The decision by the UK government to impose customs duties or remove customs exemptions on low value e commerce parcels has been welcomed by retailers. However, the postponement of the regulation to 2029 is considered a delayed step. Local retailers state that they face a significant disadvantage when competing with low cost China based e commerce platforms and are calling for an acceleration of the process.

The UK Treasury announced that the customs exemption applied to products under 135 pounds (179 dollars) will be lifted no later than March 2029. However, retailers are not satisfied with the announced date. The CEO of the British Retail Consortium, Helen Dickinson, said that this date is “unacceptably late.” Citing government data showing that 1.6 million parcels benefit from this exemption every day, nearly twice as many as last year, Dickinson said, “Businesses cannot afford any further delay.”

Low cost platforms such as Temu, Shein, AliExpress and Amazon’s new service Amazon Haul benefit from the exemption by sending products directly from factories in China. This increasingly causes local retailers to fall behind in price competition.

Customs Exemption: The US and EU Move Faster

Customs exemption policies for low value parcels are changing rapidly between countries in global trade. Although the United States is the largest market for Shein and Temu, it removed the “de minimis” exemption for packages under 800 dollars for products coming from China and Hong Kong in May, and then abolished it entirely in August.

The European Union took a similar step, bringing forward its plan to eliminate the customs exemption for parcels under 150 euros from 2028 to 2026. South Africa began applying VAT on low value parcels last year, while Brazil introduced a 20 percent tax on international purchases under 50 dollars. The trend is clear worldwide: countries are narrowing or eliminating exemptions to protect local retailers.

Will the Price Gap Narrow

According to experts, the removal of the customs exemption will increase costs for international e commerce companies that ship directly to consumers. Andrew Thurston, Senior Customs Duty Manager at MHA, stated, “This regulation may reduce the price gap between online platforms and local stores. This could encourage consumers to return to UK retailers.”

Dan Finley, CEO of Debenhams Group, which owns Boohoo, argued that delaying the implementation “means billions of pounds in potential tax loss for the UK.” Boohoo has experienced significant declines in sales in recent years due to Shein’s aggressive growth. Similarly, Argos, owned by Sainsbury’s, said the timeline is too late and that the UK could become an “outlier” in international trade.

Rapid Implementation Requested Against Fast Growing, Low Cost Global E Commerce Platforms

While the UK government’s move to remove the customs exemption is seen as an important step toward protecting local retailers, industry representatives believe that postponing the regulation until 2029 will increase economic losses and weaken the country’s position in international competition. A faster implementation is being requested so that the UK retail sector can remain strong in the face of rapidly growing low cost global e commerce platforms.

EU to Eliminate €150 Customs Exemption in E-Commerce

An event titled “Türkiye E-Commerce Week” was organized by the Ministry of Trade of Türkiye with the aim of strengthening collaborations in the e-commerce sector, highlighting innovative solutions, and increasing the social and economic impact of digital trade. Speaking at the event held at Istanbul Lütfi Kırdar Convention Center under the theme “Future Commerce,” Minister of Trade Ömer Bolat emphasized that Türkiye is experiencing very rapid growth and transformation in e-commerce, saying, “One out of every five commercial transactions is now in the form of e-commerce.”

“Retail E-Commerce Volume is 1.5 Trillion Liras”

Bolat noted that the annual e-commerce volume worldwide rose to 6 trillion dollars last year and added: “The e-commerce volume in Türkiye has reached 90 billion dollars. Between 2019 and 2024, the e-commerce volume increased 21 times in Turkish lira terms. The retail e-commerce volume stands at 1 trillion 620 billion liras. This corresponds to 55 to 60 percent of the total e-commerce volume.

The growth rate of retail e-commerce in Türkiye is 18 percent, while the European average is 7 percent. With these figures, it is clear that e-commerce and retail e-commerce have been advancing rapidly in Türkiye since 2019. Investors value this sector and continue to make investments. Türkiye has become a highly attractive hub for international investors in the e-commerce industry.”

Bolat stated that the number of businesses engaged in e-commerce reached 600 thousand in 2024 and added that the total number of e-commerce transactions in Türkiye approached 6 billion in 2024, while retail e-commerce transactions reached 1 billion 850 million. He said, “In 2024, the share of e-commerce in our gross domestic product was 6.5 percent. When compared with Europe, we can observe a similar alignment.”

Başar: Artificial Intelligence Shows Its Strongest Impact in E-Commerce

General Director of Domestic Trade at the Ministry of Trade Adem Başar said, “Concepts such as artificial intelligence, machine learning, cloud technologies, and blockchain are securing a permanent place in almost every sector, and they show their greatest impact in e-commerce. Today, e-commerce operates across a wide range of fields, from algorithms that predict consumer behavior to artificial intelligence systems that optimize delivery processes, from fraud detection mechanisms to smart infrastructures that generate personalized offers. These developments not only change the nature of trade but also redefine the competitive power of nations.”

Türkiye Announces ₺500 Million “E-Export Support Package” Loan Program

The 34th issue of WORLDEF E-COMMERCE MAGAZINE, covering the period from October–November–December 2025, has been published.

In the new issue of WORLDEF E-COMMERCE MAGAZINE, the evolution of digital trade, the latest technological developments, and the strategies of the biggest players in the industry are examined in depth. The magazine features comprehensive analyses and expert opinions on the future of e-commerce. It also thoroughly addresses the impact of artificial intelligence and automation technologies on the retail sector. In this period of rapid digital transformation, the magazine presents content that analyzes how companies are adapting and the paths they are following to achieve success.

The magazine also includes success stories from industry players and news about collaborations. It offers inspiring content related to e-commerce platforms, logistics companies, and digital payment solutions. Additionally, the magazine covers critical topics such as sustainability, AI-powered e-commerce, customer experience, and data security.

Top 30 Fintech and Top 30 Women Entrepreneurs Lists

The new issue of WORLDEF E-COMMERCE MAGAZINE features two distinct lists. The “Top 30 Women Entrepreneurs” and “Top 30 MENA Fintech” lists are not rankings! They are curated, evidence-based selections presented from A to Z. These lists are designed to spotlight the founders, companies, and financial actors shaping tomorrow’s commerce and to celebrate the operators who keep the region’s digital trade resilient.

Eight Different “Power Lists” to Be Published Annually

WORLDEF E-COMMERCE MAGAZINE will capture the pulse of the digital economy by publishing eight different “Power Lists” annually starting from 2025. Each list will feature 30 entrepreneurs, leaders, or companies. These lists will highlight the most influential names in the global e-commerce ecosystem, starting with the MENA region. The aim of these lists is not only to rank achievements but also to reveal future trends, new leadership styles, and transformation stories. It will serve as a guide for investors, an inspiration for entrepreneurs, and a compass for policymakers to navigate the direction of digital trade.

What’s Inside WORLDEF E-COMMERCE MAGAZINE?

The content titles featured in this issue are:

• E-Com Top Voices 2026: A Global Stage for E-Commerce Innovators
  • B2B E-Commerce Challenges in 2025
  • What Have The Past Two Years Of UAE-Turkey CEPA Trade Taught Us?
  • The AI Revolution in E-commerce: How Technology is Rewriting Commerce Rules?
  • “MENA E-Commerce Community Promises Entrepreneurs a Lasting Ecosystem!”
  • Who Owns the Future of Talent? The Gulf vs. the Old Dream
  • WGN: MENA’s Operating System for Measurable Growth
  • MENA Top 30 Women Entrepreneurs Company Capsules
  • The AI-Friendly Partner Of E-Commerce And Banking: Co-one
  • MENA Fintech Top 30 – Company Capsules
  • From Engineering To Digital: Didigital
  • The Fastest-Growing E-Commerce Platform In The Balkans: Ananas.rs
  • BARQ CCO Almarwani: Our Promise To E-Commerce Is Simple: To Make Logistics Invisible!

Click here to download the new issue of WORLDEF E-COMMERCE MAGAZINE for free!

The AI Revolution in E-commerce: How Technology is Rewriting Commerce Rules?

Boeing has taken a significant step in its digital transformation by launching a next-generation e-commerce platform that consolidates its distribution products and services into a single online hub. The new site represents a major advancement in Boeing Distribution’s strategy to modernize operations, enhance customer experience, and facilitate supplier collaboration.

The e-commerce platform brings together all the products and services that were previously scattered across Boeing Distribution and the former Aviall websites. Customers now have access to the full product catalog, real-time inventory information, and a complete set of parts and services with a single login. The system also offers AI-powered smart search features to accelerate product discovery and improve order efficiency. These innovations will be applied to customers in commercial aviation, business and general aviation, vertical lift, and defense sectors.

Significant Improvements in Boeing Distribution Operations

This launch comes after a year of major improvements in Boeing Distribution’s operations. These improvements include reduced Aircraft on Ground (AOG) service response times, an optimized customer support model, and the implementation of a new enterprise resource planning (ERP) system that increases data integration and enables more efficient service delivery.

“The New E-Commerce Platform Is a Major Milestone”

William Ampofo, Senior Vice President of Parts & Distribution and Supply Chain at Boeing Global Services, stated, “We are committed to simplifying the distribution experience and becoming the preferred partner for customers and suppliers worldwide. The new e-commerce platform is a significant milestone in that mission and strengthens the foundation for our long-term growth.”

“We Are Building a Modern and Connected Distribution Network”

Travis Sullivan, Vice President and General Manager of Boeing Distribution, emphasized that the digital transformation process will continue: “Innovation, operational excellence, and deeper supplier collaboration will drive the next phase of our integration journey. We are building a modern and connected distribution network to ensure we deliver the parts and services our customers need, whenever and wherever they need them.”

With its upgraded platform and renewed digital strategy, Boeing aims to set a new standard in aviation distribution and offer a faster, smarter, and more integrated online experience to its global customer base.

The European Union is moving to close a significant loophole in its customs policy by eliminating the €150 ($174) customs exemption on online shopping imports, with the new rule set to take effect by 2026. The European Council announced on Thursday that all goods entering the EU will be subject to customs duties, regardless of their value. This change aims to level the playing field for European businesses, particularly in sectors like retail, which have been undercut by cheap imports.

We Ensure Customs Duties Are Paid from the First Euro

Danish Minister for Economic Affairs Stephanie Lose praised the agreement, emphasizing the need to create a fairer environment for European businesses. “We ensure that duties are paid from the first euro, creating a level playing field for European businesses and limiting the influx of low-cost goods,” Lose said.

This move follows a growing concern over the influx of low-cost Chinese goods into the European market, particularly via e-commerce platforms like Shein, Temu, and AliExpress. In fact, the European Commission reported that in 2024, 91% of e-commerce shipments valued below €150 came from China, a trend that has raised significant concerns regarding competition and market fairness.

The new regulation, which will align the EU’s customs rules with value-added tax (VAT) regulations, is expected to curb the number of undervalued parcels entering the EU. Currently, up to 65% of small parcels entering the EU are reported to be undervalued to avoid customs duties. This has not only posed a challenge for European retailers but has also led to environmental concerns due to the practice of splitting shipments into multiple small parcels to bypass duties.

Customs Exemption Was Set to End in 2028; New Plan for 2026!

European Commissioner for Trade Maros Sefcovic had previously proposed to speed up the removal of the “de minimis” customs exemption, initially scheduled for 2028. Under the new plan, a simplified temporary customs fee would be introduced as early as 2026, two years earlier than initially planned. This change is expected to have a significant impact on Chinese online giants like Shein and Temu, which send products directly from Chinese factories to European customers at rock-bottom prices due to the customs exemption.

In support of this expedited action, European finance ministers have agreed to bring the new duties into effect as soon as 2026. The move has been widely welcomed across Europe. Retail associations in Germany and Sweden have expressed approval, noting that the removal of the exemption is a necessary step to ensure fair competition. Luca Sburlati, chairman of Italy’s fashion lobby Confindustria Moda, stressed that taxing parcels under €150 is “essential for the survival of our textile and clothing sector.”

4.6 Billion Packages Entered Last Year

The EU’s response is also driven by a sharp rise in the number of low-value parcels entering the bloc. Last year, the volume doubled to 4.6 billion parcels, with over 90% of them originating from China. The EU is under increasing pressure from domestic industries to act faster and curb this trend.

This urgency is compounded by moves in individual EU countries, such as Romania and Italy, to introduce national handling fees on low-value packages. Romania has proposed a 25 lei ($5.73) fee, while Italy is working on implementing a tax to protect its fashion industry. However, some retailers have warned that a patchwork of national fees could undermine the EU’s single market.

As EU lawmakers push for quick implementation, the new customs rules aim to reshape the landscape for e-commerce imports, ensuring that European businesses are better protected and that environmental concerns are addressed. While individual EU member states debate the introduction of additional fees, the overarching shift toward eliminating the €150 customs exemption marks a major step in creating a more balanced and competitive market for e-commerce in Europe.

De Minimis Ends: New Tariffs in U.S. Trade

Russian e-commerce giant Wildberries is making a major strategic move into Africa by signing a memorandum of understanding with Ethiopia’s largest state-owned investment firm, paving the way for local production, digital economy cooperation and the company’s first African market entry. The development was first reported by The Moscow Times on November 13, 2025 (https://www.themoscowtimes.com/2025/11/13/wildberries-targets-first-african-market-with-ethiopian-expansion-a91115).

In the deal, Wildberries-Russ Group (RVB) was represented by CEO Robert Mirzoyan, and Ethiopia’s investment holding company by CEO Brook Taye, as they committed to collaboration in localizing Wildberries’ products in Ethiopia and supporting the country’s digital economy initiatives (source: The Moscow Times).

Why Africa? Why Ethiopia?

Wildberries operatives view Africa as the next frontier for fast-moving consumer goods and e-commerce. The company, which already operates in Russia, Armenia, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan and China, is seeking growth outside its traditional Eurasian base (source: The Moscow Times).

The selection of Ethiopia for Wildberries’ first African foray is significant for several reasons:

• Ethiopia is one of Africa’s largest and fastest-growing economies, with a young, digitally savvy population and rising middle class eager for global-style shopping.

• The partnership offers Wildberries the opportunity to tap into local production and regional distribution. According to the MoU, the two firms will work together not just on e-commerce, but also investment and technology projects supporting Ethiopia’s digital economy (source: The Moscow Times).

• By entering Africa early, Wildberries hopes to build a competitive advantage ahead of other e-commerce challengers looking to the continent.

What the Agreement Covers

While the exact financial and operational terms of the agreement remain undisclosed, The Moscow Times reports that the MoU includes:

• Localization of Wildberries-Russ Group products in Ethiopia, enabling regional manufacturing or assembly and access to local supply chains.

• Investment and technology initiatives designed to boost Ethiopia’s digital economy, implying that Wildberries may participate in broader infrastructure or platform development.

• Strategic positioning by Wildberries-Russ Group to diversify beyond its existing markets and enter emerging geographies such as Africa, the Middle East and South Asia (source: The Moscow Times).

This milestone signals a shift in the company’s growth strategy: moving from a regional powerhouse to a global player by targeting underserved and high-growth regions.

Potential Impact on Ethiopian Retail and Economy

For Ethiopia, the arrival of Wildberries marks a potential boost to both the retail sector and the digital economy. The collaboration could lead to:

• Increased foreign direct investment in local manufacturing, logistics and e-commerce infrastructure.

• Job creation across supply-chain, production and digital platform operations.

• Knowledge transfer in digital commerce, payment/fintech and platform logistics.

For the Ethiopian consumer, the entry of a major global-style e-commerce platform means more variety, improved access to global brands, and better digital shopping experiences in a growing economy.

Why This Matters in the E-Commerce Landscape

Wildberries’ expansion into Africa follows a global trend: e-commerce firms are increasingly targeting high-growth emerging markets where mobile penetration is strong and the competition is still relatively light. Africa is rapidly becoming a key battleground in global digital retail.

By initiating operations in Ethiopia, Wildberries is staking a claim in what could become a major growth region for online shopping. The Moscow Times notes that the move is part of a broader strategy to tap markets beyond Russia and Eurasia — into Africa, the Middle East and South Asia (source: The Moscow Times).

Such expansions are notable because they reflect a shift in global commerce: companies are no longer only focusing on Western or Asia-Pacific markets, but are racing into markets previously considered peripheral.

Challenges Ahead

Of course, the journey will not be without hurdles. Some of the key challenges Wildberries must navigate include:

• Logistics and infrastructure: Ethiopia’s transport, warehousing and last-mile delivery landscape will need to scale to meet the demands of a global e-commerce platform.

• Customs and regulatory environment: Import-export rules, foreign investment frameworks and digital commerce regulation will vary and may require adaptation.

• Building brand trust and consumer habits: While mobile e-commerce is growing in Africa, trust in global platforms, payment security, and consumer behaviour still need cultivation.

• Localization and supply-chain adaptation: Moving from a Eurasian model to Africa means adapting to new product preferences, sizing, cultural nuances and operational norms.

The Moscow Times article implicitly acknowledges these realities by noting that Wildberries’ past growth has been anchored in familiar markets and that the jump into Africa is ambitious.

A Strategic Pivot for Wildberries

This partnership could mark a strategic pivot for Wildberries. Up until now, the company’s growth has been heavily focused on Russia and neighbouring markets. As The Moscow Times points out (source link above), the signing of this MoU with Ethiopia’s investment firm comes after Wildberries’ merger with advertising firm Russ Group, a deal that some analysts describe as part of Russia’s wartime redistribution of assets.

With the Africa push, Wildberries may be signaling a broader ambition to become a global e-commerce competitor rather than remain region-centric. The company’s move into Ethiopia as its first African market may be just the beginning of a larger Africa strategy.

Implications for Africa’s Digital Commerce Sector

From the African perspective, Wildberries’ arrival is another indicator of how the continent’s digital commerce sector is maturing and attracting serious global investment.

• Global companies entering Africa validate the region’s potential and encourage further foreign investment.

• Local entrepreneurs, suppliers and logistics players may benefit from partnerships, improved supply chains and knowledge transfer.

• Consumers — particularly urban, middle-class and mobile-enabled segments — gain access to more global brands and platform dynamics.

Given that Africa’s e-commerce landscape has long been underserved, the entry of a major player like Wildberries may accelerate competition and innovation.

Conclusion: Taking the First Step into Africa’s Future

The MoU between Wildberries and Ethiopia’s investment firm marks a significant step forward in Africa’s digital commerce trajectory. According to the coverage in The Moscow Times (https://www.themoscowtimes.com/2025/11/13/wildberries-targets-first-african-market-with-ethiopian-expansion-a91115), the agreement puts Wildberries on the map beyond its traditional territory and highlights Africa as a serious growth region for global e-commerce.

While the road ahead will require adaptation, investment and localisation, one thing is clear: Wildberries has taken its first concrete step into Africa — and that step could have ripple effects across the continent’s retail, tech and economic ecosystems.