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Shein Warns EU Fees and French Fast-Fashion Penalties Will Raise Prices for French Shoppers

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Shein has issued a warning that upcoming European Union handling fees and French fast-fashion penalties could significantly increase costs for French consumers, potentially adding up to €12 more per order by 2030, a company spokesperson said Thursday.

Quentin Ruffat, Shein’s spokesperson in France, told Sud Radio that the proposed €2 per-package EU fee on direct e-commerce deliveries and additional national-level environmental penalties in France would disproportionately affect Shein’s low-cost model.

“Why tax us? Why not have a discussion, find a solution between public officials and e-commerce platforms?” Ruffat asked.

Background: EU and France Target Fast Fashion

  • The European Commission has proposed a €2 handling fee on low-value e-commerce imports outside the EU, most of which originate from China.

  • A reduced €0.50 fee would apply to parcels routed through EU-based warehouses.

  • Separately, France’s National Assembly passed a bill in March to penalize fast-fashion goods due to environmental concerns, with the intent of limiting overproduction and waste.

  • The EU also plans to end duty-free treatment for e-commerce packages under €150 starting in 2028.

Impact on Shein and Consumers

Shein, which relies heavily on direct-to-consumer, low-cost shipments, argues that the new policies:

  • Discriminate against platforms like Shein and Temu

  • Will erode affordability for consumers across Europe, particularly in France

  • Threaten to increase average order prices by up to €12 by 2030, Ruffat said

The measures are viewed by critics as targeting ultra-fast fashion models that contribute to environmental degradation, excessive returns, and labor concerns.

Policy Outlook

  • The handling fee proposal still requires approval from EU member states and the European Parliament.

  • France has already endorsed the policy, and is seen as a key player pushing for tighter rules on imported low-value goods.

The U.S. has already moved in a similar direction, scrapping its “de minimis” $800 duty-free threshold earlier this month.

As e-commerce regulation tightens globally, platforms like Shein are coming under mounting pressure to adjust logistics and environmental practices—or risk losing market competitiveness in high-consumption regions like Europe.