U.S. Is Shein’s Biggest Market

The United States is Shein’s biggest market. According to GlobalData estimates, published by Reuters, 28 percent of Shein sales in 2023 were headed for the U.S. Its next biggest markets that year were Germany, the United Kingdom, France and Japan. Despite starting out in China, Shein does not sell products domestically. 

Shein’s main target audience is young consumers, particularly Gen Z. The platform offers low prices and relies on technology to work out consumer interest. According to ECDB analysts, the ‘large-scale-automated test and re-order' (LATR) model works by first producing small batches and then scaling up production based on which pieces are most popular. The company promotes itself largely through influencer collaborations, including nano- and micro-influencers.

Shein has faced heavy criticism over the environmental impacts of its fast fashion structure as well as allegations of modern slavery and design copying.