EU Levy Slashes Shein, Temu Shipments by Up to 40%
The European Union's new levy on low-value imports has reduced parcel volumes from Asian e-commerce platforms like Shein and Temu by an estimated 30% to 40%. This measure impacts sales and raises compliance concerns for products, including cosmetics, entering the bloc.
New Levy Impacts Asian E-commerce
The European Union has implemented a new levy on low-value imports, leading to a significant drop in shipments from major Asian e-commerce platforms. French customs data, cited by the French Ministry of the Economy on August 27, reveals that imports of these small parcels into the EU have fallen by an estimated 30% to 40% across the bloc.
Since its introduction on July 1, Brussels has applied a EUR 3 levy to each product category within low-value parcels. This measure aims to curb the rapid expansion of Asian online marketplaces and support European retailers by creating a more equitable competitive environment.
Compliance Concerns and Platform Responses
In 2025, the EU received nearly 5.9 billion small parcels, marking a fourfold increase from 2022. Of these shipments, 93% originated from China, where exporters previously benefited from a customs duty exemption for parcels valued under EUR 150.
The European Union expresses concern that a notable share of imported products, including cosmetics, may not comply with EU regulations and could pose safety risks.
In July, French consumer group Que Choisir Ensemble warned consumers about sunscreens sold on Temu, AliExpress, and Shein, claiming nine of ten tested products were non-compliant and failed to deliver stated sun protection. AliExpress stated the new levy is socially unfair, arguing it disproportionately affects low-income households across Europe.
Market Data Shows Sales Declines and Price Adjustments
Early market data suggests consumer behavior is shifting. Shopping app Joko, which analyzes 1.5 million user bank transactions in France, reported substantial sales declines for targeted platforms between June and July. Temu's sales dropped 50%, AliExpress saw a 37% decrease, and Shein declined 15%.
Platforms also adjusted pricing strategies; Joko observed Temu's average basket value increased 30% and AliExpress's by 27% during the same period. AliExpress confirmed that customs duties are now included in its listed prices. Shein's more limited decline may reflect its expanding European logistics footprint, including a large warehouse opened in Poland in December 2025.
In contrast, Chinese marketplaces recorded a 5% increase in sales value in the UK during July, according to NielsenIQ, as the UK is not subject to the EU measure.
The levy is a temporary measure, set to remain until the EU's broader customs reform takes effect in two years, and will be complemented by additional processing fees from November, potentially reaching EUR 2 per parcel.
Implications for Asian Beauty Exporters
The EU's new levy directly affects Asian beauty brands and manufacturers exporting to Europe. Companies shipping cosmetics must now account for the EUR 3 per product category levy, which adds to consumer costs. The impending "processing fees" from November will further increase import expenses.
Asian suppliers must ensure all products meet EU regulatory standards to avoid compliance issues and market access restrictions, as the EU specifically flagged cosmetics. This shift demands a review of pricing strategies and supply chain logistics for continued European market engagement, potentially favoring those with established in-region distribution or manufacturing.
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