New EU customs fee on cheap imports unlikely to slow Temu and Shein, logistics adapt

New customs fee

Since 1 July, all orders from non-EU countries valued under €150 are subject to a flat customs fee of €3 per product group. The measure is designed to create fairer competition for European retailers and strengthen the single market.

Market share surge

Asian shopping platforms continue to expand their footprint. In the second quarter of 2026, Temu, Shein and AliExpress together captured 5.3% of all online retail sales in Germany, the highest share ever recorded. Their combined revenues grew by more than 20% compared to the same period a year earlier, according to the German E-Commerce and Distance Selling Association (bevh).

Logistics adaptation

DHL Group expects only a short-term impact from the new rules. Larger online retailers are already shifting to new logistics models: goods are imported into the EU in consolidated shipments, cleared through customs, and then distributed to customers across Europe. The company said it is too early to reliably assess any change in shipment volumes just days after the rule took effect.

Leipzig/Halle hub

Leipzig/Halle Airport has become a key node for Chinese e-commerce. "Especially the growing e-commerce business from China is causing rising shipment volumes," said airport spokesman Uwe Schuhart. Two logistics firms specialising in cross-border online trade, Shaoke and QT Logistics, have recently set up operations at the site. In the short term, the airport expects a decline in freight volume in the lower to mid double-digit percentage range. Medium-term, supply chains will adapt and more goods will enter the EU in bulk before onward distribution. DHL Group notes that only a small fraction of Temu or Shein orders pass through its Leipzig express hub; most arrive by sea or via warehouses in Poland and the Czech Republic.

Trade reaction

The German Retail Association (HDE) welcomed the fee as "a sensible signal for more equal opportunities in European trade" but warned it is insufficient.

The customs fee merely compensates for a financial competitive disadvantage, it cannot replace effective market surveillance.

Tromp, the HDE’s deputy chief executive, said unsafe products, falsely declared goods and violations of EU consumer, environmental and safety standards would still reach the market. It remains unclear how strongly the new rules will influence consumer behaviour.

1. Jul 1, 2026Flat €3 customs fee per product group takes effect for non-EU imports under €150.
2. Q2 2026Temu, Shein and AliExpress capture 5.3% of German online sales, up over 20% year-on-year.
3. Short-term outlookLeipzig/Halle Airport expects freight volume decline in lower to mid double-digit percent range.
4. Medium-term outlookSupply chains adapt; goods imported in bulk into EU, then distributed within Europe.