France advanced legislation aimed at curbing “ultra-fast fashion” platforms like Shein and Temu, with new measures including a €2 to €4 parcel fee on non-EU shipments and an advertising ban, though traditional fast-fashion retailers like H&M and Zara were exempted after lobbying. The bill, which still requires EU approval, introduces eco-contributions and stricter penalties for environmental harm, while critics argue it will hurt cost-conscious consumers. Shein and Temu shipped 800 million parcels to France in 2024, and together with Amazon now account for 24% of online apparel sales in the country.
France moves forward with bill targeting Shein and Temu’s ultra-fast fashion shipments
Paul Drecksler is the founder and editor of Shopifreaks E-commerce Newsletter, covering the most important stories in e-commerce.
Never miss important e-commerce news
Our weekly newsletter is read each week by 20,000+ e-commerce professionals.