What: Global regulatory changes and US tariffs trigger fundamental transformation of Asian e-commerce platforms' business model in Europe.

Why it is important: This development represents a critical turning point in balancing free trade with consumer protection and environmental sustainability in global retail.

The global retail landscape is experiencing a seismic shift as Asian e-commerce platforms face unprecedented regulatory pressures from both sides of the Atlantic. Donald Trump's recent decree increasing US customs duties from 30% to 90% has redirected massive shipment volumes toward Europe, with approximately 4.6 billion packages worth less than €150 entering the European market in 2024. In France alone, 800 million low-value parcels were delivered out of 1.5 billion total shipments, with Roissy Airport serving as the primary entry point. The European Commission's proposal to remove the €150 customs exemption, coupled with new measures addressing product safety and environmental impact, signals a comprehensive regulatory response to this surge. Industry experts, including Michel-Édouard Leclerc, warn of an impending "invasion" from the Indo-Pacific region, while government figures reveal that platforms like Shein, Temu, and Amazon now represent a quarter of online fashion sales in France. The French government's response includes enhanced customs controls, improved e-commerce platform security, and support for revising the European tax framework.

IADS Notes: Recent developments in global retail regulation have reached a critical juncture. In February 2025, the EU announced comprehensive reforms making platforms liable for unsafe products , while simultaneously implementing new environmental requirements for textile waste management . This coincided with Trump's elimination of the de minimis rule, forcing Asian platforms to reduce marketing spend by up to 31% . The impact has been substantial, with Shein's IPO valuation cut to $50 billion  and the company offering 30% higher procurement prices to relocate manufacturing to Vietnam . These changes mark a fundamental shift in how global retail balances commerce with consumer protection and sustainability.

Asian parcel invasion: Europe under pressure, France prepares its response