Why do Europeans prefer Chinese goods when 4 billion Chinese packages go out to sea?

For European consumers, "Made in China" has quietly integrated into their daily lives.

From household goods to clothing and beauty products, from high-tech items to traditional crafts, the presence of Chinese-made products is everywhere. This influence is also reflected in the data. In 2024, it is expected that Chinese cross-border e-commerce platforms will ship 4 billion parcels to the 27 EU countries—equivalent to each country receiving an average of about 150 million Chinese parcels. These parcels not only carry the story of the rise of Chinese e-commerce, but also allow global consumers to see the potential of "Made in China".

About 4 billion international shipments from China to the EU. Image source: Ministry of Commerce of the People's Republic of China

How do 4 billion parcels conquer Europe?

Finland is a typical example. According to data from the Finnish Customs, in 2024, the country's parcel imports from non-EU regions surged sixfold, rising from 4 million to 25 million. Among them, goods from China are almost dominant, especially in the category of small items valued at less than 150 euros, accounting for as much as 87%. In other words, out of every 10 parcels received, nearly 9 are from China.

This trend is not unique to Finland. In Spain, the three major Chinese e-commerce platforms—SHEIN, Temu, and AliExpress—have already captured one-third of the local e-commerce market. In major markets such as France, Italy, and Germany, the influence of these platforms is also expanding year by year. From traditionally woven tote bags to new Chinese-style clothing, to rice water shampoos and drones, Chinese products have won over European consumers with their high cost performance and wide variety.

Moreover, the operating models of e-commerce platforms have also played a significant role. Through highly interactive shopping experiences, limited-time discounts, group buying deals, and other "gamified" features, these platforms not only allow consumers to buy cheaply, but also make shopping fun.

Chinese e-commerce platforms take root in the European market. Image source: Emarketer

The European market is an opportunity, but also hides pressure

Although the European market is full of potential, the challenges cannot be ignored. In recent years, the EU has been discussing the cancellation of the tariff exemption policy for goods under 150 euros. Once implemented, Chinese sellers who focus on low-priced products may face higher cost pressures. For sellers who rely on a low-profit, high-volume model, this will be a severe test.

At the same time, the demand for localization of logistics and services is gradually increasing. European consumers' requirements for product quality, logistics efficiency, and after-sales service are rising, which puts higher demands on Chinese sellers' supply chain management capabilities. If the service experience is lacking, it is likely to lose the competitive edge.

The EU plans to cancel the tax exemption policy for low-priced imported goods under 150 euros. Image source: vatupdate

Policy support, backing for sellers going global

In the face of these challenges, the Chinese government is also actively providing support for the overseas expansion of cross-border e-commerce.

This year, the General Administration of Customs of China issued new measures, from canceling the registration of overseas warehouse enterprises to simplifying export procedures, and expanding the pilot scope of "inspection before loading", optimizing export policies in multiple aspects. The implementation of these policies not only reduces the operational burden on sellers, but also enhances their competitiveness in overseas markets.

In addition, the government is continuously improving tax and logistics support policies for cross-border e-commerce, fundamentally providing strong backing for sellers and helping them cope with the complex overseas market environment.

Four optimization measures. Image source: General Administration of Customs

4 billion parcels are just the beginning, the future of Chinese cross-border e-commerce is promising

Opportunities and challenges coexist in the European market, and behind the 4 billion parcels is proof of the profound influence of Chinese cross-border e-commerce on the global market.

Although the future remains uncertain, one thing is certain: with the multiple advantages of products, platforms, and policies, Chinese sellers will not stop moving forward. The European market is just a starting point. In the future, more Chinese parcels will continue to travel across the seas, carrying the story of "Made in China" to a broader world.