The European Commission started a formal investigation into the Chinese e-commerce platform Shein on Tuesday. This move serves as a potential precursor to a heavy fine. Specifically, the Commission is targeting the sale of illegal products, such as child-like sex dolls, and the website’s addictive design.
Furthermore, the investigation focuses on a lack of transparency regarding recommendation systems under the Digital Services Act (DSA). Consequently, Shein must now disclose the main parameters of its algorithms to the public.
“Illegal products are banned in the EU, whether they appear in a physical shop or an online marketplace,” stated Eurocommissar Henna Virkkunen. She noted that the DSA protects consumers and ensures they understand the algorithms they encounter. Therefore, the Commission will assess whether Shein upholds its legal responsibilities.
Because the Commission has opened an official procedure, it can now take further enforcement measures. However, the Chinese company may still adjust its practices during the process. The duration of the probe remains uncertain, as it depends on Shein’s cooperation and the complexity of the case.
This decision follows a preliminary analysis of Shein’s risk reports and previous information requests. Notably, the Commission sent three formal requests to the company between June 2024 and November 2025.
@anp | NEWS BRAINPORT
