The European Commission has launched a DSA probe into Shein, opening formal proceedings that will examine how the online retailer tackles illegal listings, manages platform design risks, and explains the recommender systems that shape what shoppers see.
According to the Commission, the investigation will scrutinise Shein’s safeguards intended to stop illegal goods from being sold within the EU. Regulators said the case includes items that could fall under child sexual abuse material rules, including child-like sex dolls.
A separate part of the inquiry will assess concerns linked to what the Commission called “addictive design,” including reward-based mechanics that may push repeated engagement. Authorities will consider whether Shein has properly identified and mitigated risks to user wellbeing and whether its practices meet expectations around online consumer protection.
The Commission will also evaluate Shein’s compliance with DSA transparency obligations for recommender systems. Under the law, platforms must disclose the principal parameters that drive recommendations and must offer at least one readily accessible option for each recommender system that does not rely on profiling.
The EU executive said it will now carry out a detailed assessment and can gather more evidence through additional information requests, monitoring actions, or interviews.
EC tech sovereignty, security and democracy executive vice-president Henna Virkkunen said: “In the EU, illegal products are prohibited – whether they are on a store shelf or on an online marketplace.
“The Digital Services Act keeps shoppers safe, protects their wellbeing and empowers them with information about the algorithms they are interacting with. We will assess whether Shein is respecting these rules and their responsibility.”
Opening formal proceedings gives the Commission the ability to impose interim measures, issue a non-compliance decision, or accept commitments from Shein to remedy any issues identified. The DSA does not set a statutory deadline for the case, and the Commission stressed that starting the process does not predetermine the outcome of the DSA probe into Shein.
Ireland’s Digital Services Coordinator, Coimisiún na Meán, will participate as Shein’s country-of-establishment authority in the EU. The Commission said its decision follows a preliminary review of Shein’s risk-assessment reports, responses to information requests dated 28 June 2024, 6 February 2025 and 26 November 2025, and submissions from third parties.
The Commission also noted that the DSA proceedings run alongside other enforcement efforts, including coordinated consumer-law action led by the Consumer Protection Cooperation Network and national enforcement under the General Product Safety Regulation, including follow-up to a 2025 product-safety sweep on childcare items. It added that the DSA case is without prejudice to its outcome or to other potential actions under the regulation.