The EU’s measures form a segment of the European Commission’s E-Commerce Communication, titled ‘A Comprehensive EU Toolbox for Safe and Sustainable E-commerce,‘ which the commission presented on 5 February.
The commission advocates for interventions in various sectors including customs and trade — highlighting the initiation of customs inspections— consumer safeguards, and the implementation of the Digital Services and Digital Markets Acts.
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The European Commission’s concern
The urgency of these measures is highlighted by statistics suggesting that approximately 4.6bn low-value packages entered the EU last year, doubling since 2023 and tripling since 2022.
According to the EC, many of these goods do not comply with European standards, posing risks to European sellers who maintain high product standards and contributing negatively to environmental and climate concerns.
The commission is calling on member states to unite as Team Europe to bolster national authorities’ effectiveness in addressing these challenges.
Additionally, Shein has been informed by both national consumer authorities within the Consumer Protection Cooperation (CPC) Network and the commission about a coordinated action being launched against them.
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By GlobalDataThe commission has detailed the existing instruments at the EU’s disposal and spotlighted ongoing legislative discussions. It also proposes collaborative measures to tackle the influx of dangerous, counterfeit, non-conforming, or illegal products:
Customs Reforms is on the agenda, with an appeal for rapid adoption of the proposed Customs Union Reform Package by co-legislators. This includes swiftly enacting new regulations, eliminating the exemption from duties for parcels valued under €150 ($155.38), and enhancing control capabilities through improved data exchange and risk analysis.
Targeted measures for imported merchandise include plans to initiate joint inspections by customs and market surveillance bodies, as well as collective initiatives focusing on product safety, exemplified by an unprecedented safety inspection sweep.
Online consumer protection is emphasised, with e-commerce practices earmarked as a key focus for enforcement under the Digital Services Act. Other regulatory tools such as the Digital Markets Act, General Product Safety Regulation, Consumer Protection Cooperation Regulation, and Consumer Protection Network will also be used.
Digital solutions are being promoted to oversee e-commerce more effectively via innovations like the Digital Product Passport and new AI technologies designed to identify potentially non-compliant items.
Environmental safeguarding steps include endorsing the inaugural action plan under the Ecodesign for Sustainable Products Regulation and advocating for prompt acceptance of a specific amendment to the Waste Framework Directive.
Consumer and trader education campaigns are planned to increase awareness about consumer rights, potential hazards, and available remedies.
In terms of international engagement and commerce, activities include providing training on EU product safety standards and evaluating any evidence that surfaces regarding dumping or subsidisation practices.
Future actions
Looking ahead, the commission seeks cooperation with member states, co-legislators, and stakeholders to implement the measures detailed in its communication.
In one year, it will evaluate the impact of these actions and publish a report on its findings regarding increased controls.
Depending on this assessment’s outcome, further steps may be taken to reinforce EU rule implementation and enforcement if current frameworks are found insufficient.
Shein to engage with EU, strengthen online shopping experience for consumers
Shein has responded to the European Commission and EU’s actions for safe and sustainable e-commerce imports by stating that it “welcomes efforts that enhance trust and safety for European consumers when shopping online, and believe that a level competitive playing field can benefit the entire ecosystem”.
Shein explains that its regulatory and compliance teams across the EU will engage its partners at EU and national government-level to study these recommendations and examine how Shein can play its part in strengthening the industry to enhance the online shopping experience for European consumers.
It adds that Shein recently conducted over 2m product safety tests in 2024, reinforcing its ongoing commitment to ensuring high standards in product quality and consumer safety.
European Apparel and Textile Confederation (Euratex) supports the EU’s proposed measures
Euratex has highlighted the detrimental impact of non-compliant goods on consumer safety, environmental sustainability, and the integrity of businesses that adhere to EU regulations.
It notes recent findings from the REACH for textiles project suggest a significant compliance issue, with 16% of 400 tested products failing to meet EU standards. Euratex explains this data underscores the necessity for more robust enforcement mechanisms to prevent such products from reaching consumers within the EU.
Euratex director general Dirk Vantyghem states: “With billions of garments entering the EU every year, we simply need a more solid system to monitor compliance of these products. Euratex is looking forward to working together with the European Commission to achieve these important goals.”
