Cross-Border Shopping in the EU: Record Growth Meets New Customs Charges

The rise of Temu, Shein and AliExpress has left a clear mark on cross-border shopping in Europe. By 2026, purchases abroad are set to make up 15.2% of online spend in the EU-27.

The climb has a clear starting point. It also faces a new test, as the EU introduces customs charges on the low-value parcels that drive much of this spending.

The Turning Point Came With Temu's Arrival

The decisive shift happened between 2023 and 2024. In that year, the share of purchases abroad rose by four percentage points. It reached 10.4% of total online spend in the EU-27.

The timing matches Temu's arrival. The app first launched in the United States in September 2022. It entered Europe in February 2023.

Temu brought a model that was already familiar from Shein and AliExpress to a much wider audience. Products ship directly from China to the buyer's door. Prices sit well below those of European retailers. Heavy advertising put the app in front of millions of new shoppers within months.

Online Spend Outside the EU Grows Almost Ninefold

Purchases abroad have climbed further every year since Temu's launch. In 2020, EU-27 shoppers spent €8 billion online outside the bloc. By 2026, that figure is set to reach €69 billion.

In an earlier insight, we showed how dominant Chinese retailers are in this number. Nine out of ten euros that leave the EU online go to China.

That makes Temu, Shein and AliExpress the most likely drivers behind the rise in purchases abroad. They also explain why purchases abroad take a growing share of total online spend.

New Customs Regulations May Curb the Influence

But all of this may be subject to change soon. On July 1, 2026, the EU abolished the €150 duty exemption for low-value parcels. Since then, a flat €3 customs duty applies to each item category in parcels shipped directly to consumers from outside the bloc. The duty is an interim measure. It runs until July 2028, when standard customs tariffs take over.

A second charge follows on November 1, 2026. The EU-wide handling fee covers the cost customs authorities face in processing the growing number of small parcels. Its exact amount is still being finalised, and around €2 is expected. Both charges hit the core business model of Temu, Shein and AliExpress: low-priced goods shipped individually from China to European doorsteps.

Wrap-Up: New Customs Charges Put the Climb to the Test

Both charges target the small parcels that platforms like Temu, Shein and AliExpress ship directly to European buyers. Because low cost was the decisive factor for many consumers buying at these platforms, adding these costs is expected to deter most of them. The coming data will show whether the extra cost slows the climb or whether shoppers absorb it.