Published on: February 9, 2025 / update from: February 9, 2025 - Author: Konrad Wolfenstein
Now also the EU-the EU Commission wants to check cheap imports after the United States-Image: Xpert.digital
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The European Union faces a new challenge: the massive increase in cheap imports from third countries, especially from China, puts European companies and consumers under pressure. In a comprehensive package of measures, the EU Commission has now presented suggestions for better control and regulation of these imports. The focus is particularly on online marketplaces such as Temu, Shein, AliExpress and Amazon Marketplace.
Background and extent of the problem
The online trade is booming, and with it also the cross-border shipping of products that are often offered at unbeatable prices. But the downside of this development is serious problems with regard to product quality, consumer protection and fairness in competition.
- Around 12 million packages reach the EU every day.
- In 2023, 4.6 billion cheap shipments from third countries were imported into the EU - this corresponds to around 97 % of direct imports.
- The number of these packages has doubled compared to the previous year.
- Up to 96 % of the products do not meet EU regulations regarding security standards, labeling and environmental guidelines.
Many of these products eluded the strict regulations that apply to European manufacturers. In particular, clothing, electronics and toys often contain dangerous substances, do not correspond to the CE markings or undermine applicable occupational safety and environmental standards.
The planned measures of the EU Commission
In order to counteract this problem, the EU plans a number of strict regulatory measures:
1. Introduction of a processing fee
Every program of online retailers such as Temu and Shein is to be occupied with an additional fee. This is intended to cover additional costs for controls and customs procedures.
2. Abolition of the customs exemption
Packages with a goods value below 150 euros are currently duty -free. This regulation is to be deleted to close loopholes for cheap imports and create equal competitive conditions for European companies.
3. increased controls by customs and market view authorities
The customs and market surveillance authorities should receive more personnel and technical means to identify fake or uncertain products more effectively.
4. Studies against platforms
A procedure has already been initiated against Shein because the company is suspected of violating EU consumer protection regulations. Further studies against other platforms are conceivable.
5. Use of new technologies for product testing
Artificial intelligence (AI) is to be used to recognize potentially non -compliant products. This should enable faster and more precise analysis of the imported goods.
Criticism and demands of consumer advocates
The Consumer Center Federal Association (VZBV) considers the planned measures to be insufficient and demands additional regulations:
- Preventive controls that enable an identification of uncertain products before importing.
- Sharper liability rules for online marketplaces so that they can be held more responsible for products sold on their platforms.
- Better protection against product -containing products, especially for toys and textiles.
Industry reactions
European companies
- Zalando welcomes the EU proposals and calls for a consistent enforcement of the regulations for all market participants.
- The Trade Association of Germany (HDE) supports the planned changes, but warns of additional bureaucracy for European companies.
Reactions of online platforms
Amazon
Amazon has not yet officially commented on the new regulations, but points out to have already taken measures to remove uncertain products from the platform. Nevertheless, Amazon sees further regulatory challenges:
- The company is expected to be exposed to an EU cartel investigation in 2025 for violations of the Digital Markets Act (DMA).
- Amazon also initiated legal steps against the new EU law package for digital services and is trying to contest its classification as a "very large online platform".
Temu and Shein
Temu and Shein have explained that they adhere to EU regulations. Nevertheless, there are always reports on defects in product quality and labeling.
General effects on online platforms
The new regulations are expected to have far-reaching consequences for online trading:
- Dealers have to assume more responsibility, in particular with regard to security standards and the collection of tariffs and taxes.
- Stricter product controls could lead to some providers withdraw from the European market.
- Smaller online retailers could be affected by additional costs, which could lead to market cleanup.
Will the EU successfully proceed against cheap imports?
The EU Commission has recognized that there is a need for action to strengthen consumer protection, to secure fair competition and to protect European companies. Whether the measures will achieve the desired effects in the long term depends on how consistently they are enforced and whether they are supplemented by additional regulations.
The coming months will show how the new regulations have an impact on the market and whether platforms such as Temu, Shein and Amazon have to adapt their business models. One thing is certain: European online trading faces a new era of regulation and control.
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