European Union tariffs on goods shipped from non-EU online platforms—especially giants like Shein, Temu, and Trendyol—are being hailed as a much-needed lifeline for retailers both across Europe and in Greece. The decision, reached through a political agreement at the Ecofin (the EU Council of Finance Ministers), introduces duties from the very first euro on parcels arriving from third countries.

For the European retail sector, which has seen its market share erode under a tidal wave of ultra-low-cost imports, the move feels long overdue. Small parcels sent to Greece and other EU member states by these fast-growing e-commerce platforms have become a profound threat, pressuring sales, squeezing profit margins, and undermining local competition.

A Market Flooded With Cheap Goods

The scale of the problem is staggering. According to research by ESEE—the Hellenic Confederation of Commerce and Entrepreneurship—Temu and Shein generate between €528 million and €627 million in yearly sales in Greece alone.

Meanwhile, the Greek state is estimated to lose €200 million per year in tax revenue and social security contributions due to this inflow of lightly regulated imports.

Even more striking is the shift in consumer behavior: about 20% of Greece’s retail market has already moved outside the country’s commercial ecosystem, redirected toward online sellers based in China or other non-EU jurisdictions.

8,000 Products Entering the EU Every Minute

Across the entire European Union, the numbers border on the surreal.

In 2024 alone, nearly 8,000 products per minute entered the EU from these platforms, amounting to imports with a combined value of €4.6 billion.

This massive volume overwhelms both customs authorities and market-surveillance officials. It is indicative of a system stretched past its limits that in the previous year only 0.0082% of incoming products were inspected for compliance, while a mere 0.0013% were rejected.

Retailers Call It a ‘Major Victory’

For many in the European retail world, the new tariffs represent a decisive win.

Stavros Kafounis, president of ESEE, hailed the sped-up timeline for eliminating the duty-free exemption on small parcels—now scheduled for 2026 instead of 2028—as a “significant victory for the retail sector in Greece and all of Europe.”

Originally, the EU had planned to end the duty exemption for parcels valued under €150 (approximately $174.93) by 2028.

“A Breath of Optimism”

“The decision brings a genuine breath of optimism for the functioning of the EU and for the prospects of long-term sustainability in both European and Greek commerce,” Kafounis said.

He added that the sector will be watching closely “the exact method and timing of implementation of the new framework, as well as whether the decision will be accompanied by a processing fee, something the European Commission had previously signaled.”

For years, ESEE has documented the severe distortions caused by the current regime—distortions that undermine healthy competition and create an uneven playing field between regulated European retailers and foreign platforms that exploit loopholes.

A Threat to Consumer Safety and European Competitiveness

The concerns are not merely economic.

“This situation threatens consumer safety, undermines environmental standards, and harms the competitiveness of European producers and retailers,” warned Joanna Zawistowska, Director of Retail Policy at the European Commission’s Directorate-General for the Internal Market.

To counter these challenges, the European Commission has been preparing multiple reforms. These include ending the duty exemption for parcels under €150 and introducing a €2 processing fee for incoming small shipments.

Businesses Push for Faster Action—Even at National Level

However, many retailers argue that the EU’s processes are simply too slow. Concerned that delays would allow the problem to deepen, industry associations in Greece have urged the government to impose a national fee on parcels worth less than €150 until the EU framework comes into force.

Other EU member states have already taken matters into their own hands.
Romania, for example, has introduced a logistics tax of 25 lei (roughly €5).

The Greek Association of Electronic Commerce (GR.EC.A) went even further, submitting a formal proposal to Greek ministries calling for a €7 fee on all parcels arriving from third countries.

Directing Revenues Toward Digital Transformation

Across the board, Greek trade organizations have agreed on one key principle:
Any revenue generated from a national fee should be devoted exclusively to the digital transformation of Greek businesses, enhancing their technological capabilities and boosting their competitiveness in the online marketplace.

They also argue that funds should support Greece’s digital outward orientation, helping local companies expand their reach and compete on international e-commerce platforms—rather than being left behind in an era of rapid, globalized digital retail.