Shein Surpasses Amazon in App Rankings

Shein, a rapidly growing fast fashion e-commerce platform, has achieved a significant milestone by becoming the leading shopping application on both iOS and Android devices in the United States. This data originates from app tracking firms, App Annie and SensorTower.

A Discreet Ascent

Despite reports indicating a valuation exceeding $15 billion, Shein maintains a remarkably low public profile and deliberately avoids extensive media engagement. Industry analyst Matthew Brennan has aptly described the app as the “TikTok for e-commerce” in a detailed analysis of the company.

Integrated Production Chain

Like many apparel retailers, Shein’s manufacturing base is located in China. However, a key differentiator lies in Shein’s complete control over its production process.

From initial design and prototyping through to sourcing and manufacturing, each stage is heavily digitized and seamlessly integrated. This allows the company to introduce hundreds of new products daily, specifically tailored to regional preferences and individual consumer tastes.

This strategy mirrors TikTok’s approach, utilizing algorithms to connect content creators with users based on their real-time behaviors.

Recent Ranking Achievements

According to App Annie, Shein reached the top position for new downloads on Android in the U.S. on May 11th. Subsequently, on May 17th, it secured the number one spot on iOS as well. A brief period at the top of the Android chart was also observed in late April.

Furthermore, Shein ascended to the highest rank on the App Store chart, which considers download numbers, download velocity, and other factors to determine rankings.

Company Origins and Structure

The company, formerly known as “She Inside,” describes itself on its website as an “international B2C fast fashion e-commerce platform” established in 2008.

Notably, the founder and CEO, Chris Xu, is not mentioned on the official website. A 2018 corporate blog post on WeChat indicated the company’s headquarters are in Nanjing, a city in eastern China renowned for its historical significance and as the home of Suning, a major Chinese appliance manufacturer.

Shein has also established offices in other key Chinese cities, as well as in the U.S., Belgium, and the United Arab Emirates.

Strategic Discretion

Shein’s low profile is potentially a response to current geopolitical tensions and increased regulatory oversight concerning technology companies with ties to China.

Owning its sales channels and possessing direct access to user data sets Shein apart from numerous generic consumer brands that rely on Amazon for customer acquisition without equivalent data access.

Regulatory Challenges

In June of last year, the Indian government banned Shein, alongside other applications including TikTok and WeChat, citing concerns related to India’s sovereignty, defense, security, and public order.

Competitive Landscape

An investor specializing in cross-border business suggested that Shein may be intentionally maintaining a low profile to safeguard its success factors from competitors. The Chinese e-commerce export market is intensely competitive, and instances of Chinese sellers on Amazon engaging in disruptive tactics against each other are not uncommon.

Global Performance and Marketing Spend

As of May 17th, Shein held the top position among iOS shopping apps in 54 countries and ranked first in the category on Android devices across 13 countries, according to App Annie. This performance prompts questions regarding the extent of Shein’s marketing expenditure in comparison to established giants like Amazon.

Another key question is the proportion of app downloads that translate into consistent, active users.

Investment and Funding

While Shein has not publicly disclosed its investors, Chinese media reports have identified JAFCO Asia, Greenwoods Asset Management, IDG Capital, Sequoia Capital China, Tiger Global, and Shunwei Capital (affiliated with Xiaomi founder) as potential backers.

Sequoia Capital China has confirmed its investment in Shein. Shein declined to provide a comment for this report.

This article was updated to include additional details regarding Shein’s rankings and background information.