False discounts, purchase pressure … The European Commission asks the Shein online sales platform to stop its “deceptive and abusive practices towards European consumers ” according to the Commission from the Ministry of the Economy, Finance and Industrial and Digital Sovereignty. The action initiated on May 26, 2025 by the European Commission could lead to sanctions from the e-commerce site.
What is ephemeral fashion?
The “fast fashion“, Ephemeral mode, is a commercial practice which is characterized by the marketing of a very large number of new models, an almost permanent renewal of collections, very low prices and strong incentives for purchase by very aggressive advertising. The turnover of the Shein platform has increased by 900% in three years.
