Shein Adds 15 Million New European Users, Extends Lead Over Temu

Chinese fast-fashion giant Shein has gained over 15.2 million new monthly users in Europe between February and July 2025, solidifying its position as one of the region’s most dominant eCommerce platforms. According to disclosures required under the EU’s Digital Services Act (DSA), Shein served an average of 145.7 million European shoppers per month during this period—an 11.6% increase from the 130.5 million reported in the previous six months. 

Shein vs. Temu: The European Race 

While rival Chinese marketplace Temu is growing at a slightly faster pace, Shein maintains a significant lead in total user base: 

• Shein: 145.7 million monthly users (up 11.6%)
• Temu: 115.7 million monthly users (up 12.5%) 

That leaves Shein with a 30 million user advantage over Temu in the EU. Despite this, both platforms still trail AliExpress, the largest Chinese marketplace in Europe, which averages around 190 million monthly users.

The figures highlight an intensifying contest among Chinese digital platforms to capture the loyalty of European consumers, many of whom are drawn by aggressive pricing, rapid product turnover, and mobile-first shopping experiences. 

Country-by-Country Breakdown: Shein’s Top Markets 

Shein’s popularity is not evenly distributed across the continent. The platform enjoys particularly strong traction in southern and western Europe: 

• France: 27.3 million monthly users
• Spain: 25.8 million
• Italy: 22.8 million
• Germany: 19.9 million (up from 16.0 million, making it the fastest-growing major EU market with a 24% surge)
• Poland: 8.8 million 

The strong growth in Germany is particularly notable, as it reflects Shein’s ability to expand in a highly competitive market where established local and global eCommerce players dominate. 

Germany: Shein’s Revenue Powerhouse in Europe 

Although Germany ranks behind France, Spain, and Italy in user numbers, it has emerged as Shein’s most lucrative EU market. In 2023, Shein generated approximately €2 billion in revenue from Germany alone. The country’s growing adoption rate, combined with higher average spending, has made it central to Shein’s European strategy.

Across the English Channel, Shein has also found success: in the United Kingdom, its revenue rose 32% year-over-year, hitting €2.3 billion in 2024. The U.K., while no longer part of the EU, remains a critical market for Shein’s European expansion. 

What This Means for Europe’s Online Fashion Market 

The data underscores several important dynamics: 

• Shein’s Scale Advantage – Despite Temu’s faster growth rate, Shein’s user base is significantly larger, giving it more brand recognition, supply chain leverage, and marketing reach.
• Shift in Consumer Behavior – European consumers are increasingly turning to mobile-native, ultra-fast-fashion platforms over traditional retailers, signaling a broader disruption in the fashion sector.
• Germany as a Growth Engine – With its combination of rising user adoption and high revenue contribution, Germany is likely to become the centerpiece of Shein’s European operations.
• Regulatory Scrutiny Under DSA – By publishing user numbers, Shein underscores its status as a Very Large Online Platform (VLOP) under the DSA—meaning it faces stricter oversight on transparency, consumer protection, and content moderation. 

Shein’s ability to maintain momentum in Europe will depend on balancing regulatory compliance, competition with Temu and AliExpress, and sustainability pressures. The EU market has become the battleground for Chinese eCommerce giants, and with Shein’s 15 million new users, it is currently the frontrunner in the fashion vertical.

As Germany and the U.K. emerge as revenue leaders, and southern Europe remains a user stronghold, Shein’s next challenge may be sustaining growth amid rising calls for greater transparency in supply chains and responsible business practices—issues European regulators and consumers are paying closer attention to.

Source: https://ecommercenews.eu/15-million-new-european-shein-users/