Shein faces EU scrutiny over product safety

[EUROPE] Shein, the Chinese fast-fashion giant, has pledged to ramp up product safety testing and compliance spending following a formal warning from the European Union. The company aims to conduct 2.5 million safety and quality tests in 2025—up from 2 million in 2024—and invest $15 million in compliance initiatives this year. This comes after the EU’s Consumer Protection Co-operation (CPC) network accused Shein of violating consumer laws, including deceptive discounts, misleading sustainability claims, and inadequate transparency around returns. The EU has given Shein one month to propose corrective measures or face fines tied to its annual turnover in member states.

Shein operates both as a direct retailer and a marketplace for third-party sellers, shipping products globally from factories primarily in China. The company claims to have terminated partnerships with over 540 sellers since launching its marketplace due to compliance breaches. However, EU authorities allege systemic issues, such as falsified urgency tactics (e.g., countdown timers), incomplete product information, and failure to address hazardous items.

The EU’s scrutiny aligns with broader efforts to regulate e-commerce under the Digital Services Act (DSA) and General Product Safety Regulation (GPSR), which hold platforms accountable for illegal or unsafe products. Shein’s response highlights its reliance on third-party testing agencies like Intertek and SGS, though past investigations have flagged toxic chemicals in its clothing.

Implications

For businesses: The EU’s crackdown signals stricter enforcement of consumer protections, particularly for non-EU e-commerce platforms. Competitors like Temu may face similar pressures, as the bloc proposes €2 handling fees per low-value parcel to offset compliance costs. Shein’s $15 million compliance investment—while significant—could strain its ultra-fast-fashion business model, which relies on low prices and rapid turnover.

For consumers: Increased testing may reduce exposure to hazardous products, but higher compliance costs could lead to price hikes. The EU’s focus on fake discounts and deceptive labeling aims to foster transparency, though critics argue enforcement remains inconsistent.

For public policy: The case underscores the EU’s strategy to shift liability to online marketplaces, requiring them to vet sellers and preemptively block unsafe goods. This aligns with the GPSR’s mandate for EU-based responsible persons for non-EU products and stricter penalties for non-compliance.

What We Think

Shein’s pledge to enhance testing is a reactive move to salvage its reputation ahead of a potential IPO, but systemic issues persist. The company’s reliance on third-party audits—a practice criticized for failing to detect forced labor and toxic materials—raises questions about accountability in its sprawling supply chain.

The EU’s actions reflect a growing impatience with platforms that prioritize growth over compliance. While Shein’s $15 million investment is a start, it pales next to its estimated $30 billion annual revenue, suggesting tokenism. The proposed parcel fees and DSA investigations could further erode its cost advantage in Europe.

For consumers, the crackdown is a double-edged sword: safer products may come at the expense of affordability. However, the EU’s focus on sustainability claims and manipulative interfaces could pressure Shein to adopt more ethical practices—or risk losing access to a key market.

Ultimately, this case highlights the tension between globalization and regulation. As the EU tightens its grip, Shein’s ability to balance compliance with its ultra-fast-fashion ethos will determine its longevity—and set a precedent for the broader e-commerce sector.

“Our priority remains ensuring that European consumers can have a safe, reliable, and enjoyable online shopping experience.” — Shein spokesperson