Italy and the European Union (EU) have begun to reassess the de minimis framework for small parcel imports, which has been closely linked to the business model of ultra-fast fashion. Europe is now entering a phase in which regulatory measures are being applied to slow cross-border e-commerce models that deliver large volumes of low-priced goods directly to consumers.
In Italy’s 2026 draft budget, a new measure has been introduced that would impose a €2 levy per shipment on parcels valued at under €150 entering the country from outside the EU. As a result, low-value imports that have previously fallen under the de minimis duty exemption would, for the first time, be subject to a uniform charge.
The Rapid Expansion of “Ultra-Fast, Ultra-Low-Cost” Cross-Border E-Commerce
The move comes amid a sharp increase in low-priced imports from China. In particular, business models developed by platforms such as Shein and Temu, characterized by extreme speed and aggressive pricing, have raised growing concerns about their potential impact on Italy’s domestic fashion industry.
According to data from the European Commission, approximately 4.6 billion items priced under €150 were imported into the EU in 2024, equivalent to an average of around 12 million parcels per day. This represents a steep increase from roughly 2.3 billion items in 2023 and 1.4 billion in 2022, underscoring the explosive growth of cross-border e-commerce in a short period of time. Against this backdrop, Italian fashion industry associations have for years called for stronger regulatory intervention.
Parliamentary documents estimate that the new levy on small parcels would generate approximately €122.5 million in revenue in 2026, rising to around €245 million in both 2027 and 2028. Beyond fiscal considerations, the measure clearly reflects an intention to protect domestic industries.
A Broader Shift Across the EU
Italy’s move is part of a wider European trend. Across the EU, reforms to the small parcel import system are already underway. Member states have agreed that from 1 July 2026, all parcels valued under €150 entering the bloc will be subject to a flat €3 charge. Crucially, the levy will apply per parcel rather than per item.
Until now, parcels below the €150 threshold benefited from duty relief. However, EU policymakers have increasingly argued that this framework distorts the market and places domestic businesses at a competitive disadvantage. The €3 charge is positioned as a temporary measure, pending the establishment of a permanent system to replace the current de minimis structure.
EU Trade Commissioner Maroš Šefčovič explained the rationale behind the decision as follows: “E-commerce is expanding rapidly, and the world is changing at great speed. That is why we need the right tools to keep pace with these changes.”
“The decision on customs measures for small parcels entering the EU is crucial to ensuring fair competition at our borders in today’s e-commerce era.”
Fiscal Tightening and Policy Choices in Italy
At the same time, Italy is pursuing broader fiscal tightening. The government led by Prime Minister Giorgia Meloni has announced a series of tax measures, including an increase in the financial transaction tax. As a result, the combined tax and social security burden is expected to rise to the upper 42% range of GDP, placing Italy among the higher-taxed advanced economies.
These developments in Italy and the EU are beginning to undermine the very foundations that have defined ultra-fast fashion—low prices, speed, and duty relief. Over the coming years, these regulatory changes are likely to affect not only pricing strategies and logistics models, but also consumer purchasing behavior. Europe’s policy shift may ultimately serve as a catalyst for redefining the relationship between the fashion industry and cross-border e-commerce.
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