SHEIN Struggles: Trust Crisis Threatens Dutch Fashion Market
Amsterdam, zondag, 15 juni 2025.
The online fashion chain SHEIN is facing challenges in the Dutch retail sector, where customers are critical of reliability and product quality. Trustpilot reviews reveal increasing dissatisfaction with aspects such as incorrect sizing, misleading product photos, and unexpected processing fees. Customers report issues with orders, including undelivered packages and difficult returns. This trust crisis could potentially seriously undermine SHEIN’s expansion strategy in the Dutch market, with brand perception increasingly under pressure.
Trust Issues at SHEIN
The Dutch consumer is showing increasing scepticism towards SHEIN, with numerous complaints about product quality and business operations. Trustpilot reviews reveal that customers are critical of various aspects of the online fashion chain, including incorrect sizing and misleading product presentations [1]. Specific customer experiences show that 30.81 percent of reviews point to substantial problems with orders and customer service [1].
Operational Challenges
SHEIN is struggling with multiple operational problems that undermine consumer confidence. Customers frequently report issues such as undelivered packages, unexpected processing costs, and difficult return processes [1]. A specific complaint illustrates the problem: a customer had to pay an additional €35.15 for processing an order of €70, which is perceived as excessive and misleading [1].
Sustainability and Ethics
In addition to logistical challenges, SHEIN is under pressure due to concerns about sustainability and ethical business practices. The company itself acknowledges transport emissions of 8.52 million metric tons of CO2 equivalent in 2024, representing an increase of 13.7% compared to the previous year [5]. SHEIN is attempting to show transparency by communicating its sustainability efforts but continues to face criticism [6].
Future Perspectives
The company is currently seeking strategic solutions to improve its market position. There are plans to produce and distribute closer to customers, which could potentially increase delivery efficiency [5]. Moreover, SHEIN is in discussions about a stock listing in Hong Kong, which may indicate attempts at further professionalisation [5].