Since 1 July 2026, the EU has introduced a new levy on small parcels from outside Europe. For many entrepreneurs, “new regulation” immediately sounds like an extra burden. But in this case, the story is different. The EU small parcel levy primarily affects the large Chinese marketplaces, and that opens up a notable opportunity for Dutch e-commerce sellers.
What is the EU small parcel levy?
The EU has introduced a levy of 3 euros on every parcel from outside the EU with a value under 150 euros. It sounds modest, but the impact on Chinese platforms like Temu and SHEIN is significant. Their average order value is around 30 euros, meaning the levy amounts to an effective tariff of 10% per order. If a parcel contains multiple items, the levy can even add up to 9 euros or more per shipment.
The business model of these platforms is built on extremely low prices and lightning-fast delivery. Those 3 euros fundamentally disrupt that model.
Temu and SHEIN are pulling back
Data from Smarter Ecommerce shows what was already happening before 1 July: Temu halved its advertising budget on Google Shopping, and SHEIN almost completely disappeared from the ad auctions. Of all European advertisers who previously faced competition from Temu, that percentage dropped from around 60% to 23%. SHEIN fell as low as 5%.
That is not a minor adjustment, that is a strategic retreat.
The reason is logical: parcels with long delivery times from China would still arrive at the border after 1 July. To avoid accumulating fees, these platforms had to stop advertising weeks in advance.
Amazon is cashing in
Not everyone is pulling back. Amazon remained stable at around 87% advertiser overlap in Europe and is actively capitalising on the freed-up space. It is no coincidence that Prime Day this year fell on 23-26 June, precisely at the moment when Chinese advertisers were cutting their budgets. Amazon peaked its ad spend at the exact moment its biggest competitors went dark. That is not timing, that is strategy.
Opportunities for Dutch sellers
The space left behind by Temu and SHEIN is real. Less competition on Google Shopping means lower cost per click, more visibility and potentially higher conversions. This applies in particular to categories where Chinese sellers were strongly represented: electronics accessories, fashion, home accessories and gadgets.
Sellers with a European product range and fast delivery now have a structural advantage they did not have before. And that advantage is not temporary: from 2028, import duties must be paid on every parcel from China, even if the value is below 150 euros. The pressure on Chinese platforms will only increase from there.
For Dutch e-commerce entrepreneurs, this is a great moment to turn this legislation to their advantage and act on it.
