In the first part of our interview, published in the previous newsletter, Sobko stressed the need for an updated customs system to better protect consumers. Currently, European customs authorities are overwhelmed with the volumes of parcels. To address the complex challenges posed by e-commerce imports, an EU-wide response is needed. BEUC, the European Consumer Organisation, has been deeply involved in the negotiations on the EU customs reform, advocating for enhanced consumer protection and accountability for online platforms and sellers.

Mykyta Sobko is a policy officer in the international affairs team at BEUC focusing on advocacy in the area of trade policy and customs issues to better protect European consumers. In this second part of our interview, he discussed the negotiations on the EU-customs reform, the effects it will have, and what measures are required to ensure fair e-commerce.

AK-EUROPA: Are there any Member States, interest groups or companies lobbying against EU customs reform?

Sobko: As with any major reform, the negotiations have not always been easy, and it did take time to convince some players. That said, we would not say that Member States as such were working against the EU customs reform. In the end, the Council did move in a positive direction, recognizing the need to better protect consumers and to adapt customs rules to the realities of e-commerce.

Where we did see more resistance was from certain interest groups and companies. This is not very surprising. Businesses whose models rely heavily on large volumes of small parcels, in particular major online marketplaces, have been actively lobbying against some of the key elements of the reform. Interestingly, we also saw opposition from some second-hand or C2C platforms, often for similar reasons. A recurring argument from these platforms is that they claim to have limited knowledge or control over what is sold on their services and therefore argue that they should not be held responsible. From a consumer perspective, this argument is becoming increasingly difficult to accept. The risks linked to unsafe and non-compliant products are very real, and continuing to pretend that platforms have no responsibility is simply no longer sustainable.

AK-EUROPA: The first steps of the reform will come into force in 2026, but the main changes will not take effect until 2028. When do you expect to see the first noticeable changes in practice?

Sobko: It is still quite difficult to give a precise timeline at this stage, simply because the reform has not yet been fully finalised and some elements are still evolving. We have already seen, for example, that certain measures are being brought forward. The EU-wide handling fee is a good illustration of this, as it is now expected to be introduced in 2026 rather than 2028. Other parts of the reform will take longer, often for technical or operational reasons, because changes of this scale cannot be implemented overnight.

That said, we do expect to see some noticeable changes relatively early on, in particular once the new rules on responsibility and the definition of the importer start to apply, so far planned for 2028. Clarifying that online marketplaces or economic operators, rather than individual consumers, are responsible will be a real turning point. This should already have a concrete impact on compliance and enforcement in practice. It is also important to note that changes are already happening even before the reform formally enters into force. Many businesses are anticipating the new rules and adapting their models accordingly. We already see major platforms investing in EU-based warehousing or adjusting their logistics to better align with EU requirements. So, in reality the effects on the ground may be felt earlier than the legal deadlines suggest.

AK-EUROPA: What demands does BEUC have for the ongoing negotiations on the EU customs reform and beyond, in order to ensure fair e-Commerce and also keep the environmental perspective in mind?

Sobko: In the current phase of negotiations, BEUC is very focused on a number of core objectives. First, consumer protection must be recognised as a core mission of customs authorities. Consumers should not be treated as importers, and they should not bear the costs or risks of non-compliant products. In that context, handling fees should not be passed on to consumers, and importers must be clearly responsible for compliance with EU law. Second, non-compliance must have real consequences. Penalties need to be effective, proportionate and dissuasive, and they should be harmonised across the EU. This is crucial to avoid fragmentation and weak enforcement. Importantly, penalties should cover not only fiscal breaches, but also non-fiscal ones, including safety and sustainability rules. Third, BEUC strongly supports better cooperation between customs authorities. The EU Data Hub has real potential to modernise risk assessment, improve controls and allow information sharing across Member States. This is essential for a functioning Customs Union. The same applies to the trusted trader scheme, which must be strictly monitored, EU-coordinated, and based on a genuinely high level of compliance.

AK-EUROPA: To end on a positive note, given the rather depressing nature of this topic, what could be a scenario for a well-functioning solution?

Sobko: While the situation can feel quite challenging, a positive scenario is absolutely possible. The key is to approach this as a puzzle rather than a single solution. A well-functioning system would start with clear liability for online marketplaces under EU legislation. Platforms would be accountable for the safety and compliance of products sold on their sites, regardless of where the seller is based. Customs reform would be fully implemented and operational, with modern tools, effective data sharing, and strong enforcement at all EU entry points. Alongside this, other reforms would reinforce the framework. A stronger and more responsive chemicals framework, based on REACH and the upcoming REACH reform, would allow quicker action against harmful substances in consumer products. Product rules focused on sustainability, driven by the European Sustainable Products Regulation (ESPR), would encourage better product design, particularly in high-impact sectors such as textiles, and reduce waste at source. The upcoming EU Product Act, including revisions to the Market Surveillance Regulation, could further streamline enforcement and ensure the same level of protection both inside the EU and at its borders. Taken together, these measures could create a system where compliant businesses are rewarded, consumers are better protected, and environmental harm is reduced. This is the direction BEUC is working towards, and it is a scenario that is both realistic and worth striving for.

This interview has been split into two parts. The first part can be found here.

Further information:

BEUC: The European Consumer Organisation
AK EUROPA: EU customs reform as a contribution to fair and sustainable e-commerce. An interview with trade and customs expert Mykyta Sobko
AK EUROPA: Flood of parcels and dangerous products from online retailers. A visit to Liège Cargo Airport
AK Upper Austria: AK test: Billig-Onlineshops Temu, Wish & Shein verkaufen gefährliches Spielzeug (German only)
BEUC: e-commerce: new challenges for the sustainable transition
BEUC: Ticking all the boxes for consumers in the EU Customs Reform
BEUC: Under the Microscope: Tests of Temu Products by Consumer Groups