Buying something cheap online has become an almost automatic gesture for many. A pair of t-shirts, a mobile accessory or a small gadget that costs little more than a coffee arrives at home in a few days, often from platforms such as Shein, AliExpress or Temu. It is not an isolated perception. The compliance reports themselves under the Digital Services Law They show the extent to which these platforms have been integrated into the day-to-day life of digital consumption in the Old Continent.
This change in habits has a very concrete translation in figures and logistics. In 2024, the European Union received 4.6 billion low-value shipments, equivalent to more than twelve million a day. According to the European Commission91% of these shipments came from China, a constant flow that has not only grown exponentially in recent years, but has put customs and control systems, designed for another volume and another reality of international trade, under unprecedented pressure.
What changes come and when. Brussels’ response to this scenario has a calendar and concrete measures. It has been agreed to apply a fixed tariff of three euros to items contained in small shipments that enter the European Union and have a value of less than 150 euros. We are facing a transitional solution that will begin to be applied on July 1, 2026 and that will serve as a bridge until the entry into operation of the new European customs systemwith a large data node to centralize information and improve risk management, and with a community authority to coordinate and homogenize the application of the rules.
The EU has been working for some time on a structural reform of its customs union to unify data, streamline procedures and strengthen supervision at community level. The creation of a common information system and a European customs authority seeks to correct the fragmentation between Member States, a problem that the massive increase in small shipments has made evident. Faced with increasingly atomized and low-value trade, Brussels aspires to a different model, with more coordination and a more homogeneous application of the rules throughout the internal market.
Behind the scenes of the measure. The political impulse behind this reform responds to several fronts open at the same time. On the one hand, European authorities have been warning for years about undervaluation practices that distort competition and penalize businesses that do comply with the rules. Added to this are “risks to the health and safety of consumers, high levels of fraud and environmental concerns.”
When is the fee paid? The key to this measure is the moment in which the tax is activated. The three-euro tariff is applied when the merchandise enters the European Union, that is, at the time of importation. This implies a fundamental difference for our purchases. If the product is shipped directly from outside the EU, the shipping is subject to that rate. Things change when the order leaves a warehouse located within the single market, the package does not cross a customs border again and the tax is not activated in this case because the import should have occurred earlier.
The document approved by the EU does not say at any time that the consumer will pay this tariff directly. The rule is limited to establishing that the tax will be applied to the goods at the time of their importation. From there, the logic of the market suggests that it will be the platforms, sellers or logistics operators who manage the payment before the customs authority and then decide how to integrate that cost. In practice, the most common thing is that it ends up being reflected in the final price or in the costs of the order, that is, we would see it reflected at the time of “checkout” of our purchase.
Three euros per product or per item? The Council document is precise in one key nuance. The tariff is defined as a fixed charge of three euros on items contained in small shipments, and not as a flat rate per package or as a surcharge for each individual unit. This choice of words indicates that the calculation is linked to the declared content of the shipment, and not only to the box in which it travels.
In the absence of a more detailed operational guide from the authorities, and following the usual logic of customs, this allows us to interpret that several identical products would be grouped under the same item. For example, if an order includes three pairs of sneakers and three watches, the tax would not be applied six times, but rather once for the sneakers and once for the watches. That is, three euros for each type of product included in the shipment, and not for each unit purchased.
Temu anticipates the change. Faced with this new scenario, Temu has been adjusting its model in Europe for some time. The platform has reinforced agreements with local logistics operators to expand delivery options and support its local seller program, with a bid to serve more orders from within the community market. In its official communications, the company notes that it expects local sellers and logistical compliance within the EU represent up to 80% of its European sales, a strategy that seeks to gain agility, shorten deadlines and adapt to a more demanding regulatory environment.
The key question is whether this model pays off. Centralizing stock in the EU provides control and speed, but requires better selection of which products are offered and in what quantities. The calendar, in any case, is already defined and the countdown for the changes in the community customs system to come into force is underway. At the same time, e-commerce platforms are starting to respond. Everything indicates that part of this adjustment will end up being reflected in higher prices for some products from China, although its real scope will depend on how logistics is reorganized in the coming months.
Images | Xataka with Grok | Olga Nayda
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