Excerpt from Apparel Resources Article, Published on Feb 04, 2025.
The European Union (EU) is gearing up to enforce strict new import regulations targeting major e-commerce platforms, including SHEIN, Temu, and Amazon Marketplace. These reforms aim to combat the rise in unsafe, counterfeit, and non-compliant goods entering the European market, many originating from China. A draft proposal, expected to be adopted on February 5, outlines the introduction of customs rules requiring platforms like SHEIN to submit product data before goods arrive in the EU. This move will enable authorities to screen packages more effectively, improving safety and compliance oversight.
Currently, EU consumers are considered importers when purchasing products online. The proposed law would shift this responsibility to online retailers, requiring them to collect duties, VAT, and adhere to EU safety standards. This reform is a direct response to the growing import volume of low-value parcels, which surged to 4.6 billion in 2024 — a fourfold increase since 2022. As a major player in the fast-fashion market, SHEIN faces additional pressure under these rules, alongside waste management proposals that would require retailers to share the cost of disposing of unwanted goods, including apparel. With counterfeit products costing the fashion industry approximately $12.37 billion annually, the reforms aim to protect both consumers and legitimate businesses.
The EU also plans to consolidate customs information across all member states into a central database and establish a new European Union Customs Agency (EUCA) to assess risks before goods enter the market. These measures align with ongoing investigations into SHEIN and other e-commerce platforms. Amazon, which signed the EU Product Safety Pledge, claims to continuously monitor listings for unsafe products and refine its safety measures. As regulations tighten, SHEIN and its peers must adapt swiftly to meet evolving EU requirements or face significant operational and financial challenges.
To delve deeper into this topic, please read the full article Apparel Resources.
