#forest shipping

Amazon’s decision to move its summer Prime Day event forward to June created a broader promotional ripple across the U.S. retail market. According to the latest analysis from Digital Commerce 360, competing sales events launched by Walmart, Target, and other major retailers helped accelerate online retail growth and strengthen consumer spending throughout the month.

U.S. e-commerce sales reached approximately $142.67 billion in June 2026, representing a 14.2% increase compared with the same month a year earlier. This marked the first time in four years that June recorded double-digit year-over-year growth in online sales.

Prime Day Accounted for Nearly One-Fifth of June Online Sales

During Prime Day 2026, held from June 23 through June 26, U.S. consumers spent an estimated $26.4 billion online over the four-day period.

That amount represented approximately 18.5% of total U.S. e-commerce sales for the month. Compared with the corresponding promotional period in 2021, Prime Day’s contribution to monthly online sales increased by 6.5 percentage points.

The results suggest that Prime Day now influences far more than Amazon’s own marketplace. When Amazon launches a major shopping event, competing retailers frequently introduce their own discounts, membership promotions, and limited-time offers to capture consumer attention.

This industry-wide response creates a “halo effect,” expanding promotional activity across multiple platforms and encouraging shoppers to compare prices and make purchases throughout the wider retail market.

E-Commerce Penetration Reaches Its Highest Level Since 2020

Total U.S. retail sales reached approximately $768.55 billion in June, while e-commerce accounted for 18.56% of the market.

This was the highest monthly e-commerce penetration rate recorded since April 2020, when pandemic-related restrictions led to a sharp increase in online shopping.

June also became the seventh consecutive month in which U.S. online sales increased year over year. The continued expansion indicates that digital consumer demand remains resilient despite changes in household budgets and broader economic conditions.

The performance of Prime Day 2026 also demonstrates how major promotional events can reshape seasonal shopping behavior. June has traditionally been a quieter period between spring sales and the back-to-school shopping season. However, Amazon’s decision to hold Prime Day earlier encouraged consumers to bring purchases forward and prompted other retailers to adjust their promotional calendars.

What the Growth Means for E-Commerce Sellers

Strong online retail growth creates opportunities for marketplace sellers, but it also places additional pressure on inventory planning, fulfillment capacity, and transportation schedules.

Sellers preparing for major promotional events should ensure that inventory arrives at fulfillment centers before receiving and processing volumes begin to rise. Sales forecasts should also account for demand generated across multiple marketplaces rather than focusing only on Amazon.

For international sellers, shipping schedules must include sufficient time for production, export procedures, customs clearance, warehouse appointments, and final delivery. Replenishment plans should also be prepared in advance to reduce the risk of stockouts during or immediately after the promotional period.

The concentration of sales during the four-day event shows how quickly consumer demand can shift. Businesses that wait until a promotion begins to arrange replenishment may struggle to restore inventory before the peak buying window closes.

Earlier Promotions Require Earlier Logistics Planning

For international sellers sourcing products from China, an earlier Prime Day schedule also means that manufacturing and shipping plans must begin sooner.

Working with an experienced shipping agent in China can help sellers coordinate factory pickup, export documentation, international transportation, customs clearance, and final delivery to Amazon fulfillment centers.

Ocean freight may offer a more cost-effective option for large inventory shipments, but sellers need to account for production lead times, sailing schedules, port congestion, customs clearance, and final delivery to Amazon fulfillment centers. Air freight can support urgent replenishment, although transportation costs are generally higher.

At Forest Shipping, we recommend coordinating purchasing, production, inventory forecasting, and international transportation as part of one integrated plan. Reviewing shipment timelines early can help sellers choose the right balance between ocean freight, air freight, and expedited delivery services.

Conclusion

Amazon’s decision to hold Prime Day 2026 in June helped drive a notable increase in U.S. e-commerce sales, while competing promotions from Walmart, Target, and other major retailers amplified the impact across the market.

With June online sales reaching approximately $142.67 billion and e-commerce penetration rising to 18.56%, the figures highlight the continued strength of online retail growth in the United States.

The EU PPWR is set to reshape how global e-commerce sellers prepare packages for the European market. According to media reports, the European Union is strengthening its regulation of excessive e-commerce packaging under the latest Packaging and Packaging Waste Regulation. Starting August 12, 2026, the internal void space of e-commerce parcels entering the EU market will be strictly limited to no more than 50%.

The purpose of this new rule is clear: by forcing businesses to reduce unnecessary empty space inside packaging, the EU aims to cut material waste and lower carbon emissions throughout the logistics process.

EU E-Commerce Packaging

A Strict Definition of “Void Space”

One of the most important details of the new rule is how strictly “void space” is defined.

Under the regulation, all filling materials will be counted as part of the void space. This includes common protective packaging materials such as air pillows, bubble wrap, foam plastic, and crumpled kraft paper padding.

In practical terms, this means the old approach of using oversized cartons and filling them with large amounts of cushioning material will no longer work under the new standard. Even if the box appears “filled,” the space occupied by filler will still be treated as unused packaging volume.

The Rule Covers the Entire E-Commerce Supply Chain

The regulation applies broadly across the e-commerce circulation chain, including online retailers, fulfillment centers, and third-party logistics providers.

Affected companies will need to complete a full compliance adjustment of their packaging systems no later than January 1, 2030. By that deadline, the portion of packaging volume not occupied by the product itself must not exceed half of the total packaging volume, regardless of how the space is filled.

For sellers shipping goods into Europe, this means packaging compliance will no longer be a simple warehouse-level detail. It will become part of a broader operational requirement involving product packaging design, fulfillment processes, and logistics planning.

PPWR Also Targets Misleading Packaging Design

In addition to limiting physical void space, the EU PPWR also targets packaging designs that may mislead consumers by creating a false impression of product size or value.

The regulation places restrictions on structural redundancy, including double-layer box walls, hidden false bottoms, and similar designs that intentionally create the illusion of greater capacity or premium presentation.

This measure is intended to prevent brands from using exaggerated outer packaging as a marketing tactic to make products appear larger, more valuable, or more substantial than they actually are.

Precision Packaging Will Become Essential

For e-commerce operators processing large daily order volumes, shifting toward packaging that closely matches the actual product size will become a necessary step.

Industry observers generally expect wider adoption of 3D scanning technology and automated box-making systems. These solutions can measure a product’s three-dimensional data in real time and cut cartons on site to fit the item more accurately.

Compared with the traditional method of manually selecting cartons based on warehouse experience, automated right-size packaging can help sellers reduce packaging waste, improve shipping efficiency, and better prepare for future compliance inspections.

The Regulation Allows Limited Exceptions

The new rule is not entirely one-size-fits-all. The regulation includes specific exemption scenarios.

If additional space is the only necessary way to protect goods from physical damage during long-distance transportation, the packaging may be allowed to exceed the 50% void space limit.

This exception is particularly relevant for fragile, irregularly shaped, or high-value products that require special protection during cross-border shipping. However, sellers should not rely on this exemption casually. In practice, businesses may need to justify why the additional space is necessary for product safety rather than convenience or branding.

The regulation also provides a corresponding transition window for certain special packaging designs that were registered before the new rule takes effect and are linked to specific trademark protection or inherent product requirements.

Long-Term Benefits: Lower Costs and Lower Emissions

From a long-term perspective, reducing packaging volume can significantly improve logistics efficiency and lower shipping costs.

Smaller and better-fitted packaging can reduce the amount of space parcels occupy during storage, transportation, and final delivery. At the same time, the direct consumption of corrugated cardboard and filling materials will also decline.

For businesses, this creates a dual benefit: lower operating costs and stronger environmental performance. For the broader supply chain, it supports the EU’s wider goal of reducing packaging waste and transportation-related emissions.

A Standard Calculation Method Is Coming

To ensure consistent enforcement across EU member states, the European Commission plans to publish a standardized method for calculating void space volume by February 2028.

This calculation method is expected to provide market regulators in different member states with a clearer basis for inspection and enforcement. For sellers and logistics providers, it will also help define how packaging compliance should be measured in practical operations.

A Deeper Look: Why Sellers Should Prepare Early

The new packaging rules are not just an environmental policy update. They represent a structural shift in how cross-border e-commerce shipments to Europe will be evaluated.

For global sellers, especially those exporting lightweight and small goods to the EU, packaging will need to become more data-driven, standardized, and traceable. Oversized cartons, excessive filler, and visually inflated packaging may increase compliance risks, even if the product itself meets all market entry requirements.

Sellers should begin reviewing their current packaging workflows, product dimensions, carton selection standards, and fulfillment partner capabilities. Working with a reliable logistics partner or shipping agent can also help businesses better understand how packaging size affects freight cost, customs movement, warehousing efficiency, and final delivery performance.

Forest Shipping is an international freight forwarder that helps businesses ship goods from China to Europe. For sellers preparing for the EU PPWR era, a logistics partner with cross-border shipping experience can support more practical planning, from shipment consolidation and carton optimization to smoother transportation into the European market.

Summary

As the EU turns the latest PPWR requirements into binding legal rules, the packaging logic for global e-commerce exports to Europe will be reshaped. The 50% void space limit is more than a technical packaging standard. It signals a new phase in which sustainability, logistics efficiency, and consumer transparency are becoming closely connected.

Wildberries has recently rolled out a major upgrade to the Wildberries returns update within its seller backend, making the “Buyer Returns” section far more efficient and easier to manage. The latest changes are designed to streamline seller return management, reduce unnecessary page switching, and help merchants handle return requests with greater speed and accuracy.

One of the most practical improvements is the addition of a new “Transaction” column in the return request form. This field now displays the exact date and time when the order was completed, allowing sellers to quickly verify the order cycle and assess each case with better context. For sellers dealing with high order volumes, having this information visible at a glance can significantly improve judgment and response speed.

At the same time, Wildberries has removed the previous “Reply to Buyer” column and enhanced the “Details” column with more useful information. Sellers can now see the application number, the return reason submitted by the buyer, and the buyer’s identity type, whether an individual or a legal entity. This added clarity supports more accurate seller return management and gives merchants a fuller view of each request before taking action.

The most notable part of this Wildberries returns update is the introduction of a unified pop-up window that consolidates all application details into one place. Instead of opening multiple pages to review supporting materials, sellers can now click the relevant row under either the “Under Review” or “Archived” tabs to access everything at once. This includes buyer-uploaded photos and videos, return reasons, messages, and identity information. By centralizing these details in a single interface, Wildberries has made eCommerce return processing much more convenient and far less time-consuming.

This improvement is especially meaningful for sellers who manage returns at scale. Return reviews often require quick cross-checking of evidence, order timing, and buyer explanations. When these elements are scattered across different pages, even simple cases can become inefficient to handle. Wildberries’ new design removes much of that friction, helping sellers save time, reduce manual steps, and improve the consistency of their review process.

In a broader sense, this update reflects a growing trend across eCommerce platforms: backend tools are becoming more operationally focused, not just functionally complete. Platforms are increasingly recognizing that merchants need systems that support fast decision-making, lower administrative burden, and smoother post-sale service. For sellers on Wildberries, this is not just a cosmetic interface change. It is a practical upgrade that can improve day-to-day workflow and strengthen the overall efficiency of eCommerce return processing.

eBay has recently rolled out an eBay Seller Hub update that changes how sellers view and manage ended listings. In the listing management area, the platform is merging the previous “Sold” and “Unsold” statuses into a single new Inactive listings tab. While the change is intended to streamline workflows, it has drawn significant attention during its phased rollout—especially as some sellers report technical issues that disrupt everyday eBay listing management.

What Changed in Seller Hub

Under the updated interface, eBay introduces a new “Inactive” page that includes all listings that were previously published but are no longer visible to buyers. In practice, this new Inactive listings tab replaces the older split view of “Sold” and “Unsold,” consolidating ended items into one place for simpler navigation and review.

Phased Rollout: Not Every Account Sees It Yet

According to seller feedback, this eBay Seller Hub update appears to be launching in stages. As a result, some accounts can already access the new “Inactive” page, while others still see the previous layout. This staged deployment has contributed to confusion, since sellers may be comparing different experiences and interface versions.

Seller Concerns: Does the 90-Day Retention Still Apply?

A major topic in the discussion is whether listings in the “Inactive” status still follow the same retention rule many sellers relied on before—particularly the commonly referenced 90-day listing retention for unsold items.

Previously, the interface clearly displayed a note indicating a 90-day validity or retention period for certain ended listings. With the new Inactive listings tab, that prompt is no longer shown in the same direct way. This omission has led some sellers to worry that eBay’s policy may have changed without formal notice, even though no confirmed update has been communicated through the interface itself.

Reported Technical Issues: Errors When Deleting Inactive Listings

Beyond policy concerns, sellers have also reported operational disruptions tied to this eBay Seller Hub update. On eBay’s community forum and across social media discussions, some sellers claim they encounter error messages when attempting to manually delete items from the “Inactive” page, preventing the action from being completed.

For sellers who routinely clean up ended listings to reduce clutter and avoid confusion, this temporary inability to remove inactive items can interrupt their workflow and complicate ongoing eBay listing management.

No Detailed Official Explanation So Far

As of now, eBay has not released a detailed public explanation addressing the questions raised about listing retention or the technical issues reported during the rollout. Sellers are left to interpret the change based on what they see in their own dashboards, which may differ depending on whether the update has reached their account.

Summary

This eBay Seller Hub update consolidates previously “Sold” and “Unsold” listings into a single Inactive listings tab, aiming to simplify eBay listing management. However, the phased rollout and the removal of clear on-screen references to a 90-day retention window have triggered seller concerns. On top of that, some sellers report errors when deleting inactive listings, which can disrupt routine account maintenance. Until eBay provides an official clarification, sellers may want to monitor their dashboard behavior closely and document any issues they encounter.

Conclusion: Keep Operations Organized as Platform Tools Change

Interface changes are a normal part of selling on large platforms, but they can create real friction when they affect day-to-day listing workflows. If you’re managing high volumes of inventory across marketplaces, keeping your operations structured—and your fulfillment plan flexible—matters as much as your product strategy.

On January 29, eBay quietly rolled out a new advertising attribution policy across its U.S. and Canada marketplaces. Under the update, the click attribution window for eBay Promoted Listings was extended from the previous 24 hours to 30 days—an unusually large shift that is already reshaping how sellers evaluate their ad spend.

With this new ad attribution window, any order placed within 30 days of a buyer clicking a promoted listing can be attributed to the ad, and eBay may charge the corresponding ad fee based on that attributed sale. As a result, many sellers report a sharp increase in eBay advertising fees, even when overall sales volume has not grown at the same pace.

What the New Attribution Rule Means

Previously, promoted listing clicks were typically attributed within a much shorter 24-hour window. The change to a 30-day attribution period means that a single ad click can remain “active” for nearly a month. If a buyer returns later—through direct search, a saved item, or repeat visits—and completes a purchase during that period, the sale may still be counted as an ad-driven conversion.

This expanded attribution approach can significantly increase the number of orders classified as ad-attributed, which in turn can increase the fees sellers pay for promotion.

Why Sellers Say Costs Are Spiking

Since the policy took effect, sellers have reported major jumps in advertising cost ratios. Some claim their advertising costs rose from roughly 30%–40% of sales to over 80%, and in extreme cases even exceeding 100%. At the same time, many sellers say actual sales performance did not increase proportionally—compressing margins and making profitability harder to maintain.

In short: a longer ad attribution window can translate into more transactions being treated as ad-attributed, leading to higher eBay advertising fees without a guaranteed lift in incremental sales.

Lack of Notice and Support Confusion

A major source of frustration is that many sellers say they did not receive clear, formal communication about the change. Some reported only discovering the update after noticing unexpected fee increases. When contacting customer support, sellers also said representatives appeared unfamiliar with the new rule, which intensified confusion and dissatisfaction.

Growing Backlash and Potential Seller Shift

Over the past year, eBay has adjusted its advertising rules multiple times. This latest extension of attribution timing has triggered strong pushback from sellers, with many describing it as a fundamental change in how ad performance is measured and charged.

Some sellers have indicated they may reduce advertising spend on eBay Promoted Listings, while others are considering shifting focus to alternative e-commerce platforms if the cost structure continues to erode margins.

Closing Note

Brazil’s persistent high temperatures are reshaping Brazil summer shopping patterns and driving a sharp rise in seasonal product sales. New retail data shows that heat-driven “preventive” and convenience purchases are accelerating, reinforcing why real-time inventory management is becoming a critical capability for retailers and importers planning seasonal assortments.

Key Findings From Large-Scale Receipt Data

Based on an analysis of more than one billion invoices, Brazil’s 2026 summer season shows clear, category-specific shifts:

Insect repellent surged, appearing in carts 175% more frequently than before. Average prices increased 14.6%, signaling both demand pressure and consumers’ willingness to pay for preventive items during extreme heat.

Ice cream sales rose 33.3%, while the average price slipped slightly (-0.5%) to R$ 28.12. This suggests a preference for single-serve formats and immediate-consumption options—an important signal for assortment and packaging strategy.

Coconut water sales increased 30.5%, with the average price rising to R$ 16.95, reflecting growing demand for hydration-focused products.

Beyond these standout categories, broader grocery trends also moved upward:

Fruit and vegetables: overall sales value up 7.2%

Meat and poultry: up 5.1%

Alcoholic beverages: up 5.3%

Together, these shifts point to a more heat-responsive basket mix—an actionable insight for anyone involved in sourcing, replenishment, or distribution tied to seasonal product sales.

What’s Driving the Spike in Heat-Season Demand

The data indicates that the summer holiday period and increased social activity are amplifying demand for products that feel:

Cooling (ice cream, chilled drinks)

Convenient (single-serve and ready-to-consume items)

Preventive (repellents and other protective purchases)

In practice, extreme weather is accelerating “need-it-now” shopping behavior, which can create rapid, localized demand spikes. This is exactly where real-time inventory management becomes the difference between maintaining shelf availability and losing sales to stockouts.

Inventory and Supply Chain Implications for Retailers and Importers

Heat-driven demand tends to be fast-moving and volatile, which creates several operational risks:

Forecasting gaps: Traditional seasonal forecasts may lag behind sudden temperature-driven demand swings.

Stockouts and overstocks: Repellents and cold-chain products can sell through faster than expected, while slow-moving SKUs tie up cash and warehouse space.

Packaging and format sensitivity: The preference for immediate consumption (e.g., single-serve ice cream) shifts product mix and may increase SKU complexity.

Lead-time pressure: When replenishment is slow, the “peak” can pass before inventory arrives, reducing the return on seasonal buys.

Retailers that rely on daily or weekly insights—rather than monthly trends—are better positioned to respond. For importers, aligning procurement cadence with Brazil summer shopping cycles can reduce both cost and risk.

How to Prepare for Seasonal Swings in Brazil

If you source internationally or move goods into Brazil, these steps can help you capture upside while limiting exposure:

Build a heat-season SKU plan early Identify heat-linked categories and confirm packaging formats that match local purchase behavior (e.g., single-serve, ready-to-drink).

Use faster replenishment triggers Set reorder points that react to real demand signals, not static monthly averages—especially for items prone to spikes.

Segment by temperature sensitivity Separate products into “high-volatility” (repellents, beverages) versus “steady movers” (staples) and manage them with different inventory rules.

Plan logistics around peak timing Ensure freight schedules and customs timelines support in-season availability. Missing the window can turn seasonal product sales into markdown risk.

Strengthen data-to-action workflows Use real-time inventory management practices that connect sell-through signals to replenishment decisions quickly.

Summary and How Forest Shipping Can Support China-to-Brazil Shipments

Brazil’s summer heat is not just a weather story—it is a demand story. Repellents jumping 175%, along with rising sales of ice cream and coconut water, shows how Brazil summer shopping can shift rapidly and materially. For brands, retailers, and importers, the lesson is clear: strong real-time inventory management is essential to capture heat-season seasonal product sales without being caught by stockouts, late arrivals, or mismatched SKU formats.

Fresh industry data suggests AliExpress is on track to become one of the fastest-growing cross-border e-commerce platform options in the United States in 2025. This momentum, often described as AliExpress US growth, reflects the compounding impact of a brand localization strategy that the platform began accelerating in 2024—and is now scaling across multiple developed markets.

Key Growth Signals Across Developed Markets

The same report highlights a broad-based surge beyond the US. In the United States, AliExpress is projected to achieve an 18.7% year-over-year increase in visits by 2025, earning it recognition as a standout “winner of the year” in traffic momentum. Australia appears even more competitive: AliExpress is expected to post a 45.5% increase in visits, positioning it as the fastest-growing e-commerce platform in that market.

In Europe, performance indicators also point upward. In the United Kingdom, app downloads are reported to have increased by 38.5%. Germany shows a 34.5% rise in website traffic, with growth outpacing Temu over the same period. Taken together, these metrics indicate that AliExpress is no longer relying on a single-market boost, but building multi-region traction across mature consumer economies.

What’s Driving AliExpress’s Momentum

A central factor behind these gains is AliExpress’s strategic shift that began in 2024, often summarized as a move toward “branding plus localization.” In practical terms, a brand localization strategy typically means deeper investment in user experience, localized assortment and merchandising, and stronger positioning with recognizable brands—rather than competing purely on low price and broad selection.

In 2025, AliExpress reportedly expanded this direction through its “Super Brand Global Expansion” initiative, attracting a growing number of top brands to sign on. Over time, this has the potential to reshape category dynamics, particularly in mid-to-high-end segments where brand trust, delivery expectations, and after-sales service influence conversion rates more heavily.

Implications for Sellers and Competition

For sellers, these trends matter because platform growth can translate into a wider pool of active shoppers, more stable demand, and additional marketing opportunities. If AliExpress continues pulling recognized brands into key categories, it may also change how merchants allocate resources across channels—especially those seeking to balance customer acquisition costs and platform dependence.

The report also indicates that in certain mid-to-premium categories, AliExpress is gradually drawing merchant attention that has historically concentrated on Amazon. This does not mean an immediate shift away from Amazon, but it does signal intensifying competition for mature sellers who already have established product-market fit and are evaluating incremental growth channels.

Looking Ahead to 2026: Managed Overseas Operations + Brand Expansion

Looking into 2026, AliExpress is expected to roll out a combined offering centered on “overseas managed operations plus brand global expansion.” The stated goal is to attract more experienced, brand-led sellers—particularly those with an Amazon-first operating model—to expand internationally through a new platform pathway. In effect, the platform appears to be building a structured runway to help established merchants “switch lanes” while accelerating its broader brand-building push in global markets.

For sellers, the operational takeaway is clear: as AliExpress US growth continues and its cross-border e-commerce platform strategy matures, logistics execution becomes increasingly decisive. Faster replenishment, better inventory planning, and predictable last-mile performance can materially affect ratings, conversion, and repeat purchases—especially once categories become more brand-competitive.

Key Takeaway

In summary, the data points to AliExpress emerging as a high-growth player in the US and other developed markets by 2025, supported by a sustained brand localization strategy and a more brand-forward roadmap into 2026. For sellers watching new demand pockets form, this expansion could create meaningful opportunities—but it also raises the bar on operational readiness, especially in inventory flow and delivery consistency.

Beginning February 1, 2026, Turkey will officially abolish its simplified customs clearance and tax exemption policy for low-value cross-border e-commerce parcels. The move marks a significant tightening of import controls on goods sold via overseas e-commerce platforms.

According to Turkey’s Ministry of Trade, the decision is primarily driven by product safety concerns. Authorities have flagged that some cross-border e-commerce goods fail to meet EU safety standards, with certain products found to contain toxic or potentially carcinogenic substances.

Background: How the Low-Value Exemption Worked

Previously, Turkey allowed non-commercial goods purchased through overseas e-commerce platforms to enter the country under a simplified customs regime. Under this system, parcels with a CIF value of no more than €30 (approximately USD 35.08) could be cleared with minimal inspection and documentation and were exempt from additional customs duties.

This policy enabled large volumes of low-priced goods to enter the Turkish market quickly and played a key role in the rapid expansion of cross-border e-commerce.

What Changes Under the New Rules

With the new policy taking effect, simplified customs clearance will no longer apply, regardless of shipment value. All affected goods must now follow standard import declaration and inspection procedures.

As a result, bulk e-commerce shipments that previously entered the market under the guise of “personal purchases” will no longer benefit from regulatory loopholes. Turkish authorities have explicitly stated that some platforms exploited the simplified regime by splitting bulk shipments into smaller parcels to avoid higher duties and regulatory scrutiny—an approach the new rules are designed to eliminate.

Impact on Chinese Cross-Border Platforms

The policy shift is expected to have a noticeable impact on Chinese cross-border e-commerce platforms, particularly Temu and AliExpress, both of which have expanded rapidly in Turkey in recent years.

Their competitive pricing and broad product selection have drawn sustained attention from domestic industries and regulators. Turkish authorities have previously launched investigations into issues including pricing practices, product safety, and potential public health risks associated with certain platform offerings.

Progressive Tightening of Import Controls

The Ministry of Trade noted that this is not an isolated policy shift. As early as October 2025, Turkey excluded higher-risk product categories—such as toys, footwear, and leather goods—from simplified clearance, many of which originated from Chinese e-commerce sellers.

Under the latest update, these restrictions are further expanded, and all excluded product categories are now subject to full standard customs procedures.

Limited Exceptions Remain

Despite the broad rollback, limited exemptions will still apply. Medical and scientific-use goods, including pharmaceuticals and dietary supplements, may continue to enjoy tax exemptions if:

Shipped via postal or express courier channels, and

The total declared value per shipment does not exceed €1,500.

Policy Context: A Gradual Rollback

The elimination of low-value tax exemptions has been under discussion in Turkey for some time. On August 6, 2024, the government reduced the personal cross-border shopping tax-free threshold from €150 to €30.

In December 2024, shipping fees were added to the taxable value, effectively lowering the exemption threshold to around €27, while imposing an additional €3 fixed shipping surcharge per order.

Under the previous framework, non-commercial parcels shipped via post or express courier were subject to:

30% customs duty for goods originating from EU countries

60% customs duty for goods from non-EU countries Certain categories also incurred an additional 20% fixed consumption tax.

With the latest reform, the low-value exemption channel is now fully closed, bringing cross-border e-commerce goods firmly under Turkey’s standard import management system.

Domestic Industry and Macroeconomic Considerations

The Turkish government stated that the policy responds to long-standing appeals from domestic industrial groups, which argue that an influx of low-priced imports not only raises safety concerns but also places significant pressure on local manufacturers through aggressive price competition.

From a macroeconomic perspective, the move comes as Turkey advances its broader economic rebalancing efforts. Official data shows that annual inflation eased to 30.89% in December 2025, with monthly inflation at 0.89%.

The Central Bank of Turkey recently cut its benchmark interest rate by 150 basis points to 38%, citing faster-than-expected disinflation and stabilizing food prices.

Although the government has not explicitly linked the tariff overhaul to inflation control, economists widely believe that restricting tax-free imports can help ease current account pressures and create a more favorable environment for domestic producers.

Meanwhile, Turkey’s export performance remains resilient. In 2025, exports reached USD 273.4 billion, up 4.5% year-on-year, while total exports of goods and services approached USD 396.5 billion.

Manufacturing sentiment has also shown early signs of improvement. Data from the Istanbul Chamber of Industry indicates that the Purchasing Managers’ Index (PMI) rose to 48.9 in December 2025, the highest level in 12 months, signaling a slowdown in contraction across production, new orders, employment, and purchasing activity.

As Turkey moves to fully integrate cross-border e-commerce goods into its standard import management system, sellers and platforms shipping into the Turkish market will need to reassess their logistics strategies, customs compliance, and cost structures. Working with an experienced international freight forwarder can help mitigate regulatory risks, ensure accurate customs declarations, and maintain stable delivery timelines under the new rules.