China–Europe Cross-Border E-Commerce Booming After De Minimis Rule Revoked

China’s E-Commerce Shifts to Europe

Today, we highlight a major shift in logistics:
Chinese cross-border e-commerce shipments are pivoting from the U.S. to Europe.

This is a critical development in the logistics sector.


The biggest trigger? The removal of the U.S. de minimis rule.

Previously, packages under $800 were duty-free in the U.S., but after this exemption was canceled under the Trump administration, China–U.S. e-commerce cargo dropped sharply.


As a result, Chinese e-commerce sellers have shifted their exports to Europe.

In fact, China-to-Europe e-commerce cargo volume surged 90% year-on-year in July—a staggering number.

NCA Expands European Routes

In response, Nippon Cargo Airlines (NCA) launched a new route to Frankfurt in September.

Adding to its existing Milan and Amsterdam routes, Frankfurt—Europe’s largest hub—marks a major expansion.

NCA’s European flights increased from 4 to 5 per week.


It’s clear this move is aimed at capturing the rising China-to-Europe e-commerce cargo.

Trends in Global Air Cargo

Globally, air cargo volumes in July were up 5% year-on-year.

Among these, Europe-bound shipments stood out.

In contrast, China–U.S. e-commerce has plunged.


The U.S. market had been booming thanks to Temu and SHEIN since 2023, but current tariff policies have cooled demand.


Meanwhile, cargo is shifting to Southeast Asia, Latin America, and the Middle East, showing just how adaptable e-commerce players are to policy changes.

Japan-Origin Cargo Trends

Japan’s exports are also affected.

In July, consolidated cargo weight to the Americas increased 9%.

Auto and machinery shipments surged in a stock-up wave, but after the late-July U.S.–Japan tariff deal and the Obon holiday, demand eased temporarily.


Still, long-term contract rates remain high, and spot rate volatility from China’s e-commerce is affecting Japan’s airfreight pricing.

Conclusion

Airlines like NCA are expanding their routes to adapt, and this trend is likely to reshape global air cargo flows in the coming months.