The new EU customs regulations for low-cost imports from China are expected to have a minimal impact on the rise of online platforms like Temu and Shein. According to DHL Group, the logistical hub in Leipzig/Halle anticipates only short-term effects. Major online retailers are likely to adapt by consolidating their shipments to the European Union (EU), declaring them at customs, and then distributing them within Europe.
What Are the New Customs Rules?
Since July 1, a flat customs fee of three euros per product category applies to orders from non-EU countries worth under 150 euros. This regulation aims to create a level playing field in European commerce and enhance competition with local providers.
The Growing Share of Asian Platforms
Recent statistics from the German E-Commerce and Mail Order Association (bevh) highlight the expanding market share of Asian shopping platforms. In the second quarter of this year, Temu, Shein, and AliExpress accounted for 5.3% of online retail sales in Germany, the highest figure recorded to date. These platforms experienced over a 20% revenue increase compared to the previous year.
Changes in Supply Chains
DHL Group reports that several large online retailers are already adjusting their logistics models. Goods are first shipped in larger volumes to the EU, where they are properly declared at customs. Following this, they are distributed to end customers across Europe. However, it is too early to assess the immediate impact of these new rules on shipment volumes.
The Leipzig/Halle airport is experiencing an increasing volume of online commerce, particularly from China. According to airport spokesperson Uwe Schuhart, the growing e-commerce sector from China contributes to rising shipment numbers. Recently, two logistics companies specializing in cross-border online trade, Shaoke and QT Logistics, have established operations at the airport.
Short-Term Predictions for Leipzig/Halle
In the short term, the airport expects a decline in freight volumes in the low to mid-double-digit percentage range. However, medium-term adjustments are anticipated, with goods being consolidated and shipped to the EU before final delivery to customers.
The DHL Group indicates that only a small fraction of orders from platforms like Temu or Shein are expected to pass through their express hub in Leipzig. Instead, many products arrive by sea or via warehouses in Poland and the Czech Republic. The hub mainly handles time-sensitive express shipments.
Calls for Enhanced Measures
The German Trade Association applauds the new customs fee as a “meaningful signal for greater equality in European trade.” However, they argue that it won’t prevent unsafe products, misdeclared goods, or violations of European consumer, environmental, and product safety standards from entering the internal market. “The customs fee merely offsets a financial competitive disadvantage; it cannot substitute effective market oversight,” said Stephan Tromp, Deputy Executive Director of the HDE. How significantly these new rules will influence consumer purchasing behavior remains to be seen.
As the landscape of online commerce continues to evolve, it is evident that the new EU customs rules may provide a temporary slowdown, but they are unlikely to derail the momentum gained by platforms like Temu and Shein. With ongoing adjustments in logistics and supply chain management, these platforms are poised to maintain their market presence.
