is expected to strengthen enforcement of the EU’s product safety framework, exposing digital marketplaces to financial penalties or market restrictions if imported products fail to comply with European standards.
The customs duty will remain in force until broader customs reforms are fully implemented. Beginning in 2028, the EU plans to launch a permanent Customs Data Hub that will eliminate the €150 duty-free threshold altogether, allowing all imported goods to be taxed from the first euro of value.
The changes are expected to increase costs for European consumers purchasing inexpensive products from overseas platforms. For example, a basket containing goods from different product categories will incur multiple €3 customs charges, with the proposed €2 handling fee adding further costs once approved. Customs processing requirements are also likely to extend delivery times for many international shipments.
However, consumer advocates argue that the reforms will improve product safety by reducing the number of non-compliant goods entering the European market and ensuring greater accountability among online retailers.
For businesses, the new rules are expected to reshape cross-border e-commerce operations. Analysts believe major Chinese platforms may increasingly shift toward establishing European warehousing and distribution networks to reduce customs costs and maintain competitiveness.
European retailers, including fashion brands such as Zara and H&M, are expected to benefit from the removal of the price advantage previously enjoyed by duty-free imports, potentially strengthening the competitiveness of domestic businesses operating under EU regulatory standards.
