In recent years, billions of low-value parcels from outside the European Union (EU) have entered the European market. Starting from July 1 this year, the EU plans to introduce a fixed €3 fee for every parcel valued below €150 ordered through e-commerce platforms, directly affecting the largest and most popular Chinese e-commerce marketplaces. At the same time, the decision is expected to protect the local market and ensure fairer competition. However, the key point remains unchanged – the fee itself is only part of a much broader EU customs and e-commerce reform.
Last year, the Council of the European Union approved new customs duty rules for small parcels entering the EU, primarily through Chinese e-commerce platforms.
Until now, orders valued below €150 have been exempt from customs duties. According to European Commission data, more than 4.5 billion such parcels entered the European market in 2024, with 91% of them shipped directly from China. This statistic clearly demonstrates that local consumers are often willing to prioritize lower prices instead of purchasing higher-quality products from local retailers. In the long term, however, consumer behaviour could shift significantly in favour of local merchants.
It has been decided that a fixed €3 fee will apply per product category contained in a small parcel from China. For example, if a shipment contains only products from a single category – such as several pairs of socks – the applicable fee will be €3. However, when a single order combines multiple product categories, such as clothing and electronics, the total fee will increase to €6. If the shipment contains clothing, electronics, and pet accessories simultaneously, the applicable fee will already reach €9.
This means that the current impulse-buying model driven by foreign e-commerce platforms could become significantly more expensive for consumers. At the same time, some buyers are expected to accelerate their purchases before July 1 or review their shopping baskets more carefully in an effort to reduce additional costs. However, these changes are unlikely to exceed normal seasonal fluctuations in the e-commerce market.
Some Chinese companies are already using infrastructure within EU territory, meaning that a certain share of goods reaches Latvia through European logistics networks. In such cases, shipments entering the EU may be transported as higher-value cargo, to which standard customs duties and VAT already apply, meaning that the fixed €3 fee would not apply.
The Biggest Challenge Right Now — Uncertainty
According to “Venipak,” no significant decline in small parcel volumes from China to the Baltics is currently expected, although the market situation remains highly dynamic. The final outcome will depend on how these measures are implemented in practice, how platforms adjust their pricing and fulfilment models, and whether consumer shopping habits change after July 1. Much will also depend on how successfully merchants adapt to the new regulations, including through the use of the IOSS (Import One-Stop Shop) system, which simplifies VAT administration for imports.
If additional taxes, stricter customs requirements, or further regulatory measures are introduced in the future, the impact on consumer purchasing behaviour and shipment volumes could become more noticeable. At the moment, the market appears to be operating in a “wait-and-see” mode.
This Is Only the Beginning
Businesses – both e-commerce and logistics companies – are capable of adapting and will continue to adapt to any changes. Although the greatest responsibility in this case lies with e-commerce platforms operating outside the EU, the real market impact will only become visible over the long term – whether imports of low-value parcels to the Baltics will decrease or whether consumer habits will largely remain unchanged. Compared to Western Europe, the Baltic states account for a relatively small share of total e-commerce imports from China, meaning the direct local impact could remain more moderate.
At the same time, this situation may also become a moment of reflection for consumers themselves. Buyers often choose products from Asian e-commerce platforms due to lower prices, even though equivalent or higher-quality alternatives are available locally. If additional fees and stricter import conditions reduce the savings gap, some consumers may increasingly turn to local retailers instead.
In the long run, this could benefit not only the European business environment but also contribute to a higher-quality and more transparent e-commerce ecosystem overall.
