Practical considerations—especially price, fit and day-to-day usefulness—dominate how Shein shoppers decide what to buy and how long to keep it, according to findings from the Shein 2025 Global Circularity Study. Based on responses from 15,461 customers aged 18 to 44 across 21 markets, the research suggests that circularity efforts gain traction only when they align with routine behaviour, rather than requiring consumers to adopt unfamiliar systems.
When asked what drives purchase decisions, a clear hierarchy emerged. Price was the most consistent filter: 71.6% of respondents said they “always” consider price when shopping. Fit-related issues followed closely, with 66.7% naming the availability of their size as a key factor. Personal style mattered to 58.1%, while 53.8% said the suitability of clothing for daily needs influenced what they chose.
The study also challenges assumptions about high-volume purchasing. Shein reported that 71.1% of surveyed customers bought fewer than 30 clothing items over the past year, a figure that the company presents as evidence that even frequent online shoppers are not necessarily buying at extreme volumes.
Usage patterns indicate that certain categories are worn heavily, particularly staples and functional pieces. In everyday basics, outerwear, footwear and activewear, between 36.2% and 41.1% of respondents said they wore items more than 50 times. A further 16.4% to 19.9% reported wearing those products between 31 and 50 times. The data points to repeat wear being concentrated in items that solve clear daily needs—an insight that shapes how the brand believes circular strategies should be designed.
When it comes to deciding whether to keep or discard garments, comfort and fit again dominate. Comfort was cited by 88.1% of respondents as influencing how long they keep clothing, followed by fit at 82.2%. Visible damage such as wear and tear (64.4%) and ease of care (63.3%) were also major drivers—suggesting that durability is as much about performance through washing and use as it is about initial product quality.
How Shein shoppers define “circular” fashion
The Shein 2025 Global Circularity Study also explored what shoppers associate with circularity and sustainable fashion. The most common definition was durability: 47.0% said long-lasting quality is the leading characteristic of circular clothing. Another 37.8% linked circularity to products made with low-impact or recycled materials. Notably, price and limited style were rarely associated with sustainability, selected by fewer than 10% of respondents.
At end-of-use, passing items on is the dominant behaviour. Shein said 82.6% of respondents give clothes to family or friends, while 69% donate to charity. Repair and alteration is also widespread: 61.7% said they repaired or modified garments. Among those who did not, 58.3% said they would be more likely to repair if they had the skills or knowledge—highlighting education as a potential lever.
Formal recycling remains less common. Only 37.2% said they recycled clothing in the past year. For non-recyclers, the biggest motivators would be clearer guidance on where or how to recycle (43.6%) and more convenient, nearby facilities (40.3%).
Interest in circular services is mixed. While 43.8% said they were interested in Shein’s resale platform, Shein Exchange, and 43.1% said they would use physical bins for recycling or donation, only 15% expressed interest in digital product passports. Similarly, just 19% said they want garment footprint information.
Shein said the results underline the importance of designing circularity programmes that feel simple and routine. Shein stated: “Insights from the 2025 Global Circularity Study help deepen Shein’s understanding of how consumers buy, use and manage clothing, supporting its efforts to develop impactful initiatives that are aligned with how consumers truly use their clothing in everyday life.”
