Before the implementation of new EU customs regulations, Asian online platforms have reached a record high in the German e-commerce market. According to the latest figures from the German Trade Association (bevh), one in every twenty euros spent in online shopping now goes to providers such as Temu, Shein, or AliExpress.
New Customs Fees as of July 1st
The new import fees, which amount to 3 euros per cheap order, may or may not slow this trend, but it remains to be seen in the upcoming quarters.
Overall, consumer purchasing willingness improved in the second quarter. The German online retail market grew by 5.1% between April and June compared to the previous year, resulting in a revenue increase of 4.3% for the entire first half of the year. The sectors experiencing the most significant growth included pharmacy, medication, groceries, home improvement, and garden supplies. Online fashion retail, too, continued its positive momentum, while furniture and decorative items saw decreased demand.
Large online marketplaces particularly benefited from this rise in demand, with their revenues climbing 6.4%—significantly outperforming traditional online shops and brick-and-mortar retailers.
Every 6th Fashion Order Is from China
The largest Asian platforms currently represent 5.3% of the total German online retail market. The impact on the fashion sector is even more significant, with more than one in six orders coming from Temu, Shein, AliExpress, or similar providers. Compared to the previous year, these platforms experienced a growth rate of over 20%, significantly outpacing the overall market.
Impact of New Import Rules
Since July, new import regulations from the European Union have come into effect. For many shipments from non-EU countries below the previous customs threshold of 150 euros, a flat-rate customs fee is now applied. Additional import fees are expected to follow by November.
Whether these measures will effectively curb the growth of these budget platforms is still uncertain. The trade association suggests that many providers have already adjusted their logistics. Instead of shipping individual packages directly from China, goods are increasingly transported to European warehouses first and then delivered to customers within the EU. The upcoming quarterly reports will reveal whether the new import regulations can indeed slow the growth trajectory of these discount platforms.
