The rapid growth of cross-border e-commerce is reshaping how countries are regulating imported goods. As consumers increasingly purchase both everyday essentials and discretionary items online, global e-commerce sales are expected to surpass $7.4 trillion by the end of 2026.
Much of this growth comes from low-value items shipped directly to consumers from third countries. According to the European Commission, an estimated 5.9 billion low-value e-commerce items entered the EU in 2025 alone, up from 1.3 billion in 2022. They represent 97% of all imported items, despite accounting for only 2% of the EU’s total import value. This is mainly due to exemptions for e-commerce parcels worth less than €150, which businesses have exploited by undervaluing goods or splitting orders to stay below the threshold.
In an attempt to create more fairness across the board for importers, goods purchased online from third countries and shipped directly to consumers will now be subject to a €3 handling fee per item, with the EU abolishing any exemptions for goods valued under €150. Retailers importing goods in bulk and non-EU online businesses operating at scale will now compete with the same regulatory conditions.
Beauty is particularly subject to these changes, as many cosmetics and wellness products retail for less than €150 and are shipped directly from manufacturers or fulfillment centers in third-country markets. Whether sold by independent brands using direct-to-consumer shipping models or larger cross-border retailers, businesses will be responsible for complying with the new requirements.
While European consumers themselves will not pay the €3 fee directly to customs authorities, the changes could still affect how they shop. Businesses may create additional costs through higher prices, new fees, minimum order thresholds, or by discouraging purchases of large quantities of low-value items.
The mandate also introduces other measures to strengthen customs enforcement. One of these is the requirement to declare Product Identification Numbers (PIDs), which gives customs authorities a method to better identify and track goods that violate EU rules. Rather than reviewing packages one by one, officials will be able to spot noncompliant products across multiple shipments, improving enforcement as the volume of direct-to-consumer imports continues to grow. The system launches on a voluntary basis in July, before becoming mandatory in November.
“Goods entering the Union should meet the same standards of compliance and traceability as goods sold in our Single Market,” said Maroš Šefčovič, Commissioner for Trade and Economic Security and for Interinstitutional Relations and Transparency, in a statement. “Platforms and sellers profiting from European consumers must play by the same rules as European businesses. Scrapping the de minimis exemption simply brings our customs system up to speed with how trade works today—resulting in fairer competition, stronger enforcement, and better consumer protection.”
Beyond creating fairer competition for retailers and importers, the measures are also intended to improve consumer safety. According to a 2025 investigation across the EU, more than 60% of low-value goods inspected did not comply with EU safety standards or product requirements. This includes issues ranging from toxic ingredients to incorrect labeling, a particular concern for beauty and wellness products.
These reforms are not happening in isolation. Over the past few years, the EU has strengthened its regulations in online marketplaces through measures including the General Product Safety Regulation, the Digital Services Act, and the EU Customs Reform, placing greater responsibility on both sellers and platforms to be accountable for the products being sold.
The EU Customs Data Hub is expected to become operational by July 2028, when customs duties will be applied based on a product’s tariff classification, origin, and value.