SHEIN's new semi-hosted model may offer cross-border merchants low-barrier access to high-value Middle East markets.
On April 21, SHEIN, one of China's "Four Cross-Border E-Commerce Giants," announced it will roll out a semi-managed business model for its Middle Eastern platform, with the official launch set for April 30.
The Middle East is one of the world's fastest-growing e-commerce markets, boasting a population of over 300 million with a young, high-spending consumer base. In Gulf countries like Saudi Arabia and the UAE, internet penetration reaches 98%, yet e-commerce accounts for only 2% of total retail sales—far below the global average of 10%. Industry analysts predict explosive growth for the region's e-commerce sector in the coming years, with annual expansion rates of 25%-30%.
SHEIN has already built a strong local user base and social media following in the Middle East, consistently ranking among the top shopping apps on the region's App Store. The company first entered the market in 2015, with its Dubai office initiating localized operations as early as 2016. According to Semrush data, SHEIN is currently Saudi Arabia's most-visited fashion and apparel shopping site, demonstrating robust competitiveness in the region.
On February 12, 2025, SHEIN unveiled its "2025 Blockbuster Plan," integrating key shopping events across Europe, the Middle East, Japan, and South Korea. The initiative explicitly includes Middle Eastern markets in its traffic support program, offering billions in on- and off-platform traffic resources to empower cross-border merchants.