Report
Beyond Regulation: How New Cross-Border E-Commerce Measures Are Affecting European Consumers
Over the past five years, cross-border e-commerce has grown rapidly across Europe, becoming an increasingly important source of products and value for consumers. However, the regulatory environment has recently begun to evolve, with new €3 flat tariffs, upcoming €2 handling fees, compliance requirements and other regulatory measures prompting platforms and merchants to adjust their business models and operations.
Against this backdrop, NIQ conducted an online survey of 2,501 consumers across five key European markets — Germany, France, Italy, Spain and Poland — to understand how these changes are being experienced by consumers in their everyday shopping journeys. The study explores the tangible impact of the evolving cross-border e-commerce environment on consumer prices, product availability, choice and purchasing behavior.
Amid a Broader Rise in Living Costs, New Tariffs on Cross-Border E-Commerce Add Further Pressure
Around 87% of European consumers see cross-border e-commerce as an important channel for accessing affordable products, helping them better cope with rising prices.
Since the introduction of new tariffs, European consumers’ monthly living expenses have increased by around 23%. Lower-income households have been more heavily affected.
To cope with rising spending on cross-border e-commerce, lower-income households are cutting back on essential expenses, with clothing and footwear (53.6%), food (50.3%) and healthcare (19.5%) among the areas most affected.
Fewer Categories, Fewer Choices, Slower Innovation — European Shoppers Are Feeling the Impact, While Local Migration Remains Limited
56% of consumers noticed reduced product category availability, while 40% ended up purchasing products that did not fully meet their needs as a result of reduced choice. Meanwhile, 26% perceived a slowdown in the introduction of new products.
These shifts led consumers to spend 23% more time comparing and selecting products, on average. Among lower-income consumers, 67% reported a decline in their spending intentions, indicating a tangible impact on consumer behavior.
Only 8% of consumers would shift their purchases to local e-commerce platforms or physical stores.
The variety, convenience and affordability offered by cross-border e-commerce make it difficult for local channels to fully match its appeal.
Consumers Generally Dissatisfied with Current Flat Duties on Cross-Border Purchases and Opposed to Further Increases
51% of European consumers are dissatisfied (rating 1–2 out of 5) with the additional duties or fees currently applied to cross-border purchases.
More than 55% of European consumers would be dissatisfied with further increases in additional fees on cross-border e-commerce, in the context of the EU’s planned increase in handling fees for small parcels in November 2026.
In the Future
As European consumers continue to rely on cross-border e-commerce for value, choice and access, policymakers and industry stakeholders should work together to better understand its consumer impact. Constructive dialogue among policymakers, platforms, merchants and consumers will be essential to finding a balanced path forward — one that protects consumers’ rights while preserving affordability, choice and access to innovation.
