The demand by E.U. consumers for low-value imports is reshaping the region’s online retailing.
In 2025, about 5.9 billion parcels valued at €150 or less (roughly $177) entered the E.U., continuing a multi-year surge that saw such shipments rise from 1.4 billion in 2022. At approximately one parcel per E.U. citizen per month, the scale reflects not just rapid growth but widespread consumer engagement.
The European Commission estimates that, in 2025, low-value goods accounted for less than 5% of the overall value of imports but 98% of the volume. Depending on the source, roughly one-third of 2025 ecommerce revenue in the E.U. came from imported products.
Still, low-priced goods now arrive in massive quantities, with slow delivery times that shoppers accept. Customs authorities struggle to process the flow, and policymakers describe the system as unsustainable.
The effect reshapes the competitive environment for all merchants operating in the E.U., domestic and foreign.
Even if parcel volumes stabilize or decline under regulatory pressure, consumer price norms rarely revert.
Price Expectations
U.S. merchants often underestimate the impact of product categories dominated by items priced under €10. They assume competition comes mainly from local European brands. In practice, they face a global supply chain that has normalized ultra-low prices and conditioned buyers to accept slower delivery.
Hence expansion into the E.U. now carries elevated risk for specific categories, including:
- Commoditized products,
- Mid-priced goods without visible differentiation,
- Products where quality, safety, or after-sales support is unclear,
- Offers driven mainly by branding rather than features.
Despite these pressures, the E.U. remains one of the world’s largest ecommerce markets. Opportunities remain in segments where price is not the primary factor, including:
- Products with clear functional or technical differentiation,
- Categories where safety, durability, or compliance matters,
- Premium or specialist goods supported by service and logistics,
- Offers backed by guarantees, support, and transparent returns.
Risks
E.U. policymakers are responding to the surge in low-value parcels. Measures include removing the €150 customs duty exemption, imposing a €3 flat customs fee on such parcels, and shifting responsibility to marketplaces deemed importers.
The E.U. ecommerce market remains attractive for merchants with strong positioning and operational discipline.
The real risk for U.S. and other foreign merchants is entering the E.U. with an outdated view of the market. Success now requires goods clearly superior to €10 alternatives.
