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.

African fashion is stepping into a new digital era. Stitches Africa, an emerging pan-African e-commerce platform, has officially launched its dedicated mobile fashion app, designed to connect African designers, tailors and customers across the world. The app, which made its debut in Lagos, marks a defining moment in the region’s rapidly expanding creative economy.
(thenationonlineng.net)

According to Stitches Africa’s co-founder and Managing Director Franklin Peters, the company’s mission is to “bridge the gap between Africa’s fashion talents and the global market.” Speaking at the launch event, Peters said the platform empowers African designers to reach international consumers while maintaining cultural authenticity and production quality.

“This platform represents a revolution for African creativity. Our technology enables people anywhere in the world to experience authentic African fashion, designed and tailored on the continent,” Peters noted.

A Mobile-First Platform Empowering African Creators

The Stitches Africa app aims to serve as a digital marketplace where designers, tailors and small fashion businesses can showcase their products globally. It combines traditional craftsmanship with cutting-edge retail technology — offering features such as AI-based body scanning for size accuracy, seamless cross-border payments, and logistics support for international deliveries.
(thenationonlineng.net)

The platform allows customers to browse ready-to-wear collections or commission fully custom outfits. By integrating automated body-measurement tools, Stitches Africa reduces one of the biggest barriers to online apparel shopping: fit uncertainty. Users can scan their body through their smartphone camera to generate precise digital measurements, which are automatically transmitted to the selected tailor or designer.

Designers, in turn, can accept orders, adjust patterns, and update customers on progress — all within the app. This digital-first workflow helps transform the traditional tailoring ecosystem, bringing informal or small-scale artisans into global e-commerce.

Financing and Expansion Plans

To support the rollout, Stitches Africa also announced a US$50 million merchant financing programme aimed at empowering African fashion entrepreneurs. The fund will provide low-interest loans and working-capital support for registered merchants on the platform, allowing them to scale production capacity, enhance product quality, and streamline delivery networks.

Franklin Peters explained that logistics and supply-chain financing remain critical pain points for African SMEs, and the initiative is meant to address those challenges. “Access to finance and reliable delivery systems are the foundation of global competitiveness. This fund ensures our sellers can operate sustainably and meet international demand,” he said.
(thenationonlineng.net)

Africa’s Digital Fashion Boom

Stitches Africa’s entry into the mobile app space reflects a broader shift in Africa’s fashion and retail landscape. The continent’s apparel and textile industry is projected to exceed US$15 billion by 2030, with online retail accounting for a growing share. The digital-fashion market is being driven by smartphone penetration, growing diaspora interest, and global demand for Afro-inspired designs.

Analysts note that Stitches Africa’s model—uniting thousands of independent tailors and designers under a single tech platform—could unlock a previously untapped segment of the creative economy. By providing access to international markets, digital tools, and transparent transactions, it allows Africa’s artisans to compete on a global scale without relocating production abroad.

In a region where many fashion creators operate informally, the company’s digital infrastructure brings structure, visibility, and financial inclusion.

Technology at the Core

Beyond its marketplace functionality, Stitches Africa integrates multiple technologies that streamline customer experience and operations:

• AI Body Scanning: Enables precise, digital body measurements for remote tailoring.

• Automated Order Tracking: Provides real-time updates from production to delivery.

• Secure Payments: Supports global methods including PayPal, Visa, MasterCard, and crypto gateways.

• Merchant Dashboard: Offers sales analytics, marketing insights, and customer-feedback tracking for designers.

This emphasis on AI and automation aligns with Africa’s broader digital transformation agenda, where e-commerce, fintech, and logistics sectors are rapidly converging. The company plans to partner with regional courier services to ensure timely deliveries to both domestic and international customers.

Global and Cultural Significance

The platform’s long-term vision extends beyond commerce. Stitches Africa aims to preserve and globalize Africa’s textile heritage, empowering designers who specialise in Ankara, Kente, Aso Oke, and other traditional fabrics. The app promotes ethical sourcing, local craftsmanship, and sustainable production — echoing the global movement toward responsible fashion.

By connecting diaspora communities with homegrown brands, it also strengthens cultural identity. “Our mission is not just about selling clothes — it’s about storytelling through fabric,” Peters added. “Each design carries a piece of Africa’s cultural DNA.”

Industry observers believe the initiative could serve as a model for other emerging markets, showcasing how fashion, technology and cultural heritage can intersect to generate both economic and social value.

Challenges Ahead

Despite optimism, challenges remain:

• Infrastructure gaps such as high shipping costs, customs delays and limited access to digital payments in some markets.

• User acquisition in a competitive fashion-tech ecosystem where giants like Jumia Fashion and Shein have significant brand recognition.

• Scaling production quality while maintaining artisanal integrity as volumes grow.

Experts suggest that continuous investment in technology, logistics, and talent development will be vital for Stitches Africa’s sustainability.

Conclusion

The launch of the Stitches Africa app signals a new era for the continent’s fashion industry — one that blends digital innovation with cultural expression. By empowering local creators and connecting them with global audiences, the platform stands at the intersection of e-commerce, technology and identity.

If successful, Stitches Africa could redefine what “Made in Africa” means in the digital economy — transforming traditional craftsmanship into scalable, tech-enabled creativity for a global audience.

Keeyu, an Australian e-commerce technology startup, has secured a pre-seed funding round of US$2.3 million, led by venture capital firm Rampersand, with participation from Archangel Ventures, Startmate, Empress Capital, Exhort Ventures, Sydney Angels and Southern Angels. Business News Australia+1 The capital injection comes as the company prepares for the public launch of its proactive AI-agent platform designed for online retail operations. Business News Australia

Launched in July 2024 and founded by co-founders Jevon Le Roux, Tahir Rauf and Tracy Godtschalk — each bringing backgrounds in retail and tech including roles at P.E Nation, Sportscraft, SurfStitch and Mastercard — Keeyu already lists 15 retailers across 25 brands as early adopters. These include Decjuba, Rebel Sport NZ, Camilla, EHP Labs, Clutch Glue and Budgy Smuggler. Business News Australia

What Keeyu Does

Keeyu’s platform monitors the full e-commerce order lifecycle — from payment and fulfilment through delivery and returns — to detect issues in real time. The aim: prevent operational problems before they escalate into customer complaints. Startup Daily+1 The startup reports that its users have seen up to a 90 % reduction in “Where Is My Order?” (WISMO) tickets, a 50 % reduction in manual workload for customer-experience and operations teams, and a 9 % uplift in customer retention during peak trading periods. Business News Australia

Why This Matters

The funding and traction underline growing investor interest in e-commerce operations tech — especially solutions focused on post-checkout workflows that affect customer satisfaction, repeat purchases and brand reputation. With major holiday seasons such as Black Friday and Christmas looming, retailers face heightened operational stress; Keeyu positions itself to help mitigate that. Business News Australia

For Australia and the broader region, the raise reflects the expanding landscape of tech-enabled retail infrastructure startups supporting online commerce growth. It highlights a shift from front-end e-commerce innovation toward back-office and fulfilment-chain intelligence.

The Investment & Next Steps

• Funding amount: US$2.3 million pre-seed round. Business News Australia

• Lead investor: Rampersand. Support from Archangel, Startmate, Empress Capital, Exhort Ventures, Sydney Angels, Southern Angels and several angels including Jason Wyatt, Alexey Mitko, Paul Greenberg and Luigi Iacullo. Business News Australia+1

• Use of funds: Accelerate growth of the AI-agent platform, expand merchant onboarding, support operations during peak e-commerce trading periods. Startup Daily

Challenges & Considerations

While the opportunity is clear, execution risks include:

• Scaling merchants across geographies and verticals while maintaining real-time operational effectiveness.

• Achieving differential value over existing process-automation tools and legacy retail systems.

• Ensuring integrations with payment, fulfilment and returns systems remain robust, especially during peak volumes.

• Delivering measurable ROI for clients to justify investment in the platform compared to traditional operations teams.

Outlook & What to Watch

Key metrics to monitor:

• Rate of retailer/brand adoption beyond the initial 25 brands.

• Metrics such as reduction in typical operational tickets (WISMO), manual-workload reductions and customer-retention improvements for users of the platform.

• Expansion of Keeyu’s solution scope — for example into new geographies, verticals (beyond fashion/retail) and deeper analytics modules.

• Follow-on funding rounds or strategic partnerships that could scale the platform internationally.

Conclusion

Keeyu’s US$2.3 million raise represents a promising step for a startup targeting a critical yet often underserved part of the e-commerce value chain: after-purchase operations. By enabling retailers to shift from reactive service models to proactive operational awareness, Keeyu may carve a meaningful niche in a high-stakes, high-volume business environment. Its future success will depend on scaling effectively, demonstrating measurable value and supporting retailers across growth-intensive trading periods.