New European Union customs regulations designed to curb cheap imports from China are unlikely to significantly slow the rapid growth of online shopping platforms such as Temu and Shein, according to logistics experts and industry data. The rules, which took effect on July 1, impose a flat customs fee of three euros per product category on orders valued under 150 euros from non-EU countries. The measure aims to create a level playing field for European retailers who have struggled to compete with the low prices offered by Asian e-commerce giants.
Despite the new fees, major online retailers are expected to adapt their supply chains rather than pass on costs to consumers or reduce their market presence. DHL Group, which operates a major airfreight hub at Leipzig/Halle Airport, stated that larger e-commerce platforms are already shifting toward new logistics models. Under these models, goods are shipped in bulk to the European Union, cleared through customs as consolidated shipments, and then distributed within Europe to individual customers. This approach minimizes the impact of the per-order customs fee and maintains the cost advantages that have fueled the platforms' popularity.
Recent data from the German E-Commerce and Distance Selling Association (Bevh) underscores the challenge facing European retailers. In the second quarter of this year, Temu, Shein, and AliExpress accounted for 5.3 percent of all online retail sales in Germany, the highest share ever recorded. Their combined revenues grew by more than 20 percent compared to the same period last year, indicating that consumer demand for ultra-low-cost goods remains strong. The new customs rules are seen as a modest attempt to address this imbalance, but industry observers caution that they alone will not reverse the trend.
The impact on logistics hubs is expected to be temporary. Leipzig/Halle Airport, which has become a key entry point for e-commerce goods from China, anticipates a short-term decline in freight volumes in the low to mid double-digit percentage range. However, airport spokesperson Uwe Schuhart noted that the facility is already seeing increased volumes from Chinese e-commerce, and two logistics companies specializing in cross-border online trade, Shaoke and QT Logistics, have recently established operations there. The airport expects that once supply chains adjust to the new rules, volumes will recover as goods are imported in larger consolidated shipments.
DHL Group further clarified that only a small fraction of orders from platforms like Temu and Shein pass through its express hub in Leipzig. Many goods enter Europe via sea freight or through warehouses in Poland and the Czech Republic, which are less affected by the new customs fees. The Leipzig hub is primarily designed for time-sensitive express shipments, not the bulk of low-cost e-commerce parcels. This suggests that the new regulations may have a limited effect on overall trade flows, as companies can route their goods through alternative channels.
The German Retail Association (HDE) welcomed the new customs fee as a positive signal for fair competition in European trade. However, deputy managing director Stephan Tromp emphasized that the fee alone is insufficient to address broader issues. He warned that unsafe products, misdeclared goods, and violations of European consumer, environmental, and product safety standards could still enter the single market. The customs fee only compensates for a financial competitive disadvantage, Tromp said, and cannot replace effective market surveillance. He called for additional measures to ensure that all products sold in the EU meet the same standards.
Consumer behavior may also play a role in determining the long-term impact of the new rules. It remains unclear whether the additional three-euro fee will deter shoppers accustomed to very low prices. The platforms themselves have not yet announced any changes to their pricing strategies, and analysts expect them to absorb the cost or adjust their logistics to minimize the fee's effect. The coming months will provide clearer evidence of how the regulations influence purchasing decisions and whether European retailers can regain some lost ground.
In the broader context, the EU's move reflects growing concern about the dominance of Chinese e-commerce platforms and their impact on local businesses, jobs, and regulatory standards. Similar debates are taking place in other regions, including the United States, where lawmakers have also proposed measures to address the influx of low-cost imports. The effectiveness of the EU's approach will likely be closely watched by policymakers worldwide as they seek to balance free trade with the protection of domestic industries.
