By Foo Yun Chee BRUSSELS (Reuters) -Chinese online marketplace Temu and fast-fashion retailer Shein will be liable for the sale of unsafe and dangerous products on their platforms, the European Commission said on Wednesday,

US ecommerce company Amazon had sought to counter the threat posed by cheap Chinese suppliers by launching the “Haul” brand offering products for less than $20 with shipping times of between one and two weeks. Now it may be able to avoid a “race to the bottom”, analysts said.

The Commission calls for stricter enforcement of consumer protection and environmental standards in online commerce in a new communication focusing on Chinese marketplaces; separately announcing an investigation into clothes giant Shein.

The European Union will increase customs checks on goods shipped directly by ecommerce retailers like Temu and Shein to EU consumers as it seeks to ensure fair competition and product safety, according to a draft of an official communication seen by Reuters on Monday.