Europe has long been one of the most attractive international markets for ecommerce brands, with more than 450 million consumers across the European Union. But that growth has also been fueled by a key policy that made it easier to ship low-value goods into the region.
In 2025 alone, the EU received more than 5.8 billion low-value ecommerce parcels, highlighting just how significant this channel has become.
Now, a major policy shift is about to change how brands access that opportunity.
Starting in 2026, the EU will begin phasing out a key rule that has shaped cross-border ecommerce for years. The €150 duty de minimis threshold, which allowed low-value goods to enter duty-free, is going away.
For brands that rely on direct-to-consumer shipping into Europe, the implications are significant.
The End of Duty Free Treatment for Low Value Goods
Beginning July 1, 2026, the EU will remove the €150 duty de minimis threshold, meaning all goods imported into the region may be subject to customs duties regardless of value.
Until now, many ecommerce shipments entered the EU without duty, even though VAT still applied. That made it easier for brands to test demand, maintain competitive pricing, and scale into new markets with fewer cost barriers.
That advantage is now disappearing.
As the policy takes effect, brands can expect:
- More shipments subject to duty
- Higher landed costs on low value orders
- Increased pressure to provide full pricing transparency at checkout
A New Flat Duty on Small Parcels
As part of the transition, the EU has agreed to introduce a temporary flat €3 customs duty per item category for low-value ecommerce imports.
This fee is applied at the product category level based on HS6 classification, not quantity. That means shipments containing multiple product types may incur multiple charges.
For example:
- A shipment with two t-shirts (same product type) may incur one fee
- A shipment with a t-shirt and a pair of jeans (different product types) may incur two separate fees
For example:
- A shipment with two t-shirts (same product type) may incur one fee
- A shipment with a t-shirt and a pair of jeans (different product types) may incur two separate fees
While the amount may appear small, the structure introduces new cost layers and operational complexity, especially for brands shipping bundles or mixed carts.
The €3 duty, which takes effect on July 1, 2026, and applies to goods valued under €150, is part of a broader EU customs overhaul, with additional reforms expected as the region moves toward a more centralized and standardized approach to ecommerce imports.
Fees Are Already Rolling Out at the Country Level
Even ahead of the EU-wide changes, several countries have already introduced new fees on ecommerce imports.
Confirmed measures include:
- Italy – €2 per parcel starting July 2026
- Romania – approximately €5 per parcel (in effect as of January 2026)
- France – €2 per product category (in effect as of March 2026)
More countries are expected to follow as the EU moves toward a unified framework later in 2026.
These fees are separate from both VAT and customs duties and may apply even when taxes are prepaid. Together with new duties, they create a more layered cost structure for low value ecommerce imports.
In some cases, they are based on where goods are cleared, rather than where they are ultimately delivered. For example, some countries apply fees based on the point of customs clearance, while others apply them based on the final delivery destination.
The EU has also approved a harmonized €2 handling fee per parcel, which is expected to roll out across all member states later in 2026, potentially replacing individual country-level fees as early as November 1.
What This Means for Ecommerce Brands
These changes are not just regulatory updates. They signal a broader shift in how ecommerce imports are treated in one of the world’s largest consumer markets.
For brands, the impact shows up in several ways:
Costs are rising
With duty applied to all shipments, even low-value orders may become less profitable without pricing adjustments.
Checkout expectations are changing
Customers are less willing to accept surprise fees at delivery, making upfront pricing accuracy more important.
Operations are getting more complex
Import location, product classification, and fulfillment strategy now play a bigger role in total cost and delivery experience.
Compliance is becoming a competitive factor
Brands that can accurately manage duties, taxes, and fees correctly have a clear advantage over those that cannot.
With additional fees and enforcement measures still expected to roll out, this shift is ongoing rather than a one-time change.
The Global Shift in Ecommerce Import Rules
The EU is not acting in isolation. Governments around the world are rethinking how low-value ecommerce imports are handled.
The United Kingdom, for example, has announced plans to remove its £135 duty threshold by 2029 following a transition period.
These changes reflect a broader push to ensure consistent duty collection and create a more level playing field between domestic and international sellers.
Preparing for a New Era of Ecommerce Imports
Europe remains one of the most valuable ecommerce markets in the world. But accessing it is becoming more complex.
The removal of duty free treatment for low value goods marks the end of a simpler era for cross border selling into the EU.
What comes next is a more structured environment where cost control, compliance, and operational strategy play a much larger role in success.
With implementation already underway and more changes expected through 2026, brands have a limited window to prepare.
That preparation may include:
- Reassessing pricing and margin strategies to account for new duties and fees
- Improving landed cost visibility at checkout to reduce surprise charges
- Evaluating fulfillment and import approaches, including where goods are cleared
- Strengthening compliance processes around classification, documentation, and duty calculation
- Reviewing product assortment and bundling strategies to minimize unnecessary fees
As global trade conditions continue to evolve, brands that invest in the right infrastructure and strategies will be better positioned to manage costs, protect margins, and deliver a consistent customer experience.
Connect with the Passport team to see how you can reduce complexity, protect margins, and adapt to evolving global trade rules.
Authored by Traci Fisher
Director of Compliance Operations | Passport
Traci Fisher is a seasoned Customs Compliance leader with over 17 years of experience in International Logistics and Customs. Traci earned a BS degree in International Business from Arizona State University, and as a U.S. Licensed Customs Broker since 2016 and a Certified Customs Specialist (CCS) since 2021, she brings extensive expertise in navigating complex customs regulations. Traci is dedicated to ensuring compliance, optimizing international trade processes, and supporting business growth through strategic customs solutions.