Observed Signal · Oct 9, 2026 · Regulation · Source: t3n · Impact: 4/5 · Sentiment: Negative
EU Rules Slow Temu and Shein; New Fee in November
New EU customs regulations have significantly impacted the sales of Asian e-commerce platforms Temu, Shein, and AliExpress in Germany. According to the German E-Commerce and Mail Order Association (BEVH), their combined revenue in the third quarter fell by 35.5% year-on-year to 566 million euros. The market share of these platforms dropped to 3.1%, down from 5.3% in the previous quarter, after having reached a record high earlier. The decline is attributed to the removal of the 150-euro customs threshold for shipments from non-EU countries in July, making all such shipments subject to customs duties, with a flat fee of 3 euros per product category for small parcels. Additionally, a 2-euro processing fee will be introduced in November, which could be passed on to consumers. The BEVH calls for stronger market surveillance and enforcement of existing EU law to ensure fair competition. Overall, German online retail growth slowed to 2.9% year-on-year in Q3, down from over 5% in Q2, due to weaker consumer sentiment.
The EU regulations directly impact major e-commerce platforms and cross-border trade, affecting the retail media and advertising ecosystem. The slowdown of Temu and Shein could reshape the competitive landscape for advertisers and publishers targeting these platforms.
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Key Takeaways & Evidence Grounding
- Temu, Shein and AliExpress sales in Germany fell 35.5% year-on-year to €566 million in Q3.
- The market share of these Asian platforms in German e-commerce dropped to 3.1%, down from 5.3% in Q2.
- EU abolished the €150 customs threshold in July, making all non-EU shipments dutiable, with a €3 flat fee per product group.
- A €2 processing fee for small parcels will be introduced in November, potentially passed on to consumers.
- German online retail growth slowed to 2.9% year-on-year in Q3, down from over 5% in Q2.
Connected Companies & Entities
3 Entities mapped“The Asian platforms Shein, Temu and Aliexpress have significantly lower sales in Germany in the third quarter....”
“The Asian platforms Shein, Temu and Aliexpress have significantly lower sales in Germany in the third quarter....”
“The Asian platforms Shein, Temu and Aliexpress have significantly lower sales in Germany in the third quarter....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
EU Customs Reform Raises Fees for Shein and Temu
The EU reached an agreement to introduce a new processing fee for every internet-ordered product imported into the EU, to be collected by national authorities starting November 1. Separately, from July a temporary €3 charge will apply to each package with a goods value up to €150. The Commission will set the processing-fee amount; these measures aim to cover rising costs from the surge of low-value parcels and strengthen checks on non‑compliant or unsafe goods. The reform also plans to end the current duty-free threshold (de‑minimis) when a new digital customs platform launches — currently expected in 2028 — after which imports will be dutiable from the first euro. Major marketplaces named as affected include Shein, Temu, AliExpress and Amazon. German trade group HDE provided shipping and revenue figures for Shein and Temu in Germany for 2024.
Temu, Shein Gain Record German Online Share
Asian shopping platforms including Temu, Shein and AliExpress reached a record 5.3% share of online retail revenues in Germany in Q2 2026, the Bundesverband E‑Commerce und Versandhandel Deutschland (Bevh) reported. The portals grew revenues by more than 20% year‑on‑year while the overall online market expanded by 5.1%. In online fashion, Temu and similar platforms now account for over 16% of orders. New EU customs rules that came into force on 1 July 2026 removed the low‑value import exemption and introduced a flat €3 charge per goods group for orders under €150; Bevh expects only limited impact because the platforms are building European logistics. Consumer sentiment in Germany remains weak despite a modest positive trend in the HDE consumption barometer, with geopolitical events cited as a factor.
EU introduces customs flat fee hitting Temu and Shein
The European Union has introduced a new customs flat fee (Zollpauschale) that will affect low‑value imports from non‑EU marketplaces such as Temu, Shein and Ali Express. The measure aims to fund increased administrative costs for customs authorities and reduce competitive distortions between third‑country sellers and EU retailers. The fee is levied per tariff subheading within a parcel (so multiple product categories in one package can incur multiple charges), which particularly raises costs for very low‑priced items and small single‑item shipments. The article cites EU figures (about 5.8 billion small consignments in 2025) and notes major logistics hubs such as Liège handled roughly 1.1 billion e‑commerce transactions. Platforms may respond by consolidating shipments, shifting inventory to EU warehouses, or absorbing costs — with effects varying by product category and business model.
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