Contents
What?
Chinese sales platforms are rapidly increasing their share in Poland and the EU, and the e-Chamber warns that they are being given an advantage by an "uneven start" resulting from differences in enforcement of regulations against sellers from outside the EU.
Why?
Because Polish online stores bear the full costs of regulatory compliance (tax, quality standards, logistics, warehousing), while some non-EU competitors are expected to operate with lower burdens and less oversight. The result is pressure on margins, reduced investments, cost reductions—and, in extreme cases, closure of operations. Furthermore, very low prices can come with risks: unclear complaints, longer delivery times, and doubts about compliance with safety standards.
Who is it for?
For owners and managers of online stores, D2C brands, distributors and manufacturers selling online, as well as those responsible for pricing, logistics, customer service, compliance, and marketplace sales strategy.
Background:
According to preliminary data from the e-Chamber for 2025, over 80% of Polish internet users report visiting at least one Chinese platform. The organization also points to a similar trend across the EU, with the number of users of the largest services growing by tens and hundreds of millions per month. Since 2020, the e-Chamber has been running the "Taki Sam Start" campaign, calling for a level legal framework and more effective enforcement of regulations for sales from outside the EU. A report on the impact of Chinese platforms on the Polish economy has also been announced.
Polish e-commerce under pressure from Temu, Shein and AliExpress: what is the regulatory gap and what will the EU change from 2026?
Chinese sales platforms are becoming increasingly present in Poland and across the EU. According to data cited by the e-Chamber, over 80% of Polish internet users are expected to visit at least one such platform in 2025, and the scale of the phenomenon is expected to grow at the European level as well.
The industry's announcement makes a strong claim: domestic stores operate under the full regime of EU regulations and controls, while some sales from outside the EU benefit from "cost asymmetry" that cannot be compensated for by operational efficiency alone.
What is this “regulatory loophole” and why does it matter?
In practice, it's not a single provision, but several mechanisms that together create cost and operational advantages. The e-Chamber highlights, among other things, differences in charges, weaker controls on non-EU sellers, and unfair pricing practices.
Added to this is the massive import of small parcels into the EU. The European Commission and international media have pointed out that billions of low-value parcels are arriving in the EU, the overwhelming majority of which are believed to originate from China. This places a strain on the system for inspections, product compliance enforcement, and collection of duties.
What does the Polish seller lose in this situation?
- Margin – because the customer compares “here and now” mainly the price, and the cost differences on the import side can be difficult to overcome.
- Traffic and share in shopping carts – Christmas peaks in demand, instead of strengthening local shops, may shift sales to platforms outside the EU (e-Izba speaks openly about the pressure to cut costs and limit investments).
- Predictability – when part of the market plays by different rules, planning prices, promotions and inventory levels becomes more difficult.
What will the European Union change: the key date is July 1, 2026
In December 2025, the EU Council agreed that from 1 July 2026, goods in small consignments worth up to €150 will be subject to a fixed customs duty of €3 (as a temporary solution before a broader reform is introduced).
In parallel, the European Commission announced a political agreement to eliminate the EUR 150 customs exemption threshold for e-commerce from 2026, which is intended to limit the advantages resulting from the mass import of general cargo.
In the background, there is also the idea of a handling fee for parcels, which was written about in the media - as an element of coping with the costs of control and the scale of shipments.
What does this mean for the market in Poland?
1) Ultra-cheap prices may have a harder time (but they won't disappear)
Additional fees and tightening of rules should reduce the cost advantage in the lowest price baskets. This doesn't mean that Chinese platforms will disappear—rather, that some of the "price magic" may fade in 1:1 comparisons.
2) Product compliance and safety will become increasingly important
The e-Chamber emphasizes that very low prices often go hand in hand with risks: uncertain compliance with safety standards, unclear complaints, or long delivery times.
If the EU increases pressure on inspections and enforcement, "hard compliance" could return as a real element of competition, not just a formality.
3) Polish e-commerce will need a new competitive strategy
Even if regulations are leveled, some customers will stick to "bargain" purchases. Polish stores can win where online platforms have limitations: fast delivery, reliable service, immediate availability, convenient returns, reliable invoices, and genuine customer service.
How can online sellers prepare now?
- Stop fighting solely on price – build your offer on availability, delivery time and clear return policies (this can be quickly "shown" to the customer).
- Make comparisons realistic – clearly highlight the warranty, service, delivery time, origin and safety standards in product communication.
- Secure your margin with a promotional policy – fewer “eternal” discounts, more short campaigns for a specific goal (traffic / basket / stock clearance).
- Strengthen credibility – reviews, real photos, detailed descriptions and after-sales support are areas where local shops can clearly differentiate themselves.
- Follow changes for 2026 – July 1, 2026 is a date worth keeping in mind (price lists, cross-border, shipping policies, customer communication).
Conclusions
The discussion about Chinese platforms is no longer just about "who has it cheaper." It's moving into the realm of equal competition, regulatory enforcement, and the systemic costs associated with mass shipments. The e-Chamber is blunt: without regulatory changes, Polish SMEs will lose out, and the economy will suffer the costs.
The coming months are a good time to set a strategy for 2026: some cost advantages may be reduced, but competition for customer attention will remain fierce. The winners will be those stores that build an advantage on what can't be done for 2 złoty – service quality, reliability, and speed.
Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
