Brussels, 11 March 2026 – A coalition of European industry and retail organisations is calling on the European Union to close regulatory gaps in e-commerce imports. These gaps undermine fair competition, consumer safety and the Single Market.
The organisations warn that the planned “deemed importer” system under the Union Customs Code will only apply in 2028. This timeline is too slow to address the current surge of non-compliant imports.
The coalition urges the EU to require foreign sellers to appoint a legally responsible representative in the EU for products sold online.
Rapid growth of e-commerce imports
Cross-border e-commerce has grown rapidly in recent years. This growth has created major challenges for customs authorities.
In 2025 alone, 5.8 billion parcels entered the EU market. Many of these shipments do not comply with EU rules. These rules include product safety, VAT obligations, intellectual property rights and environmental requirements.
Non-compliant sellers gain an unfair advantage. European companies must respect strict EU rules. Foreign operators often avoid these obligations.
Risk for consumers and EU businesses
The coalition warns that the current situation harms both consumers and businesses.
Unsafe products, misleading claims and VAT fraud appear more frequently in small consignments. These practices weaken European companies that follow EU standards.
They also threaten jobs and damage Europe’s industrial value chains. In addition, the trend accelerates the decline of physical retail in many town centres.
A solution available today
Industry groups welcome the EU plan to introduce the “deemed importer” concept under the new Union Customs Code. However, they stress that the measure will arrive too late if applied only in 2028.
The coalition proposes a simple solution. The EU should adopt a regulation that requires foreign sellers to appoint a legally accountable entity in the EU.
This step would strengthen enforcement and improve compliance with EU rules. Authorities could implement the measure well before 2028.
Stronger enforcement of environmental obligations
The coalition also calls for effective enforcement of Extended Producer Responsibility (EPR) in online sales.
Online marketplaces and third-country sellers must respect EU rules on packaging, electronics, batteries and textile waste. Proper enforcement would prevent free-riding and protect companies that follow the rules.
Call for immediate EU action
The signatory organisations urge the European Commission and Member States to act without delay.
Faster action will help restore fair competition, protect consumers and strengthen the Single Market.
Signatories include:
Applia, European Footwear Confederation (CEC), Cosmetics Europe, EBCA, ECOS, EFIC, EURATEX, EXPRA, Independent Retail Europe, LightingEurope, Repair&Share, Svensk Handel, Toys Industries of Europe (TIE), WEEE Forum, ZERO and EucoLight.
Read the joint statement.