In 2025, low-value e-commerce parcels entering EU surged to 5.8 billion – a 26% jump. As Europe overtook the US as the biggest destination for China’s bargain shipments, Shein ramped up digital advertising across the bloc and, in November, opened its first permanent physical store in Paris. France remains Shein’s largest EU online market, with over 27 million users. But while its app thrives, its bet on brick-and-mortar tells a more complicated story
