Vertical sales drop in European Union countries recorded by Chinese press platforms Temu and Shein following the imposition of the duty of EUR 3 on small packages up to EUR 150 entering Europe from third countries.
Temu: Fall 50% in a Month
The measure In particular, it concerns Chinese platforms, as some 5.9 billion small packages entered the EU in 2025, nine out of ten of which came from China. The first indications from the French market are impressive. A study of Joko, French fintech and consumer trading analysis platform, which utilizes anonymous banking data for the study of purchasing behaviour, based on transactions of 1.5 million consumers, records between June and July a fall in market volume by about 50% in Temu, 43% in DHgate, 37% in AliExpress and 15% in Shein.
At the same time, the average consumer basket increased by 30% in Temu and 27% in AliExpress, which shows that French consumers seem to gradually abandon very small, impulsive orders and concentrate more on their markets.
Shein, however, remains extremely strong, stating about 23 million users in France. The company had a loss of around EUR 87 million in the first half of 2026, yielding part of the deterioration in the changes in customs rules and the intensity of competition. During the summer discounts of 2026, Shein lost three places in the retail chain rankings, in which the French spent most, while Temu came out of the top ten.
Jumbo the big winner in Greece
For Greece so far there is no official data and most sources refer to early autumn so that there is a clearer picture. In this context, a study will probably be presented in September by the SELPE, the retailer's association, with specific information on the course of imports of small packages from China and Turkey.
The only Greek company that has so far reported – indirectly – that it has benefited from European Union measures is Jumbo. The company whose shares are listed on the Athens Stock Exchange in the announcement of the financial figures of July showed a significant increase in sales, more than in previous months. In a comment from the administration on the EU measure states that «The measure, although very strict, is a first essential step towards establishing fairer competitive conditions between European retail companies and international digital platforms».
