The European Union is planning a new fee for Asian e-commerce giants

What?
Brussels wants to introduce a fee on low-value shipments from outside the EU – a move that will hit platforms like Temu and Shein.

Why?
Massive imports of cheap products from Asia currently bypass customs duties and VAT, harming European retailers and distorting market competition.

Who is it for?
For digital businesses, online store owners, market analysts, and customers who order from Chinese platforms.

Background:
The European Union is working on a new fiscal mechanism that will limit tax benefits for third-party marketplace giants. This means possible increases in shipping prices from popular Asian platforms and changes in logistics and the costs of running an online store.

Why is Brussels targeting Temu and Shein?

Currently, imports from non-EU countries, primarily China, benefit from a VAT exemption for shipments worth less than €150. As a result, billions of parcels arrive in Europe each year without paying customs duties, discouraging purchases from local retailers. Platforms like Temu, Shein, and AliExpress ship goods directly to consumers, bypassing traditional distribution networks, making it more difficult for tax authorities to audit them.

According to EU data, by 2023, over 2 billion parcels were arriving in Europe from Asia annually. Many of these parcels deliberately underdeclared their value to avoid taxation. Brussels wants to clamp down on this.

What changes is the European Union proposing?

The new proposal introduces a single, minimum fee for all shipments from non-EU countries, regardless of their value. This is intended to tighten the tax system, improve the competitiveness of European companies, and curb price dumping by external suppliers.

Final details of the proposal will be presented by the end of 2025. Digital control of customs data and certification of sales platforms, which must comply with the new regulations to continue operating in the EU market, are also being considered.

What does this mean for companies operating in the digital world?

For European online store owners, this is a potentially significant opportunity to regain competitiveness . Equalizing tax treatment could encourage consumers to shop more frequently with local suppliers. It will also reduce the downward pressure on margins currently stemming from unrealistically low prices for Asian products.

On the other hand, companies resellers of goods from Asia will need to prepare for new fiscal requirements . Adapting to these changes may require modernizing logistics channels and providing legal support.

What can online stores do today?

• Monitor legislative changes – tracking new regulations will allow you to plan adaptation measures in advance.
• Diversify your offer – it is worth focusing on local suppliers and avoiding complete dependence on goods from outside the EU.
• Optimize prices – if goods from Asia are no longer so cheap, it is worth recalculating your own costs and margins.
• Consult with an e-commerce strategy advisor – such as the Świat Cyfrowy – who can help you prepare for the changing e-commerce landscape.
• Prepare your store for greater visibility – using SEO and content marketing activities that can attract new customers in times of change.

Will new regulations change the balance of power in the digital world?

If implemented, the fees could significantly reduce the dominance of Chinese platforms in Europe. In the long term, this could lead to increased interest in local brands, the development of regional marketplaces, and a push for price transparency. However, much will depend on the scale of the fees and the effectiveness of enforcement of the new regulations.

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