Europe Moves from Tolerance to Confrontation
After years of lenient oversight, the European Union is taking its toughest stance yet against Asian e-commerce giants Shein, Temu and AliExpress. The European Parliament is calling on the Commission to drastically restrict these platforms due to:
- violations of EU safety and consumer-protection rules
- the sale of illegal and dangerous products
- systemic customs evasion and underpricing
- major distortions of competition within the Single Market
The political momentum intensified following the French investigation that uncovered child-pornography content uploaded to Shein’s platform, triggering outrage and forcing Brussels to act.
The Real Problem: The €150 De Minimis Loophole
At the heart of the issue lies the de minimis regulation, which exempts parcels under €150 from duties and VAT. Asian platforms have built a business model exploiting this loophole.
In 2023 alone:
- 4.6 billion low-value parcels entered the EU
- over 90% came from China
- 65% were undervalued according to the Commission
This effectively turned EU customs into a tax-free gateway for cheap imports, allowing platforms to undercut European retailers by a huge margin.
What the New EU Strategy Introduces
New customs fees
From 2026, the EU plans a simplified customs duty on low-value parcels:
- €2 per package delivered directly to consumers
- €0.50 per package routed through an EU warehouse
Possible elimination of the €150 exemption
Several member states, led by France and supported by Greece, demand its complete abolition.
A unified EU customs authority
Products will face inspection before entering the EU. Unsafe or illegal goods will be blocked at the border.
Full enforcement of the Digital Services Act (DSA)
Shein is now designated a Very Large Online Platform, meaning tougher obligations on transparency, risk mitigation, and removal of illegal goods.
ESEE – “A Fight for Survival” for Greek and European Retailers
This is the core issue for the real economy: the retail sector in Europe — and especially in Greece — is facing an existential threat.
The Hellenic Confederation of Commerce and Entrepreneurship (ESEE) has become one of the strongest voices in Europe demanding immediate action against Asian platforms. For ESEE, this is not a debate on protectionism; it is a matter of survival.
A Completely Uneven Playing Field
Asian platforms can sell products:
- without VAT
- without customs duties
- without complying with EU safety and environmental standards
- with extremely low production costs
- with massive targeted advertising campaigns on social media
European retailers, especially small shops, cannot compete with such conditions.
ESEE describes the situation as: “A survival issue — not a competition issue.”
An Influx of Ultra-Cheap, Short-Lived Goods
Shein and Temu rely on ultra-fast fashion and cheap electronic gadgets that often:
- break quickly
- cannot be repaired locally
- do not meet EU safety norms
- significantly increase electronic and plastic waste
This undermines EU sustainability goals while crushing local production and retail.
Greek SMEs Are at Immediate Risk
Greek small and medium-sized retailers face higher costs:
- labour
- taxation
- energy
- compliance
- logistics
They do not have the economies of scale enjoyed by mega-platforms. According to ESEE, the rapid rise of Asian imports is already forcing many Greek shops to shut down.
As ESEE President Stavros Kafounis warns:
“Domestic retail is weakening day by day. Without immediate changes to the de minimis regulation and stronger import controls, the market will collapse.”
ESEE’s Proposals
ESEE is pushing for:
- total abolition of the €150 de minimis threshold
- a national handling fee on all third-country imports
- tighter customs controls in Greek ports and airports
- mandatory traceability for sellers on foreign platforms
- EU-wide responsibility for platforms that host non-compliant sellers
Greece is aligning with France and other member states seeking rapid legislative changes.
What Is at Stake for Europe
This is more than a trade dispute. It is about:
- safeguarding European jobs
- preventing market distortion
- reducing dependence on China
- protecting local businesses and producers
- keeping retail ecosystems alive in cities and villages
In smaller markets like Greece, Asian platforms have already captured a large share of online sales — often at the direct expense of local commerce.
What Consumers Should Expect
Consumers will soon face:
Higher prices
Due to VAT, duties and the new EU fee.
Safer products
More inspections mean fewer counterfeits and dangerous items.
Less impulse-driven overspending
Fast fashion and micro-gadgets will no longer be ultra-cheap.
A Defining Battle for the Future of E-Commerce
The upcoming decisions in Brussels will shape the future of global e-commerce. The EU seeks to regain regulatory control, protect consumers and stop the erosion of its retail sector.
For Greece, the stakes are even higher:thousands of small businesses depend on these decisions for their survival.
Source: pagenews.gr