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EU Delegation Visited Beijing Over the E-Commerce Product Safety Crisis

Trade tensions between the European Union (EU) and China have once again come to the forefront, this time over product safety issues stemming from e-commerce. A delegation from the European Parliament traveled to Beijing as part of a rare visit and held direct talks with Chinese officials. The focus of the meetings was on “unsafe and non-standard products” entering the European market.

E-Commerce Products Are on the EU’s Radar

European Union officials emphasize that a large portion of products entering Europe, especially through low-cost e-commerce platforms, do not meet safety and quality standards. In recent inspections, it has been stated that the rate of non-compliant products in some categories has reached as high as 80%. This situation creates serious risks not only for consumer safety but also for fair competition.

The European Union side is demanding that Chinese manufacturers and platforms comply more strictly with European Union regulations. The increase in non-standard products is drawing particular attention in high-volume categories such as toys, electronics, and textiles.

Debates Around Temu and Shein Are Deepening

Platforms such as Temu and Shein, which have frequently come to the agenda in the European Union recently, are at the center of this debate. The European Commission had previously announced that it would tighten inspections targeting these platforms. In the new period, platforms are planned to be held responsible as “importers” and made directly liable for product safety.

The Beijing Visit Is Rare but Critical

The Beijing visit by the European Parliament delegation is also being considered an important development in terms of diplomatic contacts that have declined in recent years. The meetings addressed not only product safety, but also supply chain transparency and sustainability issues. It is stated that the Chinese side is open to greater cooperation, especially to avoid disruptions to exports, but is taking a cautious approach on the grounds that regulations could slow trade.

Stricter Inspections and Higher Costs in the New Period

Analysts state that these steps by the European Union could make it more difficult in the short term for Chinese-origin products to enter the European market. This means higher costs, especially for e-commerce models based on low-cost advantage. On the other hand, the European Union’s goal is not only to increase product safety; it is also to protect local producers and restore the balance of competition. Recent developments reveal that global e-commerce is now being shaped not only by competition in price and speed, but also by regulation and safety criteria. Tensions between Europe and China in this area are expected to increase even further in the coming period.

Tough E-Commerce Regulation in the EU; Platforms to Be Held Responsible as “Importers”

Shein Expands with 600+ Sales Partners in Germany as Marketplace Growth Accelerates

Germany Sees Shein Expand with 600+ Sales Partners as Marketplace Growth Accelerates

Shein is accelerating its European expansion by building a strong local seller ecosystem, surpassing 600 sales partners in Germany as part of its growing marketplace strategy. The move signals a major shift in Shein’s business model, as the company evolves from a fast-fashion retailer into a broader e-commerce platform.

Germany has become one of Shein’s most important markets, with the platform reaching approximately 22.2 million monthly users. This growing user base is encouraging the company to deepen its presence by onboarding local small and medium-sized businesses (SMEs) and integrating them into its marketplace.

Marketplace Strategy Gains Momentum

Shein began opening its marketplace to European sellers in late 2023 and has since expanded operations across multiple countries. By enabling third-party sellers to join its platform, the company aims to diversify its product offering while strengthening its local supply chain.

To attract more partners, Shein is focusing on improving seller experience through simplified onboarding processes, better technology integration, and operational support. Tools and partnerships that streamline listing, inventory management, and order fulfillment are playing a key role in scaling this ecosystem.

Several German retailers have already joined the platform, reflecting growing interest among local businesses to leverage Shein’s large customer base and digital reach.

Logistics Investment Strengthens European Operations

A critical part of Shein’s strategy is its investment in logistics infrastructure. The company has established a major logistics hub in Poland, designed to improve delivery times and support sellers with efficient fulfillment services across Europe.

This development allows Shein to move closer to a hybrid marketplace model, combining global sourcing capabilities with localized distribution networks. Faster shipping and improved logistics are expected to enhance customer satisfaction while making the platform more attractive for sellers.

Rising Competition in the German Market

Despite its rapid growth, Shein faces intense competition in Germany’s e-commerce sector. Amazon continues to dominate the market, while other international platforms such as Temu and AliExpress are also expanding aggressively.

However, Shein’s strategy of combining affordability, trend-driven products, and an expanding marketplace model positions it as a strong challenger in the region.

A Shift Toward Platform Ecosystems

Shein’s expansion in Germany highlights a broader industry trend where digital retailers are transforming into full-scale marketplaces. By integrating local sellers and investing in logistics, Shein is building a scalable ecosystem that could reshape its role in global e-commerce.

As competition intensifies across Europe, Germany is emerging as a key battleground where global platforms compete for both consumers and sellers. Shein’s growing network of partners indicates that its marketplace strategy is gaining traction and could play a crucial role in its long-term growth.

Source: Ecommerce News Europe

Paris Court of Appeal Rules on Shein; Government’s Shutdown Request Rejected

The Paris Court of Appeal rejected the French state’s request to suspend Shein’s marketplace. The case was filed after child-like sex dolls and prohibited products were identified on the platform in November 2025. The French state initially sought a harsher intervention targeting the entire site, then revised its request to the suspension of the marketplace; however, the court also upheld on appeal the rejection decision issued in December 2025.

Although the court ruling represents a significant legal victory for Shein, it does not bring the pressure on the company to an end. The court emphasized that the platform cannot operate without adequate age-verification measures against the resale of similar products. In its statement following the ruling, Shein said that it had strengthened product and seller controls for third-party sellers, banned sex dolls across all markets, and had gradually started implementing age-verification measures.

The French Government Will Closely Monitor Shein

Immediately after the ruling, the French government did not step back either. Authorities stated that they would monitor “extremely carefully” whether Shein fully complies with the conditions set by the court. France’s Minister for Small and Medium-Sized Enterprises, Serge Papin, had previously said that 2026 would be a “year of resistance” against Shein and similar platforms, arguing that these companies create unfair competition against French retailers. According to the same report, France introduced a 2-euro tax on small parcels as of March 1; the European Union is also planning a similar 3-euro tax for the summer months.

France Is Shein’s Largest Market in Europe

Despite all regulatory pressure, Shein’s user base in Europe continues to grow. According to the company’s EU transparency report, its average monthly active users in the European Union reached 155.7 million in the period from August 1, 2025 to January 31, 2026; this means an increase of more than 10 million compared with the previous period and growth of 6.9%. France stands as Shein’s largest user market in Europe with 28.2 million average monthly users, while Germany follows with 22.2 million users. Shein also operates its marketplace model in 11 countries across Europe and says it works with more than 600 sales partners in Germany alone.

Shein Is Battling Regulations in Europe

The case in France is part of the broader regulatory challenges Shein is facing in Europe. Last month, the European Commission launched a formal investigation into Shein under the Digital Services Act over allegations related to illegal products and platform design. Therefore, although the rejection ruling by the Paris Court of Appeal has protected Shein’s operations in France, it does not mean that the company has emerged from regulatory pressure in Europe.

French Court Rejects Request to Suspend Shein Over Illicit Products