🇦🇺 Shein’s Surge in Australia: 26% of Online Shoppers, 78% Women, Gen Z Leads

Market Reach & Growth
Over the past year, 26% of Australian online shoppers bought from Shein—a number projected to rise to 28% in 2025.
Around 2 million Australians aged 14+, with 76% repeat buyers, and 42% ordering four or more times annually.

Demographics
78% of Shein customers are women, nearly half are under 35, reflecting its focus on female-focused fashion . Gen Z (born 1997–2012) is the core driver of this growth.

Pricing Strategy & Revenue
Despite quality concerns, Shein dominates by offering low prices and broad product variety. It earned about A$1.1 billion in Australia by June 2024, up 45% year-on-year.

Brand Engagement & Physical Expansion
To deepen engagement, Shein launched pop-up showrooms where shoppers can view products offline and scan to purchase online.

Competitive Landscape
Competitor Temu saw its user share drop from 46% to 43%, partly due to delivery and returns issues. Meanwhile, Amazon remains dominant, with 58% of Australians shopping there, predicted to rise to 63% in 2025.

Regulatory Spotlight
Australia’s ACCC is investigating pricing algorithms used by Shein and Temu to examine potential differential pricing tactics

***Photo Reference:https://www.gallantway.com.au/post/generation-z-has-a-new-favourite-shopping-app-shein-5 ***