Tariffs are paid by importers, but the cost is usually shared between:

- Foreign producers

- Domestic consumers

- Domestic companies (via lower profits)

Who pays more depends on bargaining power and market structure.

_In practice_, at least for these sort of broad-based tariffs, it tends to be the consumer, eg https://www.kielinstitut.de/publications/news/americas-own-g...

So ultimately the EU doesn't pay the tariff, companies do.