As a topic, Shane’s beer to Europe, they meet again with normative control

The topic and Shane turn to Europe because their business in the US takes a serious blow from unfavorable trade policy. But e -commerce applications based on China may not get warm welcome in their new target markets.

In recent weeks complaints have been filed with the topic and Shane in the EU by blaming them in Tactics Unreliability of Business Tactics. It comes as a block prepare A new flat fee for two euros on previously doesn’t have customs packages from online markets such as Temu and Shein.

Experts say new developments can become sinister signs for the platforms, as their business has already suffered from the closure of a small release from tariffs in the US, as well as new duties by 54% or $ 100 for those sent through the postal service.

“As the US intensifies the normative and trade pressure, Temu and Shane are increasingly turning to Europe and UK as critical growth markets,” said CNBC Anand Kumar, Deputy Director for Coresight Research research.

However kumar said the companies started to face

“The EU offered 2 Euro is more than a minor supplement-is a strategic regulatory step aimed at restraint of unobstructed ultra-step-commerce growth, and it can remodel as platforms such as Shane and the subject work in Europe over the next 2-3 years,” he added.

The topic and Shane have increased their advertising costs in Europe, especially in the UK and France, reports A report from Reuters by displaying their shift from the US

EU and UK for both companies have also been reflected in EDG consumer research, which traces consumer trends based on credit and debit card information.

According to the data he sent to CNBC, Temu consumer spending in the United States fell approximately 36% a year earlier, while Shane fell 13% over the same period. The company added that its data shows that some Temu and Shein customers have moved their expenses to outdated department stores and fast fashion shopping stores.

These trends are the same Data from a market intelligence firm Showing that the Temu and Shein app is slowly slowed down.

However, the UK and the EU have observed opposite trends for the platforms. In May, consumer spending increased 63% in the EU, and 38% in the UK Shane felt an increase of 19% in the EU and 42% in the UK over the same period.

For Temu, EDGE consumer data showed that growth was especially detected in the key market of France, the second largest economy of Europe.

To take advantage of the impetus in Europe, Temu and Shein aggressively expand their activities throughout the region, including increasing the potential of the warehouse, experimenting with localized business models, and significantly increasing the cost of digital advertising in key markets such as the UK, France and Germany.

“This extension is not just a conjunctural – it signals a strategic shift in how these companies provide for the next growth phase,” he said.

“Given this, the European market is not deprived of problems. The region complies with tougher safety rules, consumer protection and fair competition, and all this requires Temu and Shein to invest more in the implementation and prompt transparency,” he added.

Experts say these problems and potential duties of the EU on the packages of small values ​​can be signs of more pressure on the future for the theme and Shane.

According to French local mediaThe wording of the Bill “Anti-Fashion Fashion”, which is discussed in the French National Assembly, has recently been rewritten to highlight ultra-rod platforms such as Shane and the topic.

The bill, for the first time approved by the lower house of parliament in France last March, is striving to punish the Products of fast fashion for their impact on the environment.

Meanwhile, on Thursday, a common European consumer organization fell complaint With the European Commission against Shane on the use of deceptive methods or “dark patterns” that cause excessive consumption.

This happens after the European Commission announced its own investigation into the implementation of the EU consumer law in February and, in May, in May called Shane respects EU consumer protection laws.

Buuc has alsa filed a complaint Against the topic, while 17 of its members filed the same complaint to their competent national bodies, the group said.

Xiaomeng Lu, Director Geotechnology in Eurosia Group, said CNBC that the last close control of the topic and Shane are going through the EU, reminds about it in the US

“(Temu and Shein) offer cost -effective solutions and efficient supply network that goes well in the world fast moving. However, their work practice and human rights standards cannot fully comply with high values ​​markets such as the EU and the US,” Lou said.

This conflict and “growth of protectionism” worldwide are “key drivers of these regulatory reactions,” she added.

In the US, officials also took the question with the subject over it allegedly failure With the Law on Forced Work Prevention (UFLPA), which prohibits the import of goods made from forced labor from China Xinjiang region.

According to Kumar, Europe, Europe, moving to more rigid supervision Directive about corporate stability – Which EU member states have until July 2026 to integrate into their national laws.

The directive would make companies operating in the EU, discover and mitigate human rights violations in their supply networks, reveal the metrics on the environment and stability and face the legal consequences for non -compliance with proper preventive steps.

This means that the topic and Shane will face the rigid requirements for fulfillment of the EU requirements, Kumar said. However, the region is still offering significant opportunities to expand in an increasingly protectionist global trading setting, he added.