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E-commerce Shippers: Rethink EU Fulfillment

[ August 4, 2026   //   ]

Freight forwarders are urging e-commerce exporters to reconsider their European fulfillment strategies following the European Union’s elimination of its €150 duty-free threshold for low-value imports, a change that is already prompting adjustments in cross-border supply chains.

Since July 1, imports valued at €150 or less entering the EU have been subject to a temporary €3 customs duty for each distinct product category within a shipment. The measure replaces the bloc’s longstanding duty-free exemption for low-value consignments and will remain in effect until at least July 1, 2028, while broader customs reforms are implemented.

The reform is designed to create a level playing field between direct-to-consumer parcel imports and traditional bulk shipments while reducing customs fraud and the undervaluation of imported goods. It also shifts more compliance responsibilities onto companies shipping directly into the EU.

According to U-Freight Group, the new requirements are encouraging importers and online retailers to move inventory into Europe rather than rely on individual cross-border parcel shipments.

“The removal of the €150 de minimis threshold marks a major turning point for cross-border e-commerce,” Simon Wong, CEO of U-Freight Group, said in a statement. “Business models built around shipping individual low-value parcels directly into Europe now face higher costs, increased customs complexity and the potential for longer clearance times.”

The company said it is seeing greater interest in regional warehousing and forward-deployed inventory in markets including Spain, France and Poland, where locally fulfilled e-commerce orders have overtaken direct cross-border shipments.

Wong said positioning inventory inside Europe can reduce customs-related uncertainty, improve delivery performance and help companies maintain compliance as regulatory requirements evolve.

The customs changes are expected to have their greatest impact on retailers and marketplaces shipping high volumes of low-value parcels into Europe, particularly from Asia. The European Commission has said the reforms are intended to improve consumer protection, strengthen customs enforcement and ensure fairer competition for European businesses.

The changes have already generated debate over how the new charges are presented to consumers, with retailers, parcel operators and consumer groups calling for greater transparency as businesses adapt to the new customs regime.

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