The number of European users of shopping platform Shein is still growing, but no longer rapidly. From August last year through January this year, an average of just under 156 million Europeans actively used the platform each month. That is 6.9 percent more than in the six months before. Most visitors come from France.
This emerges from a new transparency report published by the Chinese company under the Digital Services Act. It is the fourth time that Shein, one of the Very Large Online Platforms according to the European Union’s definitions, has disclosed figures on monthly users in this way.
10 million new users
For the period from 1 August 2025 to 31 January, Shein reports 155,740,287 ‘average monthly active recipients’ in the EU, over 10 million more than in the months from February through June last year. In Germany the increase was again the strongest, with nearly 2.3 million additional users.
In Germany, 2.3 million Shein users were added
On average, Shein attracted 22.2 million users per month from Germany. By that measure the country ranks fourth, behind France (28.2 million), Spain (27.3 million) and Italy (25.0 million). In terms of revenue, however, Germany has for years been Shein’s leading European market. According to the most recent figures it is the company’s second-largest market overall, behind the United States and ahead of the United Kingdom.
Growth rate
In percentage terms, Shein grew the fastest in Belgium in the most recent period, rising 16.2 percent to 4.6 million users. Solid growth, but not spectacular. In the relatively small markets of Malta, Slovenia and Latvia the number of users declined. Overall growth in the EU, at 6.9 percent, has slowed. In the previous reporting period the growth rate was 11.6 percent.
Overall growth in the EU has slowed
Shein has recently developed a European logistics center in Poland, which external sales partners can also use. According to the company, the hub strengthens its long-term commitment to the region, allowing faster and more reliable service for customers across Europe.
