Starting July 1, 2026, consumers placing orders from Shein and Temu will face new charges. Greece’s Independent Authority for Public Revenue (AADE) has announced the implementation of new customs rules for online purchases of goods valued up to €150 from non-EU countries, introducing a flat fee of €3 per distinct product item. The measure applies exclusively to purchases made through online platforms and is being rolled out across all European Union member states.
What changes for orders from non-EU platforms
The new special import duty applies to every distinct product imported through e-commerce from countries outside the European Union. The regulation aims to protect the domestic market and level the playing field between European and non-European sellers. According to the circular issued by AADE Governor Giorgos Pitsilis, detailed instructions have been provided for the uniform application of these rules by customs authorities and all parties involved.
The measure is transitional in nature and will remain in effect until June 30, 2028. After that date, import duties will be determined based on the customs classification of each product, regardless of its value or the method of ordering and shipping.
How the €3 charge is calculated
The key distinction consumers need to understand is that the fee is calculated per distinct item type — not per package. This means that a single order containing multiple different products can quickly add up to a significant surcharge.
To clarify how the calculation works, AADE provides specific examples. If a parcel contains a book, a notebook, and a pen, these count as three separate item types. In that case, the total duty amounts to €9, plus the applicable VAT and any other charges. On the other hand, if the parcel contains two identical notebooks with the same specifications, they are treated as one item type and only a single €3 fee applies.
How to reduce tariffs on your orders
There are specific strategies you can use to minimize the cost of orders from Shein, Temu, and similar platforms. The most effective approach is to group products of the same type into a single order. Instead of ordering five different items — clothing, accessories, and cosmetics together — consider placing separate orders by category or ordering multiple units of the same product.
It’s also worth carefully calculating the total cost before completing your purchase. Add the €3 duty per item type to the product price, along with VAT and shipping costs, to get a realistic picture of what you’ll actually be spending.
Who pays the duty and when
The special import duty is paid to customs authorities by the importer of record. This can be the online platform, the seller, the shipping company, or their authorized representatives, depending on how the shipment is managed. In practice, the cost is passed on to the end consumer — either at the time of checkout or upon delivery of the parcel.
What happens with returns and defective products
If you change your mind and return a product under your right of withdrawal, the duty that was paid will not be refunded. This is an important factor consumers should consider before placing orders from Shein and Temu.
However, exceptions are provided under customs legislation. When products turn out to be defective or do not conform to the terms of the contract, it is possible to reclaim the paid duty by following the applicable procedures.
What stays the same: VAT and domestic purchases
The new duty operates alongside existing VAT collection procedures. Consumers will continue to pay VAT — either at the point of purchase through the platform when the Import One Stop Shop (IOSS) system is used, or at customs clearance when Special Arrangements or the standard regime apply.
It is important to note that the new regulations have no impact whatsoever on purchases made within Greece or between EU member states. Orders from European platforms continue to operate under the same terms as before.
How consumer habits will be affected
Given that the vast majority of orders from Shein and Temu fall below the €150 threshold, this development is expected to significantly reshape shopping habits. The era of ultra-cheap purchases from non-EU countries is entering a new phase, and consumers will need to reassess whether these options still represent good value.
The €3-per-item fee may seem small, but it adds up fast on orders with many different products. For example, a typical order containing ten different items would incur an additional €30 in duties alone — an amount that could easily wipe out the price advantage these platforms have long offered.
