Shein isn’t just dominating fast fashion; it’s also evolving into a powerful marketplace for third-party clothing sellers, including local European brands. If you’re looking for a way to scale your fashion business across the EU, Shein Marketplace might be the right runway for your brand.
But here’s the key: Shein has high standards. It’s easy to register, but not everyone gets approved to sell. So, how do you sell things on Shein? Let’s unpack the actual requirements, steps, and tips you need to succeed.
Why Sell on Shein in Europe?
Shein officially opened its European Marketplace to third-party sellers in May 2024, starting with France and gradually expanding to other EU countries.
Since the platform is still fresh in Europe, competition among sellers is noticeably lower, and Shein offers more flexible onboarding terms to attract early adopters. It’s a great time to get in while the market is less saturated and carve out your niche.
With fewer competitors (for now) than on Amazon, eBay, or other local European marketplaces, don’t miss your head start.
- Global market share: Shein holds an estimated 18% share of the global fast-fashion market.
- App downloads: Over 235 million downloads in 2024, making it one of the most downloaded shopping apps globally.
- Growth trends: EU-wide consumer spending on Shein grew around 19% year-over-year in early 2025.
What makes it stand out for clothing sellers?
- Fashion-focused buyer base – Most of Shein’s traffic comes from shoppers looking specifically for apparel and accessories.
- Strong mobile-first presence – Shein’s mobile app ranks in the Top 10 across the EU in the shopping category.
- Marketplace model – Sellers now control their pricing, inventory, and branding.
- Localized campaigns – Shein actively promotes local sellers through Shein Live, influencer features, and targeted email campaigns specifically designed for local audiences.
Shein attracts over 100 million active users globally, with millions of daily visits from top European markets like Germany, France, Spain, and Italy.
This isn’t just another drop shipping hub; it’s a curated marketplace where quality fashion gets serious visibility.
New Seller Bonuses
Shein goes beyond just offering a place to sell; it actively supports new sellers, especially those in Europe, with performance-based rewards and visibility opportunities.
Here’s what you can expect:
- 0% commission for the first 30 days. New sellers get 0% referral fees for the first 30 days, perfect for testing prices and boosting sales. After that, fees stay low: 10% in the EU, 12.24% in the UK.
- Sales volume bonuses. Hit certain milestones and unlock cash rewards. For example:
- Sell 500+ units in your first month and earn a €500 bonus.
- Extra tiered rewards may apply based on your performance or product category.
- Exposure for local EU sellers. Shein promotes regional sellers in EU campaigns, including:
- Homepage features;
- “New Arrival” and “Hot Seller” banners;
- In-app product boosts;
- Newsletter placements tailored by country (France, Germany, Spain, etc.).
- Free marketing tools. Use Shein’s Ad Center and promo tools like Flash Sales and Discounts for free, perfect for boosting visibility during peak hours.
- Targeted seller support. EU sellers often get personalized onboarding support and dedicated account managers to help with growth, optimization, and compliance.
Take advantage of the early-mover edge and build your brand while the spotlight is still wide open.
How Much Does It Cost to Sell on Shein?
One of the biggest perks of joining the Shein Marketplace in Europe is its transparent and low-cost pricing model, especially attractive for growing fashion brands.
Here’s a breakdown of what you’ll pay (and what you won’t):
| Fee type | Details |
|---|---|
| Platform subscription | €0 – There are no monthly fees or hidden subscriptions |
| Onboarding fee | €0 – Full access to tools and support free of charge |
| Advertising tools | €0 – You can promote products via Shein’s built-in tools at no cost |
| Referral fees (EU) | 0% for the first 30 days, then a 10% flat rate across EU marketplaces |
| Referral fees (UK) | 0% for 30 days, then 12.24% on the UK site |
| Returns/Refunds | Deducted from your weekly payout if an item is returned |
| Currency conversion fee | ~1.5% per transaction (for multi-currency settlements, if applicable) |
No fees are ever charged directly to your bank. All applicable commissions and adjustments are automatically deducted from your weekly payout balance.
Requirements to Sell Clothes on Shein (EU)
You’ll need more than just trendy designs. Shein prioritizes compliance, consistency, and customer service.
Business Registration
- You must have a registered business entity (e.g., Ltd, GmbH, SAS) in an accepted country (e.g., EU, UK, US).
- You’ll need to submit:
- Business registration certificate;
- Taxpayer Identification Number (TIN or VAT);
- Bank account in the business name;
- A valid email and phone number.
Freelancers, hobbyists, or sole traders without a registered business will not be accepted.
Category Eligibility
On Shein currently you can sell clothes in the following categories:
- Clothing & Fashion. Outerwear, sweaters, coats, jackets, bottoms, denim, tops, activewear, business attire, men’s clothing, kids’ clothing.
- Handbags & Accessories. Shoulder bags, tote bags, backpacks, laptop bags, waist bags, card holders, wallets, key holders, bag accessories, briefcases.
- Shoes. Sandals, boots, slippers, sneakers, flats, wedges & platforms, pumps, clogs, work & safety shoes, water shoes.
- Baby Essentials. Clothing (0-3 years), shoes, diaper bags & backpacks, car seats & accessories, nursery furniture, potty training, strollers, nursery decor, early development & activities.
- Kids. Girls’ clothing (3-7 years), boys’ clothing (3-7 years), tween girls’ clothing (8-12 years), tween boys’ clothing (8-12 years), accessories, shoes, bags & backpacks, kids’ jewelry.
- Sports & Outdoors. Women’s & men’s activewear, gym & workout gear, shoes & accessories, camping & hiking, yoga, cycling, swimming, racket sports, winter sports, skating & skateboards.
Product Standards
Unlike other major marketplaces, Shein doesn’t offer direct integration with platforms like Magento, Shopify, WooCommerce, or others.
That means sellers need to upload and configure their listings manually, which can become overwhelming quickly.
To streamline the process and ensure your product listings meet all Shein requirements, we recommend using Shein Marketplace integration by M2E Cloud.
It helps automate catalog setup, organize product data, and stay compliant, so you can focus on growing your sales, not fighting with spreadsheets.
Smart sellers don’t list manually; they connect with M2E.
Shein will review your product data before allowing listings. You’ll need:
- Professional product photos (white background + lifestyle shots).
- Accurate size charts with EU measurements (cm).
- Labeling compliance – fabric composition, country of origin, care instructions.
- CE marking for specific categories, like children’s wear (mandatory in the EU).
- EPR compliance in France and Germany, if applicable.
- GPSR compliance;
- Product safety testing. All clothing items, particularly those intended for children, must undergo rigorous safety and quality testing to ensure their safety and quality. Shein plans to conduct 2.5 million tests in 2025, up from 2 million in 2024, to ensure product safety and compliance.
- Restricted Substances List (RSL) compliance. Clothing products must adhere to Shein’s RSL, which prohibits certain chemicals and materials. Sellers are required to submit documentation proving compliance, particularly for high-risk materials such as polyurethane.
Inventory & Logistics Requirements
Shein does not offer a fulfillment service comparable to Amazon’s Fulfillment by Amazon (FBA) for all sellers. While Shein provides the Shein Fulfillment Service (SFS) to select sellers, this service is not universally available to all vendors on the platform. Therefore, many sellers are responsible for managing their fulfillment processes.
What’s required:
- Order processing time under 3 days;
- Delivery time under 8–10 business days (preferably under 7 days for EU);
- Valid tracking number for every order;
- Returns address in the EU (or work with a 3PL that offers this).
The use of Amazon MCF or local 3PLs is permitted, provided that tracking data is synced via Shein’s dashboard.
Step-by-Step: How to Start Selling on Shein
Here’s a clear and short breakdown from signup to first sale, for more detailed information remember to check out our guide.
Step 1: Register on the Shein Seller Center
Sign up at Shein Seller Center to create your business account.
Here you need to choose the Shein business account for:
- United Kingdom Station Registration;
- European Station Registration.
Upload your company registration, VAT ID, and bank details.
Step 2: Set Up Your Storefront
Once approved, log in to Shein Seller Center to:
- Add your brand name, logo, and store banner;
- Enter your warehouse address and return policy for smooth fulfillment.
Step 3: Upload Your Clothing Products
Here are three methods to list your products on the Shein Marketplace:
- Direct product listing in Seller Hub:
Add a single product by navigating to Homepage > Product > Publish Product > Select Category.
Use bulk upload by going to Homepage > Product > Product List > Bulk Upload drop-down > Bulk Add Products > Select Category. For step-by-step guidance, refer to the Bulk Listing Guide.
- Sync listings via third-party ERP/API integration solutions:
Sell on Shein Marketplace effortlessly with M2E Cloud. Connect your eCommerce platform, list products from your existing catalog, and reach Shein’s massive audience.
Keep your listings, prices, and inventory synchronized in real-time.
Orders from Shein are automatically imported into your store admin, streamlining the processing and fulfillment process.
Expand your reach to Shein shoppers in the EU, UK, and US (coming soon), with seamless integration for Shopify, WooCommerce, BigCommerce, and more.
- Direct API integration with Shein Marketplace.
Step 4: Configure Shipping & Returns
You can handle fulfillment yourself or use a 3PL to manage storage, packing, and shipping.
Choose your delivery regions and set estimated delivery times (under 10 days in the EU).
Offer at least a 14-day return window to stay EU-compliant.
Remember that you can use the Amazon MCF service. And with Amazon MCF integration by M2E Cloud, you can make it even easier.
Step 5: Go Live and Track Sales
Once Shein approves your listings, your store becomes visible to millions across Europe. In Seller Hub, you can:
- Track orders, returns, and shipping in real time;
- Monitor sales by product or region;
- Optimize listings and join Shein promos for more exposure.
FAQ: Selling Clothes on Shein in Europe
Q1: How does Shein process customer refunds?
Once a returned item is received and reviewed, Shein typically issues a refund to the customer within 7 days of confirming the return.
If the buyer cancels an order before it’s shipped, Shein will automatically process the refund without waiting for the item to be handled.
For full details, see Shein’s Return Policy.
Q2: When and how do sellers get paid?
Shein releases payments every Monday, covering your sales from the previous week. Funds are typically transferred to your linked bank account within 1–3 business days, depending on your bank’s processing time. Learn more in the Shein Payments Guide.
Q3: Are there any API usage limits?
Shein does not impose strict rate limits on API usage. However, the platform reserves the right to monitor and restrict activity if necessary to maintain system stability and ensure fair use across all sellers.
Final Thoughts
Shein is the ideal platform to start selling fashion as a local EU seller, especially now, when entry terms are still favorable to sellers.
Buyers already expect to find clothing here, which means you’re listing where demand is built in.
However, selling on Shein isn’t just about uploading products; it’s about meeting quality standards, staying compliant with EU regulations, and ensuring seamless fulfillment.
That’s where M2E Cloud comes in: it helps automate your listings, sync your store, and manage fulfillment with ease.
The result? Faster setup, wider reach, and a real chance to scale beyond your local business.
