EU Online Shopping: Growth as New Rules Target Supply Chains

Online shopping in the EU continues to rise, with more people buying goods and services online than ever before.

According to the latest survey on ICT usage in households, 77% of internet users in 2024 made an online purchase in the past 12 months, a significant increase from 59% in 2014.

This upward trend reflects the growing importance of e-commerce, but also raises concerns about supply chains and the flood of low-cost imports entering Europe.

The biggest rise in online shopping is seen in countries like Romania, Hungary and Lithuania, where internet shopping has grown by more than 35 percentage points in the last decade.

Ireland leads the EU with 96% of internet users shopping online, followed closely by the Netherlands (94%) and Denmark (91%).

At the other end of the scale, Bulgaria records the lowest rate at 57%, with Italy and Romania slightly higher at 60%.

Consumers continue to favour clothing, footwear and accessories, with 45% of online shoppers purchasing these items in the last three months.

Food deliveries from restaurants and fast-food chains come next (21%), followed by cosmetics and wellness products (20%).

Home-related purchases are also strong, with furniture, home accessories and gardening items making up 19% of recent orders. Other popular categories include sports equipment, printed books and health supplements, each at 16%.

The continued rise of e-commerce puts more pressure on logistics and supply chains, with warehouses, transport networks and last-mile delivery services working harder to keep up with demand.

However, a new challenge is emerging: the sheer volume of low-cost imports from Chinese retailers such as AliExpress, SHIEN and Temu, which could soon face tighter regulation in Europe.

EU crackdown on low-cost imports

The European Commission is now looking to curb the massive influx of cheap Chinese parcels entering the EU.

Last year, 4.6 billion low-value items — each under €150 (US$157) and exempt from import duties — were shipped directly to European consumers, double the amount from 2023.

A staggering 91% of these parcels came from China, raising concerns over unfair competition, customs fraud and product safety.

To address this, the EU has proposed new measures, including stricter customs checks and a "non-discriminatory handling fee" to help customs authorities properly inspect goods.

The crackdown is part of a broader e-commerce action plan designed to strengthen enforcement and improve coordination between customs and market surveillance agencies.

"The rise in e-commerce imports to the EU market has brought with it many challenges," says EU Tech Chief Henna Virkkunen.

She calls for a "competitive e-commerce sector that keeps consumers safe, offers convenient products, and is respectful of the environment."

These new regulations could significantly impact major e-commerce platforms, particularly SHEIN, which has built its business model around low-cost, high-volume sales.

The fashion retailer has surged in popularity across Europe, offering ultra-cheap clothing with many items priced under €10 (US$10.48).

If the EU moves forward with plans to remove the €150 (US$157) tax exemption, the cost advantage that these retailers enjoy could shrink, potentially reshaping the online shopping landscape.

What this means for e-commerce and retail

The removal of the low-value parcel exemption is expected to generate an additional €1bn (US$1.047bn) per year for customs authorities.

However, the details of the new handling fee remain unclear, including its exact cost and how it will be implemented. If approved, these changes could make imports from China more expensive, pushing some consumers to buy from EU-based retailers instead.

For supply chains, the impact could be significant. Many retailers rely on quick, low-cost imports to keep prices competitive. New customs checks and fees could slow down deliveries and increase costs, leading some businesses to rethink their sourcing and logistics strategies.

As the EU pushes for reform, the balance between consumer convenience, fair competition and regulatory enforcement remains a key challenge.

With online shopping at an all-time high and supply chains under increasing strain, retailers and consumers alike will be watching closely to see how these changes unfold.

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