There are a lot of fast-fashion retailers — but in 2020, Shein broke away from the pack.
The only fashion site that gets more traffic than Shein is Nike, according to SimilarWeb — and Nike’s not really fast fashion. (Though it’s for fast people!)
Starting in 2020, Shein also saw waaaay more search than its competition.
Shein built a strong SEO foundation.
Shein founder Chris Xu started his career in SEO, Vox reports — and it shows.
In August of 2021, 40% of Shein’s website’s visitors arrived via search, Rest of World reports. Meanwhile, search only drives 4% of Zara’s traffic.
It saturated social.
Shein’s bargain basement prices (like… $4 for a shirt) lend themselves to unpaid haul videos, and Shein runs plenty of paid social and influencer campaigns, too.
They even streamed a branded reality show, the #SheinX100KChallenge — judged by Khloé Kardashian — on social.
Its shopping app is wildly popular.
Some people searching “Shein” are probably looking for its app, which was downloaded 500K+ times per day early last year.
The top of Shein’s funnel overfloweth, thanks to a mix of SEO, social, and its mobile app — and other fast-fashion retailers (and their apps!) are struggling to compete.