Consumers across the EU, including Denmark, Sweden and Finland, will now pay more when ordering goods from non-EU online retailers such as Chinese retailers Temu and Shein. The new customs rules came into force on 1 July.
The reform introduces a customs duty of €3 per product category in parcels worth up to €150, ending the previous exemption for low-value imports from outside the EU.
According to the EU, the measure is intended to create fairer competition between European businesses and overseas online retailers. Officials also argue that many products sold through non-EU platforms do not always meet European safety standards, increasing risks for consumers.
The new duty is charged per product category rather than per parcel. For example, ten identical pairs of socks count as one category and incur a single €3 duty, while a parcel containing a T-shirt, jeans and drinking glasses would be charged three separate duties.
Danish business analyst Ole Krohn said the reform addresses years of unequal competition, in an interview with TV2.
“The time when China received favourable trading conditions is over. Now they must compete on equal terms with European producers,” he said.
Economists expect the higher costs to encourage some consumers to buy from European retailers instead, potentially benefiting local businesses. However, analysts believe the measure is unlikely to reverse the long-term shift from physical stores to online shopping.
Consumers should also note that the new customs duty is generally non-refundable if they return an item. Refunds are only available if goods arrive damaged or do not match the order.
The new duty marks the first stage of the EU’s wider customs reform, with an additional handling fee expected to be introduced later this year.
