Purchases of small items on platforms like Temu are entering a new phase. Brussels wants to close the loopholes that have allowed the rise of cross-border e-commerce and has focused on the new customs duties affecting millions of packages from Asia.
This measure is not the only one being implemented. Since July, a temporary €3 tariff has been applied to shipments under €150, and a management fee will be added starting in November. The aim is for platforms to assume greater responsibility for what they sell and for compliance with European regulations.
A customs reform with names and surnames
The European Parliament has approved the EU customs reform that will introduce a surcharge on parcels purchased outside the European Union, effective from November. This handling fee will be added to the existing €3 tariff, and its final amount has yet to be determined, although an estimate of €2 was discussed during negotiations.
To prevent the cost from falling directly on the end consumer, the surcharge will be paid by the entity responsible for covering the other customs expenses of the shipment. The European Commission will be responsible for calculating the amount and reviewing it periodically , taking into account processing costs, personnel, and risk analysis.
The reform also changes the role of sellers and platforms. Those that facilitate purchases from non-EU countries will be considered responsible importers. They will have to provide information to the authorities, assume the corresponding charges, and guarantee that the products comply with European regulations. Repeated violations may be punished with fines of between 1% and 6% of the value of goods imported in the last year.
From Lille to a unique data center
The new customs architecture includes the creation of the European Customs Authority, headquartered in the French city of Lille. This institution will coordinate member states through a central platform that aims to become the single point of customs entry for the Union.
Alongside this authority, a European data center will be deployed to centralize information and improve risk analysis . Its implementation will be phased in: first for online commerce and then for all businesses, with the aim of replacing more than a hundred IT tools currently used by national authorities.
The impact on Temu and on shipments from Asia
The volume of packages is the underlying reason for these changes. Around 5.900 billion low-value items entered the European e-commerce market in a single year, four times more than a few years prior. The vast majority, around 90%, came from China, overwhelming customs inspection capacity.
Initial data suggests a shift in consumer behavior. Imports of small packages in France fell between 30% and 40% after the new charge took effect, according to figures reported by European media. Meanwhile, visits to Temu plummeted by more than 40% in July, while Shein saw a 36% decline, according to the consultancy Médiamétrie.
The effect is especially noticeable on orders of just a few euros , where the surcharge has a much greater impact. For consumers, this can translate into slightly higher prices, fewer impulse purchases, or a greater difference between ordering several small items separately and consolidating them into a single order.
Temu's response: local stores and vendors
Platforms are trying to adapt so that the new rules don't overwhelm them. Temu has been incorporating national and regional sellers through its local seller program, which is present in more than 30 markets. This allows it to bring inventory closer to the buyer, reduce delivery times, and lessen its reliance on individual shipments from Asia.
Shein has also strengthened its logistics infrastructure in Europe, with warehouses in countries like Poland . The idea is that some products are already within the European Union and that orders don't have to go through the same customs process as a package sent directly from China.
This move doesn't eliminate new costs, but it changes the playing field. Platforms that relied on millions of small international shipments will have to combine competitive pricing with local logistics, European sellers, and constant adaptation to increasingly stringent regulations.
The standoff between Brussels and the major Asian marketplaces goes far beyond a simple tax. At stake is the shopping model that has become popular in Europe: cheap packages, direct shipping, and limited controls. With the customs reform, platforms will have to assume more obligations, consumers will notice some changes in prices and delivery times, and Temu will try to maintain its appeal by relying on local warehouses and sellers. The game is still open and will depend on how the regulations are implemented in each country.