The European Commission has announced a formal investigation into Shein, a fast-growing Chinese retailer, over allegations of multiple violations of EU laws, particularly concerning the sale of childlike sex dolls and weapons. This inquiry comes after the Commission demanded information from Shein last year regarding its product offerings and compliance with stringent European regulations. In addition to the alarming sales of illegal items, there are concerns about the extent to which Shein’s products, particularly clothing and electronics, adhere to EU safety and quality standards.

Another significant area of focus for the investigation will be Shein's business practices, specifically relating to the design of their online platform. An EU official highlighted concerns about the platform's addictive features, including bonus point programs and gamification elements, which could potentially harm users' mental well-being. The investigation aims to assess whether these features may contribute to compulsive shopping behaviors among customers, particularly among minors and younger consumers.

Furthermore, the EU will scrutinize Shein's recommender systems, which are designed to suggest various products to users based on previous purchases and browsing history. Authorities are concerned that these recommendation algorithms may overwhelm users with too many suggestions, further contributing to excessive spending and not being sufficiently oriented to protect users from harmful or inappropriate products. This investigation underscores the EU's growing focus on regulating e-commerce platforms and ensuring compliance with consumer protection laws and standards.