Brake on Shein’s growth in Europe

Shein, the popular online shopping platform, has been experiencing a notable shift in its growth trajectory in Europe. While the number of users continues to rise, the pace of this growth has significantly slowed down. This article delves into the latest statistics and trends surrounding Shein’s user base in Europe, highlighting key markets and the implications for the company moving forward.

Current User Statistics

According to a recent transparency report published by Shein under the Digital Services Act, the platform averaged just under 156 million active users per month in Europe from August 2025 to January 2026. This figure represents a 6.9 percent increase compared to the previous six months, indicating a deceleration in growth.

France remains the leading market for Shein, contributing the highest number of users. The report indicates that Shein gained over 10 million new users during this reporting period, bringing the total number of average monthly active users in the EU to 155,740,287.

Regional Breakdown of Users

Examining the user growth by country reveals interesting insights:

• Germany: The strongest growth occurred in Germany, where Shein added nearly 2.3 million users. The country now boasts an average of 22.2 million users per month, making it the second-largest market for Shein in Europe.
• France: Leading the pack, France has an impressive 28.2 million users, solidifying its position as Shein’s top market in Europe.
• Spain: With 27.3 million users, Spain ranks closely behind France, showcasing a strong presence in the Shein user base.
• Italy: Italy follows with 25.0 million users, contributing to Shein’s overall growth in the region.
• Belgium: Notably, Belgium experienced the fastest growth rate in percentage terms, with a 16.2 percent increase to 4.6 million users.

Declines in Smaller Markets

While Shein’s growth in major markets is noteworthy, smaller European markets have not fared as well. In countries such as Malta, Slovenia, and Latvia, the number of users has actually declined. This trend highlights the challenges Shein faces in maintaining its growth momentum across all regions.

Revenue Insights

Despite the slowdown in user growth, Germany continues to be Shein’s leading market in terms of revenue. The country ranks as Shein’s second-largest market overall, following the United States. This indicates that while user growth may be slowing, the purchasing power and engagement of existing users remain strong.

Logistics Developments

In response to its growing user base, Shein has established a European logistics center in Poland. This facility is designed to enhance the company’s operational capabilities, allowing faster and more reliable service for customers across Europe. The logistics hub is also accessible to external sales partners, further strengthening Shein’s commitment to the European market.

Future Outlook

As Shein navigates a more challenging growth environment in Europe, the company must adapt its strategies to sustain its market position. The slowing growth rate, combined with the varying performance across different countries, suggests that Shein may need to focus on enhancing customer experience, expanding product offerings, and improving marketing efforts to maintain engagement.

Conclusion

In summary, Shein’s growth in Europe is still positive, but the pace has slowed significantly. With a strong user base concentrated in key markets like France and Germany, the company faces both opportunities and challenges. As it continues to invest in logistics and adapt to changing consumer behavior, Shein’s ability to innovate will be crucial for its future success in the competitive European ecommerce landscape.

Frequently Asked Questions

Note: This article reflects the latest information available as of March 2026 and may be subject to change as new data emerges.