The German government’s ‘E-commerce Action Plan’ is in development to reshape the competitive environment for online retailers. The aim of the initiative is to ensure fair competition between European e-commerce businesses and rapidly expanding Asian platforms like Shein and Temu. The plan led by Minister for Economic Affairs and Vice Chancellor Robert Habeck,
A spokeswoman from Habeck’s ministry confirmed that the government is addressing concerns raised by businesses and regulators across Europe. The plan is still in the drafting stage. It aims to guarantee that both EU-based and non-EU traders adhere to the same regulations. European retailers and Ecommerce Europe, a major industry body, have long pointed out the unfair advantage non-EU platforms have due to less stringent rules.
A key focus of the action plan is to enforce existing regulations related to product safety, environmental standards, consumer protection, and customs duties. These rules are obligatory for European companies but often bypassed by non-EU platforms. A spokesperson for Habeck highlighted the need for consistent application of these laws to prevent European businesses from facing unfair disadvantages. This aligns with calls from both national and EU bodies for stricter enforcement of regulations.
As the ecommerce industry grows, so does the need for fair business practices. “It is essential that existing legislation is enforced as consistently with traders from outside the EU as it is with those within the EU,” a spokesperson for Habeck stated. The German government aims to create fair competition for all market players. This is possible by ensuring that equal treatment is applied across the board.
The details of the action plan are still being finalized. The ministry already engages with key stakeholders, including federal states, the European Commission, and the EU Parliament. Discussions have also been held with representatives from Shein and Temu. These platforms are expected to be impacted the most by the new regulations.
In recent years, both Shein and Temu have gained significant market share in Germany, attracting customers with low prices and quick delivery. However, this rapid growth has brought increasing attention from industry organizations, politicians, and consumer advocacy groups.
Earlier this year, Handelsverband Deutschland (HDE), a prominent German retail association, called on policymakers to enforce stricter controls on foreign ecommerce platforms. HDE’s concerns, shared by other European trade groups, revolve around non-EU platforms. They benefit from regulatory loopholes that allow them to sidestep the stringent rules faced by domestic retailers.
Consumer organizations have also criticized platforms like Temu for alleged unfair trading practices, including misleading advertising and insufficient product information. These claims, denied by the platforms, have drawn attention to the growing need for regulatory reform.
Despite these concerns, Shein and Temu remain popular with German consumers. By spring 2024, 43% of German shoppers had made purchases from one of the two platforms, drawn by their affordable prices and broad product selections.
The German government’s ‘E-commerce Action Plan’ is still under development. It marks an important step toward creating a fairer competitive environment in the online retail space. With foreign platforms continuing to expand their influence, the German government’s action plan demonstrates a commitment to protecting consumers and safeguarding European businesses. The plan ensures that all market players operate under the same set of rules.
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