Everything changes from 1 July in purchases from Temu and Shein – What applies to prices

A new regime for online purchases from countries outside the European Union is expected to take effect from 1 July, after the European Commission gave the relevant “green light” to national authorities. A new flat levy on low-value parcels entering the European market will now begin to be imposed.

The new measure applies to orders worth up to €150 and provides for a €3 duty per product category. The decision will be implemented across all EU member states and aims to curb the mass inflow of parcels from e-commerce platforms in third countries, mainly from Asia.

In addition, through a circular issued by the Governor of the Independent Authority for Public Revenue (AADE), Giorgos Pitsilis (E.2029/2026), clarifications and detailed instructions are provided for the uniform application of the regulations concerning the new €3 import duty on online purchases up to €150 from countries outside the European Union. The circular specifies procedures and required actions to ensure effective implementation by both involved parties and customs authorities.

Specifically, a new special import duty of €3 is imposed for each distinct category of goods imported from third countries via e-commerce.

The new duty is a transitional measure and will apply until 30 June 2028. From 1 July 2028, the standard tariff regime will be implemented, with import duties calculated based on the tariff classification of each product, regardless of its value or the method of purchase and shipment.

How the charge will be calculated

Particular importance is given to the way the new duty will be imposed. According to the circular, the fee will not be calculated per parcel, but per product category included in each order.

For example, if a consumer buys five identical T-shirts, they will be charged a total duty of €3, as it concerns one product type. In contrast, if the order includes different categories, such as a T-shirt, a mobile phone case and a bag, the duty will amount to €9, i.e. €3 for each different category.

In this way, the final cost of many orders is expected to increase significantly, especially for consumers who choose to buy different types of items in a single order.

Who pays the duty

It should be noted that the special import duty, according to the AADE circular, is paid to the customs authorities by the declarant of the import, i.e. the e-commerce platform, the seller, the shipping company or their authorised representatives, depending on the shipment handling model.

Product returns

In the case of a simple return due to withdrawal or a change of mind by the consumer, the duty paid at import is not refunded.

However, in cases provided for under customs legislation—such as when products are proven defective or do not meet the terms of the contract—the duty may be refunded in accordance with the applicable customs procedures.

What does not change:

• The implementation of the new duty does not affect the existing VAT procedures for distance sales of imported goods.

VAT continues to be paid:

• At the time of purchase via the electronic platform, when the Import One Stop Shop (IOSS) system is used.
• At customs clearance by the consumer, when Special Arrangements or the standard VAT regime apply.

It is noted that the new rules do not affect the procedures for purchasing and shipping goods within Greece or between EU member states.

Aim: reducing mass imports

According to the European Commission, the measure is expected to help reduce the billions of small parcels entering the EU market each year. At the same time, it aims to address distortions in competition between European businesses and large international e-commerce platforms.

The issue has long concerned the business community, which argues that non-EU platforms have gained a significant advantage due to their very low prices.

Pressure on Greek retail

According to the 26th Annual Greek Commerce Report by the Hellenic Confederation of Commerce and Entrepreneurship (ESEE), competition from Asian e-commerce platforms is taking an increasing share of consumer spending, significantly affecting physical stores and domestic businesses.

At the same time, digital transformation and the green transition remain the two main challenges and opportunities for the trade sector.

A study by ESEE estimates that the global cross-border B2C e-commerce market is expected to reach $7.9 trillion by 2030, reflecting the sector’s rapidly growing momentum.

ESEE President Stavros Kafounis has repeatedly highlighted the impact of the unchecked growth of Asian marketplaces on Greek retail, calling for measures to ensure fair competition.

Asian platforms dominate consumer preferences

According to a survey by the Association of Retail Sales Enterprises of Greece (SELPE), penetration of non-EU e-commerce platforms in the Greek market is extremely high.

The survey shows that 94% of respondents made at least one online purchase in the past 12 months. Of these, 85% have purchased from at least one platform based outside the EU, equivalent to around eight in ten Greek consumers.

The most recognizable platforms remain Temu and Shein, while Trendyol and AliExpress also have a significant presence. Their success is mainly attributed to very low prices and strong promotion through social media.

What Greeks buy most

The most popular product categories purchased from non-EU platforms are:

• Fashion and clothing items
• Home goods and small household products
• Electronic devices and gadgets
• Around three in ten users make purchases from these platforms at least once a month, showing frequent and repeated use.

Price remains the key factor

Low prices remain the dominant reason for choosing Asian platforms. According to the SELPE survey, consumers who buy from non-EU marketplaces spend an average of €244 per year on these platforms, accounting for nearly 45% of their total online spending.

However, the introduction of new duties could significantly affect consumer behaviour. In a survey conducted last March, nearly four in ten respondents said they would stop buying from these platforms if prices increased due to additional charges.

At the same time, around one in three consumers are in favour of a special fee per order, mainly among those who already avoid purchasing from non-EU platforms.

The coming months are expected to show whether the new regime will indeed reduce the flow of cheap imported goods or whether consumers will continue to prefer Asian platforms despite higher costs.