Hungarian shoppers are becoming more cautious about ordering from Temu, Shein and AliExpress after new EU customs rules made low-value purchases from outside the bloc more expensive. PwC Hungary says shopping habits are already shifting, while some European marketplaces are beginning to benefit. The new rules entered into force on 1 July and ended the previous customs-duty exemption for low-value consignments worth up to EUR 150 arriving from outside the European Union. A temporary EUR 3 customs duty now applies per item based on tariff classification, meaning a parcel containing different types of products can attract the duty more than once. Speaking to InfoRádió , Szabolcs Timár, senior e-commerce consultant at PwC Hungary, said consumers are now paying much closer attention to the final price of an order, rather than simply looking at the advertised cost of individual items.