End of cheap e-commerce imports to EU: Contract logistics wins as consumers remain unaware

Starting July 1, 2026, European Union consumers ordering products from outside the EU will no longer benefit from the de minimis exemption. This exemption previously allowed both consumers and e-commerce platforms to avoid customs fees on shipments valued at 150 euros or less. The new regulations, effective for the next two years, introduce a flat customs duty of 3 euros.

However, research suggests that Polish consumers shopping on foreign platforms have limited awareness of this significant change and the new rules governing cross-border e-commerce. A recent analysis by ID Logistics Polska, conducted in the second quarter of 2026 among consumers who shop online from non-EU stores, found that over half of them (51%) had not heard about the introduction of the 3-euro fee. An additional 29% were aware of the changes but did not know the reasons behind them, while only one-fifth understood the reform's cause.

Among those aware of the changes, a substantial 38% were unsure of their exact nature. Only 27% correctly identified the change as a customs duty, while another 20% mentioned some form of tax, including VAT, which is inaccurate. The survey, which included a representative sample of 1,039 Polish individuals who made online purchases from abroad in the past 12 months, also revealed that 87% of these orders were placed in Asia.

The new law primarily targets Asian e-commerce platforms, with EU officials openly acknowledging China as a main focus during the legislative process. Chinese platforms, leveraging the de minimis exemption, have aggressively expanded globally, becoming some of the most popular shopping destinations worldwide. This trend is reflected in Poland, where Temu ranks second in website visits, closely followed by AliExpress and Shein within the top 10.

It is important to note that the customs duty change affects all platforms shipping orders to EU consumers, not just those associated with China. Amidst various myths surrounding the proposed and approved regulations, key clarifications are necessary. The simplified, temporary customs tariff of 3 euros applies to shipments previously exempt under the de minimis rule.