SHEIN points to €22 billion of potential savings for online shoppers
EU consumers could save up to €22 billion annually by buying clothing online, a study finds.
Chinese fast-fashion retailer SHEIN reckons European consumers could save up to €22 billion a year by shopping online, citing research from Copenhagen Economics.
The study, cited by Shein, claims EU shoppers can on average save €12.80 per month, which says is equivalent to about 19% of monthly household spending on clothing and footwear per capita in the EU.
Price is a top priority for European shoppers, SHEIN said, pointing to the report's survey which polled 24,995 consumers across 27 member states.
The study found that price is the top priority for shoppers. Some 68% of survey respondents say price is most important, and the online retailer claimed 70% said better prices are what they would miss most if online shopping was no longer available.
"We have examined what the surveyed consumers (in Europe) themselves value most about e-commerce," the study's author Henrik Ballebye Okholm, of Copenhagen Economics said.
"They indicate price as the top priority and report online shopping not only offers better deals but also provides access to a wider range of styles and sizes, which is particularly important for rural communities where physical store access is more limited.”
Leonard Lin, SHEIN president and head of public affairs, added, “We’re committed to making fashion accessible and affordable for everyone.
"This study confirms what we see every day: consumers value choice, convenience, and affordability. Through e-commerce, we’re helping make fashion more inclusive across the EU.”
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The report also notes 77% of EU internet users bought online in 2024, up from 53% in 2010.
The Copenhagen Economics pan-European consumer survey highlighted by SHEIN included 24,995 respondents and comprised 41% young individuals, 72% from lower-income backgrounds, and 32% living in rural areas.
The Recap
- Study finds EU shoppers could save €22 billion annually online.
- Shoppers report average savings of €12.80 per month.
- Survey included 24,995 respondents across 27 EU member states.
