New rules for non-EU shipments. Digital industry: E-commerce competition must be based on a level playing field
From 1 July 2026, new EU rules governing the import of low-value consignments from third countries enter into force. The reform introduces a simplified customs fee of €3 for each goods item declared under the simplified customs procedure. According to the Digital Poland Association, the new measures represent an important step towards creating a level playing field between businesses operating within the EU Single Market and e-commerce platforms based outside the European Union.
The new measures form part of the broader reform of the EU Customs Union, aimed at adapting the customs framework to the realities of the rapidly growing e-commerce market. The temporary simplified customs fee will remain in force until the launch of the new EU customs system and the EU Customs Data Hub, which is scheduled to be rolled out over the coming years.
The European Commission’s decision responds to the unprecedented increase in the number of low-value parcels entering the European Union from third countries. According to the Commission, around 4.6 billion consignments valued below €150 entered the EU in 2024—equivalent to nearly 12 million parcels every day. Approximately 91% of these shipments originated from China. This unprecedented volume presents growing challenges both for customs authorities and for businesses operating within the European Single Market.
A level playing field for all market participants
According to the Digital Poland Association, the rapid growth of cross-border e-commerce requires European regulations to be adapted to new market realities. The objective of the new rules should not be to restrict international trade, but rather to ensure that all businesses selling products to European consumers operate under the same rules and are subject to comparable obligations.
European manufacturers, importers and retailers have long borne the costs of complying with EU rules on product safety, consumer protection, producer responsibility, environmental requirements and taxation. At the same time, a significant share of products imported from outside the European Union has entered the market under simplified procedures, contributing to increasing competitive distortions.
“Europe must remain an open market, but it must also be built on fair and equal rules for all market participants. If businesses operating within the European Union are required to comply with specific regulatory obligations and bear the associated costs, the same standards should apply to companies based outside the EU selling products to European consumers. Equal treatment under the law is the foundation of fair competition and a prerequisite for the continued development of Europe’s digital economy,” said Michal Kanownik, President of the Digital Poland Association.
The Association also notes that the new measures are primarily intended to modernise the customs system in response to the scale of today’s e-commerce market. In practice, the simplified customs fee is expected to streamline the processing of the enormous number of parcels entering the EU each day while improving transparency and strengthening the enforcement of existing rules.
An important change for Poland’s e-commerce market
The new regulations are particularly significant for Polish companies operating in the consumer electronics, IT equipment, household appliances and e-commerce sectors. For years, these businesses have competed with suppliers based outside the European Union while fully complying with European regulatory requirements as well as national tax and administrative obligations.
According to the Digital Poland Association, creating a more level playing field will support the continued development of Poland’s e-commerce sector.
“Polish companies are not asking for preferential treatment. They simply expect all market participants to compete under the same rules. Only then will competition be driven by product quality, innovation, customer service and business efficiency—not by differences in regulatory obligations,” added Michal Kanownik.
The Digital Poland Association also emphasises that the new measures should contribute to improving consumer safety. In the Association’s view, the reform will facilitate more effective enforcement of EU product safety requirements and strengthen oversight of goods entering the European market, helping ensure that products sold to European consumers comply with applicable standards.