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Shein Faces EU Complaint Over ‘Dark Patterns’ in Online Sales Tactics

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Pan-European consumer group BEUC has filed a formal complaint with the European Commission against fast-fashion giant Shein, accusing the online retailer of using manipulative design techniques—commonly known as “dark patterns”—to push consumers into buying more on its app and website.

According to BEUC’s report, Shein employs a variety of aggressive tactics, including pop-ups that warn users they may lose discounts if they leave the app, countdown timers that pressure customers to complete purchases quickly, and infinite scrolling that keeps shoppers continuously engaged. BEUC argues that these techniques encourage overconsumption and may violate EU consumer protection laws.

The organization also highlighted the excessive notifications sent by the Shein app, with one example showing a single phone receiving 12 push notifications in one day. BEUC Director General Agustin Reyna stated, “For fast fashion you need to have volume, you need to have mass consumption, and these dark patterns are designed to stimulate mass consumption.”

Reyna added that a satisfactory resolution would require Shein to remove these manipulative features, though he questioned whether the company has sufficient incentive to alter practices that drive sales volume.

Shein Responds, Tensions Remain

In response, Shein said it is cooperating with EU regulators: “We are already working constructively with national consumer authorities and the EU Commission to demonstrate our commitment to complying with EU laws and regulations.” The company also expressed frustration that BEUC had declined its request for a meeting.

Shein’s success in Europe has been fueled by its highly engaging app experience, which incorporates gamification elements. For instance, its “Puppy Keep” game allows users to care for a virtual dog and earn reward points redeemable for free items. These points accumulate through daily log-ins, frequent scrolling, and purchases—further driving customer engagement and sales.

Broader Industry Under Scrutiny

BEUC’s complaint extends beyond Shein, calling on European consumer protection authorities to investigate similar practices across the broader fast-fashion industry. “Dark patterns are widely used by mass-market clothing retailers,” BEUC noted, urging regulators to expand their inquiry.

A total of 25 BEUC member organizations from 21 countries, including France, Germany, and Spain, have joined the complaint filed with the European Commission and the EU consumer protection network.

This latest action follows a separate warning issued by the European Commission last month, which notified Shein that some of its practices breach EU consumer law. The Commission warned that Shein faces potential fines if it fails to address these concerns.

Increasing Regulatory Pressure

In addition to consumer protection concerns, Shein is also under investigation by EU tech regulators for its compliance with online content rules as part of the bloc’s broader push to tighten oversight on major digital platforms.

Shein’s rival Temu, another rapidly growing discount platform, has also been targeted by BEUC for similar dark pattern practices.

Shein Warns EU Fees and French Fast-Fashion Penalties Will Raise Prices for French Shoppers

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Shein has issued a warning that upcoming European Union handling fees and French fast-fashion penalties could significantly increase costs for French consumers, potentially adding up to €12 more per order by 2030, a company spokesperson said Thursday.

Quentin Ruffat, Shein’s spokesperson in France, told Sud Radio that the proposed €2 per-package EU fee on direct e-commerce deliveries and additional national-level environmental penalties in France would disproportionately affect Shein’s low-cost model.

“Why tax us? Why not have a discussion, find a solution between public officials and e-commerce platforms?” Ruffat asked.

Background: EU and France Target Fast Fashion

  • The European Commission has proposed a €2 handling fee on low-value e-commerce imports outside the EU, most of which originate from China.

  • A reduced €0.50 fee would apply to parcels routed through EU-based warehouses.

  • Separately, France’s National Assembly passed a bill in March to penalize fast-fashion goods due to environmental concerns, with the intent of limiting overproduction and waste.

  • The EU also plans to end duty-free treatment for e-commerce packages under €150 starting in 2028.

Impact on Shein and Consumers

Shein, which relies heavily on direct-to-consumer, low-cost shipments, argues that the new policies:

  • Discriminate against platforms like Shein and Temu

  • Will erode affordability for consumers across Europe, particularly in France

  • Threaten to increase average order prices by up to €12 by 2030, Ruffat said

The measures are viewed by critics as targeting ultra-fast fashion models that contribute to environmental degradation, excessive returns, and labor concerns.

Policy Outlook

  • The handling fee proposal still requires approval from EU member states and the European Parliament.

  • France has already endorsed the policy, and is seen as a key player pushing for tighter rules on imported low-value goods.

The U.S. has already moved in a similar direction, scrapping its “de minimis” $800 duty-free threshold earlier this month.

As e-commerce regulation tightens globally, platforms like Shein are coming under mounting pressure to adjust logistics and environmental practices—or risk losing market competitiveness in high-consumption regions like Europe.

EU Proposes €2 Fee on Low-Value Parcels, Posing Challenge for Shein and Temu

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The European Union is preparing to introduce a €2 ($2.27) handling fee on low-value e-commerce parcels entering the bloc, a move that could significantly impact fast-growing Chinese platforms like Shein and Temu. The measure is aimed at addressing a surge in online orders and leveling the playing field for European retailers.

In 2024, EU customs authorities processed 4.6 billion low-value parcels — double the figure from 2023 — with 91% arriving from China. The proposed fee, still pending approval by EU member states and the European Parliament, would be paid by the online retailers, not by consumers.

The European Commission said the fee would help fund compliance checks on the flood of packages, including regulations around toy safety and consumer protections. A smaller fee of €0.50 is also proposed for goods processed through EU-based warehouses, potentially favoring global firms with advanced logistics over smaller retailers.

“It’s fair to ask Alibaba, Temu, or Shein to pay their fair share,” said Bernd Lange, Chair of the European Parliament’s trade committee. He noted the burden these shipments place on customs authorities and the need for proper enforcement.

France has already voiced support for the measure, while the EU had previously announced plans to end the duty-free status of goods under €150 — but not until 2028.

Reactions from European retailers have been largely supportive. Zalando welcomed the proposal and called for fast-tracking the removal of the €150 customs exemption. Germany’s HDE retail association also endorsed the fee as a step toward curbing unfair competition.

However, concerns remain. Allegro, a leading Polish e-commerce platform, warned that the €0.50 fee for goods processed in EU warehouses might unintentionally benefit larger global players, while smaller firms would bear the full €2 cost. “The implementation details will be crucial,” said Allegro’s regulatory manager Ewelina Stepnik-Godawa.

Chinese companies have yet to respond, though China’s foreign ministry urged the EU to maintain a “fair, transparent and non-discriminatory” environment for Chinese businesses.

The proposal comes just weeks after the U.S. scrapped its own de minimis rule allowing duty-free entry for goods under $800, reflecting a broader global shift toward tighter e-commerce trade regulation.