Summary
Summary
The EU Commission and European Parliament have been monitoring the impact of Chinese e-commerce giants like Shein and Temu in the Common Market. The Parliament has adopted measures to address the influx of unsafe products and abolish customs duty exemptions.
In the last few years, French institutions, business associations, and domestic competitors have been addressing to the countries’ relevant public bodies with the challenges that are rising exponentially as Chinese e-commerce platforms have taken a significant share of the domestic market.
The EU institutions, led by the EU Commission, have closely monitored the effects of the continuous growth and market expansion of Chinese-based e-commerce giants, such as Shein and Temu, within the Common Market.
The European Parliament acted based on the referred concerns, which were factually supported by the EU Commission’s investigation into the business models of Chinese e-commerce businesses. The Parliament adopted a set of proposals on how to successfully tackle the influx of unsafe or illegal products into the EU.
One of the adopted measures is to introduce a new fixed fee of EUR 2 on parcels coming from outside the EU. The other noticeable measure is the abolition of the customs duty exemption reserved for consignments coming outside the EU with a value below EUR 150.
France’s Internal Policies
The disruption of the EU e-commerce market by Chinese e-commerce giants, primarily Shein, Temu, and AliExpress, has prompted numerous EU Member States to act swiftly and promptly on the continuously growing concerns surrounding the safety, illegality, and environmental hardships caused by millions of parcels purchased from registered sellers on these marketplaces.
In France, local business associations, Government agencies, and other relevant authorities are working diligently to implement the best possible practices to mitigate the negative impact of these marketplaces and their registered sellers.
The French Senate adopted a so-called Anti-Fast Fashion Law as a legal instrument to combat the negative environmental and business impact on the French economy. In the country, there are also different supporters demanding an even more stringent approach, such as the delisting of these platforms.
The study that has been conducted by French authorities shows that more than 66% of the products imported in the country through these marketplaces are unsafe, unhealthy, or clearly show no conformity with the local requirements.
The General Directorate for Competition, Consumer Affairs, and Fraud Control (DGCCRF) ordered Shein to pay a fine of EUR 40 million on July 3, 2025.
French E-Commerce Market
Even with the fines, pressure, and numerous controversies surrounding their business operations in the country, three Chinese e-commerce platforms appear in the top 20 by business volume. A study led by local agencies and the Federation of E-Commerce and Distance Selling revealed that Temu, Shein, and AliExpress are positioned in third, eighth, and eleventh place, respectively, based on the number of monthly visitors for the second quarter of 2025.
Considering this data and the implicit effects on gross sales made by these marketplaces, French stakeholders are placing additional pressure on local institutions to develop a practical framework to mitigate the negative impact of these platforms and the products they offer to French consumers.
One of the instruments gaining momentum is the delisting of their domains from the Google search engine and other engines used by local customers. Some respective stakeholders also see this measure as too aggressive and unfriendly toward foreign businesses.
Delisting is, however, a legal option that could be used, as it was used already on one occasion within the same business sector. US-based e-commerce marketplace Wish was suspended by the French Directorate General for Competition, Consumer Affairs, and Fraud Control for selling non-compliant and hazardous products. The courts supported the decision.
The platform was blocked from most search engines until 2023, when the platform operator introduced practices that would eliminate the previous behaviour.
It remains to be seen whether similar measures will be used as a protective measure against the “ever-growing” threat posed by the influx of products from Shein, Temu, and similar platforms.
Takeaway
The impact that Chinese E-commerce platforms have on French consumers and businesses in general is attracting increasing attention among policymakers. The fines, adopted bills, are a direct response to the ever-growing concerns over the low-value parcels, which come in tens of millions each month.
Author: Aleksandar Delic
What new measures the French government will take to protect its customers, businesses, and the economy as a whole remains to be seen in the coming months and years.
Indirect Tax Manager – E-Commerce
France has introduced new measures like fines and proposed legislation to tackle the growing concerns around Chinese e-commerce platforms such as Shein, Temu, and AliExpress, focusing on product safety, environmental impact, and business competition.
French authorities are concerned about the influx of unsafe, unhealthy, or non-compliant products from Chinese e-commerce platforms, which negatively impact both consumers and local businesses.
The Anti-Fast Fashion Law is designed to mitigate the environmental and economic impact of Chinese e-commerce giants like Shein and Temu, addressing issues related to low-value, unsafe products imported into France.
France’s government is enforcing stricter e-commerce regulations by imposing fines, such as a EUR 40 million fine on Shein, and considering actions like delisting non-compliant platforms from search engines.
Despite ongoing controversies and regulatory measures, platforms like Shein, Temu, and AliExpress remain among the top e-commerce platforms in France, with millions of visitors each month, significantly affecting local businesses.
Yes, French authorities have previously used delisting as a measure, as seen in the case of Wish. The option remains on the table as a potential response to the ongoing influx of non-compliant products from platforms like Shein and Temu.