Shein US site launched, Anker is one of the first brands to join

It is learned that according to MarketplacePulse, Shein’s US platform was officially launched on May 12. On May 4, Shein officially announced that it would promote the platform model globally. Now, the long-rumored news has finally become a reality.

It is reported that the Shein platform is open to both domestic and international sellers in the United States, and its business scope has also expanded beyond fashion. Anker is one of the first brands to settle in.

Shein's launch of a platform model in the United States will cause considerable turmoil. Although it is far smaller than Amazon or Walmart, Shein's share of the U.S. e-commerce market has continued to rise thanks to its C2M model, which connects users and factories and reduces the number of intermediate circulation links. It once squeezed into the top ten online retailers in the United States.

According to the Wall Street Journal, Shein's sales reached $30 billion in 2022, and its global GMV (gross merchandise volume) is expected to grow to $80 billion by 2025.

Combined with a wide-ranging social media marketing strategy, it is learned that in 2022, SHEIN's installation volume exceeded 229 million times, surpassing Amazon to become the most downloaded APP in the United States. At present, Shein's traffic sources in the United States account for approximately 40% of search, 37% of direct App traffic, 9% of social media (Facebook accounts for about 50%), and 7% of display advertising.

It is reported that Shein's US platform is actively recruiting local online and offline retailers in the United States, especially sellers with physical stores who can provide faster logistics timeliness.

After the platform model is launched, Shein cannot compete with Amazon's same-day and two-day delivery in terms of logistics timeliness, but it may attract many top sellers on the Amazon platform to join. According to reports, Anker is one of the first brands to join the Shein platform.

The pricing of Anker's products currently sold on Shein is the same as that on Amazon, which shows that Anker does not favor any particular platform over others.

According to sellers who have received the invitation to join, Shein third-party platform is free of sales commission in the first three months, and the subsequent sales fee rate for all categories is 10%, which is lower than Amazon's fee level. In addition, Shein will bear the return shipping costs in the first three months, and the sellers will bear the return shipping costs in the future; sellers enjoy pricing power, and there is no traffic fee, etc.

Shein’s official announcement also stated that after third-party sellers settle in, they can see the real-time performance and sales of the products, while relying on SHEIN’s efficient supply chain integration and management capabilities, as well as consumer demand capture and traffic generation capabilities and other resources.

To support its third-party business, Shein is building a team in Los Angeles and hiring for multiple positions to attract and support sellers. Shein intends to expand its supply chain by adding local sellers, not just its suppliers in China (it is also investing in manufacturing in Brazil, Türkiye, and other places).

However, Wish and AliExpress have previously tried similar strategies to diversify their product offerings but have made little progress in attracting local sellers in the United States or Europe.

Editor✎ Ashley/

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