The demand by E.U. shoppers for low-value imports is reshaping the area’s on-line retailing.
In 2025, about 5.9 billion parcels valued at €150 or much less (roughly $177) entered the E.U., persevering with a multi-year surge that noticed such shipments rise from 1.4 billion in 2022. At roughly one parcel per E.U. citizen monthly, the dimensions displays not simply fast progress however widespread shopper engagement.
The European Fee estimates that, in 2025, low-value items accounted for lower than 5% of the general worth of imports however 98% of the quantity. Relying on the supply, roughly one-third of 2025 ecommerce income within the E.U. got here from imported merchandise.
Nonetheless, low-priced items now arrive in huge portions, with gradual supply instances that buyers settle for. Customs authorities battle to course of the circulate, and policymakers describe the system as unsustainable.
The impact reshapes the aggressive surroundings for all retailers working within the E.U., home and overseas.
Even when parcel volumes stabilize or decline underneath regulatory strain, shopper value norms hardly ever revert.
Value Expectations
U.S. retailers usually underestimate the impression of product classes dominated by gadgets priced underneath €10. They assume competitors comes primarily from native European manufacturers. In observe, they face a worldwide provide chain that has normalized ultra-low costs and conditioned patrons to simply accept slower supply.
Therefore enlargement into the E.U. now carries elevated danger for particular classes, together with:
- Commoditized merchandise,
- Mid-priced items with out seen differentiation,
- Merchandise the place high quality, security, or after-sales help is unclear,
- Presents pushed primarily by branding quite than options.
Regardless of these pressures, the E.U. stays one of many world’s largest ecommerce markets. Alternatives stay in segments the place value just isn’t the first issue, together with:
- Merchandise with clear useful or technical differentiation,
- Classes the place security, sturdiness, or compliance issues,
- Premium or specialist items supported by service and logistics,
- Presents backed by ensures, help, and clear returns.
Dangers
E.U. policymakers are responding to the surge in low-value parcels. Measures embrace eradicating the €150 customs responsibility exemption, imposing a €3 flat customs payment on such parcels, and shifting accountability to marketplaces deemed importers.
The E.U. ecommerce market stays enticing for retailers with sturdy positioning and operational self-discipline.
The actual danger for U.S. and different overseas retailers is getting into the E.U. with an outdated view of the market. Success now requires items clearly superior to €10 options.
