EU Tax Cuts Asian Platform Imports
A new EU levy on small parcels has cut imports from platforms like Shein, Temu, and AliExpress by 30-40%. The tax, introduced July 1, aims to level the playing field with European retailers and curb non-compliant goods like cosmetics.
The European Union's new tax on low-value imports has triggered a sharp 30% to 40% decline in shipments from major Asian e-commerce platforms. French customs data, cited by the French Ministry of the Economy on August 27, shows the impact of the levy applied since July 1.
Since that date, Brussels has applied a charge of 3 euros to each product category inside parcels entering the EU valued under 150 euros. The policy targets the explosive growth of marketplaces like Shein, Temu, and AliExpress. It also seeks to protect European retailers and address concerns over product safety and regulatory compliance.
The Scale of the Problem
In 2025, nearly 5.9 billion small parcels entered the European market, a fourfold increase from 2022. A staggering 93% originated in China, largely benefiting from an existing customs duty exemption for items under 150 euros. EU authorities are concerned a significant share of these imports, including cosmetics, fail to meet safety standards.
In July, French consumer group Que Choisir Ensemble issued a warning. It focused on sunscreens sold on Temu, AliExpress, and Shein. The group stated the findings were alarming, with nine of the ten products tested found to be non-compliant, and most failing to deliver the sun protection they claim to provide. This highlights the risks for consumers seeking beauty products from these platforms.
Platform Reactions and Consumer Shifts
The platforms have faced growing criticism over environmental impact, unfair competition, and alleged links to forced labour. Their responses to the new tax vary. AliExpress criticized the levy as socially unfair in a statement to AFP, arguing its design contains fundamental flaws and costs fall disproportionately on low-income households. Shein declined to comment, while Temu did not immediately respond.
Early data shows the tax is reshaping shopping habits. The app Joko, which analyzes transactions of 1.5 million French users, reported a sharp sales decline for these platforms between June and July.
| Platform | Sales Decline (June-July) |
|---|---|
| Temu | 50% |
| AliExpress | 37% |
| Shein | 15% |
Retailers are adjusting. Joko's data shows Temu increased its average basket value by 30% in that period, while AliExpress raised it by 27%. AliExpress has confirmed it now includes customs duties in its listed prices.
A Temporary Measure with Lasting Effects
The 3-euro levy is a temporary fix. It will remain until a broader EU customs reform takes effect in two years. From November, it will be joined by additional processing fees to finance customs services, potentially reaching 2 euros per parcel.
Shein's more limited sales decline of 15% may be linked to its European logistics. The Singapore-based retailer opened a large warehouse in Poland in December 2025, reducing its exposure to the new import charge. Contrasting evidence comes from the UK, which is not subject to the EU rule. There, Chinese marketplaces saw a 5% increase in sales value during July, according to NielsenIQ.
