Cross-border online shopping has expanded steadily in recent years, driven largely by Asian platforms such as AliExpress, Shein, Temu and JD.com. Competitive pricing, wide product ranges and aggressive promotional strategies have encouraged more European consumers to order goods directly from outside the EU.
As a result, the number of small parcels entering the EU has reached record levels, placing growing strain on customs systems and raising concerns among European manufacturers about competitive distortions.
Customs controls under pressure
The European Commission has repeatedly pointed out that the sheer volume of low-value consignments makes comprehensive inspection increasingly difficult. In practice, customs authorities cannot physically check every parcel, increasing the risk that incorrectly labelled or non-compliant products may enter the single market.
According to the Commission, the declared value of shipments is frequently understated to remain below the €150 threshold, allowing sellers to avoid customs duties and reducing VAT liabilities. This practice, EU officials argue, undermines fair competition and disadvantages EU-based producers who must comply with stricter regulatory and tax requirements.
Impact on European manufacturers
Industries particularly exposed to the surge in low-value imports include textiles and apparel, consumer electronics and household goods. European manufacturers face intensified price competition while also contending with higher regulatory and labour costs.
Market observers note that companies unable to adapt their production models, logistics or digital sales channels are at greater risk of losing market share, especially in highly price-sensitive segments.
Planned EU measures
In response to the rising volume of parcels, the European Commission has proposed a series of legislative and administrative measures aimed at strengthening controls and restoring competitive balance.
Among the proposals under discussion is the introduction of a flat handling fee of around €3 per parcel for consignments imported from outside the EU with a value not exceeding €150. The Commission has also proposed removing the current VAT exemption for small shipments, alongside additional measures to improve data quality and risk analysis for customs authorities.
The Commission argues that these steps would help fund more effective inspections while ensuring that imported goods are subject to similar fiscal treatment as products sold within the EU.
Chinese platforms expand European logistics networks
At the same time, major Chinese e-commerce platforms are adjusting their strategies in anticipation of tighter EU rules. Several companies have announced investments in European fulfilment infrastructure, allowing a growing share of orders to be dispatched from within the EU rather than shipped directly from Asia.
Shein, for example, announced last year the opening of a new logistics centre in Lower Silesia, Poland, which the company describes as a key hub for its European operations. Temu has also stated that it aims to fulfil a substantial share of European orders from local warehouses in the future.
By shifting fulfilment closer to end customers, platforms can shorten delivery times and, in some cases, reduce exposure to customs-related costs, while reinforcing their long-term presence in the European market.
