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Marketplaces such as Shein, Temu face spotlight under new EU customs regime

By Oscar Pandiello ( April 1, 2026, 09:25 GMT | Comment) -- The EU’s customs overhaul will put pressure on e-commerce marketplaces as it weakens their long-used intermediary status. Under the new model, agreed last week by EU policymakers, platforms involved in distance sales will be treated as importers. Non-EU operators will also need an EU-based presence or representative, marking a clear shift toward holding platforms accountable for goods entering the bloc.Online retail platforms like Shein, Temu, and AliExpress will need an import representative in the EU to avoid increased customs scrutiny of their shipments to EU customers under new rules which aim to tackle the so-called parcels tsunami that has hit Europe....

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