Shein

€10 order, €30 tariff. The EU has just approved the mother of tariffs for Aliexpress, Shein and Temu

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In 2021, the European Union modified the VAT regulations for businesses like AliExpress stop benefiting from the same exemption for packages worth less than 22 euros. Five years later, the measures for products entering Europe duty-free will completely change. The measure. The Council of the European Union has given the green light to a new regulation on customs duties for items contained in small packages entering the EU. “The new rules respond to the fact that These packages currently enter the EU duty free, resulting in unfair competition for EU sellers“ According to the Council, the measure is intended to support EU companies and “will close avenues for unscrupulous sellers.” The three euros. The figure is very specific: three euros of provisional customs fixed on items contained in small packages valued at less than 150 euros. According to the EU, more than 91% of these small shipments come from China. The key is that those three euros are not per package, they are per different product. You order a package with two mobile phone cases valued at four euros You also order a tempered glass for one euro In the event that you order 10 products for 1 euro but they are different, you would not pay 10 euros, you would pay 40 (30 in tariffs). Starting July 1 you will not pay five euros, you will pay those five euros plus another six (11), when ordering two different products. The dates. The fixed provisional customs duty of three euros will be applied to all product categories, without exception, between July 1, 2026 and July 1, 2028. Once the new EU Customs Data Center comes into operation, the duty will go from being provisional to a normal customs rate. Because. According to the statement, the EU is struggling to reform its customs system in order to cope with “the significant pressure arising from increased trade flows.” A measure that will affect giants like Temu, AliExpress and Shein, kings of electronic commerce in Spain. In Xataka | Europe has proposed to become technologically independent from the US: And it has started with the most difficult thing: chips

The opening of Shein in Paris should have been a triumph. It has ended up causing the biggest slowdown for the Chinese giant in Europe

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Days after Shein’s controversial arrival at the historic BHV Marais in Paris —an opening as massive as it is controversial—, the story takes a turn that no one in the Chinese company expected. France has decided to postpone the opening of the rest of the Shein stores scheduled for November and December, a slowdown that reveals the extent to which the physical commitment of the ultra-fast fashion giant is shaking the sector and French politics. In a nutshell. The SGM group, owner of BHV, announced that the planned openings in Dijon, Reims, Grenoble, Angers and Limoges are postponed indefinitely. The inaugurations were to start on November 18 and extend until the beginning of December, but according to BFMTVSGM prefers to postpone them “a few days or a few weeks.” Today, the only operational Shein store in the country is the one in Paris, open November 5. A postponement that accumulates reasons. The delay does not respond to a single factor: it is a cocktail of commercial problems, reputational crisis, political pressure and regulatory turbulence. First, the Paris store disappointed its own customers. As reported days later by Le Mondedespite the more than 50,000 visitors on the first day, the result was frustrating: no men’s clothing, no children’s fashion, no large sizes, nor the ultra-low prices usual on the web. Added to this was insufficient space to manage the influx. But the hardest blow, according to the French media, did not come from the clients, but from the brands that have decided to leave BHV after the arrival of Shein and due to accumulated non-payments. Dior, Chanel, Guerlain and Lancôme – four pillars of French perfumery – leave the department store, along with more than 20 fashion and home brands. The departure comes at the worst possible time: the Christmas campaign, the month in which BHV rebalances its accounts. Furthermore, the image crisis is amplified by the breakup between SGM and Galeries Lafayette. According to Fashion Networkthe French chain has ended its agreement with SGM to avoid any link with Shein, which implies that all these centers will be called BHV, not Galeries Lafayette. Expansion meets politics. Shein’s arrival has unleashed unprecedented municipal rejection. From Liberation have pointed out that several mayors – Dijon, Reims, Grenoble, Angers and Limoges – are explicitly opposed to the implementation. Specifically, in Grenoble, Mayor Éric Piolle even asked to suspend opening until all products were legally verified. And the straw that broke the camel’s back. As different media have describedthe French Government discovered child-like sex dolls, prohibited weapons and other illicit products on the platform. This activated a process of temporary suspension of the marketplace, exhaustive customs controls and a judicial procedure that is still open. “The postponement is temporary.” Frédéric Merlin, president of SGM, insisted: in an interview for BFMTV. In it, he explained that the group needs to adapt the offer, adjust the pricing policy, gain space in regional stores and work on “more personalized orders.” But, as Le Monde recallsits management simultaneously faces non-payments to suppliers and the largest brand flight that BHV has experienced in decades. For its part, Shein maintains a different discourse. According to Reutersthe company says the Paris store has been “a great success.” He accepts that he must adjust prices and improve the experience, but he assures that for now his priority is to optimize that first physical point before opening the following ones. However, it does not offer new dates. Meanwhile, the company will have to face a key event: a mandatory appearance at the National Assembly and a court hearing on November 26, the same day on which the Paris court must examine the request to suspend the platform. In parallel, as the French media highlightsthe European Union has agreed to advance the application of taxes on small imported packages to 2026 – an essential pillar of Shein’s logistics model –, further increasing the pressure. Downshifting. France has become the first European country to put a real brake on Shein’s physical expansion. The openings have been postponed “a few days or weeks,” but the context—investigations, protests, brand leaks and regulatory pressures—suggests that the pause could last longer than SGM and Shein would like to admit. The question now is whether Shein will manage to adapt to a market that demands transparency, legality and social commitments or if the Paris store will be remembered as the beginning of the biggest clash between ultra-fast fashion and a country that, for the first time, has decided to put a stop to its advance. Image | FreePik and DMCGN Xataka | Shein has opened its first store in Europe in Paris. Paris has reacted as always: staging a revolt

Shein and Temu had taken over e-commerce in the EU. Your future is complicated for one reason: small packages

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The body that brings together the Ministers of Economy and Finance of the European Union (Ecofin) wants to put an end to the red carpet that Europe has laid out for platforms like Shein or Temu for years. The mechanism is simple: end the tariff exemption that until now has benefited packages of less than 150 euros that were imported into the old continent. Why is it important. In recent years we have seen how platforms like Temu or Shein have become absolute giants of electronic commerce. Part of that success has been based on how cheap it was for these platforms to ship their affordable products: they took advantage of a tariff exemption for packages valued at less than 150 euros, but that exemption’s days were numbered. And now he has even more of them. Deadlines want to be shortened. The initial proposal put forward by the European Commission was to eliminate this exemption in 2028. This week Ecofin took advantage of this proposal, but the executive made it clear that they have an additional objective: to advance its application two years, to 2026. Chinese companies did not stop making a fortune. 91% of all e-commerce shipments valued at less than 150 euros They came from China in 2022. Alibaba, Temu and Shein were the clear beneficiaries of an exemption that was created in the 1980s and that has gained extraordinary relevance with the rise of electronic commerce. 1.5 billion euros that the EU does not collect. According to a report that the EU commissioned from a group of experts, the union’s coffers stopped collecting 1.5 billion euros for those imports of less than 150 euros. In 2024 products entered the EU worth 4.6 billion euros through packages of less than 150 euros: double that of the previous year. Two euros for each small package. The Commission wants not only to stop this mechanism used by Chinese e-commerce platforms, but also to apply a minimum fee of two euros for these low-value packages. Eliminating the exemption in 2026 is a firm intention. This tax for the moment is an announcement that can remain just that. It will not be easy to advance the deadlines. The initial proposal is reasonable in terms of deadlines because adapting customs to this new reality is not easy. As pointed out the EU statement issued after the meeting, this new regulation “will begin to apply once the EU Customs Data Centre, the central platform proposed by the EU to interact with customs and strengthen controls, is operational, which is currently planned for 2028.” European companies could not compete. In recent years Shein, Temu or Aliexpress have grown exceptionally thanks to this regulation. According to Danish Finance Minister Stephanie Losse, this caused “unfair competition” in which European companies lost out. Tariffs from the first euro. The EU estimates that 65% of small packages entering the EU are “undervalued to avoid customs duties on imports”, something that also raises “environmental concerns, given the incentive for non-EU companies to split shipments into individual packages when sending goods to the Union.” The new regulations seek to ensure that goods entering the EU pay tariffs from the first euro. The US has already applied the story. The trade war that the US maintains with China caused the United States to already take similar measures. In February, Donald Trump issued a new executive order that also eliminated the so-called “de minimis” exception for packages valued below $800. Although there was later some relaxation Regarding the terms of that regulation, the impact on this type of commerce has been notable. Our pocket will suffer. The logical consequence of these changes is twofold: consumers will not have access to such a wide catalog on Chinese platforms, and it is also likely that the products sold on Temu or Shein will increase in price to pass on this increase in costs to users. Meanwhile, companies from the old continent such as Inditex could win by competing more favorably against these Chinese platforms. In Xataka | Shipping this $320 lens from Japan to Spain costs $29. Sending it to the US costs 2,000, and it is not a typographical error

Shein has opened its first store in Europe in Paris. Paris has reacted as always: staging a revolt

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The heart of Le Marais The morning of November 5th was troubled. In front of the old Bazar de l’Hôtel de Ville (BHV), that art deco building that overlooks the City Hall, Shein opened its first physical store in Europe. But consumer enthusiasm soon mixed with cries of indignation. French-style protests. At the doors of the BHV, the tension was immediate. A group of protesters shouted “C’est honteux!” (“This is a shame!”) and carried signs with slogans such as “Protégez les enfants, pas Shein” (“Protect the children, not Shein”). Both unions and environmental associations joined the protest denouncing the chain’s working conditions and its environmental impact, according to France24. Outside, slogans were chanted; Inside, lines snaked between shelves. Riot police guarded the entrances while the smell of a stinking aerosol – released by a protester – permeated the air. The rest of the day, the store continued to operate normally. Thousands of consumers lined up in front of the fitting rooms. The Observer estimated that more than 50,000 people They visited the new premises in its first days, and Le Monde It is estimated that about 8,000 people They passed only during the inauguration. In the words of the British newspaper, “behind the protesters who shouted shame, lines of shoppers stretched out with bags full of polyester.” Why so much fuss? The Parisian revolt was not born out of nowhere, nor is it just an environmental problem. Days before, the General Directorate of Competition, Consumption and Fraud Repression (DGCCRF) had revealed that Shein France sold child-like sex dolls, as revealed by Le Parisien. The institution stated that the descriptions “left little doubt about the pedopornographic nature” of the product. The discovery led to the opening of four judicial investigations by the Paris prosecutor’s office against Shein, AliExpress, Temu and Wish, for the dissemination of violent or pornographic content accessible to minors. In parallel, the conservative deputy Antoine Vermorel-Marques reported that on the platform Machetes and brass knuckles, category A weapons, prohibited in France, were also sold. Under pressure, Shein reacted. According to BBCone day before the opening, the company announced a global ban on all sales of sex dolls, the closure of the accounts of the sellers involved and the elimination of the adult products category. “The fight against child exploitation is non-negotiable,” CEO Donald Tang told Time. Shein spokesperson in France, Quentin Ruffat, stated exclusively for French radio RMC: “What happened is serious, unacceptable and intolerable. It was an internal failure in our processes. We will cooperate 100% with justice and we will reveal the identity of the buyers.” Two days later, according to Reutersthe Ministry of Finance temporarily stopped the suspension procedure, upon verifying that Shein had removed all illicit products, but stressed that “the company will remain under close surveillance.” The French crusade against fast-fashion. The Executive’s offensive is not only moral: it is also legal and economic. According to Politicothe French Government has activated two parallel procedures to suspend the Shein website. The first, based on the Consumer Code, would allow the domain to be blocked if the company disobeys an order to remove illegal content. The second, protected by the Digital Economy Trust Act of 2004, seeks to demonstrate that there is a risk of recidivism. Both processes could lead to a ban on access to the site and its applications in France. Le Parisien announced that a court hearing will be held on November 26, where a judge will decide the future of the platform. Meanwhile, the Minister of Public Finance, Amélie de Montchalin, led an unprecedented operation at Charles de Gaulle airport: more than 200,000 Shein packages from China were inspected in a single day. According to the ministrythree out of four did not comply with European regulations. But the pulse goes beyond customs. As The Guardian recallsFrance has been questioning the ultra-fast fashion model for years: in 2023 and 2024 it approved laws and fines of almost 200 million euros against Shein for misleading advertising and environmental violations. The arrival of the brand at BHV, details Times“contradicts the ecological and high-end vision that Paris wants to project.” Even iconic designers, such as Agnès B, announced their withdrawal from BHV. “I am completely against this fast fashion, there are jobs in danger,” told BBC. Despite the scandal, Shein has not stepped on the brakes. According to Le Mondethe company will open new stores in Dijon and Reims on November 18, and in Grenoble on the 21st, with additional plans in Angers and Limoges. Frédéric Merlin, president of the Société des Grands Magasins (SGM) – owner of BHV – defended his alliance with Shein in statements to Le Monde: “The products we sell here do not exploit workers or children. We are convinced of their quality.” However, parent Galeries Lafayette broke ties with SGM over “strategic divergence,” according to Timesrefusing to associate his name with the Chinese brand. Meanwhile, more than 100,000 French people have signed a petition against Shein’s expansion, according to The Guardianand numerous brands have left BHV in protest. Despite this, the plans continue. The battle for the soul of fashion. The story of Shein in France is no longer just that of an investigated company, but that of a country that refuses to surrender to the dizzying pace of global consumption. However, it opens up a paradox: while the authorities are preparing laws and blockades, thousands of young people are lining up to buy 5-euro t-shirts. France is waging a symbolic — and perhaps lost — war against fast fashion: that of the country that invented haute couture facing the phenomenon that turns it into waste. On November 26, French justice will speak. But fast fashion has already won a part of the most difficult trial: that of consumption. Image | Flickr and DMCGN Xataka | Years ago buying “white label” was synonymous with poor quality: today it is the number one priority of Spaniards

conducts a sling and buying in Shein to continue being rich

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Lucy Guo, a young 30 -year -old businesswoman from San Francisco, has unbridled Taylor Swift as the Milmillonaria made herself younger to get it. His story, marked by risky decisions and a simple lifestyle have led him to get an estimated fortune at about 1,250 million dollars, According to data of Forbes. Milmillonaria Tech made to herself. Lucy Guo has achieved a historic mile for my own merits. This means that its wealth does not come of an inheritancebut of the success of the companies that have founded or directed in its short, but prolific, professional career. According to Forbes, Guo is now one of the six billionaire women under 40 who have achieved their fortune for themselves. He Sorpasso To Taylor Swift. Taylor Swift made history in 2024 by becoming the richest singer in the world thanks to the unquestionable success of Your Eras Tour tourwhich allowed him to reach a fortune of 1.1 billion dollars at age 34. This achievement consolidated her as the youngest billionaire made to herself until that moment, beating a double record in the world of entertainment and business. However, in 2025, Lucy Guo has snatched this mile richer women in the world in an area as competitive as that of technology. To leave the studies to found Scale AI. Lucy Guo’s path towards success began when he decided to leave his computer studies after receiving a $ 100,000 business scholarship Financed by Peter Thiel. This opportunity led her to work as a Quora programmer, where she met Alexandr Wang. Together, the company of Scale AI Artificial Intelligencewhen Guo was only 21 years old. At that time, the young founders already caught the attention positioning themselves as one of the 30 promises of less than 30 of Forbes. Guo directed the Scale AI Product Operations and Design Teams. The adventure did not last long and His discrepancies with Wang They resulted in the company’s departure. However, the founder retained 5% of the company’s shares. This percentage has been key in its fortune, since the assessment of Scale AI has reached 25,000 million dollars after Your last financing rounds and a recent one Alliance with goal. Undertake to be your own boss. The bad experience with Wang in Scale AI led Guo to make the decision to be his own boss. Thus, he founded Backend Capital, a venture capital firm that supports technological startups and has already achieved several important successes. Not happy with that, in 2022 he founded Passesa platform inspired by OnlyfansBut oriented to all audiences, which is currently valued at about 150 million dollars. Thanks to these initiatives, Guo has diversified his heritage and consolidated his position as a reference in the world of technology and entrepreneurship. A simple lifestyle despite his fortune. Despite its multimillionaire status, Lucy Guo maintains a surprisingly modest lifestyle. “I don’t like to waste money,” he confessed in An interview for Fortune. However, that does not prevent him from enjoying the privilege of his fortune and travels in Business class on long flights. “In daily life, my assistant simply takes me in a pretty old Honda Civic. I don’t care,” Guo said. Even at the time of dressing, the businesswoman Bet on him Lowcost: “Everything I use is free or Shein. Some are not of very good quality, but there are always a couple of garments that are great, and I use them daily,” the millionaire confessed. Her philosophy is clear: “It is acting as if you were in ruin to remain rich”, a mentality that, according to her, helps her to keep her feet on the ground and manage her fortune with intelligence. In Xataka | Mark Zuckerberg has advice for all entrepreneurs: “You can’t be Taylor Swift” Image | LinkedIn

Temu and Shein at the moment they get rid, the Big Tech breathe

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After the storm, some calm. At least, temporary. The feared tariffs from the United States to imports from China products They threatened The world economy, but in recent days we have seen the Government of Donald Trump has paused these measures. In fact, he has just done the same with the measures that especially affected Temu and Shein. What happened. Donald Trump has applied A remarkable cut to tariffs that apply to small value packages that arrive from China and Hong Kong to the United States. Thus, the new tariffs on those packages of up to $ 800 of value go from 120% to 54%. The reduction is important, but tariffs continue to impose remarkable rates for this type of products. Temu and Shein breathe (a little). Chinese online trade giants such as Temu or Shein have been benefiting from The exemption called “Minimis” To be able to send low -cost products directly to consumers in the United States without paying import rates. That rule It was canceled by the Trump administration a few days ago, and that caused A domino effect which affected the Big Tech of the US. WOMAN FOR META AND GOOGLE. The decision also relaxes the pressure on Meta and Google, which were great beneficiaries of this commercial exchange. Temu and Shein They sold big in the US Thanks to the exemption of Minimis, but to achieve it they spent true fortunes in advertising that hired giants such as Meta and Google. By deactivating that exemption, advertising income immediately They diverse. These ads are expected to reactivate that advertising expense in the Big Tech. But be careful. Although the situation improves for Temu and Shein, the pause has a small print. Trump changed the minimis rule for a flat rate of $ 100 per package with value of less than $ 800, and that flat rate would amount to $ 200 in June. These rates are maintained despite the 90 -day truce agreement for other tariffs and make it sell directly from China to consumers (very) expensive for Temu or Shein. Temu dodges the measures selling from the US. To avoid the application of these tariffs as far as possible, Temu began to fill gigantic warehouses in the United States of their products to be able to send their “locally” products before they were affected by tariffs. That measure is temporary, because those warehouses will end up needing to fill again and it will be then when they will face these new tariffs. Plan B: No direct sale. Precisely at that time is when Temu has an escape with this announcement of the Trump administration. With the direct sale of products to consumers punished for tariffs and flat rates, the solution is not to sell directly, but fill their warehouses with large orders (no packages below $ 800) and then serve consumers locally. In this way “only” the new reduced tariffs (30%) apply and not those of 54% that affect these value packages of less than $ 800. It is certainly a respite for businesses like Temu, which have the United States as their large sales market. Trump continues to back. The month of April we lived a unique burst of ads in which the US decided to raise their tariffs to China and the Asian giant responded with equivalent climbs. The situation on April 11 reached absurd ends: US tariffs to Chinese imports reached 145%, and China’s to US products to 125%. Neither seemed to move token, but Trump ended up yielding Any was he who started hostilities. Yesterday both countries announced a 115% reduction in these reciprocal tariffs, which has been a real relief for the world economy. Image | Alain G. Shumbusho In Xataka | Spain acts where Europe doubts: the strategy that is paying fruits in China

Temu and Shein are already being overcome by the next Chinese trade giant: Tiktok

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Tiktok has achieved in just one year what seemed impossible: to overcome sales to Shein and Temu in the US market, consolidating itself as the new power of Chinese electronic commerce, according to reports Bloomberg Citing Second Measure data, its transactional analytical tool. Their sales fired 153% in January, compared to the modest compared 26% of Shein and 28% of Temu. Between the lines. Tiktok Shop is taking more market to Shein that a Temu. In purchases greater than 25 dollars it has earned 16 quota points, while in the lower only 7. That is, it is having more success by selling medium -price products than Chollitos. The threat. This ascent can be seen truncated by several fronts: The contrast. While Tiktok Shop accelerates, its Chinese competitors suffer: In perspective. With 170 million monthly active users in the US, Tiktok has shown that its ability to monetize its user base goes beyond advertising. He has managed to turn his domain into entertainment into a powerful sales machine that even threatens Amazon. → The really disruptive of Tiktok Shop is not its meteoric growth, but how it has completely blurred the line between entertainment and trade. → No sells products, sells instantaneous wishes packaged in viral videos. And that, in the face of consumer behavior, is more powerful than any discount. In Xataka | China has been cutting its technology for years. Xi Jiping has just opened the door for that to change Outstanding image | Solen Feyissa in Unspash

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