In military terminology, the term “invasion” aptly describes the recent surge of Asian e-commerce platforms entering Europe, including Greece. Over the past four years, these platforms have expanded their influence significantly, threatening local businesses.
Statistics from Greek merchants paint a stark picture. “In Greece, 50,000 parcels are delivered daily from just a few prominent Asian e-commerce platforms,” states Kostas Gerardos, president of the Hellenic Retail Business Association (SELPE) and CEO of Plaisio, in an interview with Proto Thema.
He estimates that the average order value for these deliveries is about €30, as consumers have grown accustomed to ordering frequently without worrying about shipping costs. This translates to nearly €1.5 million in daily orders, amounting to approximately €9 million each week! These numbers are rough estimates, as domestic courier services are hesitant to release data due to confidentiality concerns. Collectively, this represents an annual turnover of roughly €500 million—comparable to Plaisio’s revenues.
The critical difference, however, lies in the fact that Plaisio and other Greek businesses create local value: they employ people, contribute to taxes, and support the economy. In contrast, these e-commerce platforms merely act as a “leak” for financial resources. While they provide consumers with lower prices, they exist under conditions that seem unfair in comparison to Greek businesses of all sizes, especially since any package under €150 imported into the EU is exempt from customs duties, and often bypasses product safety and functionality standards.
Makis Savvidis, owner of a business group, vice-president of the Greek eCommerce Association (GRECA), and board member of Ecommerce Europe, shared with Proto Thema that one in three parcels delivered for online orders in Greece originates from non-EU e-commerce platforms, primarily from China and, increasingly, Turkey.
“What’s alarming is that due to the significant volume these foreign platforms generate for Greek courier services, couriers prioritize their shipments over those of local Greek e-shops. This indicates the potential direction of the market. These platforms are clearly seeking to gain market dominance,” he remarked.
“This situation raises serious questions about fair competition within the EU’s Single Market, the sustainability of countless European— and thousands of Greek—businesses, and consumer safety,” asserts Stavros Kafounis, president of the Hellenic Confederation of Commerce and Entrepreneurship (ESEE). “We have consistently highlighted these concerns in international forums and discussions with high-ranking government officials throughout the year.”
Asian e-commerce behemoths are engaging in unregulated “digital colonialism,” capitalizing on loopholes in the de minimis regulation that allows duty-free entry for products under €150 from non-EU nations. Recently, these platforms have ramped up their online marketing in European markets following the repeal of a similar de minimis rule in the U.S., which previously enabled tax-free shipments for amounts under $800.
The ESEE International Relations Department recently compiled a detailed report on major Asian e-commerce platforms, which has been presented to relevant government ministers.
The report asserts:
“One might contend that the European Union is now confronting the contradictions inherent in its economic model, which has relied on deindustrialization and outsourcing production—predominantly to China—for decades. European companies transitioned their manufacturing operations to Chinese factories to cut costs and enhance competitiveness, incorporating Chinese production into European consumption patterns. Consumers trusted ‘Made in China’ products as they bore European brand names and adhered to EU standards.”
However, this landscape has shifted dramatically: it is no longer about outsourcing, but rather an unchecked invasion of low-cost goods from outright Chinese platforms that directly target consumers while bypassing European business networks, tax obligations, compliance with quality regulations, and fundamental principles of transparency and fair competition.
The criticism of quality is not against “Made in China” itself, but highlights the lack of oversight, regulations, and standards that European businesses are required to meet.
The study points out that these platforms often establish warehouses and distribution centers within the EU, enabling them to ship products to member states, including Greece. Consequently:
Customs checks for imports from third countries are frequently circumvented.
Tracing the actual origin and compliance of products becomes complicated.
Consumer safety is compromised, as complaints from consumer organizations indicate that products may not meet EU standards and may lack sufficient inspection before entering the market.
This creates an unfair competitive advantage over Greek businesses that must adhere to compliance costs and inspections.
The report also notes that over 4.6 billion low-value parcels reached European consumers last year—12 million daily! This is three times the volume from three years ago. Data from the EU, as cited by ESEE, shows that over 91% of parcels valued under €150 originated from China.
Kostas Gerardos, President of SELPE:
“Customs are not paid, certifications are disregarded, consumer protections are not applicable, and they do not contribute jobs domestically. The competition is profoundly unbalanced, negatively impacting Greek businesses—especially smaller ones.”
Makis Savvidis, Vice-President of GRECA:
“Currently, one in three parcel deliveries in Greece is from non-EU platforms, primarily China and recent shipments from Turkey. There’s a strong possibility that these platforms will establish warehouses in Greece soon; we already know that one is scouting for locations.”
Stavros Kafounis, President of ESEE:
“Asian e-commerce giants are partaking in unregulated digital colonialism, taking advantage of the de minimis rule that permits duty-free entry for goods under €150.”
Proposed Measures
All institutional representatives agree that both the EU and national governments must take swift action. They welcome the new €2 handling fee for low-value parcels but believe additional measures are necessary.
“I don’t believe it’s sufficient, but it’s a step in the right direction. It might cause them some inconvenience, but we need a comprehensive strategy,” Gerardos states, indicating that SELPE has recently initiated discussions with the government.
“The EU’s response has been slow, and it still hesitates to abolish the de minimis regulation entirely, which is the only fair and definitive solution,” adds Kafounis.
“The €2 fee is a beginning, but it won’t stop the influx of low-value parcels from China. These platforms are currently developing or leasing storage facilities in EU member states, where the fee could be merely €0.50 per parcel, allowing quicker delivery times. Moreover, this handling fee doesn’t tackle the fundamental issue—namely, that European and Greek companies face rigorous inspections and tax obligations while their Chinese counterparts evade these due to a lack of EU regulation,” he explains.
National-level proposals include:
Establishing a centralized service to ensure the proper implementation of EU directives at the national level and to monitor these platforms consistently.
Economic/tax incentives could involve:
Creating a registry for certified Greek e-commerce businesses labeled “Made/Traded in Greece.”
Offering subsidies to e-shops, logistics, and marketing to support Greek SMEs in competing.
Enhancing Greek online marketplaces (e.g., digital platforms managed by trade associations).
Communication & societal measures might include:
Launching public campaigns to promote local commerce, emphasizing quality, accountability, sustainability, and community impact.
Introducing special ESG labeling for platforms that meet environmental and social standards, appealing to eco-conscious consumers.
Savvidis warns that the next phase may see foreign platforms establishing warehouses in Greece, putting added pressure on local businesses. “We’re already hearing that one of them is searching for a location,” he concludes.
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