Brussels Pressed on Online Import Loopholes

Why It Matters

Accelerating deemed‑importer rules would protect EU tax revenues, enhance consumer safety, and level the playing field for compliant retailers. It signals a shift toward stricter regulation of fast‑fashion e‑commerce platforms.

Key Takeaways

• 5.8 billion parcels entered EU in 2025.
• "Deemed importer" rules postponed until 2028.
• Coalition urges EU to accelerate marketplace obligations.
• Small consignments facilitate VAT evasion and safety breaches.
• Shein and Temu highlighted as high‑volume importers.

Pulse Analysis

The European Union’s customs infrastructure is confronting an unprecedented surge of low‑value shipments, with 5.8 billion parcels recorded in 2025 alone. This influx strains border‑control technology and manpower, creating gaps where non‑compliant goods can evade duties and safety checks. While the 2024 Customs Reform introduced the concept of a "deemed importer"—making online platforms responsible for the compliance of third‑party sellers—it deferred implementation until 2028, leaving a regulatory blind spot during a period of rapid e‑commerce growth.

Industry groups representing apparel, footwear and branded clothing have banded together to pressure Brussels into advancing these obligations. Their argument hinges on the fact that platforms like Shein and Temu dominate cross‑border sales of inexpensive apparel, often shipping items in parcels under €150 that qualify for simplified customs procedures. By designating the marketplace as the importer of record, the EU could enforce VAT collection, product‑safety standards and intellectual‑property safeguards at the point of entry, reducing the incentive for sellers to bypass regulations through fragmented shipments.

If the EU adopts an accelerated timeline, the impact would ripple across the digital trade ecosystem. Legitimate sellers would gain a more level playing field, while revenue shortfalls from missed VAT could be recouped, bolstering public finances. Consumers would benefit from higher safety assurance and clearer recourse against counterfeit goods. Moreover, the move would set a precedent for other jurisdictions grappling with similar e‑commerce challenges, potentially reshaping global supply‑chain compliance standards. Stakeholders should monitor forthcoming EU legislative drafts, as early adoption could redefine the balance between market openness and regulatory oversight.