The European Union (EU) is investigating whether Shein, a leading player in cross-border e-commerce (C-commerce) and an online fast-fashion platform, has violated consumer protection regulations.

According to AFP, citing sources on Monday, the European Commission is set to announce the launch of its investigation on February 7 officially.

Founded in China in 2012, Shein has been accused of failing to take sufficient measures to prevent selling products that do not meet European standards. In June 2024, the European Commission sent Shein a questionnaire regarding these concerns.

This investigation is expected to be conducted in collaboration with the Consumer Protection Cooperation Network (CPCN), which includes consumer protection agencies from the EU’s 27 member states.

Shein could face penalties if the investigation confirms any violations, including fines. When AFP asked the European Commission for comment, it declined.

Following Bloomberg’s initial report on the investigation, Shein issued a statement asserting that it is committed to ensuring that European consumers can shop online with confidence. The company stated, “Regulatory compliance is at the core of our strategy, and we have dedicated teams working on this across the globe, including in Europe.”

Meanwhile, last October, the European Commission also investigated the Chinese online shopping platform Temu for potential violations of consumer protection regulations.

The European Union (EU) is investigating whether Shein, a leading player in cross-border e …

EU Launches Probe Into Shein’s Compliance with Consumer Protection Regulations