The European Commission (EC) has launched a Digital Services Act (DSA) probe into Shein over illegal products, addictive design features and recommender-system transparency.
The EC said the proceedings will scrutinise the retailer's safeguards aimed at preventing illegal goods from being sold within the European Union (EU).
It includes material that could qualify as child sexual abuse content such as child-like sex dolls.
Regulators will also evaluate risks tied to what the EC described as the platform’s “addictive design”, including reward-based features that may drive engagement.
They will also examine whether Shein has adequately addressed potential impacts on users’ well-being and online consumer protection.
Another strand of the investigation concerns disclosure around the company's recommender systems.
Under the DSA, platforms are required to explain the main parameters shaping such systems and provide at least one easily accessible option for each recommender that does not rely on user profiling.
The EC said it will now conduct a detailed assessment and may collect further evidence through information requests, monitoring activities or interviews.
In an emailed response to Retail Insights Network, Shein said: "We take our obligations under the Digital Services Act seriously and have always cooperated fully with the European Commission and Coimisiún na Meán, as we will continue to do in this process."
Shein added that it has “continued to invest significantly” in strengthening DSA compliance, including “comprehensive systemic-risk assessments and mitigation frameworks, enhanced protections for younger users, and ongoing work to design our services in ways that promote a safe and trusted user experience".
The retailer said that, following issues identified last year, it accelerated additional safeguards around age-restricted products and engaged with the EC on deploying an age-assurance solution across the EU using third-party technology intended to balance minors’ protection with privacy requirements.
EC tech sovereignty, security and democracy executive vice-president Henna Virkkunen said: “In the EU, illegal products are prohibited - whether they are on a store shelf or on an online marketplace.
“The Digital Services Act keeps shoppers safe, protects their wellbeing and empowers them with information about the algorithms they are interacting with. We will assess whether Shein is respecting these rules and their responsibility.”
Opening formal proceedings allows the EU executive to impose interim measures, issue a non-compliance ruling or accept commitments from Shein to resolve identified issues.
The DSA does not set a statutory deadline for completing proceedings, and initiating them does not predetermine the outcome.
Ireland’s Digital Services Coordinator Coimisiún na Meán will participate in the investigation as Shein’s country-of-establishment authority in the EU.
The decision follows a preliminary review of Shein’s risk-assessment reports, replies to EC information requests dated 28 June 2024, 6 February 2025 and 26 November 2025, and information provided by third parties.
The EC noted that the DSA case runs alongside coordinated consumer-law action led by the Consumer Protection Cooperation Network and national enforcement under the General Product Safety Regulation, including follow-up to a 2025 product-safety sweep on childcare items.
It added that the DSA proceedings are without prejudice to its outcome or to other potential actions under the regulation.
"Protecting minors and reducing the risk of harmful content and behaviours are central to how we develop and operate our platform. We share the authorities' objective of ensuring a safe and trusted online environment and will continue to engage constructively,” the retailer concluded.
