EuroCommerce asks EVP Séjourné for bold EU action against unfair competition

EuroCommerce – the European retail and wholesale association – met today with European Commission Executive Vice-President Stéphane Séjourné to present a united call for urgent action to strengthen the competitiveness and resilience of Europe’s retail and wholesale sector.

A key concern raised was the growing threat of unfair competition from third-country platforms and traders. EuroCommerce Director General Christel Delberghe warned that EU-based businesses are being undercut by non-EU competitors who often ignore EU standards and legislation. “We need stronger enforcement, a swift customs and CPC reform, and an EU-wide framework for coordination,” she said.

During the meeting, EuroCommerce President Juan Manuel Morales emphasised the sector’s scale and significance: 26 million direct jobs, 5 million businesses—a vast majority of them SMEs—and a central role in serving consumers and businesses daily. “We are transforming rapidly,” Morales said, “but we face mounting challenges—from geopolitical tensions and tariff wars to a flood of parcels containing non-compliant products undermining fair competition.”

Retailers and wholesalers welcomed the Single Market Strategy and also urged faster progress on tackling regulatory barriers, territorial supply constraints, and national price controls that distort competition and undermine investments. Calls were made for stronger enforcement, including faster action on infringements where national rules undermine the Single Market and could encourage other Member States to introduce similar restrictions.

EuroCommerce supports the Commission’s renewed focus on competitiveness and investment and urged greater recognition of the sector’s diversity and specific needs. Calls were made for urgent regulatory simplification and action to address market fragmentation, which continues to deter investment.

EuroCommerce’s message was clear: the sector stands ready to support the EU’s economic and green ambitions, and it needs a level playing field, smarter regulation, a well-functioning Single Market and stronger enforcement to thrive.