Shein shifts shipping strategy to bring China-made goods closer to US shoppers

Analysts told Reuters that Shein would likely continue to expand its bulk shipments to the U.S. in a bid to compete with established retailers on delivery times as itThe import data seen by Reuters shows Shein's efforts to narrow the speed gap with retailers such as Amazon, which has made a push to offerThe move also marks a strategy shift for Shein, which has traditionally flown goods directly from China to shoppers. Shein lacks any physical stores in the U.S.

In 2022, Shein opened a warehouse in Whitestown, Indiana, where it generally stores that inventory to then be shipped to shoppers within four to seven business days.Shein had already launched a faster delivery option for goods stored in the U.S., called "QuickShip," in 2022. The same year, the retailer's bulk imports brought to the U.S. by ocean freight increased by nearly 790%, from over 312,000 pounds to more than 2.7 million, according to the ImportGenius data.

Facing long waits, shoppers will likely make "infrequent" purchases from Shein, particularly during the key holiday shopping season, analysts at UBS said on Tuesday.

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