Chinese cross-border e-commerce continues to expand in Europe, but increasing regulatory pressure, customs reforms and consumer protection requirements are reshaping the operating model for sellers.
Spain and Europe remain key destinations for Chinese cross-border e-commerce, with platforms such as AliExpress, Shein, Temu and TikTok Shop achieving significant market penetration. However, 2025–2026 marks a turning point in the regulatory landscape.
The EU customs reform, in force since 2025, has eliminated the VAT exemption for packages under €22 and reinforced product safety controls. The Digital Markets Act (DMA) and Digital Services Act (DSA) impose new obligations on large platforms, including algorithmic transparency and liability for illegal content.
For Chinese sellers, this means a fundamental transformation: EU tax registration (via OSS/IOSS), CE product compliance, higher compliance costs and adaptation to European consumer protection standards.
Companies that successfully adapt will gain a significant competitive advantage. Reputation, delivery reliability and regulatory compliance are becoming key differentiating factors in the European market.
Iberex Spain helps Chinese companies structure their legal and tax presence in Spain and the EU, including VAT registration, company formation, distributor contracts and digital compliance advisory. Contact us to explore how to optimise your European operations.