New EU tariffs could arrive in 2026 – this is how they could transform the market

The change would arrive in a market environment where European cross-border e-commerce has been expanding rapidly for years. In 2024/2025, the value of cross-border online purchases grew to €358.7 billion, representing 10% annual growth, and around 70% of orders came via online platforms. This massive import volume underpins the rationale for the planned regulation, which from 2026 could create new competitive conditions for EU and Hungarian retailers.

EU shift on cheap imported goods: entry rules may tighten

The primary aim of the measure is to reduce the volume of imported products offered at artificially low prices and thereby create a more level playing field for EU merchants. The regulation is expected to slow the inflow of large volumes of low-value parcels from platforms such as Temu, Shein, or AliExpress, while making the true costs of shipping and production more transparent—covering, for example, logistics fees, duties, and VAT burdens.

In the new environment, optimizing the sourcing chain and revisiting pricing strategy may become strategically important for domestic and regional e-commerce players. The change encourages companies to manage suppliers and inventories in a way that keeps prices competitive, while ensuring fast delivery and a high-quality customer experience.

What does this mean for Hungarian webshops?

Until now, many Hungarian webshops have relied on low-cost direct-import products. From summer 2026, however, these orders may become more expensive, potentially creating a new situation among consumers: a large share of shoppers are price-sensitive and react quickly to price changes.

At the same time, the new regulation may also create opportunities: the role of local or regional warehousing capacity and professional fulfillment services could strengthen further. Fast delivery, accurate inventory management, and transparent order tracking could become competitive factors that Hungarian webshops can confidently build on.

Fulfillment may gain in importance

In a changing customs environment, a well-functioning logistics backbone can become a strategic advantage. Accurate stock management, fast order processing, and modern packaging solutions not only improve delivery speed, but can also help mitigate disadvantages stemming from higher import costs.

“The planned EU customs changes could create a new situation for all market players. The webshops that remain strong will be those that are flexible, fast, and able to optimize their logistics processes. Our goal is to provide fulfillment solutions that help our partners stay efficient and competitive even in the changing European environment,” said András Perényi, founder of Webshippy, commenting on the expected EU customs measures.

Source: Webshippy, forwarded by the Hello Press! Business Press Service.
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