The European Union’s decision to introduce a €3 handling fee on low-value parcels imported from outside the bloc could significantly reshape the business models of major e-commerce platforms such as Temu, Shein and AliExpress. According to an analysis by XTB, the new measure is likely to accelerate shifts toward EU-based warehousing and logistics, with broader implications for competition, pricing and supply chains across Europe.
The European Union is moving to tighten its regulatory framework for low-value imports by introducing a €3 fee on parcels worth less than €150 arriving from outside the EU. While the measure is presented as a temporary solution during the modernisation of the EU Customs Union, its impact on global e-commerce platforms could be far-reaching.
According to analysts at XTB, the companies most affected will be platforms that rely heavily on direct shipments from non-EU countries, particularly China. Marketplaces such as Temu, Shein and AliExpress have built their competitiveness on ultra-low prices and high shipment volumes, a model that may come under pressure once the new fee is applied on a per-parcel basis.
Why the EU is acting now
EU institutions estimate that around 4.6 billion low-value parcels entered the bloc in 2024, the majority originating from China. This massive volume has raised concerns related to unfair competition, consumer safety, customs fraud through undervaluation, and the environmental impact of fragmented logistics flows.
The €3 fee is intended to partially address these challenges while broader customs reforms are being prepared. In parallel, the long-standing regime that allowed low-value goods to enter the EU with simplified procedures is being gradually phased out.
Pressure on margins and pricing strategies
For platforms focused on low-priced products such as small electronics, accessories or fast fashion, a fixed fee per shipment could significantly affect profitability. XTB analysts note that companies will likely face a strategic choice: pass the additional costs on to consumers, absorb part of the impact through lower margins, or redesign their logistics and fulfilment models altogether.
One increasingly likely scenario is the expansion of EU-based warehouses and distribution centres. While this approach requires higher upfront investment, increased inventory costs and operational complexity, it can reduce customs-related expenses, shorten delivery times and improve regulatory compliance.
Who stands to benefit
The introduction of the new fee could narrow the price gap between imports from outside the EU and goods sold by European-based merchants. As a result, retailers that already operate within the EU’s regulatory and logistics framework may gain a competitive advantage.
In addition, logistics companies and distribution hubs across Europe could see increased demand if large international platforms decide to localise inventory. XTB analysts also point out that smaller European sellers could experience some relief from aggressive price competition, particularly in impulse-driven product categories.
