Chinese cross-border e-commerce enterprise Shein Rapidly Captures Australian Retail Market
Recent foreign media reports indicate that Chinese cross-border e-commerce enterprise Shein's sales in Australia continue to rise, highlighting how growing cost-of-living pressures are driving strong consumer demand for affordable goods, fueling the platform's rapid market expansion.
Shein began selling in Australia in 2022. Its latest financial filings show that in the 12 months ending December 31, 2024, revenue increased to USD 1.23 billion from USD 979 million a year earlier. Profit increased to USD 15.2 million from USD 10.6 million. Operating profit was AUD 21.7 million and income tax paid was AUD 6.5 million.
Shein's rapid sales growth in Australia has also been driven by aggressive influencer marketing on TikTok and YouTube, where creators showcase unboxings and try-on hauls. According to web analytics firm Semrush, Shein's website has become one of Australia's most-visited fashion e-commerce platforms.
The rapid expansion of Shein and Temu in Australia has significantly disrupted the local retail market. Data shows that as of August last year, 2 million Australians had shopped on Shein, with another 3.8 million using Temu. Both platforms have gained market share through ultra-low pricing and aggressive advertising campaigns. This trend has forced several local brands, including Oroton and Mosaic Brands (parent company of Noni B), to exit the market. Wesfarmers Group also cited the rise of Shein, Temu, and Amazon as a key factor in its decision to shut down its loss-making e-commerce platform, Catch.