European footwear industry demands accountability from online platforms

A united front against the entry of irregular footwear

The European Confederation of the Footwear Industry (CEC), backed by 87 entities including business associations, consumer organizations, and environmental NGOs, has raised its voice before Brussels. The objective is clear: that e-commerce platforms assume direct responsibility for the products they market, especially when they fail to comply with European safety, health, and environmental regulations.

The trigger for this mobilization is the uncontrolled increase in direct imports from third countries through marketplaces such as Temu, Shein or AliExpress. According to data handled by the CEC, a growing volume of footwear reaching European consumers does not pass quality controls or meet mandatory standards — from the presence of toxic substances in materials to the absence of correct labeling for size or composition. Customs authorities, with limited resources, can barely inspect a fraction of the millions of packages that cross EU borders daily.

The specific request is twofold: on the one hand, strengthen product compliance regulations so that marketplaces cannot shield themselves behind the figure of intermediaries; on the other, establish an accountability system that forces these platforms to verify the legality of each item before offering it for sale. In practice, this would mean that an e-commerce giant would be as responsible as the manufacturer or importer if the product fails to comply with community rules.

Implications for footwear stores

For a traditional retailer or a multi-brand store, this demand represents a change in the competitive landscape. For years, many physical points of sale have seen their margins squeezed by the low-cost offer of platforms that sometimes operated outside the same requirements that they themselves comply with — CE labeling, harmonized sizing, control of chemicals such as hexavalent chromium or phthalates.

If the EU toughens the rules, small businesses would gain a level playing field. But they must also remain vigilant: the same regulatory framework that targets large platforms could translate into stricter customs controls that indirectly delay deliveries of any international order, even legitimate ones. Furthermore, in-store inspections will intensify if authorities wish to be consistent with the new standard.

For a retailer, the strategic recommendation is clear: strengthen the traceability of their stock, ensure that all suppliers — especially those they work with on order or through direct import — provide certificates of conformity and proper customs documentation. Transparency will be a commercial asset in front of an increasingly informed customer about sustainability and safety.

What it means for a footwear wholesaler

Wholesalers, especially those acting as a bridge between Asian factories and the European market, face additional pressure. The CEC and the signatory organizations are not only targeting B2C platforms, but also logistics operators and importers who bring large volumes of footwear into the EU.

A wholesaler operating fully legally — with certified products and proper import declarations — will see this regulation as an opportunity to differentiate themselves. Brands and retailers wanting to avoid reputational and legal risks will seek suppliers that guarantee regulatory compliance. Cheap footwear without documentation will lose its main competitive advantage: the absence of control.

However, the measure also entails additional bureaucratic burden. Wholesalers will need to invest in document management systems, factory audits, and perhaps pre-shipment verification services. Those already working with certifications such as CE marking or EU eco-labeling will be better positioned.

On the financial front, the demand for platform accountability could reduce the influx of ultra-low-priced footwear that competes unfairly, stabilizing wholesale prices and allowing better margins for legitimate operators.

Spain: a key player in the defense of European footwear

The Spanish market is particularly sensitive to this demand. The footwear sector in Spain generates more than 30,000 direct jobs and has long-standing production clusters in Elda, Elche, Almansa, Valverde del Camino, and Arnedo. These areas have suffered in recent years from direct competition from massive imports that do not comply with labeling, safety, or labor regulations.

Furthermore, the Spanish consumer is one of the most active in online footwear purchases, with double-digit annual growth in digital fast fashion. The popularity of platforms like Temu or Shein among young people has led to a surge in complaints about incorrect sizes, low-quality materials, and, in some cases, dermatological issues attributed to untested products.

The Spanish footwear industry association (FICE) has openly supported the CEC's letter, insisting that the solution lies not only in tightening border controls but also in digitalizing customs processes so that authorities can inspect without stifling legitimate trade. In this regard, Spain could serve as a test bed for the implementation of the EU Single Customs Window, which would allow cross-referencing of product data and declarations in real time.

For a Spanish wholesaler or retailer, the message is unequivocal: the regulatory trend is toward greater transparency requirements. Those who do not anticipate these changes risk facing penalties or losing customer trust.

"Footwear sold in the EU, wherever it comes from, must comply with the same safety and environmental standards. Platforms can no longer be a 'paradise for out-of-control products'." — Spokesperson for the European Confederation of the Footwear Industry.

Pressure on Brussels will continue over the coming months, coinciding with the review of the General Product Safety Regulation and the Product Liability Directive. The final decision will shape the future of competition in the online and offline footwear channel across Europe.

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