"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 roughly 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."
"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."
About 5.9 billion parcels valued at €150 or less entered the E.U. in 2025, up from 1.4 billion in 2022, roughly one parcel per citizen per month. Low-value goods represented less than 5% of import value but 98% of import volume in 2025. Approximately one-third of E.U. ecommerce revenue in 2025 derived from imported products. Massive parcel quantities strain customs processing and delivery systems, and policymakers characterize the flow as unsustainable. Consumers accept slower delivery and have developed price references tied to ultra-low costs. The trend reshapes competition for domestic and foreign merchants and raises market risks for commoditized and mid-priced undifferentiated products. Opportunities persist where differentiation, safety, durability, or compliance matter.
Read at Practical Ecommerce
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