With the EU’s trade deficit with China having soared to 360 billion euros and Brussels seeking ways to rebalance trade relations with Beijing, the European Commission is advancing on two fronts simultaneously. On the one hand, new customs rules for low-value online purchases will take effect on July 1, and on the other hand, following yesterday’s meeting between Trade Commissioner Maroš Šefčovič and Chinese Minister of Commerce Wang Wentao, a new round of consultations is being launched, with a target date of October. The Commission insists that these are two distinct processes, which nevertheless serve the same goal: more balanced trade relations and more effective protection of the European market.The new customs rules, as explained by senior European officials, are not a measure directed against China, but are part of the overall reform of the European customs system. The goal is to restore a level playing field between European businesses and e-commerce platforms from third countries, strengthen customs controls, and better protect consumers from dangerous or non-compliant products. In practice, however, the changes mainly affect Chinese platforms, such as Temu and Shein, since more than 90% of these shipments originate from China. With the explosive growth of e- commerce, however, the European Commission believes that this has turned into a “loophole,” which has been systematically exploited through the under-invoicing of products or the splitting of orders into small packages to avoid paying customs duties. As of July 1, the exemption will be abolished and replaced by a temporary flat-rate duty of 3 euros on online purchases shipped directly from third countries to the EU.