COMPANIES & PRODUCTS

Shein
 Table of Contents

01 Overview Most downloaded shopping apps worldwide 2024 21

Most downloaded shopping apps in the U.S. 2024 22
Estimated annual revenue of Shein 2016-2023 03
Most downloaded shopping apps in the UK 2024 23
Highest valued unicorn companies worldwide 2025 04
Countries with most Shein app downloads 2024 24
Merchants where global shoppers made their latest cross-border purchase 2024 05
Global downloads of Shein shopping app 2016-2025 25
Global GMV of [Link] 2018-2024 06
Shein app: monthly downloads in the U.S. 2017-2025, by device 26
Temu and Shein's de minimis shipment share in the U.S. 2023 07
Highest valued e-commerce startup companies globally 2025 08
04 Consumer behavior

02 Competitors Key motivators to shop from Shein in the U.S. 2024 28

How often Shein shoppers wear their purchases in the U.S. 2024 29
Top fashion online stores worldwide in 2024, by net sales 10
Gen Z awareness, consideration, and purchase intent of Shein in the U.S. 2024 30
Top fashion online stores in the U.S. in 2024 11
Millennial awareness, consideration, and purchase intent of Shein in the U.S. 2024 31
Leading Chinese online marketplaces in the U.S. 2024 12
Views on credibility and trust in SHEIN and Temu in Germany 2024 32
Brands where TikTok Shop users also shop in the U.S. 2024 13
Impulse buy for the first time on AlliExpress, Shein or Temu in Poland 2024 33
Share of select retailers' customers using TikTok Shop in the U.S. 2024 14
Monthly number of visits to [Link] 2025 15
05 Brand awareness
Fast fashion market and Shein quarterly sales growth in the U.S. Q2 2020-Q2 2023 16
SHEIN brand profile in the United States 2024 35

03 Online traffic & mobile downloads SHEIN brand profile in the UK 2024 36
SHEIN brand profile in Germany 2023 37
Monthly web traffic to [Link] in 2025 18
Shein brand profile in Brazil 2024 38
Share of global Shein website visitors 2025, by age 19
SHEIN brand power according to BrandZ 2023-2025 39
Share of global Shein website visitors 2025, by gender 20

1
CHAPTER 01

Overview
 Estimated annual revenue of Shein from 2016 to 2023 (in billion U.S.
dollars)
Estimated annual revenue of Shein 2016-2023

35
32.5

30
Revenue in billion U.S. dollars

25
22.7

20

15.7
15

9.81
10

5 3.15
1.55 1.99
0.61
0
2016 2017 2018 2019 2020 2021 2022 2023

3 Description: Estimations revealed that the fast fashion giant Shein generated an annual revenue of 32.5 billion U.S. dollars in 2023. This is a significant increase since 2016, when the company supposedly reached a revenue of 610 million U.S. dollars. Read more
Note(s): Worldwide; 2016 to 2023
Source(s): Business of Apps; Daxue Consulting; Forbes
 Leading unicorns worldwide as of February 2025 (in billion U.S. dollars)
Highest valued unicorn companies worldwide 2025

Valuation in billion U.S. dollars

0 50 100 150 200 250 300 350 400

SpaceX (U.S.) 350

ByteDance (China) 300

OpenAI (U.S.) 157

Stripe (U.S.) 70
Company (HQ country)

Shein (China) 66

Databricks (U.S.) 62

Anthropic (U.S.) 60

xAI (U.S.) 50

Revolut (UK) 45

Canva (Australia) 32

Fanatics (U.S.) 31

Chime (U.S.) 25

CoreWeave (U.S.) 23

Epic Games (U.S.) 22.5

Miro (U.S.) 17.5

4 Description: The global landscape of unicorn companies is set to evolve significantly by 2025, with SpaceX leading the pack at a valuation of 350 billion U.S. dollars. _Second in the ranking came ByteDance, with a valuation of 300 billion U.S. dollars. This Chinese tech
giant, known for its popular app TikTok, exemplifies the growing influence of Asian companies in the global startup ecosystem. Read more
Note(s): Worldwide; February 2025
Source(s): CB Insights
 Online retailers from which global shoppers made their most recent cross-
border purchase in 2024
Merchants where global shoppers made their latest cross-border purchase 2024

Other 27% Amazon 24%

Zalando 3%
Temu 21%

eBay 6%

Shein 9%
AliExpress 10%

5 Description: According to a survey conducted in September 2024, a total 24 percent of online shoppers surveyed in 37 countries made their most recent cross-border purchase via Amazon. Temu came in second, as 21 percent of e-commerce users placed their latest
order from abroad there. Read more
Note(s): Worldwide; September 2024; 31,000 respondents in 37 countries*
Source(s): Dynata; IPC
 Gross merchandise value of Shein globally from 2018 to 2024 (in billion
U.S. dollars)
Global GMV of [Link] 2018-2024

40 38

35
32

30
GMV in billion U.S. dollars

25
22

20
16
15

10
10

5 2.7
1.5

0
2018 2019 2020 2021 2022 2023 2024

6 Description: In 2024, the online fashion retailer Shein generated a GMV of 38 billion U.S. dollars, soaring from only 1.5 billion U.S. dollars in 2018. Founded in 2008 in Nanjing, China, Shein is one of the world's largest online fashion retailers and a leading unicorn. Read
more
Note(s): China; 2018 to 2024
Source(s): Exciting Commerce; Financial Times; Shein
 Daily share of Temu and Shein's de minimis shipments to the United
States as of June 2023
Temu and Shein's de minimis shipment share in the U.S. 2023

Shein & Temu packages 30%

All other global packages 70%

7 Description: The de minimis exception is a U.S. import law allowing foreign imports valued at less than 800 U.S. dollars to enter the country without duties or formal entry. As of 2023, 30 percent of all foreign imports entering the U.S. per day were from Shein and
Temu. Read more
Note(s): United States; June 2023
Source(s): US House of Representatives
 Highest-valued e-commerce and direct-to-consumer unicorns worldwide
as of January 2025 (in billion U.S. dollars)
Highest valued e-commerce startup companies globally 2025

Valuation in billion U.S. dollars

0 10 20 30 40 50 60 70

SHEIN 66

Fanatics 31

Yuanfudao 15.5

Gopuff 15

Yuanqi Senlin 15

Faire 12.59

Xingsheng Selected 12

Chehaoduo 10

HEYTEA 9.28

OYO Rooms 9

Ziroom 6.6

Easyhome 5.78

Back Market 5.7

REFLEX 5.7

Vuori 5.5

8 Description: The majority of the highest-valued e-commerce and direct-to-consumer unicorns worldwide are Chinese businesses. SHEIN, a Chinese fashion e-commerce platform headquartered in Singapore, is the e-commerce startup with the highest valuation
worldwide, at no less than 66 billion U.S. dollars as of January 2025. SHEIN overtook Xiaohongshu, also known as "Red" or "Little Red Book", a social e-commerce platform headquartered in Shanghai, which was the most valued e-commerce startup [...] Read more
Note(s): Worldwide; January 2025
Source(s): CB Insights
CHAPTER 02

Competitors
 Leading online stores worldwide in the fashion segment in 2024, by e-
commerce net sales (in million U.S. dollars)
Top fashion online stores worldwide in 2024, by net sales

E-commerce revenue in million U.S. dollar

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000

[Link] 37,151

[Link] 32,581

[Link] 14,744

[Link] 11,157

[Link] 10,165

10 Description: In 2024, [Link] was the leading online fashion store worldwide, totalling over 37 billion U.S. dollars in e-commerce net sales. Ranked second was the fast-fashion site [Link], which generated 32.58 billion U.S. dollars in sales. [Link] was followed by
[Link] with 14.74 billion U.S. dollars in net [Link] an extended ranking, please visit [Link]. Read more
Note(s): Worldwide; 2024
Source(s): ECDB GmbH
 Leading online stores in the fashion segment in the United States in 2024,
by e-commerce net sales (in billion U.S. dollars)
Top fashion online stores in the U.S. in 2024

E-commerce revenue in billion U.S. dollars

0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 22,000

[Link] 19,114.2

[Link] 14,743.5

[Link] 9,823.4

[Link] 6,289.7

[Link] 4,719.9

[Link] 4,545

[Link] 4,024.5

[Link] 3,665.7

[Link] 3,212.1

[Link] 3,149.8

11 Description: [Link] was leading the fashion e-commerce store in the U.S. in 2024, with e-commerce net sales of 19 billion U.S. dollars generated in the country. Shein was followed by [Link] with 14.7 billion, and then by [Link] with fashion net sales of
9.8 billion U.S. [Link] an extended ranking, please visit [Link]. Read more
Note(s): 2024
Source(s): ECDB GmbH; Statista
 Share of consumers shopping on Chinese marketplaces in the United
States in 2024
Leading Chinese online marketplaces in the U.S. 2024

60% 57%

50%
43%

40%
Share of respondents

33%

30%

20%
20%

10%

0%
Temu Shein TikTok shop AliExpress

12 Description: Chinese online marketplaces are making significant inroads into the U.S. e-commerce landscape, with Temu leading the pack. A 2024 survey reveals that 57 percent of U.S. online shoppers choose Temu, followed by Shein at 43 percent and TikTok Shop at
33 percent. This trend highlights the growing influence of Chinese platforms in American consumer habits, challenging established domestic retailers. Read more
Note(s): United States; April 2024; 1,000 respondents
Source(s): Cint; Omnisend
 Brands where TikTok Shop users also shop in the United States as of
February 2024
Brands where TikTok Shop users also shop in the U.S. 2024

97%
Share of respondents

55%

39% 38% 37%

32%

Amazon Etsy Temu Old Navy Shein eBay

13 Description: As of February 2024, 97 percent of TikTok shop users in the United States reported to also having shopped on Amazon in the last 12 months. Another 55 percent said they shopped on Etsy in the same period. Additionally 39 percent also shopped on Temu.
Read more
Note(s): United States; February 2023 to February 2024
Source(s): Earnest; Retail Dive
 Share of select retailers' customers that also use TikTok Shop in the United
States as of February 2024
Share of select retailers' customers using TikTok Shop in the U.S. 2024

Share of respondents

Shein 28%

Temu 25%

H&M 20%

Nike 19%

Goodwill 17%

Etsy 17%

Old Navy 16%

eBay 14%

Amazon 12%

14 Description: In the United States, a total of 28 percent of Shein shoppers also shopped on TikTok Shop. The brand with the second-highest percentage of overlap was Temu, with one in every four Temu shoppers having used TikTok Shop in the last 12 months. Read
more
Note(s): United States; February 2023 to February 2024
Source(s): Earnest
 Number of monthly visits to [Link] from February to May 2025 (in
millions)
Monthly number of visits to [Link] 2025

1.6

1.4
1.4
1.3 1.3

1.2
Number of visits in billions

0.99
1.0

0.8

0.6

0.4

0.2

0.0
Feb '25 Mar '25 Apr '25 May '25

15 Description: In May 2025, the Temu website, [Link], totaled at 1.4 billion visits. The number of monthly visits has increased from February when they reached 990.6 million worldwide. Read more
Note(s): February to May 2025; desktop and mobile web
Source(s): SimilarWeb
 Quarterly sales growth of the fast fashion industry and Shein in the United
States from 2nd quarter 2020 to 2nd quarter 2023
Fast fashion market and Shein quarterly sales growth in the U.S. Q2 2020-Q2 2023

Fast fashion Shein

400%
341.9%
350%

300% 284.6%
Quarterly sales growth

250%
211.4%
200% 167.3%
147.7%
150% 123.5%
118.4% 119.4%

100%
61.2% 64.9%
45.2%
50% 32.4%
5.9% 9.5% 6.2% 0.2%
-7.8% -8.4% -4.6% -4.7% -11.2% -2.8%
-13.1% -14.1% -15.1%
0% -30.6%

-50%
Q2 '20 Q3 '20 Q4 '20 Q1 '21 Q2 '21 Q3 '21 Q4 '21 Q1 '22 Q2 '22 Q3 '22 Q4 '22 Q1 '23 Q2 '23

16 Description: According to the source, Shein has been a leading force in the fast fashion industry in terms of sales growth. The online fast fashion retailer from China had a peak in sales growth in the first quarter of 2021 with an increase of 341.9 percent. In comparison,
the fast fashion market, excluding Shein, saw a 61.2 percent sales increase in that same quarter. In Q2 2023, Shein's sales growth has decreased to -2.8 percent, while the fast fashion market reportedly saw a 15.1 percent decrease in [...] Read more
Note(s): North America, United States
Source(s): Earnest; Insider Intelligence
CHAPTER 03

Online traffic & mobile

downloads
 Number of visits to [Link] from May 2025 to July 2025 (in millions)
Monthly web traffic to [Link] in 2025

330.9
Number of visits in millions

302.5

251.7

May '25 Jun '25 Jul '25

18 Description: In the measured time period, July 2025 saw the highest figures for online traffic to the fast fashion marketplace [Link]. According to the data, desktop and mobile visits to [Link] reached almost 331 million visits that month. Read more
Note(s): Worldwide; desktop & mobile web, excluding apps
Source(s): SimilarWeb
 Distribution of global visitors to [Link] in February 2025, by age
Share of global Shein website visitors 2025, by age

30%
26.78%

25%

20.39%
20% 19.24%
Share of visitors

14.91%
15%

11.36%

10%
7.31%

5%

0%
18-24 25-34 35-44 45-54 55-64 65+

19 Description: In February 2025, global visitors to the [Link] website were most likely aged 25 to 34 years old, with over 26 percent of visitors to the site being from this age group. Ranked second were 35 to 44 year olds, who made up about 20 percent of [Link]
website traffic. Read more
Note(s): Worldwide; February 2025; 18 years and older; desktop visits
Source(s): SimilarWeb
 Distribution of global visitors to [Link] in February 2025, by gender
Share of global Shein website visitors 2025, by gender

Male 39.64%

Female 60.36%

20 Description: In February 2025, global visitors to the [Link] website were mostly women. About 60 percent of visitors to [Link] were women, while the remaining 40 percent were men. Read more
Note(s): Worldwide; February 2025; 18 years and older; desktop visits
Source(s): SimilarWeb
 Leading shopping apps worldwide in 2024, by number of downloads (in
millions)
Most downloaded shopping apps worldwide 2024

Number of downloads in millions

0 100 200 300 400 500 600

Temu: Shop Like a Billionaire 544.85

SHEIN-Shopping Online 235.03

Meesho: Online Shopping App 200.22

Amazon Shopping 166.61

Flipkart Online Shopping App 155.77

Shopee 9.9 Super Shopping Day 149.85

Mercado Libre: Compras online 106.53

[Link] - B2B marketplace 95.11

AliExpress - Shopping App 93.82

Shopsy Shopping App - Flipkart 83.89

21 Description: Chinese online retailer Temu was the most downloaded shopping app worldwide in 2024. The application counted almost 550 million downloads from the Apple App and Google Play store. Temu's main rival, Shein, was the second-most downloaded
shopping app that year, with roughly 235 million downloads. Read more
Note(s): 2024; free apps from the Apple App Store and Google Play Store
Source(s): AppMagic
 Leading shopping apps in the United States in 2024, by number of
downloads (in millions)
Most downloaded shopping apps in the U.S. 2024

Number of downloads in millions

Apple App Store Google Play Store

0 10 20 30 40 50 60 70 80 90 100

Temu: Shop Like a Billionaire

SHEIN-Shopping Online
Amazon Shopping
Walmart: Shopping & Savings
AliExpress - Shopping App
Capital One Shopping: Save Now
Target
Etsy: Home, Style & Gifts
Nike: Shoes, Apparel, Stories
eBay Selling & Shopping Online
[Link] - B2B marketplace
Fetch: America's Rewards App
Costco
Sam's Club

22 Description: In 2024, the Temu shopping app was the most downloaded e-commerce app in the United States on both iOS and Android devices, accumulating a grand total of over 86 million downloads that year. Fast fashion retailer SHEIN's app was the second most
popular on mobile devices, with about 23 million downloads on the Apple App Store and over 13 million on the Google Play Store. Read more
Note(s): United States; 2024
Source(s): AppMagic
 Leading shopping apps in the United Kingdom (UK) in 2024, by number of
downloads (in millions)
Most downloaded shopping apps in the UK 2024

Number of downloads in millions

0 2 4 6 8 10 12 14 16 18

Temu: Shop Like a Billionaire 16.8

SHEIN-Shopping Online 7.8

Vinted: Sell vintage clothes 6.5

AliExpress - Shopping App 5.3

Lidl Plus 3.6

Amazon Shopping 3.5

Too Good To Go: End Food Waste 2.8

Nectar: Shop & Collect Points 2.5

Morrisons More 2.4

Greggs 2.3

eBay Selling & Shopping Online 2.3

Hacoo 2.3

Co-op: Membership Rewards 2.2

Etsy: Home, Style & Gifts 2.2

Boots 1.9

23 Description: In 2024, the Chinese shopping app Temu was the most popular mobile shopping app in the United Kingdom, amassing over 16 million downloads that year. SHEIN placed second at around eight million downloads, followed by Vinted, which was
downloaded around 6.5 million times. UK shopping habitsLooking at shopping habits from online consumers in the UK, smartphones were the most used devices for online purchasing in 2023, with around 70 percent of online shoppers using their [...] Read more
Note(s): United Kingdom; 2024; includes Apple App Store and Google Play Store
Source(s): AppMagic
 Countries with the highest number of Shein-Fashion Shopping Online app
downloads in 2024 (in millions)
Countries with most Shein app downloads 2024

Number of downloads in millions

0 5 10 15 20 25 30 35 40

Mexico

United States

Brazil

Colombia

Philippines

United Kingdom

France

Saudi Arabia

Spain

Italy

24 Description: With over 37 million downloads across all app stores, most downloads of the fast fashion app SHEIN-Fashion Shopping Online in 2024 came from users located in Mexico. The United States ranked second, with a total of over 36 million downloads that
year. In Brazil, the app was downloaded over 28 million times in the same period. Read more
Note(s): Worldwide; 2024; 60 markets were analyzed
Source(s): AppMagic
 Number of app downloads of Shein-Fashion Shopping Online worldwide
from 2016 to 2025 YTD (in millions)
Global downloads of Shein shopping app 2016-2025

300
269.66

246.17
250
Number of downloads in millions

200 184.09

160.91

150
118.9
113.04

100
68.19
59.06
50
19.65
10.44
0
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 YTD

25 Description: The Chinese fashion e-commerce giant Shein Group has surged to prominence. Founded in 2008 as ZZKKO, it quickly evolved into the world's largest fashion retailer in 2022. Its app attracted more than 113 million downloads worldwide between January 1
and August 31, 2025. Read more
Note(s): Worldwide, China; 2016 to YTD 2025; the end of December 31 each year
Source(s): AppMagic
 Monthly downloads of the Shein app on iOS and Android devices in the
United States from January 2017 to February 2025
Shein app: monthly downloads in the U.S. 2017-2025, by device

iPhones and iPads Android devices

5,000,000

4,500,000

4,000,000

3,500,000
Monthly downloads

3,000,000

2,500,000

2,000,000

1,500,000

1,000,000

500,000

Sept '20
Sep '17

Sep '18

Sep '19

Sep '21

Sep '22

Sep '23

Sep '24
Nov '17

Nov '18

Nov '19

Nov '20

Nov '21

Nov '22

Nov '23

Nov '24
May '17

May '18

May '19

May '20

May '21

May '22

May '23

May '24
Mar '17

Mar '18

Mar '19

Mar '20

Mar '21

Mar '22

Mar '23

Mar '24
Jul '17

Jul '18

Jul '19

Jul '20

Jul '21

Jul '22

Jul '23

Jul '24
Jan '17

Jan '18

Jan '19

Jan '20

Jan '21

Jan '22

Jan '23

Jan '24

Jan '25
26 Description: Most downloads of Shein's mobile app occur on iOS devices. In February 2025, the fashion app registered roughly 1.2 million downloads from iPhones and iPads, while Android devices accounted for about half a million downloads that month. Shein's
mobile store is among the most downloaded shopping apps in the United States. Read more
Note(s): United States; January 2017 to February 2025
Source(s): AppMagic
CHAPTER 04

Consumer behavior
 Key motivators for Shein shoppers to buy from the platform in the United
States as of 2024
Key motivators to shop from Shein in the U.S. 2024

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

I can find clothes that I think are unique at SHEIN. 80%

SHEIN’s variety allows me to find clothes that fit my style, and I want to wear them
79%
repeatedly.

SHEIN’s wide variety makes it one of the top retailers I consider when looking for
78%
new clothes.

What I purchase from SHEIN, I often can not find elsewhere. 75%

I consider my SHEIN clothing as an essential part of my closet. 73%

28 Description: Survey data from 2024 revealed that 80 percent of Shein shoppers were motivated to buy from the platform because they are able to find unique clothes there. The second leading motivation for shopping from Shein was that shoppers believed the
marketplace's wide variety allows them to find clothes that fit their style (79 percent). Read more
Note(s): North America, United States; June 17 to 25, 2024; August 6 to 8, 2024
Source(s): Harris Poll; PR Newswire; Shein
 How often Shein shoppers in the United States wear their clothing as of
2024
How often Shein shoppers wear their purchases in the U.S. 2024

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Wear their SHEIN clothing as much or more often than their clothing from similar
66%
brands

Wear their SHEIN clothing as much or more than their clothing from higher-priced
64%
brands

29 Description: Survey data from 2024 revealed that 66 percent of Shein shoppers wear their clothing from the marketplace just as much or more often than clothing from similar brands. In comparison, 64 percent reported that they wear their Shein clothing as much as
or more than clothing from more expensive brands. Read more
Note(s): North America, United States; June 17 to 25, 2024; August 6 to 8, 2024
Source(s): Harris Poll; PR Newswire; Shein
 Gen Z awareness, consideration, and purchase intent of Shein apparel in
the United States as of October 2024
Gen Z awareness, consideration, and purchase intent of Shein in the U.S. 2024

70%
62.8%

60%

50%
Share of respondents

40%

30%
22.8%

20%

11%
10%

0%
Awareness Consideration Purchase intent

30 Description: As of 2024, nearly 63 percent of Gen Z shoppers in the United States were aware of the brand Shein. In comparison, approximately 11 percent of shoppers reported to wanting to purchase apparel from the brand. Read more
Note(s): United States; October 2024; * Data collected from series of continuously rolling surveys. The source reports that daily sample sizes consist of approximately 2,000 to 4,500 participants. Read more
Source(s): YouGov
 Millennial awareness, consideration, and purchase intent of Shein apparel
in the United States as of October 2024
Millennial awareness, consideration, and purchase intent of Shein in the U.S. 2024

70%
62.6%

60%

50%
Share of respondents

40%

30%

19%
20%

9%
10%

0%
Awareness Consideration Purchase intent

31 Description: As of 2024, nearly 63 percent of millennial shoppers in the United States were aware of the brand Shein. In comparison, approximately 9 percent of shoppers reported to wanting to purchase apparel from the brand. Read more
Note(s): United States; October 2024; * Data collected from series of continuously rolling surveys. The source reports that daily sample sizes consist of approximately 2,000 to 4,500 participants. Read more
Source(s): YouGov
 To what extent do you agree with the following statements about Temu
and SHEIN?
Views on credibility and trust in SHEIN and Temu in Germany 2024

Share of respondents

SHEIN Temu

0% 10% 20% 30% 40% 50% 60%

42%
I often have the feeling that I am being manipulated
51%

30%
The discounts given are credible
25%

24%
I can shop without hesitation
24%

21%
My data is secure
16%

21%
I trust the product reviews
16%

32 Description: Asian online retailers are steadily expanding their presence in Germany, driven by rising price pressures and an appeal to customers through extremely low prices and frequent discounts. While the number of users continues to grow, trust in platforms
like SHEIN and Temu remains relatively low. In a survey conducted in April 2024, roughly half of respondents reported feeling manipulated when shopping on Temu. However, 30 percent expressed trust that the discounts given are [...] Read more
Note(s): Germany; April 2024; 355 and 402¹ respectively; Presentation of the top 2 values “Agree somewhat” and “Agree completely”
Source(s): ECC Köln; IfH Köln
 Reasons for making the first purchase on AlliExpress, Shein or Temu
platforms in Poland in 2024
Impulse buy for the first time on AlliExpress, Shein or Temu in Poland 2024

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Low commodity prices 80%

I was intrigued by an unusual product I found there and out of curiosity I bought it 33%

Coupon/discount to encourage first purchase 30%

Attractive design of goods 18%

Other 1%

33 Description: For the vast majority of Poles, the reason for making their first purchase on Chinese shopping platforms such as AlliExpress, Shein, or Temu was the low prices in 2024. Read more
Note(s): Poland; 2024; 538 respondents; People who have ever bought something on AlliExpress, Shein or Temu in Poland
Source(s): Instytut Badań Pollster; NowyMarketing
CHAPTER 05

Brand awareness
 SHEIN brand awareness, usage, popularity, loyalty, and buzz among
fashion online shop users in the United States in 2024
SHEIN brand profile in the United States 2024

73%

70%

60%
Share of respondents

50%

40%
31%
29%
30% 27%
22%
20%

10%

0%
SHEIN awareness SHEIN popularity SHEIN usage SHEIN loyalty SHEIN buzz

35 Description: How high is the brand awareness of SHEIN in the United States?When it comes to fashion online shop users, brand awareness of SHEIN is at 73% in the United States. The survey was conducted using the concept of aided brand recognition, showing
respondents both the brand's logo and the written [Link] popular is SHEIN in the United States?In total, 31% of U.S. fashion online shop users say they like SHEIN. What is the usage share of SHEIN in the United States?All in all, 27% of fashion [...] Read more
Note(s): United States; March to April 2024; 1026 respondents; 18-64 years; respondents who use fashion online shops
Source(s): Statista Consumer Insights
 SHEIN brand awareness, usage, popularity, loyalty, and buzz among
fashion online shop users in the UK in 2024
SHEIN brand profile in the UK 2024

83%
80%

70%

60%
Share of respondents

50%

40%

30% 28%
24%
21%
19%
20%

10%

0%
SHEIN awareness SHEIN popularity SHEIN usage SHEIN loyalty SHEIN buzz

36 Description: How high is the brand awareness of SHEIN in the UK?When it comes to fashion online shop users, brand awareness of SHEIN is at 83% in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the
brand's logo and the written brand [Link] popular is SHEIN in the UK?In total, 28% of UK fashion online shop users say they like SHEIN. What is the usage share of SHEIN in the UK?All in all, 24% of fashion online shop users in the UK use [...] Read more
Note(s): United Kingdom; March to April 2024; 1114 respondents; 18-64 years; respondents who use fashion online shops
Source(s): Statista Consumer Insights
 SHEIN brand awareness, usage, popularity, loyalty, and buzz among
fashion online shop users in Germany in 2023
SHEIN brand profile in Germany 2023

70% 66%

60%

50%
Share of respondents

40%

30%
22%
20% 18%
16% 16%

10%

0%
SHEIN awareness SHEIN popularity SHEIN usage SHEIN loyalty SHEIN buzz

37 Description: How high is the brand awareness of SHEIN in Germany?When it comes to fashion online shop users, brand awareness of SHEIN is at 66 percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents
both the brand's logo and the written brand [Link] popular is SHEIN in Germany?In total, 22 percent of German fashion online shop users say they like SHEIN. However, in actuality, among the 66 percent of German respondents [...] Read more
Note(s): Germany; August to September 2023; 1041 respondents; 18-64 years; respondents who use fashion online shops
Source(s): Statista Consumer Insights
 Shein brand awareness, usage, popularity, loyalty, and buzz among
fashion online shop users in Brazil in 2024
Shein brand profile in Brazil 2024

100% 96%

90%

80%

70% 65%
63%
Share of respondents

58%
60%
52%
50%

40%

30%

20%

10%

0%
SHEIN awareness SHEIN popularity SHEIN usage SHEIN loyalty SHEIN buzz

38 Description: How high is the brand awareness of SHEIN in Brazil?When it comes to fashion online shop users, brand awareness of SHEIN is at 96 percent in Brazil. The survey was conducted using the concept of aided brand recognition, showing respondents both the
brand's logo and the written [Link] popular is SHEIN in Brazil?In total, 65 percent of fashion online shop users in Brazil say they like SHEIN. However, in actuality, among the 96 percent of respondents who know SHEIN, 67 percent of [...] Read more
Note(s): Brazil, Central and South America; March 12 to April 17, 2024; 3,742 respondents; 18-64 years; respondents who use fashion online shops
Source(s): Statista Consumer Insights
 Brand strength of SHEIN Group from 2023 to 2025 (in BrandZ brand
power scores*)
SHEIN brand power according to BrandZ 2023-2025

1,400

1,200 1,148

1,032
983
Brand power in BrandZ scores

1,000

800

600

400

200

0
2023 2024 2025

39 Description: According to BrandZ ranking as of 2024, the Chinese fast fashion brand SHEIN received 1,148 brand power scores during the survey period, ranking third in the Chinese global brand builder list. The online retailer has overtaken Amazon to be the most
downloaded shopping app and sells in more than 150 countries. Read more
Note(s): China; 2023 to 2025; *To create the top Chinese global brand builders ranking list, 4-step methodology was created: 1. Eleven countries or markets with substantial future export potential were selected, and 15 product categories in which [...] Read more
Source(s): BrandZ; Google; Kantar Millward Brown; Tencent QQ
 Sources

AppMagic PR Newswire
BrandZ Retail Dive
Business of Apps Salesforce Research
CB Insights Shein
Cint SimilarWeb
Daxue Consulting Statista
Dynata Statista Consumer Insights
Earnest Tencent QQ
ECC Köln US House of Representatives
ECDB GmbH YouGov
Exciting Commerce
Financial Times
Forbes
Google
Harris Poll
IfH Köln
Insider Intelligence
Instytut Badań Pollster
IPC
Kantar Millward Brown
NowyMarketing
Omnisend

40