Shein partners with THG Fulfil to bring ‘enhanced services’ to UK marketplace

The Chinese fast-fashion giant has partnered with THG Fulfil in the UK to offer a “direct integration” of its marketplace, meaning orders can “flow straight from the Shein marketplace in THG Fulfil’s advanced network, creating a frictionless, end-to-end process for sellers”.

Shein said the partnership will make the marketplace “more intuitive” for UK sellers to access “tools, logistics and visibility to reach international markets”.

Speaking exclusively to Retail Week, Shein senior director of brand operations EMEA Christina Fontana said: “THG Fulfil allows an additional logistics service that’s much easier for the sellers to use. Everything about what we’re doing is improving the experience for the sellers, to make it easier for them to sell on the platform, because in our model, they do need to do a lot of the work.”

Fontana said Shein chose to partner with THG Fulfil because “they specialise in fulfilment. They’re a leader in Europe. They’re a leading company in their field.”

Shein launched its marketplace in the UK in 2024. It is also active Germany, France, Italy, Spain, Portugal, Austria, Romania, the Netherlands, Sweden and Poland.

While there are around 2,500 UK sellers on Shein marketplace, Fontana said that adding better services comes back to the retailer’s “obsessive” focus on customers.

She said: “Why did we start a marketplace? We have a completely dedicated, fanatical community of women who love to purchase on Shein, and we saw that they were looking for brands on our platform.

“Because we are completely, obsessively focused on responding to our customers’ desires, we decided to add brand mix into our offering for our customers. It’s not about how many sellers we have but ensuring that we have the full offer that our customers want.”

Alongside the partnership, THG has been named Shein’s official beauty partner.

THG Ingenuity chief revenue officer Darren Rajanah said: “We are proud to partner with Shein and provide the powerful fulfilment and courier management infrastructure that will help brands succeed on its marketplace.

“Our technology offers sellers a distinct competitive advantage, creating a seamless process for launching on the platform and ensuring their customers receive a world-class delivery experience. We are excited to be named Shein’s official beauty partner and look forward to supporting brands of all sizes as they scale and grow.”