The EU proposes a €2 handling fee on low-value parcels sent to consumers from outside the bloc. The proposal targets huge volumes of small packages from China and awaits final approval by EU institutions. European ParliamentReuters

The fee charges sellers or importers, not customs lines to consumers in the draft. The proposal also offers a reduced €0.50 rate for consignments that pass through certified importer schemes or EU warehouses. That difference changes the math for coupon promotions. Financial Timesvatcalc.com

Concrete impact examples (simple math):
• €5 item with 20% coupon: buyer pays €4. Seller net after coupon = €4. Seller pays €2 fee -> net = €2. If seller passes fee to buyer, buyer pays €6.
• €20 item with 25% coupon: buyer pays €15. Seller net after coupon = €15. Seller pays €2 fee -> net = €13. If passed to buyer, buyer pays €17.
• €50 item with 10% coupon: buyer pays €45. Seller net after coupon = €45. Seller pays €2 fee -> net = €43. If passed to buyer, buyer pays €47.
These examples show the fee can wipe out coupon value on very low-ticket items and cut seller margin on mid-ticket items. (Data from EU proposal and reporting.) ReutersFinancial Times

Seller tactics to protect coupon ROI:

  1. Shift low-ticket stock to EU warehouses or certified importers to target €0.50 consignments. vatcalc.com
  2. Raise minimum order value for coupons so the fee is a smaller share of the order.
  3. Use bundle coupons (multi-item deals) to dilute the €2 fixed cost across items.
  4. Limit coupon depth on ultra-low SKUs and test margin impact before scaling.
  5. Monitor policy updates and adjust listing VAT and shipping labels to avoid surprises.
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