E-commerce: EU Cracks Down on Temu and Shein, Amazon Tests Holiday Early

E-commerce is entering a decisive quarter, marked by regulatory shifts in Europe, early holiday promotions from Amazon, and growing reliance on AI and logistics innovation.

EU Targets Low-Value Imports

Several EU member states are introducing national charges on low-value parcels imported from outside the bloc. Platforms such as Temu, Shein, and AliExpress are among the most affected.

Governments in the Netherlands, Poland, and Romania are imposing handling fees, citing delays in implementing an EU-wide import tax. Belgium is reportedly considering a €2 levy per parcel, aimed at easing pressure on postal systems and leveling the playing field for local retailers.

At the EU level, reforms are underway to modernize customs and product safety rules. The European Parliament recently approved proposals to remove the €150 duty-free threshold for imports and to strengthen oversight of online sellers. These measures will reshape cross-border e-commerce, pushing platforms to adapt to higher costs and stricter consumer protections.

Amazon Tests Early Holiday Demand

Amazon is launching its October “Prime Big Deal Days” this week, a two-day event designed to gauge consumer appetite ahead of the holiday season. Analysts view this as a test of fourth-quarter demand amid inflation concerns.

The early promotion also helps relieve potential logistical bottlenecks later in the year. Other retailers, including Target and Walmart, are expected to roll out similar pre-Black Friday campaigns.

Global Retailers Reposition

Japanese apparel giant Fast Retailing (Uniqlo) is pivoting toward the U.S. and Europe as growth in China slows. New flagship stores are planned in Frankfurt, Warsaw, Chicago, and San Francisco.

Meanwhile, Nike is increasing its use of AI across product design, marketing, and customer personalization, aiming to drive digital sales and improve operational efficiency.

Logistics, B2B, and Retention

The latest DHL E-Commerce Trends Report highlights logistics as a critical factor for conversion. Nearly all retailers (96 %) cite it as central to customer satisfaction, while nearly half use AI in operations. Social commerce and sustainability are becoming increasingly strategic.

B2B digital trade is also growing, with 53 % of European businesses planning to increase e-commerce spending. Yet retention remains a challenge: a recent study found 85 % of online shoppers never return after their first purchase.

As the holiday season approaches, e-commerce businesses must navigate stricter regulations while improving loyalty and operational resilience in a rapidly evolving digital landscape.