From 1 July, new EU customs rules will take effect in Hungary, making low-value imports from outside the bloc more expensive. Goods ordered from platforms such as Temu, Shein and AliExpress with a value below EUR 150 will incur a EUR 3 customs charge, according to Szilvia Linczmayer, spokesperson for the National Tax and Customs Administration (NAV), speaking to MTI.
Buying three T-shirts may be cheaper than a mixed order
Under the new regime, the EUR 3 fee will not be applied per parcel but per product category contained within it. These categories are defined by customs tariff codes.
In practice, this means that a single order containing a T-shirt, a phone case and a pair of earphones — each falling under different tariff classifications — would attract a total charge of EUR 9. By contrast, an order consisting of three identical cotton T-shirts, all within the same category, would incur just EUR 3.
The additional cost is expected to be incorporated into retailers’ prices at checkout. The rules apply only to consignments valued below EUR 150; higher-value imports remain subject to existing customs procedures.
Shoppers urged to think carefully
The measure, introduced by the European Commission as part of a broader customs reform, applies across all EU Member States, including Hungary. NAV said it is working closely with market participants to ensure a smooth transition. Customs clearance for small parcels will continue to be handled by postal services, courier firms or platform-appointed agents.
In effect, consumers will pay the surcharge upfront at the point of purchase — approximately EUR 3 (around HUF 1,000) per product category.
While China has previously criticised what it sees as mounting trade pressure from the European Union, it has not launched a diplomatic response to the latest rules targeting direct-to-consumer shipments. Analysts suggest a wait-and-see approach, with preparations underway behind the scenes.
How Chinese firms are adapting
Companies are responding on two fronts. They are shifting towards higher-value goods, which fall outside the scope of the EUR 3 charge; for low-cost items, the new rules could push prices up by 60 to 150 per cent.
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They are rapidly expanding warehouse capacity within the EU, allowing goods to be dispatched from inside the bloc and thus avoid the surcharge altogether.
Platforms are also expected to encourage customers to group purchases by product type — for instance, ordering only cotton T-shirts in a single transaction — so the fee is applied just once.
According to European Commission data, around 4.6 billion low-value parcels entered the EU in 2024, with 91 percent originating from China. Brussels argues that this dominance stems not from superior quality but from the systematic under-declaration of goods’ value, a practice it says distorts competition and could ultimately allow suppliers to raise prices once rivals have been driven out.
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