Georgia's Retail and E-Commerce Association (REA) is urging the government to introduce stricter rules for international online marketplaces such as TEMU, including VAT payments and a possible review of the GEL 300 duty-free import threshold.
REA President Tamar Gogolashvili said the rapid growth of cross-border online shopping has created an uneven competitive environment for local businesses. According to the association, Georgia imported around 20 million parcels worth GEL 2 billion in 2025, with more than 13.6 million shipments coming directly from China.
The association argues that platforms like TEMU have effectively become organized importers and should pay VAT in Georgia through a digital system similar to the model used for companies such as Google and Facebook. REA also wants international platforms to follow local product safety, certification, and advertising regulations.
Gogolashvili said discussions with the Finance Ministry, Economy Ministry, and Competition Agency have already begun. The association is considering several measures, including taxing global platforms directly or changing the GEL 300 exemption, arguing that fair competition is necessary to protect local businesses and jobs.
