EU Cracks Down on Non-EU E-Commerce Imports: What You Need to Know

How low-value shipments, product safety, and marketplace liability are driving new regulations in the European Union

The European Union is intensifying its enforcement against non-EU imports entering through e-commerce platforms. This move targets particularly low-value shipments that often bypass customs, product safety, and regulatory standards. The European Commission and the European Parliament have made this issue a central pillar of their digital trade agenda, aiming to safeguard consumers, ensure fair competition, and hold online marketplaces accountable.

This article explores the causes of this crackdown, the measures being introduced, and what they mean for sellers, marketplaces, and consumers across the EU.

The Challenge: E-Commerce, Low-Value Imports, and Regulatory Gaps

The surge in direct-to-consumer e-commerce has transformed global retail — but it has also exposed significant regulatory blind spots.

In 2024, over 4.6 billion parcels under the €150 customs duty exemption threshold entered the EU, with more than 90 percent originating from China. These parcels are often cleared automatically, limiting the ability of authorities to conduct safety or compliance checks.

This trend has created several challenges:

• Unfair competition: Non-EU sellers gain a pricing edge by exploiting the low-value import exemption and bypassing VAT or product-safety costs.
  
• Consumer risk: Many products fail to meet EU safety or environmental standards, leading to recalls or safety alerts.
  
• Customs overload: The massive volume of small parcels puts a strain on EU customs authorities, leading to inconsistent enforcement across member states.
  
• Environmental impact: The millions of small, individually shipped packages contribute to packaging waste and transport emissions.
  

Reuters recently reported that the European Commission plans to tighten customs controls on low-value shipments from platforms such as Temu and Shein, underscoring the EU’s determination to bring these fast-growing imports under stricter scrutiny.

The European Parliament’s 2025 Resolution on Non-EU Imports

On 9 July 2025, the European Parliament adopted the resolution Product Safety and Regulatory Compliance in E-Commerce and Non-EU Imports. It represents the EU’s most comprehensive policy response yet to the e-commerce import challenge.

Key Measures Proposed

• Review of the €150 exemption: Lawmakers called for a review — or potential elimination — of the duty-free threshold for low-value imports.
  
• Increased market surveillance: The resolution urges more funding, staff, and digital tools for customs and product-safety authorities.
  
• Platform accountability: Online marketplaces could be deemed importers if they enable non-EU sales to EU consumers, making them liable for unsafe or non-compliant goods.
  
• EU-based representation: Non-EU sellers may be required to appoint an authorised representative in the EU responsible for product compliance.
  
• Traceability and transparency: Enhanced digital tracking systems such as product passports and cross-border data exchange are central to the plan.
  
• Sustainability focus: Lawmakers are also addressing the environmental footprint of small-parcel imports, including packaging and emissions.
  

This resolution complements existing legislation such as the Digital Services Act (DSA) and the Digital Markets Act (DMA), which already impose transparency and accountability duties on large online platforms.

The European Commission’s Enforcement Actions on Non-EU E-Commerce Imports

Alongside the Parliament’s resolution, the European Commission has introduced multiple enforcement and reform measures:

• Customs reform package: Proposed in 2023, this initiative aims to modernise EU customs by creating a centralised digital system capable of handling the explosion of e-commerce shipments.
  
• Enhanced parcel inspections: In 2025, the Commission began prioritising customs checks on low-value parcels, particularly those shipped directly from Asia-based sellers.
  
• Marketplace liability framework: Draft regulations are expected to make platforms like Temu, Shein, and Amazon accountable for products that fail to meet EU safety standards.
  
• Possible handling fees: EU finance ministers are discussing a €2 handling fee for each parcel imported under the low-value exemption, which could significantly impact non-EU sellers relying on ultra-cheap shipping models.
  

These actions signal a turning point in EU e-commerce policy — shifting from passive oversight to active enforcement and shared platform liability.

Implications for Businesses and Marketplaces

For Non-EU Sellers

Non-EU sellers face a rapidly tightening regulatory environment. They may soon be required to:

• Designate authorised representatives within the EU.
  
• Register products in compliance with EU safety and environmental standards.
  
• Provide transparent product information and documentation.
  
• Store inventory within the EU to facilitate compliance and reduce customs risk.
  

Low-value shipping models may become less profitable, and logistics networks will likely need restructuring to remain competitive in the new regulatory landscape.

For Online Marketplaces With Non-EU E-commerce Imports

Marketplaces enabling non-EU sellers are moving into the regulatory spotlight. They may soon be legally responsible for the goods sold on their platforms. To mitigate risk, they must:

• Strengthen seller verification and compliance checks.
  
• Implement traceability tools, including batch registration and supply-chain visibility systems.
  
• Establish internal compliance teams or partnerships with EU regulatory bodies.
  
• Ensure product recalls, documentation, and consumer information align with EU requirements.
  

For EU-Based Businesses

While these measures create short-term administrative burdens, they help restore fair competition for EU sellers who comply with all safety and tax regulations.
EU retailers and brands can benefit by emphasising transparency, traceability, and sustainability — values increasingly crucial to European consumers.

For Consumers

Consumers will benefit from stronger protections against unsafe or counterfeit goods, clearer information about product origins, and improved confidence in cross-border online shopping.
However, consumers may also face slightly higher prices or longer delivery times as compliance and inspection processes increase.

What to Expect Next from Non-EU E-Commerce Imports Regulations

Reform of the Low-Value Import Threshold

The European Commission is evaluating whether to abolish or modify the €150 exemption. Alternatives include administrative handling fees or a uniform VAT treatment for all parcels.

Increased Platform Liability

Marketplaces that host third-party sellers may soon be reclassified as importers or distributors under EU law, carrying full responsibility for product safety.

Digital Customs Infrastructure

A new EU Customs Data Hub is under development to centralise import data, automate risk assessments, and coordinate customs activities across member states.

Integration of Sustainability Goals

Environmental considerations — such as packaging waste, carbon emissions, and sustainable logistics — are now tied directly to e-commerce regulation.

The European Commission’s intensified enforcement on non-EU e-commerce imports marks a new era in the regulation of cross-border digital trade. The focus on low-value shipments, marketplace liability, and product safety reflects the EU’s determination to create a fairer, safer, and more sustainable e-commerce environment.

For non-EU sellers, this means stricter oversight and higher compliance costs. For EU businesses, it represents an opportunity to compete on fairer terms. And for consumers, it promises a more transparent and trustworthy online shopping experience.

The message is clear: the age of unregulated low-value e-commerce imports into Europe is coming to an end, and all participants in the digital marketplace will need to adapt to this new regulatory reality.