Shein invests another half a billion in Poland to circumvent European import duties

Shein invests another 500 million euros in its Polish logistics infrastructure. The Chinese fashion giant aims not only to deliver faster but also to reduce the number of shipments sent directly from China. In this way, the ultra-fast-fashion player also avoids stricter European customs regulations.

From Chinese packages to European warehouses

This year, Shein is allocating 500 million euros to expand its logistics operations around Wrocław, Poland. Since 2022, total investments in Poland have thus reached one billion euros. The region is emerging as Shein’s most important logistics hub for the European market.

Warehouse capacity will increase by 25% to nearly one million square meters—roughly 140 soccer fields. More than 6,500 autonomous robots will support inventory processing, sorting, and order picking. By the end of 2026, Shein expects to employ more than 10,000 people there.

The investment is expected to significantly shorten delivery times. In several European markets, customers can already receive their orders within 48 hours. In addition, Shein plans to open up its logistics infrastructure to more European brands and sellers on its marketplace.

Europe shuts the front door, Shein takes the back entrance

“With this investment, we’re building a more efficient, flexible, and resilient European operation,” says Leonard Lin, head of public affairs at Shein. That resilience is particularly important in light of the new European levies: since July 1, there has been a three-euro import duty on small shipments from outside the EU, and since November 1, an additional two euros in processing fees has been added.

By transporting goods in larger volumes to European distribution centers and shipping them locally from there, Shein can avoid those levies on individual packages from China. However, that does not mean the products are completely exempt from import duties: the applicable customs rules still apply when importing larger shipments.

Chinese competition gains a foothold in Europe

European brands are also playing a greater role. Since the opening of the new logistics facilities in April 2025, more than 500 Polish brands have already made use of Shein’s warehousing and distribution capabilities. The platform aims to expand this model to Germany, France, Italy, and Spain, among other countries.

For European retailers, this poses a paradox: measures intended to curb the influx of cheap Chinese packages may actually encourage Chinese competitors to establish a stronger foothold on European soil. Shein is thus transforming from a distant online challenger into a competitor organized on an increasingly local basis.

Chinese dominance or European opportunity? At the RetailDetail Night on November 19, Pascal De Greef (Comeos), Olivier Van den Bossche (MediaMarkt), Peter De Sutter (E5), and Steven Van den Bossche (Hermie) will debate how European retailers can compete, collaborate, and learn from the Chinese approach.