The European Commission is introducing new measures to tackle risks from low-value imports sold by non-EU online retailers.
The initiative, ‘A Comprehensive EU Toolbox for Safe and Sustainable E-commerce,’ aims to strengthen customs controls, enhance consumer protection, and promote fair competition.
Challenges in E-Commerce
With 4.6 billion low-value consignments entering the EU in 2023—three times more than in 2022—many goods fail to meet EU standards. This rise poses risks such as unsafe products, unfair competition for EU businesses, and environmental harm from excessive shipping. Consumers often receive counterfeit or low-quality goods, while responsible EU businesses struggle against unfair pricing and lower safety standards of external competitors.
The sheer volume of packages also puts pressure on customs authorities, making it harder to conduct thorough inspections. Additionally, many of these imported products bypass EU safety regulations, leading to a growing influx of substandard or hazardous items. The competitive disadvantage faced by European businesses is another major concern, as companies adhering to EU standards find themselves competing against foreign sellers who exploit regulatory gaps.
Key Measures
- Customs Reform: Ending duty exemptions for low-value parcels, improving data sharing, and increasing customs oversight to prevent fraudulent imports and non-compliant products from flooding the market.
- Stronger Product Safety Controls: Coordinated checks and penalties for non-compliance, ensuring that all goods meet EU safety standards before reaching consumers.
- Protecting Consumers Online: Enforcing EU laws like the Digital Services Act and General Product Safety Regulation to hold online marketplaces accountable for unsafe or counterfeit goods.
- Digital Tools for Supervision: Using AI and digital passports to track compliance, making it easier to detect violations and ensure safer e-commerce transactions.
- Environmental Protection: Strengthening sustainability regulations like the Ecodesign for Sustainable Products Regulation, reducing the environmental impact of mass imports and excessive packaging.
- Consumer Awareness: Running campaigns on rights, risks, and redress options to empower shoppers with knowledge about safe online purchasing and reporting counterfeit goods.
- Global Trade Cooperation: Training partners on EU safety rules and investigating unfair trade practices to protect local businesses and ensure fair competition across borders.
- Tighter Market Surveillance: Increased cooperation between customs and market surveillance authorities to systematically remove non-compliant goods from circulation and impose stricter penalties on repeat offenders.
- Scaling Compliance Costs: Considering additional fees on imported e-commerce items to cover the increasing cost of enforcing compliance and conducting inspections.
Next Steps
The Commission will assess the impact of these measures within a year and may propose additional actions if necessary. Member States are encouraged to collaborate closely with EU institutions to ensure effective enforcement and compliance with these regulations. Businesses and consumers alike are urged to participate in feedback processes to help refine and improve future policies.
The success of these initiatives will depend on cooperation between EU institutions, national governments, and private sector stakeholders. Efforts will be focused on ensuring that online marketplaces remain transparent and accountable while supporting fair competition and consumer rights.
EU Leaders’ Views
Henna Virkkunen emphasized the need for action, stating, “We must ensure safe and fair e-commerce while protecting consumers.” Michael McGrath added, “We have a duty to uphold EU safety and consumer rights.” Maroš Šefčovič stressed the importance of equipping customs authorities to prevent non-compliant products from entering the market, ensuring a level playing field for EU businesses.
