On February 5, the EU Commission announced actions for safe and sustainable e-commerce imports.
At SHEIN, we welcome efforts that enhance trust and safety for European consumers when shopping online, and believe that a level competitive playing field can benefit the entire ecosystem.
Our regulatory and compliance teams across the EU will engage our partners at EU and national government-level to study these recommendations and examine how SHEIN can play our part in strengthening our industry to enhance the online shopping experience for European consumers.
Commitment to Consumer Protection
SHEIN recently announced that it conducted over two million product safety tests in 2024, reinforcing its ongoing commitment to ensuring high standards in product quality and consumer safety. The tests were conducted in collaboration with leading third-party testing agencies such as Intertek, SGS, Bureau Veritas (BV), and TÜV, as well as at a CNAS-accredited laboratory. Over the last year, the company has terminated its engagement with more than 260 sellers on its marketplace who did not meet compliance requirements. In 2025, SHEIN plans to invest more than US$15 million to further strengthen its product safety testing and compliance protocols.
SHEIN in the EU
The EU is one of SHEIN’s largest and most important regions, with millions of people across the EU engaging with our platform every month on average. Alongside our EMEA headquarters in Ireland, SHEIN now has offices in Belgium, France, Germany, Italy, Poland, and Spain.
We also operate distribution and fulfilment centres in Wroclaw, Poland, and Stradella, Italy, that have created thousands of local jobs and we continue to invest in growing our footprint.
Recent research conducted by Oxford Economics in collaboration with SHEIN across three of SHEIN’s key markets in the EU (France, Italy, and Poland) found that SHEIN’s operations in these three markets contributed more than EUR1.1 billion in GDP. Nearly half of this economic impact was generated by SHEIN’s own retail and wholesale operations, while the rest can be attributed to the economic activity supported among its local service providers in the EU and the wage spending of those employed. The research also found that SHEIN’s operations in these markets created more than 6000 direct and indirect job opportunities.
CPC Networks Joint Action
SHEIN was also notified of a coordinated action by the EU Consumer Protection Cooperation (CPC) Network concerning the compliance of SHEIN’s EU-based corporate entities with EU consumer protection law.
SHEIN shares the CPC Network’s goal of ensuring European consumers can shop online with peace of mind, and we intend to work closely with the CPC Network and the Commission to address any concerns.
Our on-demand model aims to reduce inefficiency and lowers waste on material and unsold inventory, allowing us to offer great style and quality at accessible prices. Regulatory compliance is a cornerstone of our business strategy, and we have built teams in Europe and around the globe focused on key areas such as product safety, customs, and tax compliance.
We welcome engagement with the CPC Network, the Commission, and all our stakeholders in the EU because we believe that constructive dialogue strengthens our business and our industry, and ultimately benefits consumers.
