Shein gains 15 million new European users in six months
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Editorial TeamPublished on
Shein has added over 15 million new users across Europe in just six months, reaching 145.7 million monthly shoppers. Discover where Shein is growing fastest.
Shein continues to strengthen its position in the European fashion e-commerce market. Between February and July, the platform served an average of 145.7 million monthly Shein European users, an increase of more than 15.2 million compared to the previous six months. This represents growth of 11.6 percent in just half a year.
The figures come from mandatory disclosures under the EU’s Digital Services Act, which requires very large online platforms to share regular user data. These numbers provide valuable insight into how Shein is performing across the continent.
Shein European users by country
Shein’s success is not evenly spread across all markets – some countries have seen stronger adoption than others:
- France: 27.3 million monthly shoppers
- Spain: 25.8 million monthly shoppers
- Italy: 22.8 million monthly shoppers
- Germany: 19.9 million monthly shoppers (up from 16 million previously)
- Poland: 8.8 million monthly shoppers
This means Shein European users are especially concentrated in Southern Europe, with France, Spain, and Italy forming the company’s largest bases.
Germany leads in growth
Germany stands out as the fastest-growing major EU market for Shein. The number of German shoppers increased from 16.0 million to 19.9 million within six months – a growth rate of 24 percent. This sharp rise highlights Germany’s growing importance to Shein’s expansion in Europe.
In terms of revenue, Germany has already proven to be the platform’s most significant EU market, generating around €2 billion in 2023. Despite other countries having larger user bases, German shoppers appear to convert at a higher rate.
Shein’s wider European performance
Beyond Germany, Shein European users have also contributed to substantial sales growth in the United Kingdom, where revenues rose 32 percent in 2024 to reach €2.3 billion. Combined, these trends underscore Shein’s ability to scale both user numbers and revenue in highly competitive markets.
With over 145 million Shein European users and 15 million new shoppers in just six months, the platform is cementing its position as a leading online fashion destination. Growth in major markets like Germany, France, and Spain suggests Shein is building a strong long-term foothold in Europe.
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