The European Union has announced a major regulatory shift: the long-standing 150-euro customs exemption for low-value shipments from non-EU countries will be abolished. This decision will significantly reshape the dynamics of cross-border e-commerce. For online sellers operating within the EU, this reform represents both a challenge and an opportunity. It will influence pricing, sourcing, logistics, and customer expectations. To stay competitive, merchants must adapt their strategies, rethink their import models, and position themselves strongly within a market that is moving toward more fairness and transparency.
Why the EU Is Removing the 150-Euro Low-Value Duty Threshold
For years, millions of small parcels shipped from third countries—especially from China—were deliberately undervalued to bypass the customs threshold. This practice distorted competition and deprived EU countries of substantial revenue. By abolishing the exemption, the EU aims to eliminate unfair market advantages enjoyed by platforms offering ultra-cheap imports, ensure proper taxation, and improve consumer safety. Many low-cost imports fail to meet EU product standards, and the new regulation helps restore quality control and fair competition across the market.
How the New Regulation Will Impact Shipping, Import Costs, and Product Pricing
With the removal of the low-value threshold, all goods imported from non-EU countries will become subject to customs procedures, regardless of their value. This means online sellers must factor in additional duties, processing fees, customs declarations, and potential delays.
>Dropshipping businesses relying on inexpensive goods shipped directly from Asia will feel this most strongly. Longer delivery times, higher costs, and more administrative complexity will become the new reality. Merchants who previously based their pricing strategy on low-value imports will need to reevaluate profitability and sourcing choices. Even shipping carriers may introduce new handling fees as they manage the increased customs workload.
Why This Change Is a Strategic Advantage for European Sellers
While non-EU platforms face rising costs and compliance hurdles, EU-based sellers gain a stronger competitive position. Goods stored or shipped within the EU remain duty-free, fast, and fully compliant with EU safety rules. Sellers who use European fulfillment centers or maintain local inventory can promote this advantage directly in their marketing.
This regulatory shift also benefits brands that prioritize sustainability and certified production. As ultra-cheap imports become less attractive due to added duties and administrative steps, European-made or EU-stored products grow more appealing for consumers who value transparency, reliability, and faster delivery.
What Online Sellers Should Do Now
To prepare for the upcoming changes, merchants should review their current supply chains, cost structures, and product sourcing strategies. It will be crucial to:
- recalculate product margins considering customs duties,
- evaluate EU-based suppliers or fulfillment partners, adjust logistics routes to avoid unnecessary import delays,
- and communicate transparently with customers about any potential changes in delivery times or fees for non-EU products.
Businesses that act early can strengthen their market position and reduce risks. As global low-cost platforms lose part of their price advantage, the EU market becomes more balanced. Giving compliant sellers real room to grow.
Conclusion: A Turning Point for the European E-Commerce Landscape
The removal of the 150-euro customs exemption is far more than a minor regulatory adjustment. It is a decisive move by the EU to create a fairer, safer, and more transparent e-commerce environment. While the transition may require effort and restructuring, it also brings new opportunities. Sellers who embrace the shift, optimize their supply chains, and highlight their EU-based advantages will be well-positioned to thrive in a market that increasingly values trust, quality, and compliance.