This week the European Union has approved a new tariff measure: charge three euros for each international package that arrives in European territory with a value of less than 150 euros. Although not explicitly stated, the focus is clear: the major platforms ofe-commerce Asian brands, like Shein or Temu. The question is inevitable: will this measure really work?

Since the major Asian platforms have entered the European market selling directly to consumers, many small local businesses, both brick-and-mortar and online, have struggled. That's just how the market is, and everyone is free to choose where they shop.

Gemma Molner and her sister are the third generation of a small line of shopkeepers. Their grandparents opened their doors, and today the family business – Xarol fashion stores – has two stores in Tarragona and Reus. However, she has long observed how her customers' consumption habits are changing at a dizzying pace. "Online sales are here to stay. Since Covid, they haven't stopped growing," says the Reus-born businesswoman, who is also a member of the trade committee of the Pimec employers' association in Tarragona and represents the El Tomb trade association in the capital of Baix Camp.

As soon as you click for the first time, you're greeted by a golden gift with a red bow. In a second, it explodes, giving way to a seductive message: "Special offers just for you. 60% off any order." The fine print clarifies that the promotion is only for new users and applies to select items. But once you're inside, the platform doesn't let up: percentages, coupons, free shipping... A constant barrage of brightly colored advertising promising fashion at prices you can't refuse.