Commerce, both physical and online, is undergoing a period of rapid transformation. European customs reform, new legal responsibilities for marketplaces, regulatory pressure on sustainability: the rules of the game are changing at a pace that few players had anticipated. Rather than a broad overview of general trends, this article focuses on three concrete shifts that are reshaping the retail sector in 2026.
European customs reform: a fiscal shock for cross-border e-commerce
Since July 1, 2026, the European Union has eliminated the customs duty exemption that applied to shipments valued at 150 euros or less. Instead, a flat customs duty of 3 euros per item applies to these small parcels, until July 1, 2028, when a traditional calculation based on value, origin, and tariff classification will take over.
That’s not all. A separate management fee, estimated between 2 and 4 euros per item, is set to come into effect by November 1, 2026, at the latest. For a consumer ordering a product for 8 euros from a Chinese platform, the additional charges could therefore represent half of the initial price.
Following the news on Guide Info Commerce allows one to gauge the extent of these changes over the weeks, as the precise terms of the management fee are still being finalized in several member states.
The first effects are already visible. According to a Euronews survey, the volume of small parcels coming from platforms like Temu, Shein, or AliExpress has reportedly dropped by 30 to 40% since the summer of 2026. This decline does not automatically benefit European retailers: part of the demand simply disappears, as consumers forgo purchases due to a lack of alternatives at the same price.
Marketplaces and legal responsibility: the importer status changes the game
Beyond taxation, the European customs reform profoundly alters the legal status of major online sales platforms. Marketplaces that facilitate the sale of products imported from third countries to European consumers are now considered importers under customs law.
This change in status has direct consequences.
- Platforms become responsible for ensuring that products comply with European standards (safety, labeling, chemical substances), where they previously presented themselves as mere technical intermediaries.
- Fines of up to 6% of revenue are anticipated in cases of non-compliance, according to provisions relayed by several legal analyses of the reform.
- Platforms must implement document verification systems for goods before they enter the European market, which extends logistics timelines and increases operational costs.
For European brands and retailers, this evolution may partially rebalance competition. Products sold through non-European marketplaces will incur compliance costs that their sellers have previously avoided. However, field reports vary on the actual extent of this effect: some observers believe that major platforms will absorb these costs to maintain their price competitiveness.
Sustainability directive and greenwashing: new obligations for retail companies
The European directive on the green transition for consumers imposes strict rules on retail companies regarding environmental communication, with transposition expected into national laws before September 2026.
The text directly targets greenwashing practices. Vague environmental claims (“eco-friendly”, “good for the planet”, “green”) become prohibited unless they are backed by verifiable evidence and recognized methodologies. Self-awarded sustainability labels, without certification from a third-party organization, are also targeted.
What this concretely changes for retailers
A retailer displaying “sustainable collection” in a textile aisle must be able to provide, upon request, precise data justifying this claim: product lifecycle, origin of materials, manufacturing conditions. The level of proof required far exceeds what most brands currently practice.
For pure e-commerce players, the constraint extends to online product listings. Every environmental mention must link to accessible documentation. The available data does not yet allow for measuring the cost of compliance for SMEs in the sector, but several professional federations are warning about the administrative burden this represents.
Physical retail and customer data: the rise of retail media networks
Alongside these regulatory pressures, the retail sector is developing a new source of revenue: retail media networks. The principle is to monetize advertising spaces on the retailer’s owned channels (website, app, in-store screens) by leveraging customer purchase data for precise targeting.
This model transforms the retailer into an advertising agency. Brands pay to appear at the right moment in the shopping journey, based on transactional data that only the retailer possesses. The promise is of more effective targeting than traditional advertising, as it is based on actual purchasing behaviors rather than stated intentions.
- Grocery chains are the most advanced in this area, with advertising platforms integrated into their drive and delivery sites.
- Specialty retailers (DIY, electronics, sports) are beginning to structure their retail media offerings, with varying levels of maturity.
- The issue of transparency and effectiveness measurement remains open: advertisers are calling for common standards that do not yet exist.
This development raises questions about customer data protection and the balance between advertising monetization and shopping experience. A store that multiplies sponsored placements risks degrading the navigation for its own customers.
The retail sector in 2026 is characterized less by spectacular innovations than by a tightening of the European regulatory framework that redistributes the cards between local players and global platforms. Companies that integrate these constraints early into their strategy have a tangible advantage over those that wait for deadlines to react.
