EU E-commerce Imports Strategy | Customs Reform, VAT & Consumer Protection Measures

Data from the European Commission show that nearly 70% of Europeans buy products online. In addition, the value of low-value goods bought doubled in 2024 compared to 2023 and tripled in 2022, reaching EUR 4.6 billion. However, the increase in trade also contributed to the rise of transactions branching EU-wide legislation or the laws of EU countries.

Main Issues and Proposed Actions

Some of the main issues for the EU and its consumers are imports of harmful products and counterfeit goods through online marketplaces, as well as the negative impact of large volumes of shipped and transported goods on the environment and climate.

To cope with these challenges, the European Commission published a guide titled “A Comprehensive EU Toolbox for Safe and Sustainable E-commerce.” The guide highlights existing actions and proposes new ones to protect consumers and level the playing field in the EU single market.

The European Commission urged lawmakers to adopt the proposed Customs Union Reform Package, which includes eliminating the duty exemption for low-value goods under EUR 150 and enhancing control mechanisms through improved data-sharing and risk assessment. Furthermore, the European Commission suggested a non-discriminatory handling fee on e-commerce imports delivered directly to consumers, which should help manage the increasing costs of ensuring compliance with EU rules.

Coordinating customs and market surveillance efforts through joint actions on product safety, such as the first-ever product safety sweep, are proposed measures to enhance oversight of imported goods and help identify and remove non-compliant products from the market. Additionally, stricter penalties for repeated violations are proposed to ensure better enforcement and compliance.

Consumer protection in the digital economy is among the EU's top priorities. Thus, enforcing regulations such as the Digital Services Act, the Digital Markets Act, the General Product Safety Regulation, the Consumer Protection Cooperation Regulation, and the Consumer Protection Network is key to ensuring fair practices and product safety.

Other essential steps toward reaching its goals include leveraging digital tools like the Digital Product Passport and AI-based detection systems, adopting the first action plan on the Ecodesign for Sustainable Products Regulation, educating consumers on consumer rights, risks, and protective mechanisms, and strengthening international cooperation.

Conclusion

As e-commerce trade increases, lawmakers and law enforcement face proportionately more challenges. That is why steps such as those proposed by the European Commission are vital for ensuring that all parties follow the same rules while simultaneously protecting consumers and their rights.

The European Commission called on all EU Member States to proactively participate and take necessary measures to protect the EU market and consumers. Additionally, it stated that it will publish the result of measures within a year from the announcement of actions.

Source: European Commission - Commission announces actions for safe and sustainable e-commerce imports, European Commission - A Comprehensive EU Toolbox for Safe and Sustainable E-commerce