From February through July, Shein served an average of 145.7 million European shoppers per month. That is over 15.2 million more than in the previous six months. The Chinese online fashion platform is more popular in the European Union than Temu, although its growth is slightly less steep.
Like other Very Large Online Platforms (VLOPs), Shein is required under the Digital Services Act to periodically publish figures on its monthly users in the European Union. These numbers also give insight into its popularity across member states.
Shein versus Temu in the EU
From February through July, Shein attracted an average of 145.7 million Europeans to its platform. That is 11.6 percent more than the 130.5 million in the prior period. For comparison: Temu grew slightly faster in the EU in the first half of this year, up 12.5 percent, reaching an average of 115.7 million monthly users. This is still 30 million fewer users than Shein has. AliExpress, however, remains the biggest of the Chinese platforms in Europe, with roughly 190 million monthly users in the EU.
Shein attracts 30 million more Europeans than Temu
Top 5 Shein countries
Shein is particularly popular in France, Spain, and Italy, according to the figures. The platform attracts 27.3 million, 25.8 million, and 22.8 million unique residents in those countries, respectively. Germany follows with 19.9 million active monthly users, up from 16.0 million in the previous reporting period. This makes Germany the fastest-growing major EU market for Shein, both in absolute numbers and percentage terms. Poland ranks fifth in popularity, with 8.8 million Shein users per month.
Shein’s German user base increased 24%
Shein in Germany
In revenue terms, Germany had already proven to be Shein’s most important EU market, generating around 2 billion euros in 2023, even though several other countries count more users. Recently, Shein published its performance figures for the United Kingdom in 2024: there, revenue grew by 32 percent to 2.3 billion euros last year.