German Minister for Economic Affairs and Vice Chancellor Robert Habeck is working on an ecommerce action plan. With this plan, the government aims to create a level playing field between European online retailers and Asian platforms like Shein and Temu.
A spokeswoman from Habeck’s ministry confirmed to the German business platform *Capital* that an ecommerce action plan is in the works. She emphasized that traders both within and outside the European Union should be treated equally. Enforcing existing regulations plays a key role in this, as *Ecommerce Europe* advocated in an open letter a few months ago.
Consistent enforcement
When asked about the ecommerce action plan, Habeck’s spokesperson added: “It is crucial that existing legislation is enforced as consistently against traders from third countries as it is against those from the EU.” This includes regulations on product safety, environmental protection, and consumer protection, as well as customs and tax laws. With concrete measures, the ministry hopes to ensure fair competition conditions for all market participants.
Details about the action plan have not yet been announced. According to Capital, discussions have already taken place in recent months with the federal states, the European Commission, and the EU Parliament, and reportedly also with Shein and Temu. The Chinese online retailers Temu and Shein have come under fire in recent months due to their low-price strategies, aggressive marketing, and questionable import practices. The German Retail Association (HDE) has criticized the situation as “untenable” and called on politicians to act.
Shein and Temu under fire
Shein and Temu have faced criticism in various European countries, including Germany, in recent months. In February, the German Retail Association (HDE) called on politicians to take stricter action against cheap marketplaces from China. In the spring, German consumer organizations accused Temu of unfair trading practices, a charge denied by the rapidly growing international ecommerce branch of Chinese tech giant PDD Holdings.
Popular platforms
Despite this, the platforms remain popular with German consumers. Marketplaces with Asian origins have gained significant popularity in Germany over the past year. Recent research shows that nine out of ten German consumers are familiar with these platforms, and 43 percent purchase items from them. Temu, in particular, has shown strong growth.