According to the DSA transparency report, consulted by mind Retail, Shein continues a cheeky trajectory. On December 31, 2025, the ultra-fast-fashion giant claims 155.7 million monthly active users in the EU, representing a gain of 19.4% in a year. While France remains the largest market with 28.2 million users, a data analysis reveals the first signs of slowing down, before the incoming regulatory and fiscal wall.
As the regulatory framework tightens around Shein, the online fashion retailer (2025 revenue not public yet, 2024 revenue of US$38 billion, up by 19%) published annual 2025 audience results at the end of March, showing sustained momentum. The retailer reported 155.7 million monthly active users across the 27 European Union countries at December 31, 2025. This is an increase of 19.4% in one year, i.e. an uplift of 25.3 million monthly active users (data for 2024 ended on January 30, 2025 creating a one-month gap, Editor’s note). Classified as a “very large platform” as part of the DSA, Shein attracted 35% of the EU population, based on 450 million inhabitants.
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Article authors
Sophie Baqué
Chief Editor of mind Retail