Swedish Consumers Re-evaluate Cross-Border Shopping Amidst New EU Customs Duty
A recent study commissioned by the Swedish Customs Service indicates a notable shift in the purchasing behaviors of Swedish consumers, primarily influenced by the European Union's newly implemented €3 customs duty on low-value online imports. This new regulation is prompting a reevaluation of cross-border shopping habits, with a considerable segment of the population, especially older women, contemplating a complete halt to purchases from outside the EU. Conversely, younger individuals and those residing in major urban areas seem less inclined to alter their current online shopping routines, suggesting a varied impact across different demographics.
The European Union recently abolished the €150 de minimis customs duty exemption for e-commerce imports, replacing it with a flat €3 charge on all low-value items entering the bloc. This change, which took effect in September 2026, aims to streamline customs procedures and potentially level the playing field for businesses within the EU. The Swedish Customs Service, or Tullverket, initiated a survey involving 1,068 Swedish adults between May 14 and May 21, 2026, to gauge the prospective impact of this policy shift on consumer behavior.
The survey's findings highlight a generational and geographical divide in consumer response. Approximately 14% of all respondents expressed their intention to completely cease shopping from non-EU countries. This percentage significantly increased to 23% among women aged 65 to 84, with 19% of this age group also endorsing such a decision. This demographic appears to be the most sensitive to the new duty, possibly due to differing shopping priorities or a greater perceived impact of the additional cost.
In contrast, a substantial 41% of respondents stated that the new customs duty would not influence their shopping decisions at all. This figure rose to 49% among consumers aged 18 to 34 and those residing in larger metropolitan areas, such as Stockholm. This suggests that younger, urban populations might be more accustomed to online shopping logistics or perceive the €3 charge as a minor deterrent.
Despite the changes, cross-border e-commerce remains popular in Sweden. The data from Tullverket indicate that one-third of Swedish consumers engage in online shopping from non-EU platforms. Specifically, 12% shop a few times per quarter, and 19% do so a few times per year, with a small segment (2%) shopping monthly. Men aged 50 to 64 and households with children are more frequent quarterly shoppers. Meanwhile, a higher proportion of women (45%) and individuals aged 65 to 84 (46%) reported never having purchased from non-EU stores, indicating existing disparities in engagement with international online retail.
The introduction of the new EU customs duty is set to recalibrate the e-commerce landscape for Swedish consumers. While some segments of the population are prepared to significantly alter their shopping habits, others, particularly younger and urban demographics, anticipate minimal disruption. This policy change will likely lead to ongoing adjustments in how Swedes engage with international online marketplaces, influencing both consumer choices and market dynamics.