New rules taking effect from July 1st are reshaping the online shopping experience for consumers who purchase from popular international e-commerce platforms such as Temu and Shein, as the European Union’s new €3 fee on products imported from non-EU countries comes into force. The new regulation aims to curb unfair competition and create a more level playing field in the European market. However, major Chinese e-commerce platforms appear to have already adapted part of their commercial strategy to minimize the impact on their customers.
The role of European warehouses and what it means for consumers
In recent years, a number of e-commerce companies have invested heavily in establishing warehouses within the European Union. When a product is listed with a label such as “EU Warehouse” or “Ships from European warehouse,” it means the goods have already been imported into the EU and are stored in a member state. In these cases, the applicable fee is paid at the point of entry into Europe — not at the moment the end consumer places their order.
However, this practice does not necessarily translate to lower costs. Users of these platforms report that many products shipped from European warehouses are listed at higher prices compared to equivalent items shipped directly from Asia, although they are typically delivered faster.
How the new fee is calculated and what happens with returns
The measure will remain in effect until June 30, 2028, after which a new import regime will be introduced, with duties calculated according to each product’s category. Importantly, the €3 fee is not applied per parcel, but per distinct product category included in an order. For example, if a consumer purchases a book, a pen, and a notebook in the same package, the charge is calculated separately for each item type. Conversely, multiple units of the exact same product are treated as a single category and are charged only once.
Regarding returns, consumers are not entitled to a refund of the duty paid simply because they change their mind and return an item. Exceptions are only provided for cases covered under customs legislation — such as when a product is defective or does not match the specifications agreed upon at the time of purchase. With the new framework now in effect, consumers are urged to carefully check the origin and shipping method of the products they choose, as the final cost of an order can vary significantly depending on how it enters the European Union.
