Temu and Shein are at the center of major changes the European Union is introducing to cross-border online shopping. Starting July 1, 2026, a new regulatory framework will take effect that fundamentally changes the rules for millions of European consumers who have increasingly turned to popular low-cost platforms in recent years. The removal of the duty-free exemption on shipments valued at up to €150, combined with the introduction of a new €3 fee, is expected to directly impact the final price of thousands of products. The decision is part of a broader effort by European institutions to control the growing flood of small parcels entering the EU from third countries, while leveling the playing field for European businesses.
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Temu and Shein: What changes on July 1
The new measure applies to products purchased through platforms such as Temu, Shein, AliExpress, and other online retailers based outside the European Union. Under the new rules, a provisional duty of €3 is imposed — not per package, but per distinct product category included in each order. This means that an order containing items from different categories could be subject to multiple charges. Conversely, when all products in an order fall under the same customs category, only a single €3 fee applies, regardless of the number of items. The measure will be implemented uniformly across all EU member states and will even apply to products shipped from the companies’ European warehouses, until a specific regime for customs warehouses is established.
Real-world examples showing the price increases
The steepest price hikes are expected on very low-value products — precisely the items that have been the core strength of these platforms.
Based on the examples presented:
– A product priced at €1 will now cost €4, representing a 300% increase.
– A product priced at €5 will rise to €8, a 60% increase.
– A product priced at €20 will cost €23, reflecting a 15% increase.
The impact is even greater for orders containing multiple different items. For example, five different products with a combined value of €20 would ultimately cost €35, as five separate €3 charges would be added. On the other hand, ordering multiple units of the same product keeps the surcharge minimal, as only one €3 fee is applied to the entire category.
Why the EU decided on the new measure
The European Commission argues that the new regulation is a direct response to the dramatic surge in small parcels entering the European market every day. In recent years, millions of low-value products have been circulating through online platforms, placing a significant burden on customs services and creating unfair competitive pressure on European businesses. The goal is to create a more balanced market environment while strengthening import controls and customs rule enforcement. The provisional regime will remain in place until July 1, 2028, by which time the European Union plans to complete its new customs data system — the foundation for a permanent framework of tariffs and controls.
What consumers need to know
The European Commission has clarified that the €3 charge is a customs duty, not a handling fee. Additional fees are also being considered as part of the broader reform of the European customs system. For consumers who regularly shop on platforms like Temu and Shein, the biggest change will be the increased final cost on low-value purchases. Particularly for products priced at just a few euros, the new charge could significantly alter the final purchase price and reshape consumer choices in the months ahead.
