// Shein is considering a shift in strategy to become an online marketplace
// Creating a marketplace would put Shein in more direct competition with online giants including Amazon and Alibaba
Chinese online fast fashion giant Shein is looking at redesigning its business to compete with the world’s biggest online players, including Amazon and Alibaba.
The Wall Street Journal reported it saw a memo sent by Shein to its investors, which said it is considering a move to sell merchandise from third-party brands in addition to its own brand.
The Singapore-based company has recently focussed on divesting its operations, opening warehouses in Poland and manufacturing apparel in Turkey.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
The plan would extend Shein’s moves to diversify its supply chain away from China, efforts that include manufacturing in Turkey and new warehousing in the U.S. and Europe.
“The marketplace platform makes available a range of additional merchandise and shipping options, and we expect it to result in increased customer engagement and satisfaction,” the memo said, as published by the Wall Street Journal.
With almost 45 million online customers, Shein could tap into a revenue stream not yet mastered by a fast fashion retailer to become an even bigger force.
Earlier this month, Shein was been labelled as the world’s most popular fashion brand, overtaking rival Zara, according to data from the price comparison website money.co.uk.
The website found that Shein is the most searched fashion brand globally, topping the searches across 113 countries.
Click here to sign up to Retail Gazette‘s free daily email newsletter
