Overview

• The EU Commission and its consumer protection network accuse Shein of fabricating discounts, imposing false purchase deadlines and underinforming customers on return rights.
• Brussels has set a 30-day deadline for the fast-fashion retailer to propose corrective measures or face fines tied to its EU turnover.
• Shein has pledged to work constructively with EU authorities to resolve all identified compliance gaps.
• The formal charges build on a probe launched in November and form part of a broader tightening of oversight on Asian e-commerce platforms, including Temu.
• Separately, the EU is considering a flat levy of up to €2 on non-EU parcels to cover mounting monitoring and enforcement costs.