In 2026, the cross-border e-commerce EU market will usher in unprecedented strict supervision, with a number of heavy penalties and new policies being introduced intensively. This move has completely changed the traditional model of domestic sellers distributing goods at low prices, and has had a huge impact on Chinese cross-border platforms such as Temu, AliExpress, Shein, and many small and medium-sized sellers.
Recently, the European Union officially issued the highest fine in the history of the DSA Digital Services Act, and Temu was fined a huge €200 million.
The core reason for the punishment is that a large number of products on the platform have serious safety hazards. More than 60% of the randomly inspected products were unqualified, involving multiple categories such as baby toys, 3C electrical appliances, and jewelry. At the same time, the platform failed to implement compliance control obligations.
In addition, Hungary also separately issued a large fine to Temu to rectify its violations such as false marketing and induced consumption.
Not only Temu, but also mainstream domestic cross-border platforms have been included in the EU’s key inspection list.
AliExpress has entered the DSA special inspection stage, and a large number of products without compliance qualifications have been removed from the shelves, and store funds have been frozen; Shein is facing multi-dimensional investigations on product safety, privacy compliance, marketing chaos, etc., and large penalties may come at any time; the TikTok Shop EU site continues to remove small and medium-sized sellers who do not comply with CE and EPR, and supervision has been fully upgraded.
More importantly, two fatal new policies will be officially implemented in the second half of 2026, directly rewriting the rules of cross-border direct mail.
Starting from July 1st, the European Union has completely canceled the 22-euro small package tax exemption policy. All inbound packages will be subject to VAT tax and customs clearance fees. This means that the low-price tax-free distribution model has completely ended.
On August 12, EU packaging EPR regulations will be fully enforced. All export products must be separately registered with the compliance number of the corresponding country. Unqualified merchants will face penalties such as product removal from shelves, product deductions, and high fines.
Coupled with the long-established battery EPR and WEEE electronic waste regulations, the compliance threshold for all categories of live and packaged goods has increased significantly.
It is worth noting that the new EU regulations clearly stipulate that cross-border e-commerce platforms are equivalent to importers and must bear joint and several liability for the safety, taxation, and environmental protection compliance of all goods on the platform.
At present, EU customs has comprehensively stepped up random inspections of Chinese parcels. Non-compliant goods will be directly destroyed or returned. Small and medium-sized sellers will also face multiple penalties such as paying back taxes and fees, paying late fees, closing stores and freezing funds.
Industry insiders predict that the EU will continue to strictly inspect major Chinese-funded cross-border platforms in the next three months, and there is a high probability that there will be a new round of large fines within the year.
With the comprehensive popularization of compliance filing and strict inspection mechanisms, the era of extensive distribution has completely ended. Only sellers operating in compliance can gain a firm foothold in the EU market.
