The e-commerce landscape is about to experience a major upheaval. As the European Union and the United States prepare to tighten the stranglehold on Chinese giants like Shein and Temu, a new era is beginning for Western B2B commerce.
Tensions are rising in the e-commerce market. While the European Union is preparing to strike a major blow against the Chinese e-commerce giants, the United States is oscillating between action and delay. Shein, Temu and their counterparts are in the crosshairs. But what is really happening, and what will be the consequences for the Western market?
The boom in Chinese e-commerce: figures that make you dizzy
Let's start with the facts. In 2024, the European customs processed a staggering number of packages:
- 4.6 billion low-value shipments
- 12 million of packages per day
- One volume Multiplied by three compared to 2022
And the most striking thing? 91% of these packages come from Chinese websites.
In the United States, the situation is just as impressive:
- 600% Increase in shipments in 10 years
- 1.36 billion of packages in 2023, compared to 140 million in 2015
These figures illustrate an unavoidable reality: Western consumers have become addicted to low prices and the variety offered by Chinese platforms. In France, for example, spending on Temu and Shein increased by respectively 11% and 12% in 2024, according to the firm specializing in consumer trends Circana.
Behind the scenes: growing concerns
But behind these impressive numbers are growing concerns:
- Product safety : Many items do not meet Western standards, sometimes containing dangerous substances such as lead.
- Unfair competition : Local producers are struggling to compete with unbeatable prices.
- Pressure on postal systems : In France, nearly a quarter of the packages distributed by La Poste come from these platforms.
The EU's response: a crackdown in several acts
Faced with this situation, the European Union is not sitting idly by. Here are the main measures that are being considered or are already under way:
- Targeted surveys : The European Commission has opened investigations against Shein and Temu for non-compliance with consumer protection standards.
- Customs reform : An acceleration of the reform of the customs union is planned, with the use of digital tools such as AI to detect non-compliant packages.
- New taxes : The abolition of the customs exemption for low-value packages is under consideration.
- Anti-fast fashion legislation : In France, a law aimed at reducing the environmental impacts of fast fashion was adopted in March 2024.
The fluctuating position of the United States
Across the Atlantic, the situation is more complex. The Trump administration, which was initially firm on the issue, recently decided to postpone the taxation of small packages. This measure aims to more strictly regulate the “de minimis” exemption mechanism, which currently relieves taxes on packages imported into the United States worth less than 800 dollars, which is considered too permissive. While this decision gives e-commerce giants Shein and Temu a temporary break, their future remains uncertain.
This American delay contrasts with European action and raises questions about the coherence of Western approaches to this common challenge.
The potential consequences: an upheaval in the e-commerce landscape
If these measures are fully implemented, the impact will be significant:
- Price increase : Consumers could see the prices of imported products rise.
- Market rebalancing : Local producers could regain competitiveness.
- Transforming logistics flows : Distribution systems will have to adapt to a new reality.
The opportunity of the century for Western B2B
In this context of upheaval, a major opportunity is emerging for Western B2B. Here's why:
- Relocation : Rising import costs could encourage local production.
- Short circuits : Western businesses could take advantage of their proximity to consumers.
- On-demand production : Technologies that allow for more agile and personalized production could gain in importance.
How can we prepare for this new era?
For B2B decision-makers, it is time for action. Here are some recommendations:
- Audit your dependence on international flows : Accurately understand your exposure to Chinese imports.
- Investing in logistics tech : Agility and efficiency will be key in this new landscape.
- Rethink your partnerships with a local vision : Build a solid network of local suppliers and partners.
Conclusion: towards strengthened western B2B logistics
The revolution that is about to come in e-commerce is not only a challenge. This is a historic opportunity for European B2B to reinvent itself.
The question is no longer whether change will happen, but how you will adapt to it. Are you ready to take advantage of this opportunity?
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