Tired of fighting for scraps on Amazon and Walmart Marketplace? I hear you. I’ve been there. It took me a while—and lots of trial and error—to figure things out. But let’s be honest. Not everyone has the time, money, or patience to grind through endless competition and rising fees just to make a decent profit.
If you’re feeling stuck, maybe it’s time to explore other options. You never know—you might find a better fit somewhere unexpected.
Start with SHEIN. It’s not just a fashion brand anymore. It’s now accepting third-party sellers. Getting in early could be a huge advantage, but there are a few things you need to know first: how to get approved, what you can sell, the fees involved, and whether it’s actually worth it.
So, is SHEIN a great opportunity for online sellers like you or just another tough marketplace to break into? Today, we’ll go over everything you need to know to set yourself up for success on SHEIN.
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SHEIN is now accepting third-party sellers, but approval is selective and based on revenue and product quality.
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The marketplace favors trendy, budget-friendly fashion, accessories, beauty, and home goods over electronics or digital products.
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SHEIN’s business model relies on fast-moving trends, so sellers must stay updated to keep their products relevant.
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While there are no listing fees, SHEIN takes a 10% commission on sales after a trial period.
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Fast shipping and high-quality product images are essential for success on SHEIN’s competitive platform.
Who owns SHEIN, and when was it launched?
Before we get too deep, let’s cover some basics so you know what’s ahead, who’s taking your money, and what the future of your online store might look like.
SHEIN was founded in 2008 by Chris Xu, a Chinese entrepreneur. I’m not trying to scare you, but if there’s one thing we’ve learned from the recent banning of TikTok, it’s that some government officials take the citizenship of multi-billion-dollar company owners very seriously.
Let me just put it out there for you to factor into your future decisions.
Xu has a background in search engine optimization. If you’ve ever wondered how SHEIN manages to dominate search results and pop up in your feed like it’s reading your mind, that SEO expertise plays a big role.
Initially, SHEIN focused on selling wedding dresses online, but it didn’t take long for the company to pivot toward what would become its bread and butter: fast, trendy, and ultra-affordable fashion.
Today, SHEIN is owned by Nanjing Lingtian Information Technology Co., Ltd. and operates globally, with major business hubs in the US, Europe, and Asia. And boy, does it move.
According to a report by Earnest Research, SHEIN’s sales skyrocketed by over 100% year-over-year in 2021, overtaking major fast-fashion giants like H&M and Zara in market share.
If that doesn’t sound impressive enough, in 2023, SHEIN’s app was the most downloaded app in the fashion and beauty segment in the US, registering over 35 million downloads and surpassing even Amazon.
While SHEIN has always kept its financials relatively private, estimates place its 2023 revenue at a whopping $32.2 billion, putting it in direct competition with legacy brands that have been around for decades.
But unlike traditional fashion retailers, SHEIN doesn’t operate physical stores (at least not in a traditional sense). It’s an online-first, digital-native powerhouse, occasionally dipping its toes into the physical retail world through pop-up shops that create frenzied demand among its loyal customers.
How is SHEIN different from other ecommerce platforms?
Unlike marketplaces such as Amazon or eBay, SHEIN follows an on-demand business model. Instead of keeping massive inventories, it launches products in small batches—usually 100 to 200 units—analyzing customer response before scaling production.
This minimizes waste and ensures that only trendy items get restocked. Think of it like a restaurant that tests new dishes in limited servings before adding them to the permanent menu—except, in SHEIN’s case, it’s fashion, not food.
This ultra-responsive production model redefines the fashion industry as we know it. Traditional retailers often take months to design, manufacture, and distribute products, which means they risk being out of sync with consumer preferences by the time an item hits the shelves.
SHEIN, on the other hand, can identify a trend on TikTok today and have a batch of new designs ready to sell within seven days. That’s lightning speed in the retail world. This agility has been critical in SHEIN’s dominance over legacy brands like Zara and H&M.
Another key difference is SHEIN Marketplace, where approved third-party sellers can list products. However, unlike Amazon or Walmart Marketplace, SHEIN is highly selective about who gets in.
Sellers must meet specific revenue and quality criteria, making it more exclusive than open marketplaces like eBay or Etsy. This means fewer counterfeit goods and higher overall product quality—something that’s often a problem on more open-ended platforms.
If Amazon Marketplace is like a giant flea market where anyone can set up shop, SHEIN’s Marketplace is more like a high-end pop-up event where vendors have to prove they belong.
What really cements SHEIN’s uniqueness is its direct-to-consumer (DTC) dominance without physical stores. Unlike fast-fashion competitors such as H&M and Zara, which still rely on brick-and-mortar retail locations, SHEIN operates exclusively online and ships directly from its suppliers, cutting out middlemen and reducing costs.
This is why you can buy an entire outfit for the price of a single Zara blouse.
However, there’s a trade-off. SHEIN’s rapid production model means it relies heavily on user data and predictive analytics to decide what will sell. The platform constantly tracks clicks, wishlists, and abandoned carts to tweak its inventory.
This data-driven approach is a stark contrast to platforms like Etsy, where sellers control their inventory and product decisions.
If you’re an online seller looking for a marketplace with less competition and more built-in traffic, SHEIN could be a great option—if you can get in. But if you’re hoping for a low-barrier entry like Amazon or eBay, you might want to explore other options first.
What products can you—or can you not—sell on SHEIN?
First, your product selection needs to align with SHEIN’s branding and marketplace standards.
SHEIN is primarily known for its trendy, budget-friendly fashion and lifestyle items, so it’s no surprise that it favors sellers offering products in categories like apparel, accessories, beauty, home goods, and pet supplies.
You’re in luck if your business specializes in fast-moving, visually appealing products like clothing, shoes, handbags, costume jewelry, makeup, or even home decor items that scream aesthetic appeal.
SHEIN shoppers love stylish, Instagram-worthy finds that don’t break the bank, so products that fit this mold have the best shot at success. Even everyday essentials like pet supplies, sports gear, and baby products can do well—especially if they match SHEIN’s minimalist, trendy, or colorful aesthetics.
However, don’t expect to sell just anything on SHEIN. The platform has strict rules about what’s allowed and what’s not. If you’re in the business of selling high-value electronics like laptops, tablets, or even high-end cameras, SHEIN isn’t the place for you.
The same goes for luxury or designer knock-offs—SHEIN is no stranger to legal trouble over intellectual property disputes, so it keeps a close eye on counterfeit or infringing products. If your product looks suspiciously similar to a big-name designer item, it probably won’t fly here.
Another no-go? Digital goods and downloadable content. Unlike platforms like Etsy or Shopify, SHEIN doesn’t deal in digital products, meaning e-books, courses, stock photos, or software aren’t welcome.
And if you’re dreaming of launching the next viral health supplement or organic skincare line on SHEIN, think again. The marketplace strictly prohibits health-related products, including vitamins, dietary supplements, and anything classified as a medical product.
The same rule applies to food and beverages, so your homemade artisanal jam won’t find a home here. In other words, anything that requires regulatory oversight isn’t allowed on the platform.
What’s the bottom line? Stick to SHEIN’s bread and butter—fashion-forward, affordable, and visually appealing products. If your inventory aligns with the SHEIN vibe, you could tap into a massive audience that’s always on the lookout for stylish steals.
What are the pros and cons of selling on SHEIN?
Selling on SHEIN is a bit like walking into an exclusive club—if you get in, you’ll enjoy massive exposure and benefits, but the bouncer (in this case, SHEIN’s marketplace requirements) isn’t letting just anyone through the door.
SHEIN has a massive global reach. It boasts over 88 million active users globally as of 2023. That’s an audience just waiting to click “add to cart.” If you’ve ever struggled with visibility on platforms like eBay or Shopify, SHEIN’s built-in traffic might give you the boost you need.
It also offers low upfront costs. Unlike Amazon, which charges monthly subscription fees just for the privilege of listing products, SHEIN lets you in for free—at least in terms of setup costs.
That means you’re not losing money before you even make a sale, which is a relief, especially if you’re trying to keep overhead low.
Then, there’s SHEIN’s marketing power. One of the biggest struggles for online sellers is driving traffic to their listings. SHEIN does a lot of the heavy lifting by featuring marketplace products in homepage banners, flash sales, and social media campaigns.
I’ve seen brands go from total obscurity to selling out in days because their product got picked up in a SHEIN flash sale. You don’t get that kind of exposure on most platforms unless you shell out a ton for ads.
Another plus? A predictable customer base. SHEIN’s audience is predominantly Gen Z and Millennials, which means if you’re selling trendy fashion or lifestyle products, you’re in the right place.
Unlike Amazon, where you might be competing against everything from car parts to pet food, SHEIN’s shoppers are there for one thing—trendy, affordable goods.
But like other ecommerce platforms, SHEIN has its fair share of imperfections that you should also consider.
One is the high barrier to entry. SHEIN only accepts professional sellers with significant annual revenue, which can be a deal-breaker for small businesses or indie brands. If you’re just getting started, you may find that SHEIN’s gatekeeping is a tough obstacle to overcome.
Then there’s the commission fee. While SHEIN doesn’t charge you to list products, it takes a flat 10% cut on sales after an initial trial period.
Now, 10% might not seem like much compared to Amazon’s often higher fees, but when you consider SHEIN’s emphasis on low prices, that margin can feel tight—especially if you’re already competing in a price-sensitive market.
Shipping and fulfillment can also be a headache. SHEIN requires ultra-fast shipping, which can be a challenge if you’re handling logistics yourself. While SHEIN does offer fulfillment services (similar to Amazon FBA), they can be costly.
If you’re selling from outside SHEIN’s main hubs, meeting their shipping speed expectations can feel like running a marathon with no training.
And let’s not ignore the ethical concerns. SHEIN has been criticized for labor practices, sustainability issues, and design theft. If you’re a brand that prioritizes ethical production or sustainability, SHEIN might not align with your values.
Consumer awareness about fast fashion’s impact is growing, and some buyers are moving toward eco-conscious brands. If SHEIN’s reputation takes a hit, sellers could feel the ripple effect.
So, is selling on SHEIN worth it? If your brand meets Shein’s criteria, you can access a huge, trend-focused customer base with little upfront cost.
But if you’re just starting out, struggling with tight margins, or concerned about ethical considerations, SHEIN might not be the best fit. As with any platform, it’s all about weighing the risks against the rewards.
Best Practices for Selling on SHEIN
Selling on SHEIN requires a strategy. The marketplace moves fast, thrives on trends, and is highly competitive. Getting approved as a seller is just the first step. Staying ahead and making consistent sales requires effort.
SHEIN isn’t like other platforms where anyone can start selling right away. It has a selective approval process, and you need to prove that your business meets its standards. Generally, SHEIN looks for sellers with an established e-commerce presence, ideally making over $100K in annual revenue.
Your products must be high quality, on-trend, and you must be able to meet SHEIN’s strict shipping and return policies. If your business isn’t there yet, it may be worth growing your brand on another platform first before applying.
I remember when I first considered selling on SHEIN. My products were decent, but they weren’t exactly what SHEIN’s audience was looking for. After spending time researching trending items and refining my inventory, I finally had products that fit the SHEIN ecosystem.
If you’re unsure whether your products are a good match, look closely at SHEIN’s best-sellers and see how your items compare.
SHEIN’s customers are all about what’s trending. If you’re selling last season’s styles or generic products that can be found anywhere, you’ll struggle. Staying ahead of trends is key, and tools like Google Trends, Pinterest Trends, and TikTok can help you spot what’s hot in fashion, accessories, beauty, and lifestyle products.
In 2023, crochet tops and Y2K-inspired accessories were a huge hit. Sellers who jumped on those trends early made serious sales. On the other hand, if you’re selling outdated styles, no amount of marketing will save you. SHEIN moves fast—you either keep up, or you get left behind.
Your product listings are your storefront. If they look unprofessional, people won’t buy. SHEIN has a strong aesthetic, and if your images or descriptions don’t align with it, your listings won’t stand out. Use high-quality, well-lit images that show your products from multiple angles.
Lifestyle shots are even better because they help customers imagine how they’d use your products. Think about it—when was the last time you bought something based on a blurry, dull image? Probably never.
Descriptions should be clear, engaging, and SEO-friendly but still sound natural. Avoid stuffing keywords just for the sake of it. And pricing? It needs to be competitive. SHEIN shoppers expect affordability, so unless your product is truly unique, overpricing will hurt your sales.
SHEIN does a lot of the marketing work for you, and as a seller, you should take full advantage of that. Flash sales, bundled deals, and influencer collaborations can put your products in front of thousands of buyers. SHEIN has an extensive influencer network, and partnering with the right creators can make a big difference.
When I first launched my product line, I ran a small promo bundling two complementary items at a discount. Within days, my sales doubled. SHEIN shoppers love a good deal, so offering strategic discounts can be a smart move.
Shipping is a major factor in e-commerce, and SHEIN expects fast delivery. If you’re selling internationally, SHEIN’s fulfillment services can help, but they do come at a cost. Before opting in, make sure the fees make sense for your margins.
If you handle shipping yourself, work with reliable logistics partners to keep delivery times short. Late shipments, damaged goods, or poor packaging will hurt your reputation, and SHEIN customers won’t hesitate to leave negative reviews.
Selling on SHEIN is a great opportunity, but it’s not for everyone. If you’re willing to put in the work, keep up with trends, and meet SHEIN’s high standards, you can tap into a massive customer base and build a thriving business.
But if you cut corners—whether with product quality, shipping, or branding—your listings won’t perform.
Have you sold on SHEIN? I’d love to hear about your experience. What worked for you, and what didn’t? Let’s talk in the comments!
