22% of parcels delivered in France by La Poste come from Temu and Shein

If five years ago less than 5% of parcels delivered to French mailboxes through La Poste came from Chinese platforms Shein and Temu, that number has since skyrocketed, now reaching 22%—four times higher than just a few years ago. This growth likely stems from a combination of the lockdown period, normalized overconsumption, unbeatable prices, targeted marketing strategies, and an increasingly impatient society. Although these online stores provide some with a vast selection of clothing and more at their fingertips, it’s essential to remember what these platforms truly represent. While these fast-fashion giants and their products become more prevalent in French homes, the dangers they pose and their detrimental impact on various levels are equally increasing.

Shein, founded in China in 2012, quickly became a symbol of fast fashion excesses, highlighting the social and environmental challenges tied to rapid production models by offering clothing at rock-bottom prices. The brand has faced criticism for production practices that often overlook environmental and social standards. Temu, launched three years after its aforementioned counterpart, is the international arm of Pinduoduo, a Chinese e-commerce giant. Its extremely low prices have fueled explosive success across Europe, with a range of products covering clothing, home decor, toys, and tech gadgets. While these two fast-fashion powerhouses might offer a practical and efficient way for some to buy virtually any item imaginable with just a few clicks, they also pose significant concerns around environmental hazards, overconsumption, poor quality, and health risks. In South Korea, for instance, phthalates have recently been detected in Shein clothing—particularly in children's products—at levels far exceeding legal limits, posing health risks that can lead to obesity, heart disease, cancer, and fertility issues.

At the end of September, six European Union countries — Germany, France, Austria, Denmark, the Netherlands, and Poland — requested EU intervention against online shopping sites like Shein and Temu, which are suspected of selling products that may be dangerous for consumers. In response to these concerns, the European Commission had already, in June, required Shein and Temu to provide information to verify their compliance with EU consumer protection standards. The European Union’s inquiries about Shein and Temu also cover several other issues. Among them are the use of deceptive interface designs, known as “dark patterns,” which subtly influence user behavior. Other concerns raised include protection of minors, transparency of product recommendation algorithms, and seller traceability on these platforms.

The issue is that these kinds of sites know their audience well and act accordingly. Their primary target audience is the 18-35 age range, a demographic seeking fashionable clothing at affordable prices. Naturally, they rely on a customer base that is adept at online shopping, and to attract them, what better tool than the most effective advertising medium of our era: social media? Instagram and TikTok, favored by Gen Z, are at the heart of the fast fashion business model. Leading players in the sector engage in aggressive advertising, filled with discounts and promotional offers. The goal remains the same: to drive purchases and keep users returning to online stores. This strategy almost inevitably leads to success, a success underscored once more by La Poste’s data, which certainly does not bode well for the future.